performance - Memory Allocation/Deallocation Bottleneck?

How much of a bottleneck is memory allocation/deallocation in typical real-world programs? Answers from any type of program where performance typically matters are welcome. Are decent implementations of malloc/free/garbage collection fast enough that it's only a bottleneck in a few corner cases, or would most performance-critical software benefit significantly from trying to keep the amount of memory allocations down or having a faster malloc/free/garbage collection implementation?

Note: I'm not talking about real-time stuff here. By performance-critical, I mean stuff where throughput matters, but latency doesn't necessarily.

Edit: Although I mention malloc, this question is not intended to be C/C++ specific.

Answer

It's significant, especially as fragmentation grows and the allocator has to hunt harder across larger heaps for the contiguous regions you request. Most performance-sensitive applications typically write their own fixed-size block allocators (eg, they ask the OS for memory 16MB at a time and then parcel it out in fixed blocks of 4kb, 16kb, etc) to avoid this issue.

In games I've seen calls to malloc()/free() consume as much as 15% of the CPU (in poorly written products), or with carefully written and optimized block allocators, as little as 5%. Given that a game has to have a consistent throughput of sixty hertz, having it stall for 500ms while a garbage collector runs occasionally isn't practical.