Pixalate has unveiled the Q2 2024 Global Mobile Device Market Share Report, along with regional versions for North America, EMEA, LATAM, and APAC. This comprehensive report offers a detailed market analysis of the leading mobile devices in the context of mobile advertising, based on open programmatic ad traffic across these regions in June 2024. The findings are derived from an in-depth analysis conducted by Pixalate’s data science team, which reviewed over 10 million mobile apps, including those delisted, and billions of mobile in-app open programmatic ad impressions.
The research, covering data from Q1 2023 to Q2 2024, highlights mobile market share trends as of June 2024. In June alone, Pixalate analyzed nearly 20 billion global mobile in-app open programmatic ad impressions, carefully excluding invalid traffic to ensure accuracy. Within this context, Pixalate used open programmatic ad transactions as a proxy for advertising share of voice (SOV, %), which includes generic and unidentified devices. These devices, however, contributed to less than 0.05% of the total SOV.
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Apple Leads the Charge: Unveiling Regional Dominance and Shifts in Q2 2024 Mobile Advertising
The Q2 2024 Mobile Device Market Share Report by Pixalate reveals significant regional trends in mobile advertising. In North America, Apple dominates with the iPhone and iPad accounting for nearly 70% of the mobile open programmatic advertising market. The iPhone alone holds 64% of the market share, marking a 1% year-over-year increase. Meanwhile, Samsung trails behind with 16%, and Amazon devices show impressive growth, rising 12% year-over-year but maintaining a modest 3.1% share.
Globally, Apple iPhone also leads, capturing 51% of the market, up 6% from the previous year. Samsung holds the second spot globally with 16%, despite a decline in market share. In LATAM, Android devices prevail with 70% of the market, but Apple iPhone is gaining traction, now holding 29% of the share, up 89% year-over-year.
Here are the main insights in North America, globally and Latin America.
Key Stats Q2 2024: Apple Leads, Samsung Second, Amazon Grows
- 70% As of the end of 2024, Apple iPhone and Apple iPad devices account for 69.6% market share of mobile open programmatic advertising traffic in North America
- 64% Apple iPhone devices command North America and increased 1% SOV YoY: As of the end of Q2 2024, open programmatic market share stands at 66%, maintaining levels > 60% since July 2022
- 16% Samsung devices hold the second largest share in North America, with 16% SOV in Q2 2024, based on open programmatic advertising traffic, decreases 8% YoY from 18% SOV in Q2 2023.
- +12% Amazon devices high positive growth but low overall market share in North America, showcasing 12% year-over-year increase from 2.7% SOV in Q2 2023 to 3.1% SOV in Q2 2024.
- 64% Apple iPhone ranks 1st among devices in North America with 64% SOV of mobile open programmatic advertising traffic in Q2 2024.
- 69.6% As of the end of 2024, Apple iPhone and Apple iPad devices account for 69.6% market share of mobile open programmatic advertising traffic in North America.
Key Stats: Q2 2024 Global Mobile Device Market Share Report
- 51% Apple iPhone devices dominate the global mobile market, increasing 6% YoY: As of the end of Q2 2024, Apple iPhone’s device market share, based on open programmatic advertising SOV, stands at 51%, maintaining levels > 45% since July 2022, their SOV increased 6% YoY from 49% in Q2 2023.
- 16% Samsung devices hold the second largest share globally, with 16% SOV as of the end of Q2 2024, based on open programmatic advertising traffic, dropping 6% YoY from 17% SOV in Q2 2023.
- 6.3% Huawei devices rank third in the global market, with 6.3% SOV, decreasing 8% YoY, from 6.9% SOV in Q2 2023 to 6.3% SOV in Q2 2024.
- 5.9% Xiaomi devices rank fourth in the global market at 5.9% SOV in Q2 2024. Reached their maximum global market share in Q1 2024 at 8% SOV, but it decreased to 5.9% in Q2 2024.
- 51% Apple iPhone ranks 1st among devices with 51% SOV of global mobile open programmatic advertising traffic in Q2 2024.
- 55.6% Apple iPhone and Apple iPad devices account for 55.6% market share of global mobile open programmatic advertising traffic in Q2 2024.
Key Stats: Q2 2024 Latam: Android is the Clear Leader, But Apple’s Iphone Gains Traction
- 70% As of the end of 2024, Google Android-based devices account for 70% market share of mobile open programmatic advertising traffic in LATAM, compared to 30% for iOS (including iPhone and iPad).
- 29% Apple iPhone devices rank 1st in LATAM: Positive trend since Q1 2023, reaching the highest levels at 29% SOV as of the end of Q2 2024. Grows 89% YoY from 15% SOV in Q2 2023.
- 20% As of the end of Q2 2024, Samsung devices decreased to the second largest share in LATAM, with 20% SOV, based on open programmatic advertising traffic, decreasing -21% YoY, from 25% in Q2 2023.
- 17% Motorola devices dropped market share in LATAM: SOV decreased by -23% YoY, from 22% in Q2 2023 to 17% in Q2 2024.
- 29% As of the end of Q2 2024, Apple iPhone devices lead in LATAM at 29% SOV of mobile open programmatic traffic, followed by Samsung devices with 20% SOV and Motorola at 17% SOV.
- 30.1% As of the end of 2024, Apple iPhone and Apple iPad devices account for 30.1% market share of mobile open programmatic advertising traffic in LATAM.
