Kindle Fire outpacing iPad on Millennial’s ad network

by Phil Hornshaw

Amazon says it’s selling millions of Kindle devices a week, including the bargain Android Kindle Fire tablet, a best-selling gift for the holidays. If that wasn’t enough to prove the device’s popularity, it seems advertising networks are seeing some big gains from the Kindle Fire as well.

One ad network, Millennial, reports that it’s seeing a 19 percent increase in ad impressions on the Kindle Fire every single day, suggesting the device is getting into a lot of hands and seeing a lot of use among its users. Fierce Mobile Content has the story, which states that the 19 percent gains are actually outpacing the rate at which the tablet industry leader in ad impressions, the Apple iPad, increased impressions at its launch.

This isn’t the first time we’ve heard that the Kindle Fire’s launch popularity might be outpacing that of Apple’s juggernaut tablet. Amazon reported earlier this week that it has been selling millions of Kindle tablets (of all varieties) each week. Could the $199 tablet be on pace to become the fastest-selling electronic device ever? That record is currently held by Microsoft’s Kinect motion control device for its Xbox 360 video game console.

Millennial also broke down the ad share each mobile platform, finding that Android led the field last month on the Millennial Media network with half of all ad impressions. That was a decline from October to November, however, with Android dropping from 56 percent to 50 percent. Meanwhile, Apple increased its impressions from 28 percent in October to 30 percent in November. BlackBerry maker Research In Motion had the biggest gains, hopping 4 percentage points from 13 percent in October to 17 percent in November. Bringing up the rear was Microsoft’s Windows Phone 7 with just 1 percent of ad impressions.

Further breaking down the numbers, Millennial found that the vast majority of its ad impressions came from smartphones – 70 percent in November. Leading that group is still Apple’s iPhone, which accounted for 13.54 percent of all impressions generated in November; coming in second was the BlackBerry Curve with 5.87 percent. Millennial reported that connected devices generated 16 percent of impressions for the month, followed by feature phones with 14 percent. The ad network also said that touchscreen devices were tops for advertising, with 65 percent of all impressions for the month; next up were devices that mix touchscreens with Qwerty keyboards with 16 percent; and finally, just devices with Qwerty keyboards or keypads, with 11 percent.

In all, it seems the Kindle Fire isn’t just a big contender in stores. Its presence is having ripple effects through other segments of the market. The device is doing really well during the holidays, but the true test is coming next quarter, when Apple will likely roll out its next iPad. That’s when we’ll see if the Kindle Fire can last against Apple’s extremely popular tablet, and how Amazon handles its biggest competition.