Applications
Android surpasses iPhone OS impression share in Asia Pacific: InMobi
MUMBAI: Independent mobile ad network company, InMobi, has said that Android has surpassed iPhone OS impression share in Asia Pacific for the first time, capturing 9.5 per cent share of regional ad impressions.
Android has reached 1.7 billion impressions to capture 9.5 per cent share of impressions, gaining 4.3 share points in just three months.
In its Mobile Insights Report titled ‘Asia Pacific Edition April 2011‘, the company says that mobile impressions on the InMobi network crossed 18 billion, growing 10 per cent from January to April 2011. The volume of mobile impressions signifies the reach mobile devices can offer local, regional and global brands in these mobile first markets.
The report also says that although smartphones represent only one of every four ads in this enormous market, its impressions continue to grow at a faster pace than advanced phone impressions, while advanced phones still dominate the market with 76 per cent share of ad impressions.
Nokia OS continues its domination as the top platform in the region, but loses 1.9 share points to hold 27.3 per cent share. iPhone OS and Android together now represent 18.9 per cent of all InMobi impressions in the region. Nokia also remains the dominant mobile device manufacturer in the region, controlling 49.9 per cent of the mobile ad share in the market.
Even with a drop of 1.5 share points in April 2011, Nokia continues to be the dominant device manufacturer in Asia Pacific by ad impressions.
With a 16.8 per cent market share, Samsung grew the fastest from January to April 2011, gaining 2.6 share points. Seven of every 10 mobile ads across the InMobi network in Asia Pacific are delivered on Nokia or Samsung devices.
In terms of impressions in Asia Pacific on the InMobi network, India leads the pack with a market share of 41.6 per cent, followed by Indonesia (25.2 per cent) and Vietnam (9.1 per cent).
InMobi VP and MD – Asia Pacific Atul Satija says: “With improving smartphone adoption, faster networks and cheaper data plans, this is an extremely exciting time for marketers to successfully execute highly targeted, impactful, and measurable campaigns that will greatly improve ROI.”
Globally, total mobile advertising impressions on the InMobi network grew by 11 per cent (January to April 2011), and 39 per cent of all mobile ad impressions now occur on smartphones.
The report says this was driven by the large influx of smartphone impressions, which increased by 2.3 billion during the period.
Smartphones continue to become a primary channel to digital media consumption on a global basis as 39 per cent of all mobile ad impressions now occurring on the device.
The Android smartphone growth continues at a rapid pace, capturing an additional 3.3 share points to represent nearly 17 per cent of all mobile ads globally.
The study states that although Nokia still remains in the number one position with 37 per cent share of global impressions, their historical dominance is quickly eroding. Nokia lost 1.0 share points in just 90 days, while Samsung (+1.2 share pts), Apple (+0.4 share pts) and HTC (+1.2 share pts) gained share.
| Global OS Share April 2011 | |||
| OS | Impressions | % Global Share | Point Change |
| Nokia OS | 6,838,150,588 | 19.5 per cent | -0.6 |
| Symbian OS | 6,335,241,927 | 18.1 per cent | -0.1 |
| Android | 5,874,242,973 | 16.8 per cent | +3.3 |
| iPhone OS | 5,703,575,652 | 16.3 per cent | +0.4 |
| RIM OS | 1,701,706,446 | 4.9 per cent | +0.6 |
| Others | 8,575,937,906 | 24.5 per cent | -3.4 |
InMobi VP global research and marketing James Lamberti adds, “Following the global smartphone revolution, ‘in-application‘ advertising continues to outpace mobile web ad growth. With a large global contingent of mobile app developers for iOS, Android and now Windows Phone 7, these developers represent an invaluable part of the mobile ecosystem. Developers are among the most influential individuals in the future of the mobile market and their products will shape the future of mobile advertising. The landscape will be very interesting to watch over the next year as many developers began to focus on mobile web apps to help alleviate device and platform fragmentation issues.”
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
