26 March 2010

Latest AdMob Metrics Report
Gives A Bad News For Symbian OS!

Mobile advertising specialist, AdMob, today published its Mobile Metrics Report for the previous month with a focus on three main categories of devices in its network– smartphones, feature phones, and mobile Internet devices – to examine the growth rates of each over the past year.

AdMob serves ads for more than 15,000 mobile Web sites and applications around the world and analyzes the data from every ad request, impression, and click and uses this to optimize ad matching in its network. This monthly report offers a snapshot of its data to provide insight into trends in the mobile ecosystem.

In February 2010, the leading smartphone operating systems in the AdMob network were the iPhone OS, Android, and Symbian the last year, but what is even more interesting is that iPhone increased its share of smartphone requests from 33% to 50% while Symbian's share of requests fell from 43% to 18%.

The chart abowe illustrates worldwide monthly traffic share in the AdMob network from each category of device.

* In February 2010, smartphones accounted for 48% of AdMob’s worldwide traffic, up from 35% in February 2009. The strong growth of iPhone and Android traffic, fueled by heavy application usage, was primarily responsible for the increase. In absolute terms, smartphone traffic increased 193% over the last year.

* Feature phones declined from 58% to 35% of AdMob's total traffic as users began switching to smartphones. Although the share of traffic from feature phones as a category declined, in absolute terms traffic grew 31% year-over-year.

* The mobile Internet devices category experienced the strongest growth of the three, increasing to account for 17% of traffic in AdMob’s network in February 2010. The iPod touch
is responsible for 93% of this traffic; other devices include the Sony PSP and Nintendo DSi. In absolute terms, mobile Internet device category traffic increased 403%.

On the previous chart, it’s shown the relative traffic share by handset category. In the charts below we look at share of operating systems for smartphones and manufacturer share for feature phones.

* In February 2010, the leading smartphone operating systems in the AdMob network were the iPhone OS, Android, and Symbian. Over the last year, the iPhone increased its share of smartphone requests from 33% to 50% while Symbian's share of requests fell from 43% to 18%.

* Android was the fastest growing operating system in the AdMob network year-over-year. Android's share of smartphone requests increased from 2% in February 2009 to 24% in February 2010. The top five Android devices worldwide, by traffic, were the Motorola Droid, HTC Dream, HTC Hero, HTC Magic, and the Motorola CLIQ.

* Samsung, Nokia, Sony Ericsson, Motorola, and LG were the top manufacturers of feature phones. Top feature phones from each manufacturer were the Samsung SCH R350, Nokia 3110c, Sony Ericsson W200i, Motorola RAZR V3, and LG CU920.

About AdMob
AdMob is one of the world's largest mobile advertising networks, serving billions of mobile banner and text ads a month across a wide range of leading mobile Web sites and applications. AdMob helps advertisers connect with a relevant audience of consumers on mobile devices and gives publishers the ability to effectively monetize their mobile traffic. Incorporated in April 2006, AdMob provides the tools, data, and business models fueling the explosive growth of mobile media in more than 160 countries and territories worldwide.