It is that time of year again and AdMob have compiled a list of metrics for mobile phone and smart phone usage. For those that have not yet heard of the company, AdMob stores and analyzes data from each advert request to serve the most relevant ad possible. AdMob Mobile Metrics offers a snapshot of this data to provide insight into trends in the mobile ecosystem. Remember AdMob data is based on the usage of mobile sites and apps, which is very different than if you were to look at estimates of device sales from Gartner, IDC, or your favorite Wall Street analyst.

The most important thing to take away from their report is that Android usage continues to grow at almost an exponential rate in the USA. Over the last 4 quarters, Android’s operating system share has nearly doubled the previous quarterly usage. It now stands at a healthy 27%, an increase of 13% on Q3, 2009. Apple continue to control the operating system majority share in North America. In fact, Apple’s market share has held firm over Q4 2009, revealing that it is other companies such as RIM, WinMo and webOS which have lost out to Android.

James Tromans
Contributing editor of, based in the U.K.