Despite rapid growth of the Android platform, most of the online web access by smartphones is still done from an iPhone. This is the conclusion reached by mobile advertiser AdMob, in its its December 2009 AdMob Mobile Metrics Report
. The report tracks changes in manufacturer and smartphone operating system share and breaks it down by different regions to get a sense of developments in the mobile phone "ecosystem." The iPhone represents more than 50% of worldwide requests on AdMob's network, its report shows, with Nokia, Samsung, and Sony Ericsson all diminishing.
AdMob's usage data comes from requests made to its mobile sites and apps, which is a somewhat imprecise but nevertheless useful way of gauging who is using the most data on the mobile Web. It shows the rapid growth in data use from smartphones: though they represented only 14% of mobile devices sold in 2009, smartphones accounted for 39% of worldwide traffic on the AdMob network last year.
The report also noted that Android traffic on their network has grown dramatically over the last year, especially in North America and Western Europe. In the fourth quarter of 2008, traffic from Android devices represented only 1% of the total smartphone traffic, while in the fourth quarter of last year, that proportion shot up to 16%.
The iPhone, meanwhile, has also experienced explosive growth, with requests from the iPhone/ iPod touch platform increasing from 9% in the fourth quarter of 2008 to 36% in the fourth quarter of 2009. The report found that the iPhone OS, running on iPhones and iPod touch devices, has the major consumer of data in Western Europe, North America, Latin America and Oceania as wider availability led to millions of iPhones and iPod touches being sold this year. Nokia and the Symbian OS continue to lead only in Africa, Asia and Eastern Europe with its vast portfolio of devices.
AdMob tracks phone and operator data
from each and every ad request in its network of over 15,000 mobile Web sites and smartphone apps, using this data to optimize ad serving and create a picture of data use on the mobile Web.
image via AdMob