AdMob, the ad serving firm, has released its Mobile Metrics (PDF) report for May, and once again the iPhone and iPod touch are seeing increases, both in the U.S. and worldwide.
Measuring “mobile Web and application usage from our network of more than 7,000 publishers and 2,500 applications worldwide,” the report calculates market share “by the percentage of requests received from a particular handset.” This should not be confused with smartphone market share. Having said that, the numbers are looking good for Apple (s aapl).
Drawing from some 8 billion ad requests worldwide, Apple now accounts for just under half the smartphone traffic. In terms of device manufacturers, Apple accounts for 31.4 percent, up 5.2 percent. Of that number, the iPhone is responsible for 18.6 percent and the iPod touch 12.8 percent. Impressive as the worldwide numbers are, U.S. data is more so.
From 3.8 billion ad requests, Apple accounts for just under 70 percent of the market share. As a percentage of handset models, Apple is now at 45.1 percent, up 10.1 percent. This is especially surprising, in that sales of the iPhone almost certainly slowed for May in anticipation of the new model. In the U.S., the iPhone was at 25.7 percent with the iPod touch at 19.4 percent. Other manufacturer numbers include: Samsung, 16.0; Motorola, 11.9; and RIM (s rimm), 4.8 percent. Palm (s palm) barely registered at 1.2 percent. It will be interesting to see how the Pre changes the U.S. results next month.
If there is any bad news for Apple, it may relate to the adoption of iPhone OS 3.0. While Apple reported on Monday some 6 million downloads, AdMob data shows iPod touch upgrades lag far behind that of the iPhone. On the iPhone, 44 percent of ad requests were from version 3.0 of the OS, contrasting that with only 1 percent for iPod touch users. This is no doubt a result of the $10 upgrade fee for iPod touch users. Still, this is a small issue, with the larger being device usage. As smartphones continue to make up a larger share of all handsets, Apple appears to be in an excellent position to leverage its already impressive advantage.