Guardian News & Media has revealed that the latest version of the Guardian iPhone app has seen more than 400,000 downloads since its launch on 19 January. The app has been downloaded 403,388 times. In the US, where the app is free and ad- funded, there have been 36,089 downloads.

The app offers limited access to some Guardian content for free, while users can pay £2.99 for six months, or £3.99 for an annual subscription giving full access. 67,258 users have opted for a paid-for subscription.

The publisher has also revealed that its mobile site now accounts for more than 10 per cent of its total digital traffic. This time last year, the mobile site accounted for just 4.5 per cent of traffic; in 2009 it was just 0.6 per cent.

The site, at m.guardian.co.uk, was relaunched in November. In April, the Guardians internet site, guardian.co.uk, attracted 42,79m monthly unique browsers. The mobile site drew 4,29m monthly unique visits in the same month.

“Weve seen an incredible growth for the Guardian brand on mobile in the last two years,” says Janine Gibson, editor of guardian.co.uk. “News on mobile is no longer only valuable to people who read the news, but also to people who are a part of it. The 2011 news agenda in particular, such as rolling events in the Middle East, has proven how there is a massive appetite and need for access to insightful, reliable news on mobile devices, and were proud to be a major player in this.”

The Guardians original iPhone app, which launched in December 2009 and has attracted more than 200,000 downloads, carried a one-off charge of £2.39. It was withdrawn from sale when the new version launched, but still works for those people who have it installed on their phone.  

In the latest print edition of Mobile Marketing, Guardian News & media head of digital marketing, Steve Wing, charts the publishers journey onto mobile, and the lessons learned. You can sign up for an annual subscription to the magazine, for £30 (UK and Europe), or £40 (ROW) here.