Android ad requests up 690% in 2010, but Apple the US ad king

Having recovered from a dip earlier in the year, iOS has consolidated its position as the leading OS on Millennial Media's network according to the firm's latest Mobile Mix report.

Indeed, Millennial's smartphone OS mix for July suggests Apple now holds a 55 percent share of ad requests in the US – 1 percent down on June's figure, but a world away from the 48 percent share iOS fell to in May.

However, despite Apple's rebirth, Millennial's numbers suggest it's Android that holds all of the momentum in 2010 as a whole.

Ad requests on Google's OS grew 47 percent month-on-month in July, up 690 percent in total when compared to January.

"Android's OS became the second largest in the smartphone OS mix for the first time since we began reporting the OS mix in August 2009," Millennial says in the report, Google's OS taking a 19 percent share of the mix and overtaking RIM in third spot with 16 percent.

In terms of Millennial's developer platform usage mix - which looks at the spread of apps across its network - Apple and Android again lead the way, but RIM experienced the largest growth month-on-month, up 9 percent to 11 percent in total.

Predictably, however, it's iPhone that dominates overall when it comes to developer support.

"Apple was the platform that utilised 100 percent of the time by multi-platform developers on our network," Millennial reports.

"Android was second with 75 percent and RIM in third position with nearly half developing for their platform. We anticipate the RIM percentage to incrase with the launch of their app program and newly-released devices."

Likewise, iPhone is also the most used device by consumers on Millennial's network, with BlackBerry Curve holding on to its spot in second and Motorola's Droid climbing to third.

Google's Nexus One, which previously held sixth position, has now appears to have dropped out of the top 20 altogether.

Apple is the top phone manufacturer overall, upping its share to just under 35 percent of all impressions on the network. Samsung holds strong in second on 17 percent, while RIM is third on just over 10 percent.

You can read the full Mobile Mix report for July on Millennial Media's website.