Mobile ad network AdMob has released its November 2009 Mobile Metrics Report. The report examines the rise of Smartphones, the global growth of the iPhone, and the immediate impact of new Android devices
Two major trends for 20009 identifed in the report are the growing share of requests from Smartphones, and the increasing use of wi-fi. In November 2009 in the US, Smartphones accounted for 48% of mobile Web and application requests, up from 31% in November 2008. Wi-fi usage has also taken off, with 24% of requests in the US coming in over a wi-fi network in November 2009, compared to 8% in November 2008. A new class of devices that are not phones, but that the ability to connect to the Internet over wi-fi, such as the iPod touch, Sony PlayStation Portable (PSP), and Nintendo DSi gained traction in 2009.
The report also examines growth in unique iPhone and iPod touch users since January 2009, finding more rapid growth outside of the US. In November 2009, 50% of unique users were located outside of the US, up from 39% in January 2009. Of its top markets, Apple devices experienced the strongest percentage growth in Japan, France, and Australia in 2009.
The launch of new Android devices in the second half of 2009 has accelerated the growth of the platform. Six months ago, a single Android device, the HTC Dream (G1), generated 92% of Android traffic, while in November 2009, the same device accounted for only 37% of requests. The Motorola Droid, HTC Magic, and HTC Hero generated 22%, 21% and 9% of Android requests worldwide in November 2009, respectively.
Key findings from the report include:
55% of ad requests in the US came from devices with wi-fi capability, up from only 19% a year earlier.
The Top five US devices based on wi-fi requests generated were the iPod touch, iPhone, Sony PSP, HTC Dream (G1), and Motorola Droid.
36% of iPhone traffic in the US was over wi-fi, considerably higher than other wi-fi-capable devices. Less than 10% of traffic from the major Android devices came over wi-fi.
The iPhone accounted for 71% and the iPod touch for 29% of total unique users from Apple devices.
Android generated 27% of the requests from Smartphones in the US in November 2009, up from 20% in October 2009.
88% of requests from Android devices came from the US in November 2009. The second largest Android market is the UK with 4% of requests.
You can access the full report, as well as previous months reports, here.