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BREAKING NEWS & VIEWS

Ignore the iPod at Your Peril
Monday, February 22, 2010
Steve Smith

While the iPhone and upcoming iPad get all of the press buzz, it is easy to forget that almost a third of all mobile Web traffic and iPhone/iPod Touch application activity is coming from the iPod. According to new metrics from Quantcast last week, between 37% and 42% of Apple-originated mobile Web consumption is from the iPod Touch. Teenagers especially use the device and can download all of the same apps to their media player that an iPhone user can download to his or her phone.

In fact, the usage patterns of iPhone vs. iPod Touch are distinct. The iPhone user tends to hit the mobile Web more frequently during the work week. On the other hand, iPhone Touch use accelerates toward the end of the week and peaks on the weekend.

Of course, “iphone apps” are a bit of a misnomer, because at any given time close to 40% of usage among those apps is not coming from a phone at all. For the content publisher, especially into the teen segment, understanding the point of origin of app traffic can determine the timing and kind of content one serves. While iPhones often will reach out for real-time data updates, they often need to access that data over 3G data pipes. iPod Touch users may not rely on their devices for persistent real-time updates and alerts, but they will always be accessing the network over fatter WiFi bandwidth, allowing for richer media and more video. Apple’s most recent quarterly report showed a 55% spike in iPod Touch sales in the most recent quarter. There are well over 50 million Apple app-capable devices now in-market.

As a share of mobile Web consumption, Apple iPhone and iPod Touch were at about 66% in January 2010, with rivals Blackberry, Motorola and HTC between 9% and 10% shares. Apple accounted for about 75% of all mobile Web use a year ago, but the rise of an app market in the Blackberry platform and Google’s Android have eroded that dominance somewhat since then.

If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com

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