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Increase in iPhone uptake good for marketers: AdMob

North America accounts for 58 percent of all iPhone and iPod touch users, according to a new study by AdMob.

AdMob's Mobile Metrics Report along with data from Apple shows significant growth in iPhones, iPod touches and other smartphones.

"There are similar growth patterns around the world," said Mike Fyall, product marketing manager for AdMob, San Mateo, CA. "In general, we've seen high browsing and as more and more iPhones and iPod touches are distributed throughout the world it's a great platform for marketers."

AdMob, one the world's largest mobile ad networks, looked at its 16.8 million users and the iPhone's sales figure of 45 million units sold to map the geographic location of users.

According to Mr. Fyall, AdMob's data shows iPod touch usage is up worldwide, especially internationally.

Their data estimates 13 million iPhone and 12 million iPod touch units sold to date in the United States, the average ratio being two iPhones to one iPod touch or 68 percent to 32 percent.

Mr. Fyall said growth patterns for the iPod touch are similar to that of the iPhone.

"The iPod reaches a slightly different demographic, you don't need an expensive data plan," he said. "Marketers could target different audiences."

The study shows 54 percent of iPhone and iPod touch users are located in the U.S., down from 61 percent in January.

However, international growth is up with Britain, Germany and France, as each have more than 5 percent of users. Western Europe makes up a total of 26 percent.

"The international component makes up 46 percent of devices," Mr. Fyall said. "[This] gives a unique ability for marketers to reach global audiences."

AdMob's study finds a higher and "surprising" amount of iPod touch usage in Canada and Mexico.

What's interesting is that in some countries the iPod touch has taken hold more than the iPhone.

With more units being sold across the globe, the opportunity for mobile marketing expands.

"There are a lot more opportunities to reach the audience because people are using [devices] at a much higher rate," Mr. Fyall said. "With the advanced functionality like video, etcetera, there's more you can do than before. The more iPhones are sold and distributed the better for marketers."