August AdMob Metrics: Globally Apple, Android Up, RIM Flat

AdMob put out its monthly metrics report showing market share trends, among other things. Here are some of the highlights (verbatim) from August:

  • Worldwide iPhone OS marketshare has increased from 33 to 40 percent in the last 6 months, with substantial share in all regions except for Asia and Africa.
  • Although its marketshare has been declining, Nokia continues to hold 12 of the top 20 smartphone devices in AdMob’s network. Nokia’s N97 and 5800 XpressMusic touchscreen devices were the fourth and fifth most popular smartphones in the UK in August.
  • RIM smartphone share declined only slightly over the last 6 months.  There are 7 RIM models in the top 20 smartphones in North America.
  • Android is growing rapidly in North America and Western Europe. The HTC Magic (my Touch) is a Top 10 smartphone in both North America and Western Europe.
  • Palm Pre also had a strong month due to the addition of new publishers to the AdMob network.

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Business Insider's Dan Frommer savages the report as being a misrepresentation of the market. While I've always cautioned that AdMob's data reflect its own network, which may be iPhone heavy, I believe it's directionally consistent with the broader market. In addition, internal trends -- changes month over month -- are significant and interesting.

Apple has a disproportionate share of mobile Internet activity, especially given its relatively small handset market share. I was speaking with ad exchange Mobclix, which began life as an iPhone apps analytics platform, and the company said that 90% of the activity it sees is on the iPhone. This too is skewed by virtue of the company's legacy. But it cannot be denied that iPhone users are much more engaged than users of comparable smartphone devices. 

This is true in my experience as well. Observing my own usage of the Palm Pre and my iPod Touch. I do email on the Pre and use my calendar (and Pandora). By contrast, my use of the mobile Internet is much greater and broader on the iPod Touch because of its superior user experience.