AdMob Metrics: Platforms
2009 AdMob, Inc. Confidential & Proprietary
Agenda
Developer Survey
Network Statistics
User Survey
47% of devs plan to develop for more than 1 platform in the next 6 months
Which of the following platforms do you currently develop for or have plans to develop for in the next 6 months?
2Visit http://metrics.admob.com
• 58% of respondents develop for the mobile web
Developers going cross platform
©2009 AdMob, Inc. Confidential & Proprietary
iPhone and Android have the greatest percentage of satisfied developers with the platform while Blackberry has the lowest
If you have an app on any of the following platforms, how satisfied are you with the platform?
7Visit http://metrics.admob.com
Note: Satisfied as defined by % of respondents who selected “Very Satisfied” or “Somewhat Satisfied”
Developers use a mix of different business models to monetize their apps
How do you make money from your apps or mobile sites?
4Visit http://metrics.admob.com
Note: % of respondents using advertising may be overweight due to respondents being sourced through AdMob’s Publisher Newsletter
Agenda
Developer Survey
Network Statistics
User Survey
Handset Share vs AdMob Mobile Web/App Usage
1Canalys 2009 Market Share. http://www.canalys.com/pr/2010/r2010021.html.2AdMob Operating System Share, Feb 2010.
Smartphones and Mobile Internet Devices on the rise
©2009 AdMob, Inc. Confidential & Proprietary
Android gaining momentum
©2009 AdMob, Inc. Confidential & Proprietary
Regional Difference Exist
©2009 AdMob, Inc. Confidential & Proprietary
Strong iPhone and iPod growth is international
©2009 AdMob, Inc. Confidential & Proprietary
• >36 million unique iPhone and iPod touch devices in the AdMob Network
New Devices Driving Traffic Growth
Vast Majority of Android Traffic comes from US• Motorola Droid is the most popular Android device, followed by HTC Magic, and HTC Hero
Agenda
Developer Survey
Network Statistics
User Survey
Android shows similar download usage as iPhone
5Visit http://metrics.admob.com
• 21% of Android users buy at least one paid app a month, compared to 50% of iPhone users
Survey based on 963 respondents in February 2010. Visit http://metrics.admob.com for more details
Almost twice as many iPhone and iPod touch users regularly download paid apps as Android and webOS users
8Visit http://metrics.admob.com
iPhone OS users more satisfied with their device compared to Android device users and webOS device users
Are you likely to recommend your device to a friend or colleague?
16Visit http://metrics.admob.com
iPhone users demonstrate high purchase intent in the iPad; device users across all platforms interested in the iPod touch
Which of the following devices do you currently own or are you likely to purchase within the next 6 months? (Please select all that apply)
18Visit http://metrics.admob.com
User Survey Summary
Users across all platforms are highly engaged with apps; iPod touch users even more• Android and iPhone users spend 79-80 min/day using apps, 100 min iPod Touch, 89 min webOS• Android and iPhone users download ~9 new apps/month, ~12 iPod touch, ~6 webOS
Twice as many iPhone users regularly download paid apps as Android and webOS users• iPod touch users that purchase paid apps spend $11.39 vs. $9.55 webOS, $8.36 Android, $8.18 iPhone• Android users that purchase paid apps download 5.0/month vs. 4.6 iPod touch, 3.6 iPhone, 2.5 webOS
iPhone and Android users willing to recommend their device to others• 91% iPhone, 88% iPod touch, 84% Android would recommend• 69% of webOS users would recommend their device
Purchase intent for non-smartphone devices varies across platform and devices• iPhone users are ~3x more likely to purchase an iPad vs. Android users and ~2x as webOS users• Smartphone users display greater purchase intent with the Apple iPad relative to the Amazon Kindle
1
Survey based on 963 respondents in February 2010 recruited from the AdMob network. No incentives were offered for completion. Visit http://metrics.admob.com for more details.
Developer Survey Summary
Publishers are increasingly focused on developing for multiple platforms•31% of developers are currently developing for >1 platform•Almost half (47%) plan on developing for >1 platform in the next 6 months•58% of developers currently develop mobile Web sites
Considerable cross-development from iPhone and Android developers•More than 70% of iPhone devs plan to develop for Android over the next 6 months•Close to half of Android devs (48%) plan to develop for iPhone in the next 6 months
Developers are generally satisfied with their app’s success on mobile platforms•64% rate their app as “very” or “somewhat” successful•Developers are most satisfied with iPhone platform and least satisfied with RIM
1Visit http://metrics.admob.com
1Sample size for each of the platforms was 47 Apple iPhone OS, 50 Android OS, 13 RIM Blackberry OS, 9 webOS, 17 Symbian OS, 7 Windows Mobile 6.x OS, 4 Adobe Flash Lite, 19 J2ME; some developers develop for multiple platforms
Survey based on 108 respondents of AdMob developers in March 2010. Visit http://metrics.admob.com for more details.
Themes
• iPhone and Android are driving mobile web growth from users, developer interest, and network statistics
• Shipments or Market Share vary different from mobile usage
• iPhone and Android similar usage behavior, high satisfaction, but lower paid apps
• Differences exist regionally
• Traffic from smartphones, feature phones, and mobile devices is rising but at different clips
• iPhone / iPod has a huge lead
©2009 AdMob, Inc. Confidential & Proprietary