In the past 12 months, Asia has seen a massive increase in Apple iPhone users, the strongest take-up of Apple devices in the world. This is according to the April 2010 Metrics Report by mobile advertising network AdMob.
AdMob stores and analyses handset and operator data from every ad request in its network of more than 23,000 mobile Web sites and iPhone, Android, webOS, and Flash Lite applications to optimise ad serving.
AdMob defines a unique user as an individual device that has sent at least one ad request to the AdMob network in a given month.
In its report, AdMob highlights the phenomenal success of the iPhone, in a week when Apple's market capitalisation overtook Microsoft's for the first time. The milestone happened early this week when the total number of Apple shares was worth US$227 billion compared to Microsoft's total share value of US$226 billion.
The AdMob research has found that in the past 12 months, unique iPhone OS device growth was strongest in Asia (474 per cent), followed by Oceania (367 per cent) and Western Europe (269 per cent).
iPhone vs AndroidAccording to the report: "iPhone OS devices are more broadly distributed worldwide, but also had its greatest concentration in North America (49 per cent), followed by Western Europe (28 per cent) and Asia (14 per cent)".
The top five countries with the highest proportions of unique iPhone OS devices were the United States (44 per cent), United Kingdom (nine per cent), France (six per cent), Canada (five per cent), and Japan (four per cent).
AdMob's Vice President and Managing Director APLA, Jeff Merkel, was buoyant about the figures.
"The numbers - both in terms of ad requests and handset data - are very encouraging," said Merkel. "China had the second greatest number of unique Android devices in the AdMob network. There were more Android devices than iPhones in China in April 2010.
"Over the past 12 months, the iPhone platform has grown faster internationally than in North America."
In AdMob's network there were 8.7 million unique Android OS devices and 10.7 million unique iPhones in the United States in April 2010. But when non-phone devices running the iPhone OS - the iPod touch and iPad - are included, the unique device number jumps to 18.3 million in the US.
The report says that 75 per cent of Android OS devices are in North America, compared to 49 per cent of iPhone OS devices.
Worldwide there were 11.6 million unique Android OS devices, 27.4 million unique iPhones and 40.8 million unique iPhone OS devices.
Explosive mobile media growth
AdMob says that: "The report is based on the ad requests we receive from our network of more than 15,000 mobile websites and iPhone and Android applications. The data contained in the report is a measure of mobile data usage and does not represent the traditional view of market share based on the number of handsets sold."
Incorporated in April 2006, AdMob provides the tools, data, and business models helping to fuel the explosive growth of mobile media in more than 160 countries and territories worldwide.
The company says AdMob works with thousands of advertisers and publishers, including Adidas, CBS News, Gap, Lonely Planet, MovieTickets.com, MySpace, P&G, Tapulous, and Universal Pictures. MIS Asia
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