Android is the leading operating system (OS) in the Asia Pacific (APAC) region, according to a new Mobile Mix report.
The majority of the device manufacturers headquartered in the region support an Android OS.
This special report focuses on the Asia-Pacific (APAC) mobile device market on the Millennial Media platform.
Android accounted for 71 percent of total impressions from Asia-Pacific region while iOS accounts for 28% of regional platform impressions.
India (86%), Malaysia (75%), and Hong Kong (81%) recorded an above average number of impressions from Android devices.
Findings of the report also indicate that 65% of the population in APAC owns a mobile phone, and 23% owns a smartphone.
Population drives usage
The Asia Pacific region has a very high number of mobile and smartphone users despite the low adoption rate of smartphones due to China and India-two most populous regions in the world driving higher numbers of users.
Despite its size, China only accounts for 7% of the region's impressions on the platform, as smartphone market of this country is still developing.
The report also indicates India (15%), Indonesia (14.87%), and Japan (11.62%) as the top three countries with the highest number of impressions on Millennial Media's platform.
Samsung (39.62%), Apple (26.41%), and Nokia (3.48%) were identified as the top three manufacturers based on impressions on the platform.
The top three brand verticals for mobile advertising that see the highest consumer engagement are technology, telecommunications, and consumer goods.
Games, entertainment, lifestyle, personalization, and productivity & entertainment were the top application categories with most impressions served and highest click-through rates on the platform.
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