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  • 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 Visit http://metrics.admob.com 2
  • 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 Visit http://metrics.admob.com 4
  • 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 iPhone iPod touch Android webOS Visit http://metrics.admob.com 5
  • 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% iPhone iPod touch Android webOS 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 Visit http://metrics.admob.com 6
  • 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% iPhone iPod touch Android webOS 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 Visit http://metrics.admob.com 7
  • 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% iPhone iPod touch Android webOS Visit http://metrics.admob.com 8
  • 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 6 5.0 4.6 4 3.6 2.5 2 0 iPhone iPod touch Android webOS Visit http://metrics.admob.com 9
  • 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% iPhone iPod touch Android webOS 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 Visit http://metrics.admob.com 10
  • 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 Visit http://metrics.admob.com 11
  • Contents App downloads and usage Demographic Data Satisfaction Purchase Intent Visit http://metrics.admob.com
  • 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 iPod touch Android webOS Visit http://metrics.admob.com 13
  • 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% iPhone iPod touch Android webOS 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 Visit http://metrics.admob.com 14
  • Contents App downloads and usage Demographic Data Satisfaction Purchase Intent Visit 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? % of respondents 100% 3% 2% 5% 5% 10% 11% 12% 80% 20% 60% No Maybe 91% 88% 84% Yes 40% 69% 20% 0% iPhone iPod touch Android webOS Visit http://metrics.admob.com 16
  • Contents App downloads and usage Demographic Data Satisfaction Purchase Intent Visit 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) % 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 Visit http://metrics.admob.com 18
  • 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.