Dure la selection des app store

NEW RESEARCH ON THE DEMOGRAPHICS AND BEHAVIORAL CHARACTERISTICS OF IPHONE AND IPOD TOUCH USERS FROM ADMOB AND COMSCORE

June 16th, 2009

In partnership with comScore, we regularly conduct survey research on our network to determine the audience composition of our partner sites and apps. We use this information to create demographic bundles to deliver unparalleled targeting and performance for the campaigns our advertising partners run on AdMob’s network.

This original research also allows us to look more deeply at our large network and gain insights into the demographic characteristics of users of devices such as the iPhone and iPod touch. We are excited to be the first to collect and share this comparative data. When we started the research, we hypothesized that iPod touch users were younger on average than iPhone users and this hypothesis was supported by the results.

iPOD TOUCH USERS ARE YOUNGER THAN iPHONE USERS

• 69% of iPod touch users are between 13-24 years of age, while this same segment represents just 26% of iPhone users.
• 74% of iPhone users are over the age of 25, compared to 31% of iPod touch users.

iPHONE USERS HAVE HIGHER INCOME LEVELS & ARE MORE LIKELY TO HAVE KIDS; BOTH DEVICES SKEW MALE

• In line with the older demographic composition of iPhone users, they also have higher incomes. 78% of iPhone users have an annual income of at least $25,000, compared to only 66% of iPhone touch users.
• iPhone users are more likely to have children than iPod touch users, most probably due to the age difference in the two groups. 46% of iPhone users have children, compared to only 28% percent of iPod touch users.
• More than 70% of users on both the iPhone and iPod touch are male.

MEDIA CONSUMPTION: PREFERENCE FOR THE MOBILE WEB OVER OTHER MEDIA

• 5 in 10 consumers on both iPhone and iPod touch devices use the mobile Web more frequently than they read printed newspapers.
• More than 40% of users of both devices reported using the Internet on their mobile device more often than using the Web from their computers or listening to the radio.

What does this research mean for advertisers? Advertisers looking to reach a younger demographic can take advantage of AdMob’s reach on the iPod touch and advertisers looking to reach a high net worth adult audience can reach this demographic in AdMob’s iPhone network. It’s important to partner with a mobile advertising network that offers scale in both of these devices and can target them separately to improve relevance for users and performance for advertisers.

Peu d'applications pour l'iPhone rencontrent un large public

WASHINGTON (AFP) — Des dizaines de milliers d'applications sont disponibles sur le téléphone multifonctions d'Apple iPhone - ainsi que le baladeur iPod Touch - mais un petit nombre seulement ont des chances de trouver un large public, selon une étude parue jeudi.

Etudiant plus de 2.300 applications utilisées par plus de 15 millions de membres, l'agence publicitaire AdMob a remarqué que seulement 116 applications, soit 5%, étaient utilisées par plus de 100.000 personnes en mai.

Plus de la moitié (1.244, 54%) comptaient moins de mille utilisateurs, et 14% (322) comptaient entre 10.000 et 100.000 utilisateurs.

En moyenne les propriétaires d'iPhone n'utilisent que 4 applications chaque jour, alors que l'"App store" qui permet de les télécharger compte plus de 50.000 possibilités, et a enregistré plus d'un milliard de téléchargements en un an d'existence.

L'étude précise que le système de classement de l'App Store, qui accorde une meilleure visibilité aux applications les plus populaires, avait un effet cumulatif.

En février, une étude menée par Pinch Media avait révélé que moins de 5% des utilisateurs d'iPhone utilisaient encore une application plus d'un mois après l'avoir téléchargée, et que seulement 1% des applications trouvaient un public à long terme.

Ce sont les jeux qui ont la durée d'utilisation la plus longue, selon cette étude.

La dernière statistique d'AdMob pose en revanche moins de biais méthodologiques : d'après eux, chaque utilisateur d'iPhone utiliserait en moyenne quatre applications par jour. Une autre estimation situe cette utilisation à une fourchette de 5-6 (Tweetie, Facebook, Things, un jeu et un ou deux extras selon l'occasion).