Apple and Android Devices See Strongest Relative Usage of Both HTML and Mobile Web Sites
SAN MATEO, Calif. & LONDON – AdMob, the world’s largest mobile advertising platform, compares smartphone market share to mobile Web usage to determine that smartphones accounted for nearly 3 times more usage than their relative market share in its April 2009 Mobile Metrics Report. The report also compares usage of mobile Web sites to usage of HTML sites on mobile devices, finding that relative usage of both is highest on Apple and Android devices.
The emergence of devices such as the iPhone and HTC Dream (G1) that deliver truly compelling Internet experiences has generated discussion of which Web consumers will use on mobile – mobile Web sites or HTML sites. The report compares requests in AdMob’s network to Net Applications.com Global Market Share Statistics for April 2009 to determine that iPhone and Android users both over index in their share of usage on both mobile Web and HTML Web sites.
Other highlights from the April 2009 AdMob Mobile Metrics Report:
* While Gartner estimated global smartphone sales represented 12 percent of total device sales in 2008, 35 percent of AdMob’s worldwide ad requests in April 2009 came from smartphones. This means that smartphones accounted for nearly 3 times more usage than their relative market share.
* The iPhone OS had 8 percent of the smartphone market, but generated 43 percent of mobile Web requests and 65 percent of HTML usage.
* The Android OS share of the smartphone market was less than 1 percent, but generated 3 percent of mobile Web requests and 9 percent of HTML usage.
* The Symbian OS had 52 percent of the smartphone market, but generated only 36 percent of mobile Web usage and 7 percent of HTML usage.
* Usage of mobile Web sites greatly out paces usage of HTML sites on smartphones running the Symbian and RIM Operating System (OS).
* 24 percent of US requests were made over a Wi-Fi network. The top five Wi-Fi devices in terms of usage were the iPhone, iPod touch, Sony PSP, HTC Dream (G1), and HTC Dash.
The comparison of smartphone market share to mobile Web usage in the April 2009 AdMob Mobile Metrics report is based on Gartner Research Handset Sales by Operating System in 2008 (http://www.gartner.com/it/page.jsp?id=910112) and ad requests in AdMob network of mobile Web sites and applications in April 2009. The mobile Web to HTML Web comparison uses data from Net Applications.com Global Market Share Statistics April 2009 to show HTML usage (http://www.netapplications.com).
Visit AdMob’s Metrics Report site (http://metrics.admob.com) to access the full April 2009 report, view past reports, or sign up to get an email notification when future reports become available.
AdMob stores and analyzes handset and operator data from every ad request in its network to optimize ad serving. Each month, the AdMob Mobile Metrics Report aggregates this data to provide insights into major trends in the mobile ecosystem.
About AdMob
AdMob is the world’s largest mobile advertising platform, serving more than 6.2 billion mobile banner and text ads per month across a wide range of leading mobile Web sites and applications. AdMob helps advertisers connect with a relevant audience of consumers on mobile devices and gives publishers the ability to effectively monetize their mobile traffic. Incorporated in April 2006, AdMob provides the tools, data, and business models fueling the explosive growth of mobile media in more than 160 countries and territories worldwide.
AdMob has been named one of the most innovative companies in advertising and marketing in 2009 by Fast Company magazine, a 2008 Technology Pioneer by the World Economic Forum, and one of Wired.com’s 2008 Companies to Watch. AdMob works with thousands of advertisers and publishers, including Adidas, CBS News, Comedy Central, Gap, Lonely Planet, MovieTickets.com, MySpace, P&G, Tapjoy, and Universal Pictures. To learn more about AdMob, visit www.admob.com.
