updated 10:25 am EDT, Wed June 30, 2010
AdMob claims iOS share down to 30 percent
AdMob today posted what could be its last accurate study of data both before Apple's attempt to block AdMob and the formal acquisition by Google. Treating the update as a retrospective, the mobile ad producer characterized the past two years as the rise of the iPhone and noted it was the single largest platform, with about 43.8 million iOS devices requesting ads in May versus Android's 12.7 million. It almost single-handedly took over AdMob's top device requests and has a 40 percent share of smartphones by OS.
Android has nonetheless been making large strides in the past year, the researchers said. Traffic from Google's platform has grown roughly 29 percent month-to-month over the period and is now large enough that Android has overtaken Symbian, even with many more Symbian devices on the network.
In device share, Apple was down slightly from last month to 30 percent, although the iPhone grew significantly faster.
Some insight has also been given as to the iPad's effect on Apple's web traffic, particularly on Wi-Fi. Non-phone Internet devices like the iPod touch and iPad have rarely made up significantly more than 10 percent of devices on the network, but the iPad is now the sixth most used device on Wi-Fi. It represents two percent of use and is already popular enough to double the usage of popular Android phones like HTC's Dream (G1), Magic (myTouch 3G) and Hero.
As already known, Android leans much more heavily on the US for traffic, with 66 percent of it coming from Google's home country. Only 43 percent of iPhones come from the US, and 58 percent of iPads are used domestically. HTC and Motorola have a virtual duopoly over Android with a combined 83 percent of devices under their names.
Android and iPhone users are much more likely to use apps they download at about 80 minutes of use every day. Both use about nine new apps a month, but iPod touch users try 12 apps; webOS users, by comparison, just used six. iPod touch owners were more likely to pay extra for apps, an average of $11.36 per month versus $9.55 for webOS, $8.36 for Android and just $8.18 for iPhones.
Whether AdMob will continue to have accurate data in the future is unclear. As Apple won't let major competitors like AdMob scrape device data with their ads, iOS hardware would go under-reported even if AdMob continues on the platform. Such changes might come to an end quickly if a US government investigation finds Apple to be abusing its lead in app development, but the results for the full month of June and afterwards may heavily skew towards Android and other platforms as more customers start running iOS 4.