Apple continues to dominate the mobile advertising space, according to mobile advertising sales platform AdFonic's third quarter statistics.
This growth in share is significant, especially given increased pressures from cheaper tablet makers globally.
The crowded tablet field led to an overall increase of the category's share of 47%, as tablets grew from 19% of all ad impressions in Q2 to 28% overall in Q3.
The handset maker is serving more impressions than anyone else, thanks to healthy growth in iPad usage. The iPad accounted for 28% of ad impressions in the third quarter - which was double that device's Q4 2012 share.
The iPhone still maintains a healthy lead as far as impressions, however, serving 35% of the total in the third quarter. This is a very significant reality that marketers must contend with, especially as much of the press is focused on the fact that Android is outstripping iOS as far as handsets sold.
Another interesting area in the results is the actual channel mix organized by impressions. These are the categories that users are participating in when they are served an ad. Social networking is still the leader here - but has dropped a massive 48% in one quarter.
Lifestyle, news/information and games are all growing in share. The lifestyle category is especially healthy, as more apps take advantage of the increasingly sophisticated hardware in circulation.
The data also breaks down the actual trends according to the day of the week and the time of day.
These insights reveal some interesting travel consumption habits: Thursday and Saturday serve the most impressions, while first thing in the morning (between midnight and 6am) see the most impressions served.
This is certainly counterintuitive, insofar as the idea of late night/early morning travel app usage doesn't quite match with the expected daytime peaks when users are thinking about, or engaging with, travel.
Of course, ad impressions don't tell the whole story about downloads and actual usage. However, they do suggest that iOS users are much more engaged with their devices throughout the week.
The full report can be downloaded here.