[2013] millennial media - mobilemix q1-2013

#MobileMix

Q1 2013Device & Manufacturer DataDevice & OS MixMobile Developer TrendsAndroid Spotlight

Device & Manufacturer Data

millennial media’s

T H E M O B I L E D E V I C E I N D E XQ1 2013

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

Apple

Samsung

BlackBerry

HTC

LG

Motorola

Amazon

SonyEricsson

Nokia

HUAWEI

ZTE

Asus

Kyocera

Sony

Pantech

36.87%

26.96%

6.47%

4.82%

4.52%

4.36%

2.19%

1.64%

1.39%

1.39%

1.07%

0.85%

0.60%

0.53%

0.51%

RANK MANUFACTURERS Q1 2013

2

DEVICES Q1 2013RANK TYPE OS

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

Apple iPhone

Samsung Galaxy S

BlackBerry Curve

Samsung Galaxy 5

LG Optimus

Samsung Galaxy Note

Motorola Droid RAZR

Samsung Galaxy Ace

BlackBerry Bold

HTC Evo

BlackBerry Torch

Samsung Galaxy Y

Samsung Within

HTC Desire

Samsung Vibrant Galaxy S

BlackBerry Bold Touch

Samsung Galaxy Nexus

Motorola Droid X

HTC One X

LG Motion

20.41%

8.71%

3.26%

2.30%

1.89%

1.72%

1.31%

1.30%

1.15%

1.00%

0.88%

0.78%

0.69%

0.66%

0.64%

0.61%

0.57%

0.51%

0.48%

0.46%

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

iOS

Android

BlackBerry OS

Android

Android

Android

Android

Android

BlackBerry OS

Android

BlackBerry OS

Android

Android

Android

Android

BlackBerry OS

Android

Android

Android

Android

Source: Millennial Media, Q1 2013.


Top 15 Manufacturers (all devices)Ranked by ImpressionsCHART A

Top 20 Mobile PhonesRanked by ImpressionsCHART B

Visit www.millennialmedia.com/mobile-intelligence/mobile-mix to sign up


Top 5 Tablets on the Millennial Media PlatformBy ImpressionsCHART C

Apple iPad*

1

Samsung Galaxy Tab*

2

Amazon Kindle Fire*

3

Asus Transformer Pad

5

Google Nexus Tablet

4

* Ranked in the top 20 among all mobile devices

The Google Nexus 7 Tablet

GREW 126% from the previous quarter to enter our Top 5 Tablets.

Apple Remains DominantApple was the top manufacturer on our platform in Q1 (Chart A). The Apple iPhone also continued to be the number one mobile phone on our platform in Q1 2013 (Chart B). Impressions from all models of the iPhone grew 28% from the previous quarter.

Samsung RisingSamsung remained the second largest manufacturer on our platform in Q1 2013 (Chart A), with impressions up 19% from the previous quarter. The Samsung Galaxy Note is the first “phablet” (a smartphone with a screen size generally 5 to 8 inches in diagonal) to enter our Top 20 Mobile Phones. The Galaxy Note grew 67% through the quarter to become the sixth largest mobile phone on our platform (Chart B).

Amazon Hits Top TenAmazon rose to the number seven spot of the top manufacturers on our platform (Chart A), whose impressions grew 125% from the previous quarter. The growth of impressions from non-phone connected devices, such as tablets and e-readers, overall helped propel Amazon into the top ten.

Tablets are Key to GrowthThe Apple iPad was the tablet from which we saw the largest number of impressions on our platform in Q1 2013, followed by the Samsung Galaxy Tab, and the Amazon Kindle Fire (Chart C). Manufacturers with the leading tablets on our platform have also seen larger growth in overall impressions than those without a leading tablet device (Charts A & C).

Device & OS Mix



3Visit www.millennialmedia.com/mobile-intelligence/mobile-mix to sign up

Changing Device MixSmartphones accounted for 70% of total platform impressions in Q1 2013 (Chart D). While their percentage of overall platform impressions has decreased from the same quarter a year ago (Chart E), the volume of total smartphone impressions on our platform has increased. The mix of device impressions on our platform is changing to reflect the growth in tablet and non-phone connected devices.

