Singapore Mobile Ad Market Grows 30% in Q3 2011; iPhone OS continues to lose share to Android: InMobi

Published on February 24, 2012
  • Android continues to gain market share serving over 145 million mobile ad impressions quarterly in Singapore
  • Among handsets, the Apple iPhone 4 delivered the majority of ad impressions in Singapore with 28.1% market share
  • Apple also remains the leading device manufacturer in the country with 43.9% market share

Singapore, November 24, 2011

- InMobi, the world's largest independent mobile ad network, today released its Mobile Insights Report – Singapore Market, covering the period July to September 2011. Based on InMobi network data, the report reveals that the Singapore mobile ad market grew by 30% to over 469million ad impressions in Q3 2011. The Android platform saw a significant increase of 4.9 share points in ad impressions over Q2 2011, now serving 30.9% of all impressions in the country.

Key Singapore findings include:

  • The market grew by 30% serving over 469 million mobile ad impressions in Q3 2011.
    • Smartphone impressions grew by 27% and advanced phone impressions by 47% over Q2 2011.
    • Smartphones accounted for 85% of all impressions in Q3 2011.
    • Smartphone share in Singapore is thrice the Asia average.
  • Although Apple is still the top platform in Singapore, it continues to lose share to Android.
    • Android saw a strong gain of 4.9 share points in ad impressions over Q2 2011, now serving over 145 million quarterly impressions.
    • iPhone OS lost 8.1 share points in just 90 days but still commands 43.9% market share.
  • Apple (43.9%), Samsung (18.7%) and Nokia (11%) round out the top three manufacturers in the country based on impressions.
    • Among the top three, Samsung (+6.6 share points) and Nokia (+1.1 share points) gained market share while Apple (-8.1 share points) saw a decline, mostly due to switches from older iPhone models.
  • Apple iPhone 4 gained4.6 share points in its impressions share,andis the single most popular device in Singapore with 28.1% market share.
    • Singapore has the highest number of iPhone 4 impressions, followed by Australia with 20.1% share.
    • Beyond the iPhone 4, fragmentation is clear without any single handset holding more than 4.4% share.
    • Apple is clearly a favourite in Singapore, with six devices including the iPad and iPod, on the top 20 list of mobile devices.

Comments Atul Satija, Vice President and Managing Director – Asia Pacific at InMobi: “The Singaporean market has always been an early adopter of the most cutting edge technology. With a country population of 5 million, the over 469 million impressions served by InMobi in Q3 are a testament to the country’s mobile potential. High quality device penetration combined with a tech-savvy consumer base makes Singapore a hotbed for mobile innovation.”

Singapore OS Share: Q3 2011

OS Impressions % Share Point Change
iPhone OS 206,191,713 43.9% -8.1
Android 145,170,927 30.9% +4.9
RIM OS 40,963,062 8.7% +2.0
Symbian OS 34,486,138 7.3% +0.4
Nokia OS 17,882,183 3.8% +0.7
Others 24,655,926 5.3% +0.1

You can download the latest InMobi Mobile Insights Report here:

About InMobi

InMobi is the world’s largest independent mobile advertising network. With offices on five continents InMobi provides advertisers, publishers and developers with a uniquely global solution for advertising. The network is growing and now delivers the unprecedented ability to reach 340 Million consumers, in over 165 countries, through more than 60.2 Billion mobile ad impressions monthly. The recent acquisition of Sprout, a leading HTML5 authoring platform for mobile rich media, helps expand InMobi’s offering to creative agencies and brands. InMobi was recently named “The Best Mobile Ad Network” at the 2011 MOBI Awards and was selected as a 2011 AlwaysOn Top 100 Mobile Company in Silicon Valley. InMobi is venture-backed by investors including: SoftBank, Kleiner Perkins Caufield& Byers and Sherpalo Ventures. The company has offices in Bangalore, Johannesburg, London, Nairobi, New York, Paris, San Francisco, Seoul, Singapore and Tokyo. To learn more, please visit, follow us on Twitter @InMobi, or read our blog at

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