AdMob today released its 2010 Mobile Metric Report. The report outlines the latest data on mobile devices and usage share in the US and focuses on examining emerging trends in the mobile sector over the last two years.The most notable trends come as little surprise, as iPhone and iOS devices continue to dominate globally. However, the Google Android platform is making big strides and experiencing significant monthly and yearly gains, especially in the US. In terms of market share, Apple was the number one device manufacturer worldwide with 30% of all advertising requests coming from these products. Nokia held the second place spot with a 23% share. Whilst Apple dominates in North America, Western Europe and Oceania, Nokia still maintains a strong hold in Africa, Asia and Eastern Europe.

When it comes to operating systems, again Apple iOS was the leading smartphone platform throughout the world, with a total of 40% of advertising requests, with Google Android gaining quickly supporting 26% of all advertising requests worldwide. This trend continues to highlight the growth and potential future dominance of the Google Android operating system. In the report, AdMob carries out extensive comparisons between the Apple iOS and Google Android. It appears that Apple iOS devices are much more diversified, with less than half of all iOS devices located in North America. On the flip side, 67% of Google Android devices are in North America, with China showing a 13% market share. Looking at a broader global perspective, it appears that Google Android is catching up up to the number of iPhone devices in the US with Google Android still lagging behind. This should change over the course of time, especially as more smartphones are rolled out overseas and deals are negotiated with network carriers, but global reach still remians Android’s biggest opportunity for market dominance.

Whilst the download habits of Google Android and iPhone users remain similar, iPhone and iTouch users regularly, download paid for apps far more than either Google Android or webOS apps. In fact, webOS apps are actually downloaded more than Google Android apps. Google Android potentially offers a more attractive market place for developers with continued growth in these sectors. However, sheer market size is is not the only factor to consider when determining how much a developer a mobile development company will invest in a platform. If this were the case, mobile application developers would be rushing to release apps for Symbian and Blackberry. The important factor for mobile developers, is to consider the number of apps that are purchased on each platform.

When considering this, Apple iOS users clearly outpace the other platforms. This helps to feed the cycle as mobile developers wish to create apps for popular platforms where users are more likely to make a purchase decision. This in turn leads to the creation and development of better quality apps and an increase in the number of iPhone owners willing to pay for applications.
The challenge Google Android will face, is not gaining an increase in market share, but competing as a platform whereby users are willing to invest in the apps. This in turn will encourage mobile application developers to create better quality games and apps. Apple has now paid over $1 billion to its developers over the last two years, this tells a story in itself. The report highlights the extent to which the mobile market grown in the past two years. What the numbers contained in the report today show, may not be indicative of future trends and patterns in the mobile market. The mobile application developer market is experiencing explosive growth on many levels and what we see today, may be very different in two years time.

Waracle create mobile apps and games for Apple iOS (this includes iPhone 4, iTouch and iPad) and Google Android. If you are interested in creating a mobile app to enhance the presence of your business or create new revenue streams, please contact us directly on (01382) 529528.
What do you think the mobile market will look like in two years time? Let us know your thoughts below…