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Dec. 19, 2009

Late yesterday, AdMob has released its latest metrics study and the numbers suggest impressive global success and a high adoption rate for the iPhone, as well as the immediate impact of new Android devices in its November 2009 AdMob Mobile Metrics Report.

AdMob's new findings also underscore that one of the major trends this year has been the growing share of requests from smartphones and the increased use of Wi-Fi connectivity.

According to AdMob, smartphones accounted for about 47.9 percent of mobile Web and application requests in the U.S. last month. That's up from about 30.8 percent in November of last year.

Overall, Wi-Fi utilization also increased, with 24 percent of all requests in the U.S. coming in over a Wi-Fi network compared to 8 percent last year.

AdMob reports that Android devices have made their presence felt as well. In the second half of this year, Android OS growth has accelerated in accordance with the release of a number of new wireless handsets that run the open operating system.

In June, a single Android device, the HTC Dream G1 generated about 92 percent of Android traffic, while last month alone the same device accounted for only 37 percent of requests.

The Motorola Droid, HTC Magic and HTC Hero generated 22 percent, 21 percent and 9 percent respectivly of all Android requests worldwide.

What's more, the AdMob report reveals that the top 5 devices based on Wi-Fi requests generated in the United States were the iPod touch, iPhone, Sony PSP, HTC Dream (G1) and Motorola Droid.

A little over 36 percent of all iPhone traffic in the U.S. was over Wi-Fi, considerably higher than other Wi-Fi capable devices. Less than ten percent of traffic from the major Android devices came over Wi-Fi.

The report also examines growth in unique iPhone and iPod touch users since January 2009, finding more rapid growth outside of the U.S.

Last month, about 49.7 percent of unique users were located outside of the U.S., an increase from 39 percent in January of this year. Of its top markets, Apple devices experienced the strongest percentage growth in Japan, France and Australia this year.

Overall, the iPhone accounts for about 71.2 percent and the iPod touch accounts for 29 percent of total unique users from Apple mobile devices.

Android generated 27 percent of the requests from smartphones in the U.S. last month, up from 20 percent in October 2009. About 88.1 percent of all requests from Android devices came from the U.S. last month.

AdMob is currently in the process of being acquired by Google.

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Source: AdMob.