January’s Admob report came out and there were some very interesting statistics that were released around app usage and user purchasing habits. Some of the more compelling statistics are:
- iPod touch owners download an average of 12 applications a month, 37 percent more than iPhone and Android users who download approximately nine new apps. webOS users downloaded an average of six applications per month.
- iPod touch users spent an average of 100 minutes per day using applications. webOS users spent an average of 87 minutes per day, followed by Android users at 80 minutes and iPhone users at 79 minutes per day.
- iPhone represented 47 percent of US smartphone usage in AdMob’s network in January 2010, followed by Android, RIM and webOS devices at 39, seven, and three percent, respectively.
The most interesting statistic as it relates to newspapers and potential paid application was that:
- iPhone users continue to download more paid applications, with 50 percent of users purchasing at least one paid application a month compared to 21 percent of Android users.
What does this mean to publishers? Well it could mean that if you are looking to build apps for every platform it may make sense putting more emphasis on the iPhone. You can create a pretty basic Android app that simply reads the news, not invest a lot of money into it and give it away for free. However, on the iPhone if you invest more time and money on rich features you will see a greater return as users will be willing to pay for your application.
These finding make a lot of sense given the recent news from The Guardian. If the Guardian can charge $3.99 for their app and still get over 100,000 downloads in just 2 months, why can’t you? Running a trial with paid apps may make sense on the iPhone, at least for a short while to analyze acquisition rates.