Half of iPhone users download premium apps every month

Half of iPhone users and 40 percent of iPod Touch owners download one or more premium applications from Apple's App Store [1]each month, compared to 19 percent of Android smartphone users, according to mobile advertising network AdMob's July 2009 Mobile Metrics Report. The study notes that more than 90 percent of Android and iPhone OS users browse and search for apps directly on their mobile device, rather than on their computer--among consumers who've purchased paid applications, the majority cited engagement with the free version of the app as the catalyst behind their decision, which AdMob contends is proof that free-to-paid conversations are a driving factor in the premium app market.

 Other highlights of the AdMob report:

• iPhone and Android users download approximately 10 new apps each month, with iPod touch owners downloading an average of 18 per month
• More than half of iPhone and Android users spend more than 30 minutes per day using apps
• Users who regularly download paid apps spend approximately $9 on an average of five paid downloads per month

 In all, iPhones represented 60 percent of U.S. smartphone usage across the AdMob network last month, followed by BlackBerry and Android devices at 13 and 12 percent, respectively.

For more:
- see this press release [2]

Related articles:
AdMob [3]: Android ad requests grow 25 percent in June
AdMob [4] launches new advertising units for iPhone
AdMob [5]: iPhone now 69 percent of U.S. smartphone traffic