AdMob today released a report that compares usage of mobile Web sites to usage of HTML sites on mobile devices, finding that relative usage of both is highest on Apple and Android devices.
The report notes that the emergence of devices such as the iPhone and HTC Dream (G1), which both offer consumers rich mobile Web experiences, has prompted discussion of whether consumers will use Web sites or HTML sites.
The fact that Apple and Android are generating the most mobile Web usage is no surprise. AdMob’s Mobile Metrics Report for March of 2009 found that Android has enjoyed exceptional adoption since its launch, growing an average of 47 percent in the four months since launch. iPhone an grew average of 88 percent in the four months since the launch of the App Store.
While Gartner estimates global smartphone sales represented 12 percent of total device sales in 2008, 35 percent of AdMob’s worldwide ad requests in April 2009 came from smartphones. The most recent AdMob report concludes that smartphones accounted for nearly three times more usage than their relative market share.
iPhone OS took 8 percent of the smartphone market, but generated 43 percent of mobile Web requests and 65 percent of HTML usage.
Android OS took less than 1 percent, but generated 3 percent of mobile Web requests and 9 percent of HTML usage.
The Symbian OS had 52 percent of the smartphone market, but generated only 36 percent of mobile Web usage and 7 percent of HTML usage.
Usage of mobile Web sites greatly outpaced usage of HTML sites on smartphones running the Symbian and Research In Motion (RIM) operating systems.
The report’s findings seem to underscore the increasing importance of user interface as one of the single most important factors in generating data consumption over the mobile web.