AdMob Mobile Metrics

AdMob Publisher Survey

March 2010
Survey Summary: Methodology and Findings

AdMob surveyed 108 developers over a 2-week period1

• Respondents were sourced through AdMob’s Publisher Newsletter
• No incentive was offered
Publishers are increasingly focused on developing for multiple platforms
• 31% of developers are currently developing for >1 platform
• Almost half (47%) plan on developing for >1 platform in the next 6 months
• 58% of developers currently develop mobile Web sites
Considerable cross-development from iPhone and Android developers
• More than 70% of iPhone devs plan to develop for Android over the next 6 months
• Close to half of Android devs (48%) plan to develop for iPhone in the next 6 months
Developers are generally satisfied with their app’s success on mobile platforms
• 64% rate their app as “very” or “somewhat” successful
• Developers are most satisfied with iPhone platform and least satisfied with RIM

1Samplesize for each of the platforms was 47 Apple iPhone OS, 50 Android OS, 13 RIM Blackberry OS, 9 webOS, 17 Symbian OS,
7 Windows Mobile 6.x OS, 4 Adobe Flash Lite, 19 J2ME; some developers develop for multiple platforms
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31% of respondents currently develop for more than one platform and 47% plan
to develop for more than one in the next six months
•More than 70% of iPhone developers plan to develop for Android over the next six months and close to half of Android developers
(48%) plan to develop for iPhone
•58% of respondents develop for the mobile web
Which of the following platforms do you currently develop for or have plans
to develop for in the next 6 months?
% of respondents
80%

70% 68%

60%
54%
51%
50% 48%

40% Now
6 Months
30%

19% 19%
20% 17%
15% 15%
13% 13%
11%
9%
10% 7% 7%
4%

0%
Apple iPhone OS Android OS RIM Blackberry webOS Symbian OS Windows Adobe Flash Lite J2ME
OS Mobile 6.x OS

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49% of developers have been developing for mobile for less than
a year
How long have you been developing for mobile?
% of Respondents
30%

26%
25%
25%

20%
20%

15%
15% 14%

10%

5%

0%
0-3 Months 3-6 Months 6-12 Months 1-2 Years 2+ Years

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Developers use a mix of different business models to monetize
their apps
How do you make money from your apps or mobile sites?

% of Respondents
90%
79%
80%

70%

60%

50%
44%
40%
34%
30%
22%
20%
11%
10%

0%
Paid apps/sites Advertising Freemium model Free app with in-app None
transactions

Note: % of respondents using advertising may be overweight due to respondents

being sourced through AdMob’s Publisher Newsletter

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iPhone and Android devs have a similar number of apps; Symbian has
superdevs (62% have 4+ apps on the platform)
•64% of developers have more than one app on a platform
How many apps in an app store do you have on the following platforms?
% of Respondents
100%

90% 23% 23% 24%

26%
33% 34%
80% 43% 44%
4% 8%
70% 56%
11% 18%
6%
60%
32% 23% 7+
50% 26% 11% 33% 25% 4-6
29% 29%
40% 6%
2-3
30% 13%
1
46% 44%
20% 37% 40%
33% 36%
29% 25% 29%
10%

0%
Apple iPhone Android OS RIM webOS Symbian OS Windows Adobe Flash J2ME Total
OS Blackberry OS Mobile 6.x OS Lite
Weighted average apps
4.2 apps 3.8 apps 3.7 apps 5.3 apps 6.5 apps 5.2 apps 4.5 apps 4.3 apps 4.7 apps
per platform

Note: Only includes answers of respondents who indicated that they have 1 or more apps on a platform. Weighted
averages calculated using midpoint of each app segment; 10 apps assumed for “7+ Apps” segment

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Developers consider apps generally successful on all major platforms

If you have an app on any of the following platforms,

how would you rate the app's success?
% of Respondents
100%

90%
30%
35% 36% 36%
80% 40% 42% 40%
47%
55%
70% Very Successful
10% Somewhat Successful
60%
Neutral
50% 29% 29% 27% Somewhat Unsuccessful
24%
29% 18%
40% 33% 40% Very Unsuccessful
15%
30%
17% 29% 15% 27% 26%
20% 29% 29%
10%
25%
10% 8% 10%
10% 6%
6% 4% 7% 9% 6%
2% 5% 4%
0%
Apple iPhone Android OS RIM webOS Symbian OS Windows Adobe Flash J2ME Total
OS Blackberry OS Mobile 6.x OS Lite

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iPhone and Android have the greatest percentage of satisfied developers
with the platform while Blackberry has the lowest
If you have an app on any of the following platforms,
how satisfied are you with the platform?
% of Respondents
100%

90% 23%
27%
36% 33% 36% 37%
80% 40%
44%
70% 57%
23% Very Satisfied
60% Somewhat Satisfied
22% 21% Neutral
50% 13% 45% 28%
36% Somewhat Dissatisfied
40% 40% Very Dissatisfied
38%
30% 23%
31% 29%

20% 44% 27%

18%
9%
27%
10% 19%
7% 15% 6%
14%
6% 9% 7%
0% 5% 1%
2%
Apple iPhone Android OS RIM webOS Symbian OS Windows Adobe Flash J2ME Total
OS Blackberry OS Mobile OS Lite

Note: Satisfied as defined by % of respondents who selected

“Very Satisfied” or “Somewhat Satisfied”
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75% of developers use either an iPhone or an Android device

What type of handset do you personally use?

% of Respondents
40% 38%
37%
35%

30%

25%

20%
17%

15%

10%

4%
5% 3%
2%
0%
Apple iPhone Android OS webOS Device RIM Blackberry Symbian OS Windows Mobile
Device Device Device 6.x OS

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About AdMob

AdMob is one of the world's largest mobile advertising networks, serving billions of mobile banner and text ads
a month across a wide range of leading mobile Web sites and applications. AdMob helps advertisers connect
with a relevant audience of consumers on mobile devices and gives publishers the ability to effectively
monetize their mobile traffic. Incorporated in April 2006, AdMob provides the tools, data, and business models
fueling the explosive growth of mobile media in more than 160 countries and territories worldwide.

AdMob has been named one of the most innovative companies in advertising and marketing in 2009 by Fast
Company magazine, a 2008 Technology Pioneer by the World Economic Forum, and one of Wired.com's 2008
Companies to Watch. AdMob works with thousands of advertisers and publishers, including Adidas, CBS
News, Gap, Lonely Planet, MovieTickets.com, MySpace, P&G, Tapulous, and Universal Pictures. To learn
more about AdMob, visit www.admob.com.