Survey Reveals Application Usage and Demographic Data on iPhone and iPod Touch Users
Mobile advertising firm AdMob today released its January 2010 Mobile Metrics Report, revealing some interesting data about application usage and demographics for iPhone and iPod touch users, as well as users of Android and webOS handsets.
Among the more interesting statistics collected in the opt-in survey of nearly 1,000 respondents were results showing that 50% of iPhone users download at least one paid application per month, compared to only 35% of iPod touch users. Only 20-25% of Android and webOS users similarly download at least one paid app per month. But while iPhone users are more likely iPod touch users to download paid apps, iPod touch users download more apps in total. According to the survey, iPod touch users download an average of just over 12 applications per month with 1.6 of them being paid, while iPhone users download only 8.8 applications per month with 1.8 of them being paid. iPod touch users also spend 25% more time using applications on their devices than iPhone and Android users.
In looking at demographics of users, AdMob's survey found that iPhone, iPod touch, and webOS user bases are all in the range of 54-58% male, while Android skews much more strongly to 73% male. iPod touch users are also typically much younger than the smartphone users, with 78% of iPod touch users being below the age of 25 while only 24-25% of iPhone, Android, and webOS users are similarly below age 25. The data corresponds with previous comments made by mobile analytics firm Flurry regarding Apple's positioning of the iPod touch as building a base of future iPhone customers.
AdMob's survey also asked users about their plans for purchasing Apple's iPad tablet device and found that 16% of iPhone users are planning to purchase an iPad in the next six months while only 11% of webOS and 6% of Android users are planning similar purchases. This compares with only 6% of iPhone users, 5% of Android users, and 2% of webOS users who are planning to purchase a Kindle in the same timeframe.
Finally, the survey questioned users about their willingness to recommend their devices to others, and the iPhone (91%) and iPod touch (88%) topped the list. 84% of Android users are likely to recommend their device, while webOS brought up the rear with only 69% of users willing to recommend their device and 3.4 times more likely than iPhone OS users to specifically not recommend their device.
Among the more interesting statistics collected in the opt-in survey of nearly 1,000 respondents were results showing that 50% of iPhone users download at least one paid application per month, compared to only 35% of iPod touch users. Only 20-25% of Android and webOS users similarly download at least one paid app per month. But while iPhone users are more likely iPod touch users to download paid apps, iPod touch users download more apps in total. According to the survey, iPod touch users download an average of just over 12 applications per month with 1.6 of them being paid, while iPhone users download only 8.8 applications per month with 1.8 of them being paid. iPod touch users also spend 25% more time using applications on their devices than iPhone and Android users.
In looking at demographics of users, AdMob's survey found that iPhone, iPod touch, and webOS user bases are all in the range of 54-58% male, while Android skews much more strongly to 73% male. iPod touch users are also typically much younger than the smartphone users, with 78% of iPod touch users being below the age of 25 while only 24-25% of iPhone, Android, and webOS users are similarly below age 25. The data corresponds with previous comments made by mobile analytics firm Flurry regarding Apple's positioning of the iPod touch as building a base of future iPhone customers.
AdMob's survey also asked users about their plans for purchasing Apple's iPad tablet device and found that 16% of iPhone users are planning to purchase an iPad in the next six months while only 11% of webOS and 6% of Android users are planning similar purchases. This compares with only 6% of iPhone users, 5% of Android users, and 2% of webOS users who are planning to purchase a Kindle in the same timeframe.
Finally, the survey questioned users about their willingness to recommend their devices to others, and the iPhone (91%) and iPod touch (88%) topped the list. 84% of Android users are likely to recommend their device, while webOS brought up the rear with only 69% of users willing to recommend their device and 3.4 times more likely than iPhone OS users to specifically not recommend their device.
Top Rated Comments
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26 months ago
free apps are a huge part of the market, but how do devs make money soley on advertising? I am a dev but dont run ads on anything that i have released. i guess if you have enough ppl with the app it works out, but otherwise you're out of luck and paying the dev fee to contribute to the masses.
with early versions of shazam it was completely ad supported, but since the ad supported version has been severely limited in place of a $4.99 price tag for all the features. one reason for this could be that the resources the app needs weren't being compensated for by the ads alone. thoughts?
with early versions of shazam it was completely ad supported, but since the ad supported version has been severely limited in place of a $4.99 price tag for all the features. one reason for this could be that the resources the app needs weren't being compensated for by the ads alone. thoughts?
