AdMob serves ads for more than 6,000 mobile web sites and 400 applications around the world. AdMob stores and analyzes the data from every ad request, impression, and click and uses this to optimize ad matching in the network. AdMob provides monthly reports that offer a snapshot of the data to provide insight into trends in the mobile ecosystem.

Apple iPod touch requests on AdMob’s network exploded on December 25th. The iPod touch is a great example of a new line of devices that blur the line between a computer, a mobile phone, and a gaming platform that promise to change the way the mobile web is accessed.

• Requests from the iPod touch increased 3.4 times from November to December.
• iPod touch requests increased from 18 million in July to 292 million in December.
• Worldwide iPod Touch traffic increased 2.4 times in the 7 days after Christmas compared to the 7 days before. In the US and UK, requests were 2.7 and 3.2 times higher after Christmas.
• In December, 70% of iPod Touch requests were from the US. Other top markets include Canada, United Kingdom, Mexico, Germany, and France.
• The iPod Touch is now the #2 device in the AdMob network with 4.7% share.
• Combined, the iPhone and iPod Touch represent 15.5% of all worldwide requests.

Smartphones continue to increase as a percentage of AdMob’s network traffic, led by the iPhone. In a market once dominated by Symbian, the iPhone OS is on its heels and has already surpassed the RIM OS and Windows Mobile combined.

Worldwide Smartphone Operating System Share
• Smartphones generated 33% of total requests on AdMob’s network in December, up from 22% in May.
• Symbian is still the #1 OS worldwide with 41% share and retains more than 90% share in Africa and Asia; however, the iPhone is challenging it in Latin America and Europe.
• The iPhone OS had 32% worldwide share in December, up from 6% in May. The dramatically higher usage of mobile data on the iPhone vs. other devices is responsible for the
huge share increase.
• The RIM OS and Windows Mobile lag Symbian and the iPhone OS with 10% and 9% share, respectively. A majority of RIM and Windows Mobile requests come from North
America. In addition, each OS also has 11% share in Latin America.
• The Palm OS has 4% worldwide share with more than 95% of its requests generated in North America.


Notes: Although it runs the iPhone OS, the Apple iPod Touch was not included in this analysis because AdMob’s definition of a Smartphone is a phone that has an identifiable Operating System. The operating share data is based on the percentage of requests received from a particular operating system, not on the number of unique handsets with that operating system. Hiptop is the Danger Sidekick OS. Negligible share from the Linux OS is not shown above.

US Smartphone Operating System Share
• Smartphones generated 34% of total requests in the US in December, up from 20% in May.
• The iPhone OS generated 48% of smartphone requests in December. iPhone share has rapidly increased since the launch of the 3G iPhone and the Apple App Store in July. (1)
• RIM OS and Windows Mobile have seen their share erode in 2008 and in December generated 19% and 15% share, respectively. The new RIM devices (the Bold, Storm, and
Flip) are growing rapidly on a small subscriber base.
• Palm OS share was 9% in December. Palm’s share reached 20% in June with the success of the Palm Centro, but they have seen their share decline rapidly since then.
• Hiptop, the OS on the Danger Sidekick II, continues to hold steady with 4% share.
• Only 2 full months after launch, Android has captured 2% OS share and is slightly ahead of Symbian in the US.


Notes: Although it runs the iPhone OS, the Apple iPod Touch was not included in this analysis because AdMobs definition of a Smartphone is a phonethat has an identifiable Operating System. The operating share data is based on the percentage of requests received from a particular operating system, not on the number of unique handsets with that operating system. Hiptop is the Danger Sidekick OS. Negligible share from the Linux OS is not shown above.

There’s much more information via AdMob (PDF) here.

MacDailyNews Take: Bloodbath.

“There’s no chance that the iPhone is going to get any significant market share. No chance.” – Microsoft CEO Steve Ballmer, April 30, 2007


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