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App Usage Survey
February 2010
AdMob Mobile Metrics
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
2Visit http://metrics.admob.com
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?
Weighted averageuser time per day
79 minutes(1.3 hours)
100 minutes(1.7 hours)
80 minutes(1.3 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
4Visit http://metrics.admob.com
20%11%
18%24%
20%
18%
22%18%
23%
23%
21% 18%
16%
21%
18% 20%
12%
13%
11%4%
8%14%
9%16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
iPhone iPod touch Android webOS
% of respondents
More than 4 hours
2 - 4 hours
1 - 2 hours
30 minutes - 1 hour
15 - 30 minutes
Under 15 minutes
87 minutes(1.4 hours)
Summary of app download habits by platform
7.0
10.5
7.6
5.1
1.8
1.6
1.1
0.6
8.8
12.1
8.7
5.7
0
5
10
15
iPhone iPod touch Android webOS
Paid Apps
Free Apps
Average number of apps downloaded per user per month
5Visit http://metrics.admob.com
iPod touch users download 37% more free apps as iPhone and
Android users; webOS users download the fewest
4% 2% 2%7%
37%
19%28%
44%
30%
23%
33%
29%
13%
18%
16%
9%6%
13%
8%
7%2%
6%
3%
10%19%
10%4%
0%
20%
40%
60%
80%
100%
iPhone iPod touch Android webOS
% of respondents
More than 20
16-20
11-15
7-10
4-6
1-3
0
How many free apps do you download in an average month?
Weighted average # offree apps per user
7.0 10.5 7.6
Note: Weighted averages calculated using midpoint of each segment. 25 apps assumed for “More than 20” segment
6Visit http://metrics.admob.com
5.1
iPhone OS users download three times the number of paid
apps as webOS users
22%33%
49% 51%
28%
32%
29% 24%36%
19%
12% 20%8% 10%
5%4%4% 4% 2%
0%
20%
40%
60%
80%
100%
iPhone iPod touch Android webOS
% of respondents
More than 20
16-20
11-15
7-10
4-6
1-3
I rarely download paid apps
I have never downloaded a paid app
How many paid apps do you download in an average month?
Weighted average # of paid apps per user
1.8 1.6 1.1
Note: Weighted averages calculated using midpoint of each segment. 0 apps used for “I have never downloadeda paid app” and “I rarely download paid apps” segments. 25 apps assumed for “More than 20” segment
7Visit http://metrics.admob.com
0.6
Almost twice as many iPhone and iPod touch users regularly
download paid apps as Android and webOS users
50%
35%
21%24%
0%
20%
40%
60%
iPhone iPod touch Android webOS
% of respondents who indicated that they purchase 1 or more paid apps per month
8Visit http://metrics.admob.com
Android and iPod touch users are more engaged with paid
apps, downloading almost twice as many as webOS users
3.6
4.6
5.0
2.5
0
2
4
6
iPhone iPod touch Android webOS
Average number of paid apps downloaded per month by users who download 1 or more paid apps per month
9Visit http://metrics.admob.com
iPod touch users are the biggest spenders; iPhone users and
Android users spend similarly
47%38%
54%45%
35%
23%
26%
27%
11%
23%
13%18%
5%8%
2%3% 8% 5% 9%
0%
20%
40%
60%
80%
100%
iPhone iPod touch Android webOS
More than $30
$21 - $30
$11 - $20
$6 - $10
$1 - $5
% of respondents who purchase paid apps
In total, how much do you spend on paid apps in an average month?
Weighted average amountspent on apps per month
$8.18 $11.39 $8.36
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
10Visit http://metrics.admob.com
$9.55
webOS app average purchase price higher than iPhone OS
and more than 2x greater than Android
Average amount spent on paid apps per month by paid
app purchasers
Average number of paid apps downloaded per month by
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
11Visit http://metrics.admob.com
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?
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
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
57% 54%
73%
58%
43% 46%
27%
42%
0%
20%
40%
60%
80%
100%
iPhone iPod touch Android webOS
Female
Male
% of respondents
What is your gender?
13Visit http://metrics.admob.com
iPhone, Android and webOS users are evenly split across age
groups; iPod touch skews younger
13%
65%
7% 2%
12%
13%
17%22%
21%
4%
30%24%
21%
6%
21% 29%
18%
6%
17% 16%
14%5% 8% 7%
0%
20%
40%
60%
80%
100%
iPhone iPod touch Android webOS
55 or older
45-54
35-44
25-34
18-24
17 or younger
% of respondents
What is your age?
Weighted average age 37 23 35
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
14Visit http://metrics.admob.com
36
78% of iPod touch users are below
the age of 25
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
91% 88%84%
69%
5% 10%12%
20%
3% 2% 5%11%
0%
20%
40%
60%
80%
100%
iPhone iPod touch Android webOS
No
Maybe
Yes
% of respondents
Are you likely to recommend your device to a friend or colleague?
16Visit http://metrics.admob.com
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
6%
16%
24%
5% 6%
12%
2%
11%
22%
0%
20%
40%
Amazon Kindle Apple iPad Apple iPod touch
iPhone User
Android User
webOS User
% of smartphone respondents
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)
18Visit http://metrics.admob.com
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.