admob mobile metrics march 09

AdMob Mobile Metrics Report

March 2009

AdMob serves ads for more than 6,000 mobile web sites and 1,000 applications around the world. AdMob stores and analyzes the data from every ad request, impression, and click and uses this to optimize ad matching in the network. This monthly report offers a snapshot of the data to provide insight into trends in the mobile ecosystem.

Find archived reports and sign up for future report notifications at metrics.admob.com

AdMob Mobile Metrics ReportMarch 2009

New and NoteworthyFor this month's feature, we look at the growth of Android in AdMob's network. It is gaining share and is poised for further growth with the anticipated launch of new handsets later in 2009. We also take a look at how the launch of Android compared to the iPhone after the launch of the App Store.

* The HTC Dream (G1) was the number 10 device in the US with 2.0% share in March. Android captured 6% share of the smartphone Operating System (OS) market in the US and is now tied with Palm as the fourth largest smartphone OS behind iPhone, RIM, and Windows Mobile.

* In the first five months following the launch of the Android Market in the US (November 2008 to March 2009), Android requests increased an average of 47% per month. In the first five months following the launch of the App Store in the US (July 2008 to November 2008), requests from the iPhone increased an average of 88% per month.

* Applications have had a big impact on the growth of mobile data usage on both platforms. In March, more than half of the total number of requests for both the HTC Dream (G1) and for the iPhone came from applications.

* In March, the iPhone had 8 times more requests in the US than Android. The Apple platform (iPhones and iPod touch worldwide) had 23 times more requests than Android.

* Worldwide requests increased 17% month over month to 7.7 billion in March.

* Visit our new metrics blog at metrics.admob.com for more commentary on the Mobile Metrics report or to sign up for future reports.

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AdMob publishes the Mobile Metrics report to provide a measure of mobile Web and application usage from our network of more than 6,000 publishers and 1,000 applications worldwide. Market share is calculated by the percentage of requests received from a particular handset; it is a measure of relative mobile Web and application usage and does not represent handset sales.

ContentsFeature - Android

Feature - Android vs iPhone

Geographic Distribution of Traffic

Worldwide: Manufacturer and Device Share

United States: Manufacturer and Device Share / Operator Handset Mix

India: Manufacturer and Device Share / Operator Handset Mix

Indonesia: Manufacturer and Device Share / Operator Handset Mix

United Kingdom: Manufacturer and Device Share / Operator Handset Mix

Philippines: Manufacturer and Device Share / Operator Handset Mix

South Africa: Manufacturer and Device Share / Operator Handset Mix

Methodology

Find previous reports and sign up for future report notifications at metrics.admob.com. 2


Featured: Android

* The G1 is now the number 4 smartphone in the US trailing the iPhone, Blackberry Curve, and Blackberry Pearl.

For this month's featured section, we look at the growth of Android in our network. AdMob serves ads on the HTC Dream (G1) on both mobile sites and in applications. Please see the next page of this report for a comparison of Android to iPhone.

* The HTC Dream (G1) was the number 10 device in the US with 2.0% overall share of requests in March.

* Android has captured 6% share of the smartphone Operating System (OS) market in the US and is now tied with Palm as the fourth largest smartphone OS behind iPhone, RIM, and Windows Mobile.

* Requests from the G1 increased 2.6 times from January to March following AdMob's launch of ads in applications.

US Operating SystemsMarch 2009

Android Requests(in millions)

3

Notes

AdMob released an Android SDK on January 28, 2009. Data from February and March includes ad requests from applications.

There is no standard industry definition of a smartphone. According to Wikipedia: "A smartphone is a phone that runs complete operating system software providing a standardized interface and platform for application developers" (http://en.wikipedia.org/wiki/Smartphone). AdMob classifies a phone as a smartphone when it is running a Symbian, RIM, Palm, iPhone, Windows Mobile, Linux, Hiptop, or Android OS. Despite running the iPhone OS, the iPod touch is not a phone, and thus not considered a smartphone based on this definition.

50%

22%

11%

6%

6%4%

1%

iPhone OS

RIM OS

Windows Mobile OS

Palm OS

Android

Hiptop OS

Symbian OS16

2328

50

72

0

10

20

30

40

50

60

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Nov 08 Dec 08 Jan 09 Feb 09 Mar 09

( )



Featured: Android vs iPhone

* Please visit our Mobile Metrics blog at metrics.admob.com for more detail on this comparison and the methodology.