26 months ago
One thing that might be worth mentioning is that in some markets, the android market only provides free apps. I'm in Canada, and would gladly pay for android apps, but I don't have that option.
26 months ago
Personally, I don't like apps with ads... I like to buy the full version to actually get rid of the ads.
26 months ago
free apps are a huge part of the market, but how do devs make money soley on advertising? I am a dev but dont run ads on anything that i have released. i guess if you have enough ppl with the app it works out, but otherwise you're out of luck and paying the dev fee to contribute to the masses.
I am sorry, but I never buy apps. I always try to use free apps, always. It saves tons of money. If free apps I use become not free, I just get rid of them and find free ones. I am sure most people do that too. It sucks for the developer, but unfortunately that's how it works, even today when people are more careful about their money. Apps with ads are a bit annoying, but I deal with it, and I never click ads. If I were a bit more wealthier, I would buy apps and support the developers, but man, I can't right now.
26 months ago
Funny how the iPod Touch is has the least No I wouldn't recommend to a Friend Or Colleague. I wonder how you really could hate the iPhone, I have no problem's with mine. I really don't know of anymore feature's I would like but that's a different subject.
Although I disagree with that chart because I download in excess of 100 or something a Month easy. Usually about 75 of them are free and the 25% are for the good game's.NBA Live, Madden all that.
Although I disagree with that chart because I download in excess of 100 or something a Month easy. Usually about 75 of them are free and the 25% are for the good game's.NBA Live, Madden all that.
26 months ago
Poor Palm. They waited waaaay too long to put out a new OS and devices and with Apple and Android already ahead, not kicking off their devices with a fully realized (ok, at least a partially realized) app store, they don't stand much of a chance. I'm not going to say that they're completely screwed, but it appears they're not going to be more then a niche player at best.
26 months ago
I didn't do a deep dive here but I assume they did not control for the amount of time a given app store has been live?
I mention this because most iPhone/Touch users have had access to an app store for far longer than Pre and Android users. So at this point I would expect that app downloading for Apple products would've settled to a point below that of other, newer OS app stores. The fact that APple has more or less kept pace is thus that much more interesting IMO.
I mention this because most iPhone/Touch users have had access to an app store for far longer than Pre and Android users. So at this point I would expect that app downloading for Apple products would've settled to a point below that of other, newer OS app stores. The fact that APple has more or less kept pace is thus that much more interesting IMO.
26 months ago
I didn't do a deep dive here but I assume they did not control for the amount of time a given app store has been live?
I mention this because most iPhone/Touch users have had access to an app store for far longer than Pre and Android users. So at this point I would expect that app downloading for Apple products would've settled to a point below that of other, newer OS app stores. The fact that APple has more or less kept pace is thus that much more interesting IMO.
Maybe... but one could argue alternatively that the Android store is much smaller, and so the fact that Android users are downloading a fair number of apps is actually a big win for Google and Android. You won't see me rushing out to get one, but really, this is the first time I can recall seeing much in the way of data that anyone was getting people to use their app store at quite the voracious level Apple has.
26 months ago
I'm not going to question their stats, and correct me if I'm wrong, but admob sells ads to low-priced apps to increase revenue. That skews the results to free apps, right? People buying more free apps would probably have cheaper devices, so they get more on iPod Touch than iPhone. It seems like this is more of a comment on who uses ad mob than who uses smart phones.
I'm not saying that free apps don't download frequently, just saying that the paid apps percentage would be higher if the data included all apps. right?
I'm not saying that free apps don't download frequently, just saying that the paid apps percentage would be higher if the data included all apps. right?
26 months ago
I am sorry, but I never buy apps. I always try to use free apps, always. It saves tons of money. If free apps I use become not free, I just get rid of them and find free ones. I am sure most people do that too. It sucks for the developer, but unfortunately that's how it works, even today when people are more careful about their money. Apps with ads are a bit annoying, but I deal with it, and I never click ads. If I were a bit more wealthier, I would buy apps and support the developers, but man, I can't right now.
You can only do what you can afford :) But it’s not saving a TON of money: apps are only a few bucks, and free alternatives are often nowhere near as good (but yes, sometimes they are).
But the main thing I wanted to suggest: when you get a free app and then it becomes paid, don’t throw it out—it’s still free for you, with all future updates! :)
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