Smart phones accounted for 74% of all connected device impressions on the Millennial Media mobile network in Q2 2012, according to the network’s September Mobile Mix report. This represents 12% growth from 66% in Q2 2012, and comes at the expense of the share of ad impressions held by feature phones, which dropped from 17% to 7%. Other non-phone connected devices represented 19% of the connected device mix in Q2, up from 17% a year earlier.
Smart phones’ growing share of ad impressions on the Millennial Media network mirrors increased overall adoption of the devices in the US. Data from Nielsen released in September indicates that 55.5% of mobile subscribers in the US own a smartphone as of July 2012, a 35.4% increase from 41% in July 2011. Read the rest at MarketingCharts.