Unique Android and iPhone Device Data by Country

In today’s Mobile Metrics Report, we broke out unique iPhone OS and Android devices by geographic region in the AdMob network. We have received several requests to break out this data by individual countries, so we’ve decided to share it in the worksheet below.

AdMob Country Data April 2021.

This worksheet includes the unique device information for all countries with greater than 10,000 iPhone OS or Android devices in the AdMob network in April 2010. Please remember that these are not market estimates, rather a snapshot of the month of April 2010 in AdMob’s network.

The iPhone OS platform data is especially interesting. The iPhone outnumbers the iPod touch about 2 to 1 overall, but different dynamics are in play in different countries. For example in Canada, there were more iPod touches than iPhones, while in France iPhone outnumbered iPod touches 7 to 1. Take a look.

March 2010 Mobile Metrics Report

Over the last two and a half years, we have openly shared data from our network to help shed light on the trends occurring in the mobile ecosystem. We’ve recently covered growing mobile Internet device usage, mobile trends in Southeast Asia, and a survey on app usage habits.

In this month’s report, we look at the impact of the launch of new devices on the Android ecosystem. Only seven months ago, the HTC Dream and HTC Magic collectively represented 96% of Android traffic. In March 2021, 11 devices represented 96% of Android traffic in the AdMob network. The chart below illustrates the impact of new handsets.

The report cuts the data by Android operating system version and other device characteristics such as screen resolution. Google recently also posted similar OS statistics from visitors to the Android Market.

The report also breaks out traffic for each generation of iPhone OS devices. The iPhone 3GS captured 39% of iPhone OS requests, followed by the 2nd generation iPod touch (25%) and the iPhone 3G (20%).

As a reminder, the Metrics Report is a snapshot of the traffic flowing through the AdMob network. As with any source of data, it is should be interpreted with the methodology and context in mind. Please visit our our previous blog post for more details or shoot us a note at admin@mobilecheats.edu.pl with any comments or feedback.

45 million US Smartphone Users – comScore

Today comScore released its February market share data for the US. Smartphone penetration is now 19%, with 45 million total smartphones now active in the US. Google’s share jumped to 9%; however, RIM continues to lead with 42% market share.

Click here for the TechCrunch perspective on the comScore statistics. This view of market share is based on a comScore survey panel which is designed to approximate the installed base of handsets. Remember that this is a much different measure than the share of traffic we report in the AdMob Mobile Metrics report each month.

February 2021 Mobile Metrics Report

In this month’s report, we separate the traffic in our network into three categories – smartphones, feature phones and mobile Internet devices – to examine the relative growth rates of each over the past year.

Some of the highlights from the report include:

  • Smartphones accounted for 48% of AdMob’s worldwide traffic, up from 35% in February 2021, fueled by heavy application usage on iPhone and Android devices.

  • Although the share of feature phone traffic in AdMob’s network declined from 58% to 35%, the absolute traffic from feature phones still grew 31%. This means that while the overall traffic from feature phones is growing, traffic from smartphones and mobile Internet devices is growing faster.

  • The mobile Internet device category experienced the strongest growth of the three, increasing to account for 17% of traffic in AdMob’s network in February 2010. Although the vast majority of traffic in this category comes from the iPod touch, the category also includes devices like the Sony PSP and Nintendo DSi.

Based on a survey we ran last month, 11% of smartphone users are interested in purchasing an iPad. As more mobile Internet devices are introduced into the market, it will be interesting to see how traffic from the category grows relative to smartphones and feature phones.

We added trended data and a list of top smartphones to the country data sheets we cover each month. We also removed operator data from the monthly report, but will continue to share it on a regular basis.

Publisher Survey

We recently ran a survey of AdMob publishers to gauge their development activity on multiple platforms in advance of our Developer Day this Thursday. The survey received 108 responses and included some interesting findings:

  • 31% of developers are currently developing for more than one mobile platform and almost half (47%) said they plan on developing on more than one platform in the next 6 months.

  • More than 70% of iPhone developers plan to develop for Android over the next six months and close to half of Android developers (48%) plan to develop for iPhone.

  • Many developers are new to mobile with 49% saying they have been developing for mobile less than a year.

