Presentation Title

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

http://metrics.admob.com/

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)



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


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



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


Paid Apps

Free Apps

Average number of apps downloaded per user per month



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%


% 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


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%


% 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


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%


% of respondents who indicated that they purchase 1 or more paid apps per month



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


Average number of paid apps downloaded per month by users who download 1 or more paid apps per month



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%


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


$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


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


Demographic Data

Satisfaction

Purchase Intent



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%


Female

Male

% of respondents

What is your gender?



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%


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


36

78% of iPod touch users are below

the age of 25


Contents


Demographic Data

Satisfaction

Purchase Intent



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%


No

Maybe

Yes

% of respondents

Are you likely to recommend your device to a friend or colleague?



Contents


Demographic Data

Satisfaction

Purchase Intent



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)



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.


http://www.admob.com/

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