updated 09:45 am EDT, Wed May 27, 2009
AdMob April 2009
The quality of web browsing on Android and iPhone devices has led both to be used online far more than other devices, according to fresh AdMob data. Although it has just 8 percent of the smartphone market, the iPhone now accounts for about 43 percent of the web ad traffic AdMob follows as of April. Android's presence online is also disproportionate as its 1 percent share of actual phones is met by 3 percent of mobile web use.
In contrast, phone platforms with historically poor web browsing experiences typically have far fewer web requests than their actual share. Symbian has the largest share of any at 52 percent (including non-Nokia devices) but represents only 36 percent of online requests and is helped mostly by countries like India, where Nokia smartphones are used almost exclusively. BlackBerries stand for about 17 percent of smartphones but only 9 percent of traffic, while Windows Mobile -- often considered the poorest in mobile web experiences -- has 12 percent unit share but only 5 percent of traffic.
Apple and Google share jumps even higher when addressing only full HTML websites rather than mobile-optimized pages, as sub-par browsers often discourage visiting the more complex sites. iPhones stand for 65 percent of this kind of traffic while Android, despite its small physical share, represents 9 percent. Other phones see far less traffic again with Symbian accounting for 7 percent of HTML requests, Windows Mobile representing 6 percent, and BlackBerries just 3 percent.
In the US and UK, both the iPhone and iPod touch continue to lead the number of web requests.
The difference doesn't necessarily mean HTML web traffic will be dominant but suggests to the researchers that users are gradually moving towards devices with better web access and are more likely to use the browser as a result.