The findings of a Millennial Media study suggest that preparing marketing content for mobile users with devices running on Android operating systems is key to ensuring campaigns have a broad reach.

Brafton has reported that nearly half of marketers told Forrester they plan to integrate mobile campaigns into their overall corporate agendas. Now, the findings of a Millennial Media study suggest that preparing marketing content for mobile users with devices running on Android operating systems is key to ensuring campaigns have a broad reach.

According to Millennial Media's Mobile Mix, smartphones represent the majority of mobile ad impressions, accounting for 61 percent of the market. Overall smartphone impression share rose 3 percent month-over-month in October.

Within the smartphone market, Millennial Media says that Android has tied with Apple's iOs. Android demonstrated an 8 percent month-over-month increase, matching iOs' 37 percent impression share.

Notably, Bing for Mobile is now available for all Android users, as Brafton reported last week. Nonetheless, marketers hoping to reach the growing audience of Android users might want to stick to Google for their mobile search campaigns – the search giant fields more than 98 percent of mobile queries.

The Mobile Mix report also makes it clear that mobile marketers must consider non-smartphone device users. Feature phone impressions accounted for 28 percent of mobile impressions in October. This should remind marketers not to underestimate the value of simple texts. As Brafton has reported, 72 percent of American adults send text messages.  

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.