AdMob, the world’s largest mobile advertising marketplace, today highlighted growing Wi-Fi usage in the US and the UK in its November 2008 Mobile Metrics Report. Worldwide iPhone requests grew 52 percent month over month to 359 million in November, giving the iPhone 6.3 percent of total requests. In the US the iPhone is now the #1 device with 9.9 percent of requests.
The iPhone has by far the most Wi-Fi usage, with 42 percent of US requests coming in over W-iFi instead of a mobile operator network. Wi-Fi-only devices such as the iPod touch and Sony PlayStation Portable also generated significant traffic.
Other highlights from the November 2008 report:
• In the US, 8 percent of total requests in November were on Wi-Fi networks, up from 3 percent in August. 42 percent of iPhone requests are made from Wi-Fi, notably higher than most other Wi-Fi-capable phones which average between 10-20 percent. iPhone Wi-Fi usage is generally higher on iPhone specific sites and applications than on normal mobile sites.
• In the UK, 8 percent of requests in November were on Wi-Fi networks, up from 4 percent in August. The iPhone and iPod touch are the leading Wi-Fi devices.
• Worldwide requests were flat in November at 5.8 billion. Requests from North America, Western Europe, Latin America, and Eastern Europe each increased more than 10 percent month over month. These increases were offset by a decline in Indonesian inventory.
• The G1 (HTC Dream) generated 15 million requests in November and represents 7 percent of all T-Mobile traffic. Android had a 2 percent share of smartphone operating system traffic in the US.
The full November 2008 report with additional data and all previous reports are available for free download at: http://www.admob.com/metrics.
AdMob stores and analyzes handset and operator data from every ad request in its network to optimize ad serving. Each month, the Mobile Metrics Report aggregates this data to provide insights into major trends in the mobile ecosystem.
AdMob is the world’s largest and highest quality mobile advertising marketplace, serving more than 4.0 billion mobile banner and text ads per month. Incorporated in April 2006, AdMob allows advertisers to reach their customers on the mobile Web and enables publishers to increase the value of their mobile sites. AdMob makes it easy for publishers to monetize their mobile traffic and for advertisers to target and reach customers on the mobile Web in more than 160 countries.