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Mobile Device Statistics & Mobile Application behaviour. AdMob Mobile Metrics report

Posted By: Thomas Shaw, 10:13pm Tuesday 02 March 2010    Print Article

Lately, I have been working on new product development ideas around the use of mobile devices for a number of recruitment clients. Our discussions always seem to come back to this one question... Should we build a specific mobile application for the platform or optimise our existing website?

Although I am a fan of native applications (and talk my way out of an iphone job search application sale), you can't go past having your recruitment website optimised to work with ANY mobile device, regardless of the platform! Also have a read of my previous article titled Is mobile going to become the recruitment platform of choice.

I have reposted a number of interesting graphs and statistics from the December 2009 (pdf) and January 2010 (pdf) AdMob Mobile Metrics reports. These reports look at mobile user behaviour and platform analytics.

Note: AdMob publishes the Mobile Metrics Report to provide a measure of mobile Web and application usage from THEIR NETWORK of more than 15,000 mobile Web sites and applications. AdMob share is calculated by the percentage of requests received from a particular handset; it is a measure of relative mobile Web and application usage and does not represent handset sales. In the statistics below, Oceania is defined by Australia, New Zealand and several islands in the Pacific Ocean.

December 2009

Apple's share increased dramatically throughout 2009 and its devices are responsible for the vast majority of requests in the region. The top 10 smartphones in Q4 2009 included the Apple iPhone, HTC Magic, HTC Hero, BlackBerry 9000 and six different Nokia models.

January 2010

Note: All data in the feature section is based on an opt-in survey taken by users on their mobile device. Respondents were sourced by responding to mobile ads throughout AdMob's iPhone OS, Android and webOS networks. There was no incentive offered to participate in the survey. There were 963 total respondents: 318 Android, 244 iPhone, 356 iPod touch and 45 webOS. The survey was run from February 5th - February 16th. The geographic representation of the respondents was designed to approximate the distribution of users in the AdMob network. The respondents were sourced from English-speaking countries in the AdMob network.

  • Android and iPhone users download a similar number of apps every month and spend a similar amount of time using the apps.
  • However, some differences between the platforms still exist. Only 21% of Android users purchase at least 1 paid app per month, compared to 24% of webOS users, 35% of iPod touch users and 50% of iPhone users.
  • iPod touch users download an average of 12 apps a month, 37% more apps than iPhone and Android users.

    iPod touch users also spent 100 minutes a day using apps, 25% more time than iPhone and Android users.
  • webOS users downloaded fewer total apps per month, relative to iPhone OS users and Android users. This may be related to the fewer number of apps in the webOS App Catalog.
  • 73% of Android users are male, compared to 58% of webOS users, 57% of iPhone users and 54% iPod touch users.

    The iPhone, iPod touch and webOS have similar gender distributions, with just over half of the users on all devices being male.
  • iPod touch users skew considerably younger relative to other platforms and devices.

    Based on the survey, 78% of iPod touch users are below the age of 25, compared to 25% of iPhone users and 24% of Android and webOS users.
  • The average age of an Android device user (35) is similar to an iPhone user (37) and that of a webOS device user (36). The average age of an iPod touch user is 23. iPhone, Android and webOS users are fairly evenly split across age groups.

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Article Tags: admob mobile device statistics mobile statistics iphone applications admob mobile metrics mobile recruitment mobile recruiting native mobile applications iphone job search android iphone webos itouch ipod australian mobile statistics product development mobile operating system statistics

Comments Hide Comments (2)

Feel free to join in on the conversation. All comments are moderated before publishing. Comments posted by subscribers don't necessarily reflect the views of Recruitment Directory.

 Gareth Jenkins (9:32pm Wednesday 03 March 2010)

I regularly get stats sent to me by both clients are others noting the high percentage of people accessing the web on an iPhone as compared to other devices (i.e. iPhone users want to use apps and mobile services, other devices users don't) . These stats are regularly doing the rounds at the moment and as far as I'm concerned are quite misleading. Whilst right now this may well be the case, a large part of the reason behind this is that the iPhone was one of the first phones on the market that truly centred the interface & experience around online activity, and a great apps market. Every one of the other handset makers have raced to catch up. Although there's still a little way to go now, for the most part the latest round of phones have caught up pretty well, and I fully expect the percentage of mobile web surfing on other devices to steadily rise as a result.

Also it should be noted that the iPhone is usually still the more expensive option when compared to a Nokia or Samsung (or even a Google Android phone in many cases). Therefore when the other makers are starting to offer a similar experience and capabilities to the iPhone, you are left with the "hype" and the very large marketing drive behind the iPhone. The heavy marketing drive often creates an untrue idea that "everyone's using an iPhone".

I also speak from personal experience here - I was considering buying an iPhone when my last Nokia phone came up for upgrade. However when looking at the cost, and seeing that the latest Nokia touchscreen was available on a far cheaper package and at zero upfront cost, it was a no-brainer for me. I don't think I'm alone in following this approach..

To summarise, my advice for companies would be not to try and jump aboard the iPhone bandwagon without a strong reason to - it may well be that for your target demographic, iPhone usage is disproportionately higher and therefore actually worth the cost of targeting separately. It may well also be the case that you wish to take advantage of the current marketing drive behind the iPhone and build a marketing campaign on top of an iPhone app - i.e. "We're cutting edge and cool by association". This can certainly be worth the cost outlay for some, but simply having an iPhone app for the purpose of opening up your site/services to mobile users will not be the better option when compared with a well thought out mobile website.

 rob wise (7:05pm Monday 24 May 2010)

We struggled with the same questions developing our SMStheJOB service.

We decided that rather than wait for the all one common bells & whistles mobile platform job ad that we would just launch with an SMS based job alert that Job Seekers could reply to and in doing so motivate our server to forward their application including their resume to the Advertisers email box.

Surprising us was the fact that Job Seekers we had not expected to pick up on an SMS based service are getting involved. Engineers for example and legal professionals are now part of our subscriber base and receiving SMS job alerts.

We do intend to migrate to a more bells and whistles mobile technology as the space starts to zero in on a winner in the meantime our SMS version is demonstrating that Job Seekers are keen for a Mobile interface.

Rob Wise

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