There might be something wrong with me because I do get relatively excited by these mobile ad network data reports. Out today is Millennial Media's October SMART report. It also features some interesting apps-related data from mobile ad exchange Mobclix. Here are the data and a few related charts:

• The number of monthly app downloads is not surprisingly dominated by Apple with 100M.  Android and RIM followed with 20M and 300K monthly app downloads respectively 
• Apple users, on average, downloaded approximately 11 apps per month – which was approximately three times more than an Android user and almost six times that of a RIM user according to Mobclix.  
• The average in-app CTR varied widely between the app categories.  Android out-performed in Games, where Apple out-performed in the remaining four categories - Social, Entertainment, Utility and Navigation with 0.5%, 3%, 8% and 5% CTR respectively

These are display ads that people are responding to. The average CTR re online display ads -- even though the click is not a good metric to measure the impact of display -- is far less than 1%. The chart below reflects averages across display and rich media on the PC:

Source: DoubleClick (2008)

Average In-App CTR in Four App Categories by Manufacturer:

The higher clicks in the utility and navigation categories suggest a different consumer intent (someone trying to accomplish a task) and I'm speculating that they're responding to relevant ads accordingly.

The following actions represent post-CTR activity on the Millennial network:

Here is the mix of feature phones and smartphones showing up on the Millenarian network:

Compare to the compoisition of smartphone handsets on the AdMob network:

Source: AdMob (Sept, 2009)