  • 58% of respondents develop for the mobile web.

We also asked which platforms publishers currently develop for and which they had plans to in the next 6 months, and Android was the top choice among those who answered the survey.

Take a look at the attached presentation for all of the survey responses.

Updated iPhone OS Stats

We received a couple requests recently for the distribution of the iPhone Operating System versions we see throughout our network. The data below represents the percentage of worldwide traffic we saw from the iPhone and iPod touch from December 14-21st.

It shows that iPod touch users lag iPhone users in upgrading their OS; 97% of our iPhone traffic comes from 3.0 or higher, compared to only 68% of iPod touch traffic.

For developers working on Android applications, platform version might become even more important than it is for iPhone given the wide variety of handsets and capabilities already available. Fortunately, the Android team has announced a device dashboard based on devices that visit the Android Market. Visit the Android developer blog for details or the actual dashbaord for the most recent data.

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.

Metrics Update: Android

Just two months ago we outlined why we were bullish on the Android platform. Since then the outlook has brightened even further. Data from our network suggests several key themes over the last two months:

  • Rapid growth: Worldwide requests from Android devices increased 97% from October to December. AdMob received over 1 billion ad requests from Android devices in Dec 09.

  • Increased manufacturer diversity: In October, 98% of requests came from HTC devices. In December, 56% of requests were from HTC devices, 39% from Motorola devices, and 5% from Samsung.

  • Increased device diversity: In December, 7 devices generated more than 3% of requests each: the Motorola Droid, HTC Dream, HTC Magic, HTC Hero, Motorola CLIQ, HTC Droid Eris, and the Samsung Moment. This is up from only 3 devices in October (HTC Dream, HTC Magic, and HTC Hero).

  • Droid Invasion: The Motorola Droid is already the leading Android handset in the AdMob network and generated 30% of requests in December.

  • US leads Android adoption: 90% of Android traffic was in the US in December, up from 84% in October. Top countries by requests are the US, UK, Germany, France, and Canada, respectively.

This chart of traffic by handset in our network pretty much sums it all up:

These statistics are based on the ad requests we receive from mobile sites and applications in the AdMob network. Please visit this post for more info on how to interpret our statistics.

Mobile Browsing Trends from Quantcast

Quantcast, an online audience measurement company, released its network statistics last week on mobile browsing. The content of the report is very similar to the usage data we share in the Metrics report and includes statistics on mobile operating systems, handset manufacturers, and other interesting tidbits. However the data is based on mobile devices browsing the same Internet sites as those browsed by a computer, while AdMob data is based on traffic from mobile specific sites and applications.

The below chart of Operating System Share by Region is taken from page 13 of the report.

Interestingly, the highlights of the report are very similar to the trends we have seen in our network – dominant Apple share, Android overtaking RIM in North America, the rapid growth of Droid – despite a different type of mobile browsing on a different set of publishers. More report highlights can be found on page 2 of the report.

For more details download the comprehensive report from the Quantcast site or take a look at the TechCrunch article.

December 2021 Mobile Metrics Report

Today we released the December edition of our Mobile Metrics report, our monthly look at the data flowing through our network. This month we look at several key metrics including manufacturer share, operating system share, top devices, and top smartphones for each region in our network. At a glance, the data shows large regional differences in the devices that are accessing the mobile web.

Remember AdMob data is based on the usage of mobile sites and apps, which is very different than if you were to look at estimates of device sales from Gartner, IDC, or your favorite Wall Street analyst. For those new to the Metrics report, visit this blog post for details on the report methodology.

Here are links to a couple additional Metrics blogs that have been posted since the November report was released:

* Mobile Browsing Trends from Quantcast – data on browsing on Internet sites from mobile devices

* Metrics Update: Android – updated Android statistics for December

* Another Huge Christmas for the iPod touch – geographic distribution of new iPod touch devices


January 2021 Mobile Metrics Report

For this month’s feature section, we ran an opt-in survey of consumers on iPhone, iPod touch, Android and webOS devices to learn more about how they are engaging and interacting with applications. The behavioral and demographic insights taken from the self reported survey provide additional context to the traffic trends we report on each month. The survey included 963 respondents across all of the platforms and revealed some interesting points on app purchasing habits:

  • Android and iPhone users download a similar number of apps every month and spend a similar amount of time using the apps.

