AdMob June 2009 Metrics Report Details Distribution of iPhone OS Devices by Country

AdOperationsOnline46% of iPhone & iPod touch Users Outside the U.S. and Growing

SAN MATEO, Calif. & LONDON – AdMob, the world’s largest mobile advertising platform, examines the geographic distribution of iPhone OS users in its June 2009 Mobile Metrics Report. AdMob’s latest report also uses this network data in combination with Apple disclosed figures to estimate the number of iPhone and iPod touch devices in various countries.

The report finds that worldwide adoption of Apple devices continues to grow. While North America leads with 58 percent of iPhone and iPod touch users, Western Europe and Asia have increasingly become popular geographic regions, representing 26 and seven percent of Apple device users, respectively. The worldwide ratio of iPhone to iPod touch users in the AdMob network was roughly two to one in June; although this varied from region to region, this ratio has remained relatively constant over the last several months, implying a similar growth rate for both devices worldwide.

Highlights from the June 2009 AdMob Mobile Metrics Report:

* 54 percent of iPhone and iPod touch users are in the United States
* Following the U.S., France, Germany and the UK each had more than five percent of all iPhone and iPod touch devices
* iPod touch users represent 38 percent of total iPhone OS devices in North America
* Requests from the Android OS increased 25 percent month over month. Android has five percent worldwide OS share and is slightly ahead of Windows Mobile for the first time

For the first time, AdMob’s June 2009 Mobile Metrics Report also features an estimated breakdown of the number of iPhone and iPod touch devices sold in various countries. Given Apple’s recent announcement that 45 million iPhone OS devices have been sold worldwide1, AdMob estimates that there have been 13 million iPhone and 12 million iPod touch units sold to date in the U.S. based on user data in AdMob’s network. Additional details and worldwide country estimates are listed in the feature section of the report.

This analysis is based on the 16.8 million unique users on iPhone and iPod touch devices on the more than 7,000 mobile sites and 2,500 applications in AdMob’s network in June 2009, the vast majority of which were free to download. Please see the notes section of the full report and the Metrics blog for more details on methodology.

Visit AdMob’s Metrics Report site ( to access the full June 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 7.1 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’s 2008 Companies to Watch. AdMob works with thousands of advertisers and publishers, including Adidas, CBS News, Comedy Central, Gap, Lonely Planet,, MySpace, P&G, Tapulous, and Universal Pictures. To learn more about AdMob, visit

1 Apple Q3 earnings call, July 21, 2009