AdMob Mobile Metrics Jan 10 Survey Supplement

AdMob Mobile Metrics
App Usage Survey

February 2010
Summary of findings
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
App Store gets ~2x as many paid app downloads per user as Android Market and webOS Catalog
• Driven by low paid app adoption by 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
Different devices appeal to different demographic profiles

• 73% of Android users are male vs. 57% iPhone, 54% iPod touch and 58% webOS
• iPod touch users skew younger with 78% of users being under the age of 25
webOS device users displayed the lowest satisfaction with their device
• 69% of webOS users would recommend their device vs. 91% iPhone, 88% iPod touch, 84% Android
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
• 19% of smartphone users currently own or are likely to purchase an iPod touch in the next 6 months
• Smartphone users display greater purchase intent with the Apple iPad relative to the Amazon Kindle
Visit http://metrics.admob.com 1
Methodology
AdMob surveyed 963 respondents over a 2-week period

• 318 Android, 244 iPhone, 356 iPod touch and 45 webOS users
• Respondents were asked to take a short survey on their mobile device
• No incentive was offered
Respondents were sourced through mobile ads on AdMob’s global network

• Mobile ads linking to the mobile survey were shown on the more than 15,000
mobile Web sites and applications in AdMob’s network
• The geographical distribution of the respondents was designed to approximately
mirror the geographical distribution of devices and users in the AdMob network
Contents
App downloads and usage
Demographic Data
Satisfaction
Purchase Intent
Visit http://metrics.admob.com
Android and iPhone users spend 79-80 minutes/day using
apps; iPod touch users spend 20 more minutes
How much time do you spend using apps on an average day?
% of respondents
100%
8% 9%
14% 16%
90%
12% 11%
80% 4%
13% More than 4 hours
70% 16% 18% 20% 2 - 4 hours
21% 1 - 2 hours
60%
30 minutes - 1 hour
50% 23% 21% 18%
15 - 30 minutes
40% 23% Under 15 minutes
18%
30% 20% 22%
20% 18%
10% 24%
20% 18%
11%
0%
iPhone iPod touch Android webOS
Weighted average 79 minutes 100 minutes 80 minutes 87 minutes
user time per day (1.3 hours) (1.7 hours) (1.3 hours) (1.4 hours)
Note: Weighted averages calculated using midpoint of each time segment. 7.5 minutes assumed
for “Under 15 minutes” segment; 5 hours assumed for “More than 4 hours” segment
Summary of app download habits by platform
Average number of apps

downloaded per user per month
15
12.1
1.6
10
8.8 8.7
1.8 1.1
5.7
10.5 0.6
5
7.0 7.6 Paid Apps

5.1 Free Apps
0
iPod touch users download 37% more free apps as iPhone and
Android users; webOS users download the fewest
How many free apps do you download in an average month?
% of respondents
100%
4%
10% 10%
19% 7%
2% 3%
6% 8% 9%
80% 6%
13% More than 20
13% 16%
29% 16-20
60%
11-15
30% 18%
7-10
33%
40% 4-6
23% 1-3
44%
0
20% 37%
28%
19%
2% 7%
0% 4% 2%
Weighted average # of
7.0 10.5 7.6 5.1
free apps per user
Note: Weighted averages calculated using midpoint of each

segment. 25 apps assumed for “More than 20” segment
iPhone OS users download three times the number of paid
apps as webOS users
How many paid apps do you download in an average month?
% of respondents
100%
4% 4% 2% 4%
5%
8% 10%
12% 20% More than 20
80%
19% 16-20
36%
29% 24% 11-15
60%
7-10
32%
4-6
40%
28%
1-3
49% 51%
I rarely download paid apps
20%
33%
22% I have never downloaded a
paid app
0%
Weighted average #
1.8 1.6 1.1 0.6
of paid apps per user
Note: Weighted averages calculated using midpoint of each segment. 0 apps used for “I have never downloaded
a paid app” and “I rarely download paid apps” segments. 25 apps assumed for “More than 20” segment
Almost twice as many iPhone and iPod touch users regularly
download paid apps as Android and webOS users
% of respondents who indicated that they

purchase 1 or more paid apps per month
60%
50%
40%
35%
24%
21%
20%
0%
Android and iPod touch users are more engaged with paid
apps, downloading almost twice as many as webOS users
Average number of paid apps downloaded per month

by users who download 1 or more paid apps per month
5.0
4.6
4
3.6
2.5
0
iPod touch users are the biggest spenders; iPhone users and
Android users spend similarly
In total, how much do you spend on paid apps in an average month?
% of respondents who
purchase paid apps
100% 3% 8% 5% 9%
5% 2%
11% 8% 13%
80% 18%
23%
26%
35%
60% 27%
23% More than $30
40% $21 - $30
$11 - $20
54%
47% 45% $6 - $10
20% 38%
$1 - $5
0%
Weighted average amount