We are often asked to compare the growth of iPhone and Android in our network. Comparing the two platforms is difficult for many reasons including the timing of the launches, different characteristics of their application stores, the global distribution of the iPhone, and the impact of the iPod touch.

The below graph compares the growth of requests in our network for Android since its launch in November 2008 with the growth of requests in our network for iPhone since the launch of the App Store in July 2008. The iPhone data includes US traffic only and excludes the iPod touch for comparison purposes.

* In March, the iPhone generated 8 times more requests in the US than Android. The Apple platform in total (iPhones and iPod touches worldwide) generated 23 times more requests than Android.

* Android grew an average of 47% in the 4 months since launch while iPhone grew average 88% in the 4 months since the launch of the App Store. Both devices experienced much higher growth than the overall network.

* Applications have had a big impact on the growth of mobile data usage on both platforms. In March, more than half of the total number of requests for both the HTC Dream (G1) and for the iPhone came from applications.

4

Notes

The comparison of Android to iPhone in the March 2009 report is based off of data tied to AdMob ads served on the mobile Web and in-applications on both devices.

AdMob launched its in-application ad unit for iPhone in July 2008 and for Android in January 2009.

2035

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16 23 28

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72

0

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100

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250

July 08/ Nov 08 Aug 08/ Dec 08 Sept 08/ Jan 09 Oct 08/ Feb 09 Nov 08/ Mar 09

Requ

ests in

millions

Android vs iPhone Post App Store Launch

iPhone US Android

72

607

995

1657

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600

800

1000

1200

1400

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Android US iPhone WW iPhone iPhone + iPod touch

Requ

ests in

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Android vs iPhoneMarch 2009


Ad Requests by Geography - March 2009Requests: 7,654,044,490

Country Requests % of Requests % Share Change

United States 3,635,427,224 47.5% 3.9%

Indonesia 706,468,071 9.2% -5.1%

India 585,018,763 7.6% 0.2%

Philippines 299,044,382 3.9% 0.0%

United Kingdom 220,321,161 2.9% 0.0%

Canada 137,469,923 1.8% 0.3%

Nigeria 125,341,372 1.6% -0.1%

South Africa 120,040,850 1.6% -0.1%

Saudi Arabia 107,629,135 1.4% 0.1%

Romania 79,628,062 1.0% -0.2%

Other Countries (1) (2) 1,637,655,547 21.4%

Total 7,654,044,490 100.0%

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

Mar April May June July Aug Sept Oct Nov Dec Jan Feb Mar

Traffic

Relative to M

ar 2008

Monthly Growth in Traffic Since Mar 2008 ‐ Regions

Africa

Asia

Eastern Europe

Latin America

North America

Australia & Oceania

Western Europe

5

Region Requests % of Requests % Share Change

North America 3,773,090,168 49.3% 4.2%

Asia 2,262,418,655 29.6% -4.7%

Western Europe 579,276,736 7.6% 0.3%

Africa 432,873,856 5.7% 0.1%

Latin America 214,541,669 2.8% 0.2%

Eastern Europe 168,434,016 2.2% -0.3%

Oceania 79,285,734 1.0% 0.1%

Other (2) 144,123,656 1.9%

Total 7,654,044,490 100.0%

Notes

• Month-over-month share change calculated as % of current month requests less percent of prior month requests.

(1) Other includes 51 countries having more than 10 million requests.

(2) Other includes unclassified requests where the country of origin could not be determined. Targeted ads were not shown to these requests.


