AdMob Stats: iPhone OS and Android gain, Symbian loses ground

by Gaurav Kheterpal on March 29, 2010

iPhone OS & Android Dominate

iPhone OS & Android Dominate

AdMob, one of the world’s largest mobile advertising networks has recently published its latest Mobile Metrics Report. The report indicates a strong growth in smartphone ad requests on its network from iPhone and Android handsets. iPhone increased its share of smartphone requests from 33% last February to 50% this February. In comparison, Android has seen phenomenal growth from 2% last February to 24% this February and now holds the second position in the standings for leading mobile operating systems.

It’s rather surprising that Symbian continues to drop despite having a significant global market share in smartphone sales. While it accounted for 43% of AdMob’s smartphone requests in February 2009, it has a share of only 18% in February, 2010. Last month, I covered a story on the findings of comScore’s MobiLens Service which revealed that iPhone OS is a clear leader with no distant competitor in mobile operating space. Android’ popularity is on the rise but there’s a long way to go before the ‘iPhone OS vs. Android’ battle can be called a level playing field.

Smartphones accounted for 48% of AdMob’s worldwide traffic last month, as compared to 35% in February last year. As per AdMob’s report, smartphone traffic grew 193 percent over the last year, accounting for half the traffic on its network. Feature phones increased traffic 31 percent in the same time frame, but dropped down from 58 to 35 percent of traffic overall. The mobile Internet devices category experienced the strongest growth of the three, increasing to account for 17% of traffic in AdMob’s network in February 2010. The iPod touch is responsible for 93% of this traffic; other devices include the Sony PSP and Nintendo DSi. In absolute terms, mobile Internet device category traffic increased by a whopping 403%.

Here are some of the other interesting findings of the latest AdMob Mobile Metrics Report.

  • Android was the fastest growing operating system in the AdMob network year-over-year. Android’s share of smartphone requests increased from 2% in February 2009 to 24% in February 2010. The top five Android devices worldwide, by traffic, were the Motorola Droid, HTC Dream, HTC Hero, HTC Magic, and the Motorola CLIQ.
  • Samsung, Nokia, Sony Ericsson, Motorola, and LG were the top manufacturers of feature phones. Top feature phones from each manufacturer were the Samsung SCH R350, Nokia 3110c, Sony Ericsson W200i, Motorola RAZR V3, and LG CU920.

On the whole, AdMob data reaffirms the findings of other similar recent reports – continued dominance of iPhone OS, growing popularity of Android and other players falling including Microsoft and Symbian falling on the sidelines.

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Written by: Gaurav Kheterpal. Follow by: RSSTwitter,, or Friendfeed

{ 2 comments… read them below or add one }

Andrea Heuer March 29, 2010 at 4:22 pm

In stark contrast to the AdMob report, Symbian continues to demonstrate solid momentum. The company impacts all aspects of the mobile industry, not only mobile browsing and ad traffic, which is the primary areas the report examined. Globally, Symbian owns more than 50 percent market share of operating systems and is growing at 20 percent a year. The latest IDC research analyst report attests to this –

With the highly competitive Symbian^3 handsets due to enter the US market as early as Q3 of 2010, Symbian’s presence in the states is growing and anticipates a significant increase in AdMob’s relevant shares moving forward.

Andrea Heuer for Symbian Communications

Gaurav Kheterpal March 30, 2010 at 1:14 am

@Andrea: I’m a big Symbian and open source fan myself. The AdMob report indicates which mobile operating system generates the most traffic/ revenue on AdMob platform as opposed to which mobile operating system holds what market share. I’m sure that Symbian^3 would help improve Symbian’s standing in the next AdMob report.


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