iPhone and iPod Touch Account for +42% of Mobile Advertising Calls in US


Each month, I look forward to reading AdMob's detailed 'Mobile Metrics' report. It is a comprehensive report of mobile usage by geography, device, OS, and so forth - and based on the size of AdMob's network, the report is as interesting as it is powerful. The June report focuses on global iPhone and iPod Touch usage. The most striking data (and something I have written about before) is how important the iPod Touch has become from a device and advertising perspective:

* We estimate that 13 million iPhones have been used in the US. More than 1 million iPhones have been used in Germany, France, and the United Kingdom. * We estimate that 12 million iPod touches have been used in the US. More than 1million iPod touches have been used in the United Kingdom and Canada.

In the below graphic, notice how the split between iPhone and iPod Touch users in North America is roughly 63% / 37%.

iphone-vs-ipod-users

But, despite that ration - iPhone and iPod Touch devices represent a more even percent of ad requests: 22.6% vs. 19.8% respectively.... suggesting that iPod Touch users are more actively browsing the web and using applications.

Also notable, the #3-#20 US devices account for 31% of ad requests... Apple's two devices alone account for over 42%:

iphone-vs-ipod-touch-serves