Twice as Many Paid Apps Downloaded Per User on Apple App Store Compared to Android Market
SAN MATEO, Calif. & LONDON – AdMob, the world’s largest mobile advertising platform, examines the discovery, usage, and purchasing patterns of mobile applications in its July 2009 Mobile Metrics Report. This latest report combines AdMob network data with survey results from over 1,000 users of iPhone, iPod touch and Android devices.
The report finds that for both the Apple App Store and Android Market, user data indicates that the majority of application discovery takes place through browsing and searching directly on the mobile device, rather than from the user’s computer. Of users who have bought paid applications, the top reason cited for their purchase decision was that they liked the free version of the app, demonstrating that free-to-paid conversions are a key factor in the paid app market.
AdMob’s report also features an in-depth look at purchasing patterns of paid applications in the Apple App Store and Android Market. Nineteen percent of Android users regularly download one or more paid apps a month, compared to 50 percent of iPhone users and 40 percent of iPod touch users. However, users who do purchase paid apps on either platform exhibit similar downloading and spending habits.
Highlights from the July 2009 AdMob Mobile Metrics Report:
* Each month, Android and iPhone users download approximately 10 new apps, while iPod touch owners download an average of 18 per month
* Over half of Android and iPhone users spend more than 30 minutes per day using apps
* More than 90 percent of Android and iPhone OS users browse and search for apps directly on their mobile device
* Users who regularly download paid apps spend approximately $9 on an average of five paid downloads per month
* iPhone represented 60 percent of US smartphone usage in AdMob’s network in July 2009, followed by RIM and Android devices at 13 and 12 percent, respectively
This survey was conducted with 1,117 respondents over a one week period, spanning Android, iPhone and iPod touch users on the more than 7,000 mobile sites and 3,000 applications in AdMob’s network in July 2009. For full details on AdMob’s survey results, please see the supplemental report available in our Metrics blog.
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. Visit AdMob’s Metrics Report site (http://metrics.admob.com) to access the full July 2009 report, view past reports, or sign up to get an email notification when future reports become available.
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 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, Tapulous, and Universal Pictures. To learn more about AdMob, visit www.admob.com.
