updated 12:00 pm EDT, Thu June 25, 2009
AdMob May 2009
New data published by AdMob today showed that Apple's share of mobile web use has suddenly surged and now makes up more than two thirds of all mobile traffic in the US. In May, iPhone requests represented 69 percent of all traffic, a sudden jump from 59 percent the month before. By comparison, BlackBerries accounted for just 13 percent of traffic and Android phones represented 7 percent.
Worldwide, Apple has continued to eat web share away from Symbian and other previously leading platforms. By OS, iPhone and iPod touch devices now make up exactly 50 percent of requests, while predominantly Nokia-made Symbian phones have fallen from 36 to 32 percent in the one-month span. Others have also taken hits, as BlackBerries have shrunk from 9 to 7 percent and Windows Mobile has drawn back to 4 percent.
AdMob doesn't attempt to explain the sudden shift, which came the month before the iPhone 3GS launch and after the wider availability of the Android-based HTC Magic. However, the findings cover what's typically the end of the school year for college students as well as the start of Apple's yearly back-to-school that gives a free iPod touch to those who buy a Mac at the same time.
Researchers with the network also took the time to analyze the usage patterns of the 2,309 iPhone apps it supplies with ads and notes that just 166 apps, or 5 percent, are used by 100,000 or more owners on a regular basis. Many more apps are less frequently used, as 322 apps (14 percent) are used by between 10,000 and 100,000 users, 625 apps (27 percent) by 1,000 to 10,000 people, and 54 percent by less than 1,000. While the figures can be skewed by apps that are too new, too old or too specialized, they signal that only a handful of apps for Apple's handhelds tend to maintain interest beyond the first few days.