Friday, February 26, 2010

Understanding the differences between mobile users could help boost your mobile media efforts

AdMob, the mobile advertising company whose acquisition by Google is currently under government review, has released a new study of mobile media users and the results could come in handy for those currently entering the mobile media space.

Apple's iPhone and iPod Touch devices still dominiate the market, according to the study.  Fifty percent of all web traffic remains tied to Apple products, with Android-based phones quickly catching up.  Apple also dominates the the mobile ad "requests" market with 40.4 percent of mobile ad requests originating from Apple iPhones or iPod Touch devices. Nokia is far behind with a 16.2 share. Research in Motion's Blackberry products barely register at only 2.3 percent of requests.

(Apple recently purchased the mobile ad network company Quattro Wireless, a competitor to AdMNob.)

Apple's iPhone and iPod Touch owners are also the most likely to recommend the products to friends or colleagues according to the AdMob report, with 91 percent of iPhone users likely to recommend the product -- only 3 percent would not.

The report also points out some interesting differences between iPhone and Android users. While both systems share similar age group demos, Android users tend to be skewed towards males with 73 percent of all Android users being men, compared to 57 percent on the iPhone.  Depending one a media professionals target audience, this could influence decisions concerning content published on different platforms.

In any case, the study gives media pros more proof that the iPhone platform continues to dominate mobile web media, with Android a platform that should be considered increasingly important. As I wrote last week, despite the new OS introductions at the recent Mobile World Congress, both Apple and Google continue to dominate the mobile market, and media executives would be wise to start their mobile strategies by concentrating on the market leaders rather than trying to build applications or mobile sites for every new player in the market.

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