AdMob Releases July Mobile Metrics Report – Insights into iPhone, Android Apps and Behavior
AdMob, which serves advertising on 7,000 mobile websites and 3,000 applications for both the iPhone and Android platforms, has released a new report that provides some excellent reference data for those in the field. You can download it here, and here’s some highlights:
- Android and iPhone users download approximately 10 new apps a month, while iPod touch owners download an average of 18 per month
- More than 90 percent of Android and iPhone OS users browse and search for apps directly on their mobile device instead of their computer
- Upgrading from the lite version was the top reason given when users were asked what drives them to purchase a paid app
- iPhone and iPod touch users are twice as likely to purchase paid apps than Android users.
- Users who regularly download paid apps spend approximately $9 on an average of five paid downloads per month
Some good news for developers pursuing a “lite” or “trial” version strategy in that it’s the main reason for purchase cited by users…. no clear reason behind the iPod Touch owners high usage stats.
Full release here, plus supplemental data available.
AdMob Research Emphasizes the “Long” in Long Tail for iPhone Apps
AdMob has just released a report and while the data is only representative of the iPhone apps that work with them, it’s a good sample – and it says that the Long Tail is very long indeed. For those hoping to make big bucks from iPhone apps, it’s worth noting that only a little more than one hundred apps (116) tracked by AdMob have more than 100,000 users. That’s not bad for a paid app, although with an average price from most sources at 1-2 dollars it’s certainly not retirement money, but the implications for ad supported apps are much worse as the impressions simply won’t add up to enough to matter, even at good CPMs.
Greystripe Report with Mobile Consumer, iPhone Insights
Mobile firm Greystripe released a report last week with some interesting insights on the mobile consumer, as well as more data analyzing behavior of iPhone users. The have basically aggregated the data from their partners and network and the results are very interesting.
The demographics skew younger, better educated, and higher income from the sample, but that reflects the user base.
As the mobile industry matures third party verification of campaign performance will become
essential. In anticipation of this trend, Greystripe has partnered with several research firms and
advertisers to measure the success of campaigns delivered through our network. Most recently
we’ve partnered with ComScore on the research side and Axe, LeapFrog, HP, and Burger King
on the advertiser side to look at our new Flash ad format.
The report is most useful for some basic data that can inform certain industries (they ask questions pertaining to fast food, television and movie habits, and computer purchase intent, as well as comparative data against broader consumer groups or other channels. Greystripe offers an SDK for developers, and some ad solutions that may be of interest to those seeking to market to the growing mobile population.
