AdMob: 40% of iPhone Users Access Mobile Web More Than Wired Web

AdMob today released the latest in its string of data points of consumer mobile usage. Like many of the past data the firm has released, these are supportive of the opportunity to advertise on iPhones (mobile Web sites and apps).

Most notably, the data reveal that 40 percent of iPhone and iPod Touch users access the Internet more frequently from these devices than from their home computers. This is a pretty significant figure. The less surprising but perhaps equally important figure was included that half of iPhone users access the mobile Web more than they read print newspapers.

Here are a few more data points, more related to the demographics and income levels of these users:

–IPhone users are generally older. Sixty-nine percent of iPod touch users are between 13 and 24 years of age, while this same age segment represents just 26 percent of iPhone users. Thirty-one percent of iPhone users are 35 to 49 years old, while only 12 percent of iPod touch users fall in this age segment. In total, 74 percent of iPhone users are over the age of 25, compared with 31 percent of iPod touch users.

–More than 70 percent of users on both the iPhone and iPod touch are male.

–In line with the older demographic composition of iPhone users, they also have higher incomes. Seventy-eight percent of iPhone users have an annual household income of at least $25,000, compared with only 66 percent of iPod touch users.

–IPhone users are more likely to have children than iPod touch users, most likely due to the age difference in the two groups. Forty-six percent of iPhone users have children, compared with only 28 percent of iPod touch users.

–In the next six months, iPhone users plan to purchase clothing (57 percent), entertainment (47 percent), and travel (45 percent), while iPod touch users plan to purchase clothing (61 percent), entertainment (53 percent), and cellphones (36 percent).

These data were collected by comScore on AdMob’s ad network, which consists of its publisher partners (mobile Web sites and apps). This makes it a sample of the mobile population that isn’t necessarily representative of the overall mobile population. AdMob is the leading ad network for iPhone apps.