$8.18 $11.39 $8.36 $9.55
spent on apps per month
Note: Question only asked of respondents who indicated that they purchase 1 or more paid apps per month.
Weighted averages calculated using midpoint of each segment. $35 assumed for “More than $30” segment
webOS app average purchase price higher than iPhone OS
and more than 2x greater than Android
How many paid apps do you download in an average month?
In total, how much do you spend on paid apps in an average month?
Average amount spent on Average number of paid apps

paid apps per month by paid downloaded per month by
app purchasers paid app purchasers Average app purchase price
iPhone users $8.18 3.6 $2.27
iPod touch users $11.39 4.6 $2.47
Android users $8.36 5.0 $1.67
webOS users $9.55 2.5 $3.82
Note: Average app purchase price computed by average amount spent divided by average
downloads per month for users who regularly download >1 paid app per month
Contents
Demographic Data
Satisfaction
Purchase Intent
Android device users are mostly male; other platforms have
similar gender distributions
What is your gender?
% of respondents
100%
27%
80% 43% 42%
46%
60%
Female
40% Male
73%
57% 54% 58%
20%
0%
iPhone, Android and webOS users are evenly split across age
groups; iPod touch skews younger
What is your age?
78% of iPod touch
users are below
% of respondents the age of 25
100%
5% 8% 7%
14% 6%
6% 17% 16%
80% 4%
18%
13% 55 or older
21% 29%
60% 45-54
21%
35-44
25-34
40% 30%
21% 24% 18-24
65%
17 or younger
20% 12%
17%
22%
13%
7% 2%
0%
Weighted average age 37 23 35 36
Note: Weighted averages calculated using midpoint of each segment. 15 years assumed for “17 or younger” segment and 65 assumed for “55
or older” segment
Contents
Demographic Data
Satisfaction
Purchase Intent
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?
% of respondents
100% 3% 2% 5%
5% 10% 11%
12%
80% 20%
60% No
Maybe
91% 88%
84% Yes
40%
69%
20%
0%
Contents
Demographic Data
Satisfaction
Purchase Intent
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)
% of smartphone respondents
40%
24%
22%
20% iPhone User

16% Android User
12% webOS User
11%
6% 5% 6%
2%
0%
Amazon Kindle Apple iPad Apple iPod touch
About AdMob Mobile Metrics
About AdMob Mobile Metrics
AdMob serves ads for more than 15,000 mobile Web sites and applications around the world. AdMob stores
and analyzes the data from every ad request, impression, and click and uses this to optimize ad matching in
its network. AdMob’s monthly report offers a snapshot of its data to provide insight into trends in the mobile
ecosystem. To learn more about AdMob Mobile Metrics visit metrics.admob.com.
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.
AdMob has been named one of the most innovative companies in advertising and marketing in 2009 by Fast
Company magazine, a 2008 Technology Pioneer by the World Economic Forum, and one of Wired.com's 2008
Companies to Watch. AdMob works with thousands of advertisers and publishers, including Adidas, CBS
News, Gap, Lonely Planet, MovieTickets.com, MySpace, P&G, Tapulous, and Universal Pictures. To learn
more about AdMob, visit www.admob.com.

AdMob Mobile Metrics Jan 10 Survey Supplement

Enviado por

Dados do documento

Descrição original:

Título original

Direitos autorais

Formatos disponíveis

Compartilhar este documento

Compartilhar ou incorporar documento

Opções de compartilhamento

Você considera este documento útil?

Este conteúdo é inapropriado?

Direitos autorais:

Formatos disponíveis

AdMob Mobile Metrics Jan 10 Survey Supplement

Enviado por

Direitos autorais:

Formatos disponíveis

AdMob Mobile Metrics

App Usage Survey

Different devices appeal to different demographic profiles

AdMob surveyed 963 respondents over a 2-week period

Respondents were sourced through mobile ads on AdMob’s global network

App downloads and usage

Average number of apps

7.0 7.6 Paid Apps

Note: Weighted averages calculated using midpoint of each

% of respondents who indicated that they

Average number of paid apps downloaded per month

Weighted average amount

Average amount spent on Average number of paid apps

iPod touch users $11.39 4.6 $2.47

Android users $8.36 5.0 $1.67

webOS users $9.55 2.5 $3.82

App downloads and usage

Weighted average age 37 23 35 36

App downloads and usage

App downloads and usage

20% iPhone User

Você também pode gostar