AdMob, one of the world's largest and fastest growing mobile advertising networks, features the results of a survey of consumer usage and attitudes across the Android, iPhone and webOS application platforms in its January 2010 AdMob Mobile Metrics Report.
The survey found that consumers on the Android and iPhone platforms continue to be actively engaged with applications. Consumers who use iPhone and Android devices showed remarkably similar activity levels – downloading approximately the same total number of applications and spending approximately the same amount of time using them. However, iPhone users continue to download more paid applications, with 50 percent of users purchasing at least one paid application a month compared to 21 percent of Android users. The survey also included consumers on webOS devices and found that while they were active, they downloaded fewer paid and free applications.
The mobile Internet device category has grown rapidly; in July 2009 approximately 12 percent of requests in AdMob’s network came from these non-phone devices compared to approximately 17 percent in January 2010. The survey asked consumers if they currently own a mobile Internet device or intend to purchase one in the next six months. iPhone users showed the highest level of interest in purchasing an iPad, at 16 percent, compared to 11 percent of webOS users and only six percent of Android users. Approximately the same percentage of Android users were interested in purchasing the Amazon Kindle as were interested in purchasing the iPad.
Highlights from the survey and the January 2010 AdMob Mobile Metrics Report include:
* 91 percent of iPhone users and 88 percent of iPod touch users would recommend their device, compared to 84 percent of Android users and 69 percent of webOS users.
* iPod touch owners download an average of 12 applications a month, 37 percent more than iPhone and Android users who download approximately nine new apps. webOS users downloaded an average of six applications per month.
* iPod touch users spent an average of 100 minutes per day using applications. webOS users spent an average of 87 minutes per day, followed by Android users at 80 minutes and iPhone users at 79 minutes per day.
* 73 percent of Android users are male, compared to only 56 percent of iPhone OS users. The average iPhone user is 14 years older than the average iPod touch user of which 78 percent are below the age of 24.
* iPhone represented 47 percent of US smartphone usage in AdMob’s network in January 2010, followed by Android, RIM and webOS devices at 39, seven, and three percent, respectively.
AdMob first ran this survey in August 2009 and again six months later, in February 2010. The survey was conducted with 960 respondents over a two week period, spanning consumers on Android, iPhone, iPod touch and webOS devices on the more than 15,000 mobile Web sites and applications in AdMob’s network in February 2010. The survey did not include the RIM platform as AdMob does not currently serve ads into Blackberry applications.
AdMob stores and analyzes handset and operator data from every ad request in its network of more than 15,000 mobile Web sites and iPhone, Android, and webOS applications to optimize ad serving. Each month, the AdMob Mobile Metrics Report aggregates this data to provide insights into major trends in the mobile ecosystem. The AdMob share is calculated by the percentage of requests received from a particular handset; it is a measure of relative mobile Web and application usage and does not represent handset sales. See additional detail on the methodology of the report at http://metrics.admob.com/2009/10/placing-admob-metrics-in-context/.