Today we released AdMob’s December 2008 Mobile Metrics report. Despite the tough economic environment, the number of devices accessing the mobile web continues to rise. Traffic from the iPhone touch – one of the best selling holiday gifts – doubled on Christmas alone and was 3.4 times higher in December than in November.

In the report, we also took a look at smartphone Operating Systems in our network.

This trended chart clearly shows the growth of the iPhone as a % of traffic, generating 48% of our smartphone requests in the US in December. Market share is calculated by the percentage of requests received and is a measure of relative usage, not the number of handsets in the market. This means that not only are mores iPhones in the market, but people are using them more often than other devices.

Although the story of 2008 was the iPhone, we could see big changes in the OS environment over the next year. Palm, who has seen its share decline from 20% in June to 9% in December, is rumored to be formally announcing their new OS – Nova – any minute now. Android has captured 2% share in the first two months with only a single device on the market. Although RIM might have stumbled a bit with the Storm, its installed base of business users is likely to remain loyal. And Microsoft certainly isn’t giving up, with Steve Ballmer making bullish comments on Windows Mobile in his opening night keynote at CES in Las Vegas.

The goal of the Mobile Metrics report is to provide insight into these trends of the rapidly evolving mobile ecosystem. Visit the Metrics homepage to download the report in its entirety or sign up for our monthly distribution list.

Mike F.

Product Marketing