AdMob has released their January 2010 AdMob Mobile Metrics Report. iPhone and Android users are alike in regarded to how much time they spend using apps, while iPhoners download more paid apps.
Highlights from the survey and the January 2010 AdMob Mobile Metrics Report include:
- 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. - 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.
Android and iPhone users
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.
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/.
Visit AdMob's Metrics Report site (http://metrics.admob.com)
to access the full January 2010 report, view past reports, or sign up
to get an email notification when future reports become available.