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Mobile ads wither in January

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Australian smartphone adoption is booming, yet the mobile ad market took a serious dive in January. According to a report from global ad network InMobi, Australian mobile ad impressions dropped by 18 per cent in January compared to October 2010.

Globally, the InMobi mobile advertising network served 31.6 billion impressions in January 2011. The report revealed that there were around 305 million Australian mobile ad impressions in January, down from over 371 million in October.

Interestingly, Apple's share of the impressions fell 2.1 per cent, mirroring declining performance in other regions, while Android devices saw an increase of 5.3 per cent, suggesting Android is gaining ground in the local smartphone market.

InMobi claim that the majority of the decline was driven by declines of impressions to "advanced" phones of 30 per cent. Apps accounted for 45 per cent of the total ad impressions served on smartphones. With a 46 per cent impressions share, Apple continues to be the dominant mobile handset manufacturer in Australia; Nokia is the distant second with a 19.5 per cent impressions share.

"With over 100 million applications downloaded already on iPhones, app ads continue to present a considerably large opportunity for mobile advertisers to engage mobile users," the report said. ®

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