iPhone generating 10% of U.S. mobile ad requests

Worldwide iPhone mobile advertising requests grew 52 percent month-over-month to 359 million in November and now account for 6.3 percent of all requests according to mobile advertising marketplace AdMob's monthly Mobile Metrics Report. AdMob reports the iPhone now represents 9.9 percent of all mobile ad requests, more than any other handset. Moreover, the Apple device generates the most WiFi usage, with 42 percent of requests coming in over WiFi instead of an operator network; by comparison, ad requests on other WiFi-capable handsets average between 10 percent and 20 percent per month. AdMob adds that the introduction of other WiFi-enabled smartphones like the Android-powered G1 and the BlackBerry Bold signals future growth for WiFi usage, with WiFi-only devices like Apple's iPod touch and Sony's PlayStation Portable also responsible for significant traffic.

Worldwide requests in November were nevertheless flat at 5.8 billion, due largely to a decline in Indonesian inventory, although AdMob notes that requests increased more than 10 percent month-over-month in North America, Western Europe, Latin America and Eastern Europe. The aforementioned G1, offered exclusively via T-Mobile USA, yielded 15 million requests in November, which AdMob said translates to 7 percent of all of the operator's traffic--not even three months after the G1's retail launch, Google's Android mobile operating system now boasts a 2 percent share of smartphone OS traffic in the U.S.

For more on AdMob's November Mobile Metrics Report:
- read this release

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