App Store downloads exceed 100 million per month

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Consumers are now downloading more than 100 million iPhone and iPod touch applications each month from Apple's App Store according to new data issued by mobile advertising network Millennial Media and mobile ad exchange Mobclix. The iPhone platform now generates more than five times the number of downloads as Google's Android operating system (20 million application downloads per month) and virtually obliterates Research In Motion's BlackBerry OS (300,000 downloads per month). Apple users average 11 application downloads per month, approximately three times the average number downloaded by Android users and six times the BlackBerry user average.

From a mobile advertising perspective, Millennial Media notes that Android games outperform Apple titles in regards to in-app click-through rates--Android games boast a 1.8 percent average CTR, compared to 1.1 percent for Apple. However, Apple leads Android in the remaining four categories: Social (0.5 percent), Entertainment (3 percent), Utility (8 percent) and Navigation (5 percent). Millennial Media adds its U.S. unique audience reach now extends across 51.7 million users, representing 79.8 percent of the 64.8 million U.S. mobile web users reported by Nielsen. iPhone/iPod touch ad impressions increased by 4 percent in October, although average monthly page views per user dropped from 109 in September to 106 last month.

For more on the Millennial Media/Mobclix report:
- read this release

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