Millennial Media has released its Mobile Mix report for Q1 2013, which looks on the device breakdown on Millennial’s mobile advertising platform.

Apple was the highest manufacturer at the platform, and impressions from all models of the iPhone grew 28 per cent over the former quarter. Samsung was in second place, with impressions increasing by 19 per cent over the former quarter. Amazon broke into the pinnacle 10, and saw impressions increase 125 per cent over the former quarter.

Android and Apple both increased their overall share of impressions year-on-year, with Apple going from 33 per cent to 39 per cent, and Android going from 49 per cent to 52 per cent. Non-phone connected devices comparable to tablets and e-readers increased their share of impressions year-on-year from 20 per cent to twenty-five per cent.

Android tablet impressions grew 96 per cent year-on-year, and now make up 45 per cent of total tablet impressions. The Samsung Galaxy Tab was the leading Android tablet, with 35 per cent of these impressions, followed  by the Kindle Fire, with 28 per cent of Android tablet impressions.

Millennial has also released quite a few EMEA-specific stats. In Q1 2013, Apple was the leading manufacturer in EMEA, accounting for 41 per cent of total impressions. This can be a 46 per cent increase on Q4 impression levels and 161 per cent on Q1 2012. The highest UK handset was the iPhone, accounting for 29 per cent of total volume, a 31 per cent increase at the previous quarter.

Amazon began to create a true presence within the UK in Q1 2013, with impressions growth of 589 per cent from the former quarter. This growth was driven by the Kindle Fire HD – because the 7-inch model was released in October and the 8.9-inch version arriving within the UK in March. Amazon accounted for 14 per cent of the complete tablet impressions in Q1.

Tablet impressions within the UK grew 95 per cent over the former quarter. The highest tablet was the Apple iPad with 73 per cent growth over the former quarter, followed by the Amazon Kindle Fire, Samsung Galaxy Tab (up 110 per cent), and Google Nexus 7 (up 85 per cent). Smartphones accounted for 68 per cent of UK impressions; non-phone connected devices, 30 per cent; and have phones, 2 per cent.

While Android was the most important OS globally, iOS still ruled within the UK, with 41 per cent of impressions 161 per cent up on Q1 2012. Android accounted for 32 per cent of UK impressions in Q1 2013.

61 per cent of the united kingdom Q1 tablet impressions came from Apple, 79 per cent of which have been running iOS 6.0 and above. 36 per cent of the united kingdom tablet inventory came from Android devices which exhibited 144 per cent growth over the former quarter.