Apple's US ad share drops 9 percent as Android ties for top spot

Last month saw Android's ad revenue top iPhone's according to Millennial Media's network in the US for the first time.

This month, Google's OS has also drawn level with iOS at the top of Millennial's smartphone tree in terms of impressions delivered.

If nothing else, Millennial's numbers over the last few months have shown the effect of a supposed surge in Android sales on the ad market.

Four months previous, Google's OS held an 11 percent share of Millennial's smartphone OS mix, grabbing it third spot.

Now it accounts for a 37 percent share, sending it to the top of the table.

Such growth is also illustrated by the 65 percent month on month growth in Android ad requests. Since January 2010, Millennial notes, Android has grown 2182 percent.

That's compared to an Apple increase of 32 percent over the same period, which goes some way to explaining the speedy erosion of iOS' ad share in the last few months – down from a high of 70 percent in March.

Super Samsung

Nevertheless, Apple – buoyed by continued strong sales of both iPhone and iPod touch – remains the leading device manufacturer on Millennial's network for the 13th straight month – its 25 percent share down around 5 percent from last month's total.

Samsung, thanks largely to the launch of the Galaxy S (which was the seventh most popular handset in the US, according to the firm's numbers), saw its share rise by around 3 percent month on month – the highest growth percentage of any OEM.

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