Mobile advertising network AdMob separates the traffic in its network into three categories Ė smartphones, feature phones, and mobile Internet devices Ė to examine the growth rates of each over the past year in its February 2010 AdMob Mobile Metrics Report.
In February 2010, smartphones accounted for 48 percent of AdMobís worldwide traffic, up from 35 percent in February 2009. The strong growth of iPhone and Android traffic, fueled by heavy application usage, was primarily responsible for the increase.
Although the share of feature phone traffic in AdMobís network declined from 58 percent to 35 percent year-over-year, absolute traffic from feature phones still grew 31 percent. Mobile Internet devices experienced the strongest growth of the three categories, increasing to account for 17 percent of traffic in AdMobís network in February 2010. The iPod touch is the top mobile Internet device and is responsible for a vast majority of this traffic; other devices include the Sony PSP and Nintendo DSi.
The iPhone OS increased its share of smartphone requests from 33 percent in February 2009 to 50 percent in February 2010, while Symbian's share of smartphone requests fell from 43 percent in February 2009 to 18 percent in February 2010. Android increased its share from two percent in February 2009 to 24 percent in February 2010.
The top five Android devices worldwide, by traffic, were the Motorola Droid, HTC Dream, HTC Hero, HTC Magic, and the Motorola CLIQ. The Google Nexus One only generated one percent of total Android traffic in February 2010.
Samsung, Nokia, Sony Ericsson, Motorola, and LG were the top manufacturers of feature phones. Top feature phones from each manufacturer in AdMobís network were the Samsung SCH R350, Nokia 3110c, Sony Ericsson W200i, Motorola RAZR V3, and LG CU920.
The company stores and analyzes handset and operator data from ad requests in its network of more than 15,000 mobile Web sites and iPhone, Android, webOS, and Flash Lite applications to optimize ad serving. Its AdMob Mobile Metrics Report aggregates this data to provide insights into major trends in the mobile ecosystem. The AdMob share is calculated by the percentage of requests received from a particular handset; it is a measure of relative mobile Web and application usage and does not represent handset sales.