For both the Apple App Store and Android Market, user data indicates that the majority of application discovery takes place through browsing and searching directly on the mobile device, rather than from the user?s computer.

This was a key finding of AdMob?s Mobile Metrics Report. The report also found that of users who have bought paid applications, the top reason cited for their purchase decision was that they liked the free version of the application, demonstrating that free-to-paid conversions are a key factor in the paid app market.

?While twice as many iPhone and iPod touch users regularly download paid apps, users who do purchase paid apps on either platform exhibit similar downloading and spending habits,? said Mike Fyall, manager of product marketing at AdMob, San Mateo, CA. 

?The average user for both Android and iPhone who regularly downloads at least one paid app per month spends about $9 and purchases 5 applications,? he said.

AdMob is a mobile advertising platform. For its July Mobile Metrics Report, AdMob examines the discovery, usage, and purchasing patterns of mobile applications.

Nineteen percent of Android users regularly download one or more paid apps a month, compared to 50 percent of iPhone users and 40 percent of iPod touch users.

However, users who do purchase paid apps on either platform exhibit similar downloading and spending habits.

More than half of Android and iPhone users spend more than 30 minutes per day using applications.

Additionally, more than 90 percent of Android and iPhone OS users browse and search for apps directly on their mobile device.

Users who regularly download paid applications spend approximately $9 on an average of five paid downloads per month, the report found.

IPhone represented 60 percent of U.S. smartphone usage in AdMob?s network in July 2009, followed by RIM and Android devices at 13 and 12 percent, respectively.
 
This survey was conducted with 1,117 respondents over a one week period, spanning Android, iPhone and iPod touch users on the more than 7,000 mobile sites and 3,000 applications in AdMob?s network in July 2009.

AdMob stores and analyzes handset and operator data from every ad request in its network to optimize ad serving. 

Each month, the AdMob Mobile Metrics Report aggregates this data to provide insights into major trends in the mobile ecosystem.

To access the full report, click here.

"The overwhelming majority of users browse and search for apps directly on their mobile devices instead of the computer,? Mr. Fyall said. ?This suggests that marketers need to focus their marketing efforts on reaching potential users on their device, for example by advertising on other mobile properties, and that becoming ranked in the App Store is crucial to the success of your app.?