AdMob Mobile Metrics

July 2009 Metrics Report

Over the past few months, we have started to incorporate different data sources into our monthly Mobile Metrics reports, for example using smartphone browsing data from Net Applications in our April report.   These additional data sources help us provide context to the trends we see in our network and bring further insights would be outside of the data we can collect just from analyzing our traffic patterns.

This month, we surveyed over 1,000 of our iPhone, iPod touch and Android users to find out more about their interaction and download behavior with apps.  A couple highlights:

•    Android and iPhone users download approximately 10 new apps a month, while iPod touch owners download an average of 18 per month
•    More than 90 percent of Android and iPhone OS users browse and search for apps directly on their mobile device instead of their computer
•    Upgrading from the lite version was the top reason given when users were asked what drives them to purchase a paid app
•    iPhone and iPod touch users are twice as likely to purchase paid apps than Android users.
•    Users who regularly download paid apps spend approximately $9 on an average of five paid downloads per month

In addition to highlighting the key insights in the featured section of the Metrics report, we have also uploaded a supplemental presentation that includes all of the data from the surveys for those who are interested to dig into the details.

Mike