Slide 1: AdMob Mobile Metrics
App Usage Survey
February 2010
Slide 2: 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
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Slide 3: 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
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Slide 4: Contents
App downloads and usage
Demographic Data
Satisfaction
Purchase Intent
Visit http://metrics.admob.com
Slide 5: 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?
% of respondents 100% 90% 12% 80% 13% 16% 18% 8% 14%
9%
11%
16% 4% 20% More than 4 hours
70%
60% 50% 40% 30% 20% 10% 0%
2 - 4 hours
1 - 2 hours 30 minutes - 1 hour 15 - 30 minutes Under 15 minutes
21%
23% 23% 20% 18% 20% 11% 18% 24% 22% 18% 21% 18%
iPhone
Weighted average user time per day 79 minutes (1.3 hours)
iPod touch
100 minutes (1.7 hours)
Android
80 minutes (1.3 hours)
webOS
87 minutes (1.4 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
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Slide 6: Summary of app download habits by platform
Average number of apps downloaded per user per month
15
12.1 1.6 10 8.8 1.8 8.7 1.1 5.7 0.6
5 7.0
10.5
7.6
5.1
Paid Apps Free Apps
0
iPhone iPod touch Android webOS
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Slide 7: iPod touch users download 37% more free apps as iPhone and Android users; webOS users download the fewest
How many free apps do you download in an average month?
% of respondents 100% 10% 2% 6% 13% 60% 30% 40% 23% 20% 37% 19% 0%
Weighted average # of free apps per user
19% 6% 13% 18%
80%
10% 3% 8% 16%
4% 7%
9%
More than 20 29% 16-20 11-15
33%
7-10 4-6 44% 1-3 0
28%
2% Android 7.6 7% webOS 5.1
4% iPhone 7.0
2% iPod touch
10.5
Note: Weighted averages calculated using midpoint of each segment. 25 apps assumed for “More than 20” segment
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Slide 8: iPhone OS users download three times the number of paid apps as webOS users
How many paid apps do you download in an average month? % of respondents 100% 2% 5% 12% 4% 20%
4% 8%
4% 10% 19%
80% 36%
More than 20
16-20
60%
32% 40% 28%
29%
24%
11-15 7-10 4-6
1-3
49% 33% 51% I rarely download paid apps I have never downloaded a paid app Android 1.1 webOS 0.6
20% 22% 0% iPhone
Weighted average # of paid apps per user
iPod touch 1.6
1.8
Note: Weighted averages calculated using midpoint of each segment. 0 apps used for “I have never downloaded a paid app” and “I rarely download paid apps” segments. 25 apps assumed for “More than 20” segment
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Slide 9: Almost twice as many iPhone and iPod touch users regularly download paid apps as Android and webOS users
% of respondents who indicated that they purchase 1 or more paid apps per month 60% 50%
40%
35%
24%
21%
20%
0% iPhone iPod touch Android webOS
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Slide 10: Android and iPod touch users are more engaged with paid apps, downloading almost twice as many as webOS users
Average number of paid apps downloaded per month by users who download 1 or more paid apps per month 6
5.0
4.6 4
3.6
2.5 2
0 iPhone iPod touch Android webOS
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Slide 11: iPod touch users are the biggest spenders; iPhone users and Android users spend similarly
In total, how much do you spend on paid apps in an average month?
% of respondents who purchase paid apps
100% 3% 5% 11% 80% 23% 60% 35% 23% 40% 47% 54% 38% 45% 26% 27% More than $30 $21 - $30 $11 - $20 $6 - $10 $1 - $5 0% iPhone
Weighted average amount spent on apps per month
8% 8%
5% 2% 13%
9% 18%
20%
iPod touch $11.39
Android $8.36
webOS $9.55
$8.18
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
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Slide 12: webOS app average purchase price higher than iPhone OS and more than 2x greater than Android
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?
Average amount spent on Average number of paid apps paid apps per month by paid downloaded per month by app purchasers paid app purchasers iPhone users iPod touch users Android users webOS users $8.18 $11.39 $8.36 $9.55 3.6 4.6 5.0 2.5
Average app purchase price $2.27 $2.47 $1.67 $3.82
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
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Slide 13: Contents
App downloads and usage
Demographic Data
Satisfaction
Purchase Intent
Visit http://metrics.admob.com
Slide 14: Android device users are mostly male; other platforms have similar gender distributions
What is your gender?
% of respondents 100% 27% 80% 43%
46%
42%
60% Female 40% 57% 20% 54%
Male
73% 58%
0% iPhone iPod touch Android webOS
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Slide 15: iPhone, Android and webOS users are evenly split across age groups; iPod touch skews younger
What is your age? 78% of iPod touch users are below the age of 25
% of respondents 100%
14%
80% 18%
5% 6% 6% 4% 13%
8% 17%
7% 16% 55 or older
60%
21% 21% 30% 65% 17% 7% iPod touch 23 Android 35
29%
45-54 35-44 25-34
40%
21% 12% 13%
24%
18-24 17 or younger
20%
22% 2% webOS 36
0% iPhone
Weighted average age
37
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
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Slide 16: Contents
App downloads and usage
Demographic Data
Satisfaction
Purchase Intent
Visit http://metrics.admob.com
Slide 17: iPhone OS users more satisfied with their device compared to Android device users and webOS device users
Are you likely to recommend your device to a friend or colleague?
% of respondents 100% 3% 5% 2% 10% 5% 12% 20% 11%
80%
60% 91% 40% 88%
No Maybe 84% 69% Yes
20%
0% iPhone iPod touch Android webOS
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Slide 18: Contents
App downloads and usage
Demographic Data
Satisfaction
Purchase Intent
Visit http://metrics.admob.com
Slide 19: iPhone users demonstrate high purchase intent in the iPad; device users across all platforms interested in the iPod touch
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)
% of smartphone respondents 40%
24% 22% 20% iPhone User
16%
11% 6% 5% 2% 0% Amazon Kindle Apple iPad Apple iPod touch 6% 12%
Android User
webOS User
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Slide 20: 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.
