Mobile internet usage on WiFi widespread across the US - AdMob report

AdMob, the world's largest mobile advertising marketplace, today highlighted widespread mobile Internet usage on WiFi in the United States and strong growth in Western Europe in its January 2009 Mobile Metrics Report. Requests more than doubled in Europe in the last year, with strong growth in France, Germany, Italy, and Spain.

Consumer usage of WiFi to access the mobile Internet is widespread across the US. The West and Northeast experienced heavier WiFi usage by population than the South and Midwest in January 2009. The states that generated the most WiFi traffic were California with 18 per cent, New York with 14 per cent, and Texas with 8 per cent.

Other highlights from the January report include:

• Worldwide requests increased 8 per cent month over month to 6.8 billion, led by double digit growth in Western Europe and Asia.
• Traffic from Western Europe increased 132 per cent in the last year to total 550 million requests in January 2009, with Spain and Italy growing the fastest.
• The iPhone is now the number one device by usage in Western Europe with 21 per cent share of total requests. This strong share reflects dramatically higher mobile Web and application usage by consumers and AdMob's strength on this device.
• Nokia and Sony Ericsson are the number two and three manufacturers in Western Europe, with 22 per cent and 17 per cent share, respectively. Nokia continues to dominate the smart-phone category with 11 of the top 15 devices.
• Windows Mobile has 5 per cent share of market in Western Europe with only one device, the Samsung i900, in the top 15. Worldwide the Windows Mobile OS has 8 per cent share of smart-phone requests.

AdMob stores and analyses handset and operator data from every ad request in its network to optimise ad serving.

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