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
Direct link via YouTube here.
Oh, Gawd no. More unbelievably good news. And the stock goes . . . down 57¢. Figures. (9:00AM MST)
…this is just ad “clicks”, correct?
so at one level it just means that iphone users surf the web a lot more than other mobile OS…
os/device share is a somewhat related but it is a different thing…..no?
I don’t see how this relates to market share. On a Palm or Blackberry, the internet is unusable. I would imagine most of their customers don’t even bother with it.
This is far more relevant to the market than the # of units sold. This demonstrates the usability of a platform on the web, which is where all the tech investment lays. Advertising ultimately powers everything that is free online.
@caddisfly
It states that “every ad request, impression, and click” was used. Therefore it includes every AdMob displayed on a mobile device, not just those clicked. The entire point is that the iPhone OS is a huge and growing online player. That is where all the power sits, not in percentage of units sold.
Regardless if this only measures internet usage, which I agree, is only one component to be measured. But look at the TREMENDOUS jump. This, I bet, is very unsettling to Palm, RIM and particularly Microsoft.
This is VERY important because it means that internet businesses and websites MUST account for iPhone access or they are missing a large portion of traffic. And not just any traffic. Smart phones are the high end of potential customers. All of us benefit if websites and web-based services ensure that they work properly with the iPhone.
Amazing how much share the iPhone has taken across Europe, both East and West, America, both North and South, and Oceania. It’s only weak in Asia and Africa. I can understand Africa, and I suppose I can understand Asia, where there are three big markets, Korea, Japan and China. Korea is a closed market. Japan is making a small amount of headway, and it’s clear that Nokia is very strong in China.
One way to grasp the iPhone’s share is to look at the Ocarina app, and look at their globe where they shine a pinpoint of light where their users are. In the beginning you could see individual pinpoints of light, representing one user. Now, there are just globs of glowing lights in N. America and Europe, even Japan. Nothing in Africa, except S. Africa. It really gives you a quick read on how the iPhone is growing.
These two stats are truly unfrickinbelievable:
1. The iPhone OS had 32% worldwide share in December, up from 6% in May.
2. iPod touch requests increased from 18 million in July to 292 million in December.
The problem with Danger OS information and the accuracy of this data is that Danger’s back-end servers strip out most ads before the webpage is sent to the mobile user (to speed up processing time).
This would affect the number of Ad Clicks since Danger Users get fewer overall ads.
“os/device share is a somewhat related but it is a different thing…..no?”
no one mentioned device share. this IS about web usage.
So it proves that iPod Touch market share is growing a bit which is a good thing, but it certainly must not be growing enough to help Apple’s bottom line significantly. It doesn’t make much sense to have sold all these devices as Apple’s financial value continually diminishes along with the companies who they’re supposedly taking market share from. I’d like to see some sales figures, but Apple doesn’t break those down in terms of models.
However many Touches Apple is selling, in theory, it should be making some decent profits. I’m skeptical due to the fact that analysts claim Apple will be hit harder in sales than any company because their products are more expensive. Let’s just say that there seem to be some inconsistencies.
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