Tablet GrowthImpressions from non-phone connected devices grew five percentage points from the same quarter a year ago to account for 25% of total platform impressions in Q1 2013 (Charts D & E). The increased adoption of these devices has grown globally as more consumers add a second or third mobile device to their lives.

OS Mix SteadyAndroid was the largest operating system on our platform, growing four percentage points from the previous year to account for 52% of the total impressions on our platform (Charts F & G). iOS, which grew six percentage points from the same quarter a year ago (Chart G), was the second largest operating system on our platform (Chart F). The growth in impressions from both Android and iOS devices is growing market share at the expense of other operating systems.

The continued adoption of mobile devices is changing how consumers engage with consumer goods content, whether in-store, on-the-go, or at home. In Millennial Media’s recently-released Mobile Intel Series: Consumer Goods guide, findings show that consumers are using their devices to:

• Research items for reviews and prices• Find store locations• Engage with their favorite brands

Mobile Intel Series: Consumer Goods provides insight into this mobile audience, how they are using mobile to access content, and best practices for how consumer goods brands can succeed in mobile advertising.

To download the free guide visit: www.millennialmedia.com/mobile-intelligence/mobile-intel-series

MOBILE INTEL SERIES: CONSUMER GOODSNOW AVAILABLE

Device MixRanked by ImpressionsCHART D CHART E

70%

25%

5%

75%

5%

20%

Source: Millennial Media, Q1 2013 / Q1 2012.

SmartphonesNon-Phone Connected DevicesFeature Phones

Q1 2013 Q1 2012

OS MixRanked by ImpressionsCHART F CHART G

52%

1% 1% 1%3%

7%

39%49%

14%

33%

Source: Millennial Media, Q1 2013 / Q1 2012.

AndroidiOSBlackBerry OSWindowsSymbian

Q1 2013 Q1 2012

The 2012 Year in Review edition of S.M.A.R.T. features a year-over-year look at key global mobile advertiser trends, with a focus on the top verticals, campaign goals, and the most frequently targeted audiences.

To download the free report visit: www.millennialmedia.com/mobile-intelligence/smart-report




Device & OS MixTablet OS Mix by Device Ranked by ImpressionsCHART H


45%

54%

AndroidiOSBlackBerry OS

Samsung Galaxy TabAmazon Kindle FireGoogle Nexus 7Asus Transformer PadAll Others

1%

35%

28%7%

4%

26%

4

A LOOK BACK...

Source: Millennial Media, Q1 2013 & Q1 2010.

Millennial Media has published over 75 Mobile Intelligence reports since 2009. The mix of operating systems has drastically shifted from our first Mobile Mix report in Q1 2010.

70%

14%6%

52%

7%

39%

Q1 2010 Q1 2013

iOSBlackBerry OSAndroid

iOS Tablets Remain in the LeadImpressions from tablet devices on our platform grew year-over-year as global adoption of these devices continued. 54% of the tablet impressions on our platform in Q1 came from the two iOS tablet devices (Chart H), the Apple iPad and the iPad mini. Over three-quarters of these tablets are running iOS 6.0 or higher.

Android Close, with Greater DiversityOf the total tablet impressions on our platform, 45% were from a diverse mix of Android tablets (Chart H), including dozens of manufacturers and devices. Android tablet impressions on our platform have grown 96% from the same quarter a year ago. Of the Android tablet impressions on our platform, Samsung was the leading manufacturer and the Samsung Galaxy Tab was the largest device (35%), of which the 7-inch version saw the most impressions.

Asus: New EntrantAs shown in Chart C, the Asus Transformer Pad saw the fifth largest amount of impressions on our total platform, and was the fourth largest Android tablet (Chart H). The Asus Transformer Pad, released in Q3 of 2012, is sold as a larger, 10-inch touch screen tablet with an attachable keyboard for typing.

1

2

3

4

5

6

7

8

9

10

1

2

4

3

5

6

7

9

8

10

CATEGORIES

Games

Music & Entertainment

Communications

Mobile Social Media

Productivity & Tools

News

Books & Reference

Dating

Sports

Weather

Top 10 Application CategoriesRanked by ImpressionsCHART I

Q4 2012Q1 2013


Music & Entertainment Category Mix Ranked by ImpressionsCHART J


51%

38%

7%

Music & RadioHumorPhoto & VideoPersonalization

4%




Mobile Developer Trends

Introducing SDK 5.0 for iOS & Android. Millennial Media’s latest SDK for iOS and Android makes it easier than ever to put premium ads in your apps and earn revenue.

