As an early adopter of the iPhone, I’ve noted its enthusiastic uptake in Australia. Looking on the streets and in meetings, it seems to be the dominant phone, at least in Sydney. Recent statistics prove this, showing the iPhone and iPod touch is dominant operating system – 93% of phones or mobile devices accessing the internet in Australia and NZ are iPhone iOS.
Yet this statistic globally tells a completely different story. iPhone and iPod touch (the newly defined iOS 4 platform) are at 60% of the mobile devices accessing the internet.
Is Australia & NZ heavy iPhone penetration because Blackberry and other smart phones didn’t have much mainstream uptake prior to iPhone release? Or is it because Australians are the heaviest users of social networks and social usage continues as the fastest growing mobile category? Either way, the statistics point to a massive behavioural change with mobile devices – phones are barely used for telephone calls, they are more data devices and the internet is in people’s pocket.
There are some other interesting statistics (this time global and just iPhone/iPod touch related)
- 225,000 applications in the iTunes app store
- 5 billion application downloads from iTunes store
- 73% of iPhone users have at least one 3rd party app
- 70 is the average number of applications on an iPhone
- There will be 100 million iOS 4 devices by July 2010
This is the mobile landscape that the iAd platform is releasing into, although the iPad will be unable to see iAds until the iPad upgrade to iOS 4 likely to be September 2010.
iAd may transform digital display advertising in the same way that iPhone transformed phones, and with the app developers getting 60% of the revenue to fund further free/cheap application development. What the hope for iAd is to bring emotion & interactivity via content to digital platforms with no “hijacking” or need to leave or be directed out of the apps themselves. This in itself may bring a level of trust back to the digital space, where click through rates have been declining year on year. The question then will be: will the “emotionally engaging” iAds lift the rest of the digital display ad industry?
UPDATE: For all those who are questioning references Apple’s statistics, here’s a great summary of global smartphone statistics from AdMob: