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Smartphone Users are Actively Engaged with Applications and Interested in Mobile Internet Devices

Consumers who use iPhone and Android devices showed remarkably similar activity levels - downloading approximately the same total number of applications and spending approximately the same amount of time using them, reports mobile advertising agency, AdMob.

However, iPhone users continue to download more paid applications, with 50 per cent of users purchasing at least one paid application a month compared to 21 per cent of Android users. The survey also included consumers on webOS devices and found that while they were active, they downloaded fewer paid and free applications.

The mobile Internet device category has grown rapidly; in July 2009 approximately 12 per cent of requests in AdMob's network came from these non-phone devices compared to approximately 17 per cent in January 2010. The survey asked consumers if they currently own a mobile Internet device or intend to purchase one in the next six months. iPhone users showed the highest level of interest in purchasing an iPad, at 16 per cent, compared to 11 per cent of webOS users and only six per cent of Android users. Approximately the same percentage of Android users were interested in purchasing the Amazon Kindle as were interested in purchasing the iPad.

Highlights from the survey and the January 2010 AdMob Mobile Metrics Report include:

• 91 per cent of iPhone users and 88 per cent of iPod touch users would recommend their device, compared to 84 per cent of Android users and 69 per cent of webOS users.
• iPod touch owners download an average of 12 applications a month, 37 per cent more than iPhone and Android users who download approximately nine new apps. webOS users downloaded an average of six applications per month.
• iPod touch users spent an average of 100 minutes per day using applications. webOS users spent an average of 87 minutes per day, followed by Android users at 80 minutes and iPhone users at 79 minutes per day.
• 73 per cent of Android users are male, compared to only 56 per cent of iPhone OS users. The average iPhone user is 14 years older than the average iPod touch user of which 78 per cent are below the age of 24.
• iPhone represented 47 per cent of US smartphone usage in AdMob's network in January 2010, followed by Android, RIM and webOS devices at 39, seven, and three per cent, respectively.

AdMob first ran this survey in August 2009 and again six months later, in February 2010. The survey was conducted with 960 respondents over a two week period, spanning consumers on Android, iPhone, iPod touch and webOS devices on the more than 15,000 mobile Web sites and applications in AdMob's network in February 2010. The survey did not include the RIM platform as AdMob does not currently serve ads into BlackBerry applications.

Источник: Cellular news

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