Worldwide iPhone WiFi Ad Requests Grow 52%

December 29, 2008

This article is included in these additional categories:

Analytics, Automated & MarTech | Europe & Middle East | Retail & E-Commerce | Telecom

Worldwide iPhone WiFi ad requests grew 52% month-over-month to 359 million in November, giving the iPhone a 6.3% share of global total requests and a 9.9% share of requests in the US, where it is now the #1 device, according to research from AdMob.

According to AdMob’s November 2008 Mobile Metrics Report, Apple’s iPhone has the most significant WiFi usage, with 42% of worldwide ad requests and 19% of US requests coming in over WiFi instead of a mobile operator network.


iPhone statistics are notably higher than most other WiFi capable phones, which average between 10% and 20%, AdMob said. Moreover, iPhone WiFi usage is generally higher on iPhone-specific sites and applications than on normal mobile web sites.

Wi-Fi-only devices, such as the iPod Touch and Sony PlayStation Portable, generate the second and third most requests over WiFi next to the iPhone.

Other findings from the report:

  • Worldwide requests were flat in November at 5.8 billion. Requests from North America, Western Europe, Latin America, and Eastern Europe increased more than 10% month-over-month. These increases were offset by a 30% decrease in AdMob’s Indonesian inventory.


  • In the US, 8% of total requests in November were on WiFi networks, up from 3% in August.


  • In the UK, 8% of requests in November were on WiFi networks, up from 4% in August.
  • After the iPhone and iPod Touch, the Nokia N95 and other N series phones are the leading WiFi devices.
  • Only a subset of the popular BlackBerry Pearl and Curve models are WiFi capable, with 16% of totalRIM requests coming from WiFi enabled devices and 1% of requests were on WiFi.
  • Top device manufacturers Motorola, LG, and Samsung generate few WiFi requests.
  • The G1 (HTC Dream) generated 15 million requests in November and already represents 7% of all T-Mobile traffic.
  • Android had a 2% share of smartphone operating system traffic in the US.

About the research: AdMob stores and analyzes handset and operator data from every ad request in its network to optimize ad serving. Each month, the Mobile Metrics Report aggregates this data to provide insights into major trends in the mobile ecosystem. The report is available for free download.


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