AdMob Mobile Metrics

Another Huge Christmas for the iPod touch

Last December was the coming out party for the iPod touch and early data from mobile analytics companies, app developers, Amazon.com, and anecdotal evidence all suggests another hugely successful holiday season for this device.

AdMob’s usage data suggests that new iPod touch devices were responsible for a majority of the increase in App Store activity the day after Christmas.  Ad requests from iPod touches increased 96% on December 26 compared to the average from the week prior, while requests from iPhones only increased 12% over the same time frame.

In terms of actual devices, there was a 57% increase in the number of iPod touch devices used on December 26th compared to average daily usage of the week before Christmas.  Device growth was strong across the top markets, particularly in the UK.  This consistent worldwide performance is similar to the international expansion of Apple devices we highlighted in our last Metrics report.

The 57% increase in unique daily users is a combination of both new iPod touch users and existing users who were active on December 26th, so this doesn’t necessarily mean the number of iPod touches sold was that high a percentage of active iPod touches.  But the evidence does lead us to believe there were several million new iPod touch owners around the world this Christmas.  In the next Metrics report we’ll compare November and December data to get a more detailed look at the impact of holiday gifts.

Mike