Last year, I wrote an entry which looked at AdMob’s monthly Mobile Metrics report and concluded that smart phone platforms from Nokia, RIM and Windows Mobile had a higher share of ads served compared to that of Apple’s iPhone. I pointed out that this was not consistent with the browsing market share numbers reported by Net Applications. Well, iPhone has addressed that discrepancy to leave absolutely no doubt whatsover! Just take a look at the March 2009 report from AdMob (left). I have included the March 2008 report (right) as well for easy comparison.
The iPhone and iPod Touch together have a 22% share (more than the rest of the 18 platforms listed in the table) of the 7.65B ad requests made to AdMob – the distant third is the Motorola RAZR platform with a 2.7% share. Contrast this with March 2008 when the RAZR platform had a 5.6% share of ~2.86B ad requests. It is clear that the phenomenal success of Apple’s AppStore has a lot to do with the dominance of the Apple platforms. In fact, AdMob reports that applications have had a big impact on the growth of mobile data usage. According to AdMob, in March 2009, more than half of the total number of ad requests for the iPhone came from applications. It is clear that applications (especially the free variety) provide a tremendous opportunity to drive mobile advertising and will benefit ad networks such as AdMob.
Conventional wisdom is that iPhone users are a gadget-loving, tech-savvy and well-off bunch. In fact, results from a quantitative study of US 2G iPhone US users conducted by Rubicon in March 2008 revealed that the former have a median annual household income of $67,000 which is roughly 40% greater than the US median. So when comScore reported that the fastest growth in 3G iPhone sales in the US over the summer months came from households that earn less than the median income, it got my attention. As the attached table shows, ownership of the 3G iPhone rose 48% from June 1 to the end of August among households earning between $25,000 and $50,000 a year, compared to 21% overall. Mobile-browser use grew 4.9% among lower-income consumers, versus 2.7% overall, and their mobile music-listening rose 4.7%, compared to an overall decline of 0.3%. In fact, the income segment that shows the next highest growth (46%) in ownership is the $50,000 to $75,000 income category – a segment that is not too far off from the median income.
What gives? Continue reading
AdMob, a mobile advertising marketplace releases what they call a Mobile Metrics Report every month. Since they serve ads for more than 5,000 mobile web sites around the world, they claim they are capable of storing and analyzing the data from every ad request, impression, and click. For every ad request, AdMob determines device capabilities using information available in the user’s mobile browser. They claim that over 5 million ad requests and impressions flow through their network every month. The reports reveal some interesting data regarding worldwide share of smartphone traffic. Contrary to popular opinion (and even here in this blog), the iPhone is nowhere close to holding the top spot in this list. Nokia’s Symbian OS takes that honor on a worldwide basis, while out here in the States, RIM’s BlackBerry browser takes the top spot. In fact, as the accompanying charts show, while Symbian’s (driven primarily by Nokia’s N-Series handsets) market share has been steadily growing from 44% to 64% on a worldwide basis in the past six months, iPhone’s share has been hovering around in the 4%-6% category. Not a bad number for a platform that has been in existence for hardly over a year, but a far cry from the market share numbers reported by Net Applications. In fact, even if you assume that Net Applications measure browsing statistics only in the United States, their numbers are not consistent with what is shown here – RIM, Windows Mobile and Palm handsets all have a higher share of Internet traffic to that of the iPhone.