  • iPod touch users download an average of 12 apps a month, 37% more apps than iPhone and Android users.

  • webOS users downloaded fewer total apps per month, relative to iPhone OS users and Android users. This may be related to the fewer number of apps in the webOS App Catalog.

As always, it’s important to take methodology into consideration when reviewing the results of any survey. You can find more details on our methodology in page 3 of the report. One thing to note is that many of the survey respondents were sourced through in-app ads, which could have resulted in a selection bias of active app users. Also note that we did not include RIM users in the survey, because AdMob does not currently serve ads into Blackberry apps and we wanted to be able to compare similar methodologies across platforms.

You can find all of the data from the previous survey here or download the July 2009 Metrics reports for the highlights.


Q4 2021 Southeast Asia Report

We regularly receive requests to do deeper dives into regions within the AdMob network. As a complement to our usual Monthly Report, we’ve produced an additional report this month that highlights countries within Southeast Asia including India, Indonesia, Australia, Philippines, Thailand, Vietnam, Malaysia, Singapore and Hong Kong.

Some of the highlights from the report include:

  • Nokia has a deeply entrenched position in the region with 52% of manufacturer share based on Q4 2009 traffic, and the Nokia N90 is the most popular Symbian OS device in most countries.

  • In Indonesia, Vietnam and India, Nokia is the dominant handset manufacturer. The vast majority of traffic in these countries comes from feature phones. The trends in these countries are broadly reflective of trends in the region.

  • Singapore, Hong Kong and Australia exhibit different trends than most of the countries in the region. Smartphones are more prevalent in these three areas with the iPhone OS being the most widely used operating system.

  • The percentage of smartphone traffic varies widely across the region. Singapore had the greatest amount of traffic from smartphone devices at 77% of Q4 2009 requests and Vietnam had the lowest at 22%.

For those new to the Metrics report, please visit this blog post for more information on the methodology and how to use the numbers in context.

We look forward to providing more regional data in the future. As always, you can email your comments to metrics@admob.com. While we can’t respond to all emails, we welcome your feedback.

Harsh Shah

UPDATE: May 2010 – we recast our operating system classification data. The pie chart above has been updated to reflect this revision. Page 3 of the report has also been updated.

Placing MobileCheats Metrics in Context

Ever since we published our first Mobile Metrics Report in September 2007, our goal has been to provide data that helps the mobile ecosystem make better decisions. As the mobile web has grown, the interest in our data from everyone to advertisers to publishers to Wall Street analysts has increased. We are excited to help the community out and remain committed to sharing our data freely for others to use and interpret. However, we do want to make sure that as people look at our data they think about it in the right context. As with any data source, it is critical to keep in mind where the data is coming from and take that into account when interpreting the results.

The report is based on the ad requests we receive from our network of more than 15,000 mobile Web sites and iPhone and Android applications. The data contained in the report is a measure of mobile data usage and does not represent the traditional view of market share based on the number of handsets sold. Our network site composition, product offerings, and business operations all influence the results. We have always been open about our methodology and are as transparent as possible in the report to give readers the information they need to accurately interpret our statistics.

The value of the data comes from the identification of trends that can be seen by analyzing the substantial volume of traffic flowing through our system each day. In the past year we have highlighted the rise of the iPod touch, growing WiFi usage, and compared the adoption of new operating systems. Taking WiFi as an example of how to view our numbers in context – knowing the exact percentage of WiFi (18% in the US in Sept 09) is less important than knowing that WiFi usage more than tripled over the last year.

Our data is also useful in combination with other qualitative or quantitative factors when thinking about a larger situation. For example the feature section from our April report was used in Mary Meeker’s recent presentation at Web 2.0 in the context of the growth of the Mobile Internet. This GigaOm post uses our usage data in combination with data on developer starts by mobile analytics firm Flurry to comment on the potential Android App Boom coming.

Feedback is always welcome at admin@mobilecheats.edu.pl. Although we read all of your comments, we unfortunately can’t respond to all of them given the volume of inquires we receive. We look forward to improving the report going forward and continuing to provide useful data to the mobile community.


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