Ads via iPad Surge

Mobile has been synonymous with the phone, but that’s starting to change — and it could have a big impact on marketers and media companies.

Smartphones and feature phones still account for more than 80 percent of all mobile devices, according to new research by Millennial Media, while connected devices now account for 16 percent, according to the research.  Although mobile gaming devices and MP3 players comprise the bulk of the format, tablets now account for almost one third of connected devices.

More time spent equals more ads seen. Consumer ad impressions on connected devices are up 190 percent year over year, albeit from a rather small base. The iPad alone accounted for a 29 percent month-over-month growth in consumer ad impressions, according to Millennial.

The growth of tablets may also be reflected in popular apps. According to the research, music and entertainment apps grew 14 percent and now hold the number one spot, once held by the games category.

Surprisingly, feature phones are still finding a market: they experienced a 6 percent month-over-month increase in May.

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