With SDK 5.0 you can:

To download SDK 5.0 visit: http://mmedia.com/resources/sdk-api/

5

Make Money

Integrate Quickly & Easily

Take Advantage of iOS 6 Capabilities

Games Still Going Strong Games was the largest application category from which we saw impressions on our platform (Chart I), maintaining its position from the previous quarter. The mobile audience who plays mobile game applications is a large, diverse group that often belongs to multiple behavioral audiences, since gamers tend to be heavily engaged with their mobile device.

Music & Entertainment On the GoMusic & Entertainment maintained its number two position of the top application categories on our platform (Chart I). As shown in the breakout of Music & Entertainment applications on our platform (Chart J), the largest sub-categories, Music & Radio and Humor applications, have experienced growth with the increased popularity of streaming radio applications, and “just-for-fun” humor apps.

Sports Aiming HighSports applications were the ninth largest app category from which we saw impressions on our platform in Q1 (Chart I). In Europe, Sports channel impressions surged on days Premier League and UEFA Champions League games were played. Daily volumes in Sports applications were three times higher than average on these days.

Seasonal Storms Draw Mobile Users News and Weather were the number six and ten positions of the top application categories on our platform (Chart I). During the winter months of Q1, consumers used mobile to stay informed with real-time news and weather updates when snow storms threatened their area. During snow storm “Nemo” in New England, impressions from Weather applications grew 40% throughout the week. In March, when the UK experienced its worst snowfall in 30 years, News impressions soared 80% as mobile kept users up-to-date with breaking news on the storm and its impact.

46%

Android surpassed iOS in December 2010 to become the largest OS on our platform, growing to

of total platform impressions that year.Source: Millennial Media, Q1 2013. 2X

year-over-year.

Impressions from Amazon devices on our platform grew


26%of Android tablet impressions are from the Amazon Kindle Fire.Source: Millennial Media, Q1 2013.

96%year-over-year.

Impressions from Android tablet devices grew


Source: comScore MobiLens, March 2013, 3-month average.

46%of Android smartphone users have a 4G device.

56%year-over-year.

Impressions from Samsung devices on our platform grew


>1.5MAndroid devices are being activated every day.Source: Google, April 2013.




Android Spotlight

6

60%of Android users havea HHI over $50k / year.Source: comScore MobiLens, March 2013, 3-month average.

56%of Android users are over the age of 35.Source: comScore MobiLens, March 2013, 3-month average.

700KThere are approximately

apps in the Google Play store.Source: Google, October 2012.

Source: comScore MobiLens, March 2013, 3-month average.

25%of iPad owners also own an Android smartphone.



Visit www.millennialmedia.com/mobile-intelligence/mobile-mix to sign up 7

About Millennial Media

Millennial Media is the leading independent mobile advertising and data platform. Our technology, tools and services help app developers and mobile website publishers maximize their advertising revenue, acquire users and gain audience insights. Our platform also enables us to offer advertisers powerful Mobile Audience Solutions (MAS) that utilize our significant scale, sophisticated targeting and uniquely engaging creative capabilities to deliver meaningful results.

About Millennial Media’s Mobile Mix™

Millennial Media’s Mobile Mix™ reports key advertising trends with a focus on mobile manufacturers, devices, operating systems, connected devices and more. Millennial Media’s Mobile Mix™ is in complement to the Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™ report, which delivers monthly insights on advertising performance and engagement. Both reports are based on actual campaign and platform data from Millennial Media. As the leading independent mobile advertising and data platform, we are capable of reporting and analyzing data collected over tens of billions of monthly ad requests. Elevating and driving the whole mobile ecosystem forward is central to our company mission.

For questions about the data in this report, or for recommendations for future reports, please contact us at [email protected].

©2013 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.

[2013] millennial media - mobilemix q1-2013

Business

q1 chart

devices q1

e d e v

chart d

charts d e

platform chart f

growth of impressions

total impressions