Worldwide Handset Data - March 2009Requests:

Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - Worldwide

Nokia 26.7% -3.6% Apple iPhone 13.3% 2.1% Smartphone Traffic Share 34.2%Apple 22.1% 4.2% Apple iPod Touch 8.8% 2.1%Samsung 10.9% 1.1% Motorola RAZR V3 2.7% -0.2%Motorola 9.2% -0.2% Nokia N70 2.1% -0.3%SonyEricsson 7.4% -1.5% Samsung R450 2.0% 0.7%RIM 3.9% 0.5% RIM BlackBerry 8300 1.7% 0.2%LG 3.5% -0.1% Nokia 3110c 1.5% -0.1%Kyocera 2.4% 0.3% Motorola Z6m 1.4% -0.1%HTC 1.7% 0.1% Kyocera S1300 1.4% 0.4%Palm 1.0% -0.1% Nokia 6300 1.2% -0.2%

Other (1) 11.2% RIM BlackBerry 8100 1.2% 0.1%Nokia N73 1.0% -0.1%Motorola KRZR K1c 1.0% -0.1%

7,654,044,490

38%

36%

11%

5%

3%2% 1%

4%

Smartphone Requests by Mfr: WW

Apple

Nokia

RIM

HTC

Palm

Danger

Samsung

Other

6%

3% 3% 2%

Smartphone Requests by OS: WW

iPhone OS

Symbian OS

6

Nokia N95 1.0% -0.1%Nokia N80 1.0% -0.2%HTC Dream 1.0% 0.2%Samsung M800 0.9% -0.1%Samsung R430 0.9% 0.3%Motorola W385 0.8% -0.2%Palm Centro 0.8% -0.1% Note: Above share % refers only to requests from Smartphones

Total 100.0% Total 45.6%Handset Capabilities % CapableSupports Polyphonic Ringtones 73.4%Supports Streaming Video 61.6%Able to Download Video Clips 75.8%Supports WAP Push Messages 67.4%

MMA Standard Screen Size Share %Notes Small 22.6%• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. Medium 20.3%• New models in Top 20: HTC Dream and Samsung R430. Large 22.3%(1) Includes unclassified impressions and other manufacturers with < 1% share. X-Large 34.9%

38%

37%

11%

6% Symbian OS

RIM OS

Windows Mobile OS

Palm OS

Android

Hiptop OS


United States Handset Data - March 2009Requests:

Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - US

Apple 29.1% 2.1% Apple iPhone 17.0% 0.6% Smartphone Traffic Share 33.2%Samsung 17.6% 1.5% Apple iPod Touch 12.1% 1.5%Motorola 16.8% -1.6% Motorola RAZR V3 5.0% -0.8%RIM 7.5% 0.6% Samsung R450 4.2% 1.2%LG 5.7% -0.5% RIM BlackBerry 8300 3.3% 0.2%Kyocera 4.9% 0.2% Motorola Z6m 3.0% -0.5%HTC 3.1% -0.1% Kyocera S1300 2.9% 0.6%Nokia 2.6% -0.4% RIM BlackBerry 8100 2.3% 0.0%Palm 2.1% -0.4% Motorola KRZR K1c 2.2% -0.5%UTStarcom 1.3% -0.2% HTC Dream 2.0% 0.2%Danger 1.3% 0.2% Samsung R430 1.9% 0.5%Huawei 1.3% -0.3% Samsung M800 1.8% -0.3%ZTE 1.1% -0.1% Palm Centro 1.7% -0.3%

3,635,427,224

50%

22%

9%

6%

4% 9%

Smartphone Requests by Mfr: US

Apple

RIM

HTC

Palm

Danger

Other

6%4%

1%

Smartphone Requests by OS: US

iPhone OS

RIM OS

7

SonyEricsson 1.0% -0.1% Motorola W385 1.6% -0.6%

Other (1) 4.7% Danger Sidekick II 1.3% 0.2%LG CU920 1.3% 0.2%Samsung R210 1.2% -0.1%

. Huawei M328 1.1% -0.2%Kyocera K24 1.1% -0.3%LG LX260 1.0% -0.3% Note: Above share % refers only to requests from Smartphones


MMA Standard Screen Size Share %Notes Small 18.6%• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. Medium 20.0%• New models in Top 20: none. Large 16.7%(1) Includes unclassified impressions and other manufacturers with < 1% share. X-Large 44.7%

50%

22%

11%

6%Windows Mobile OS

Palm OS

Android

Hiptop OS

Symbian OS


United States Handset DataMarch 2009

Operator Handset Mix

Operator breakdown and visibility into manufacturer share by Operator.

Share of Requests by Operator and Manufacturer - US

60%

70%

80%

90%

100%

Other

Palm

Nokia

8

Notes

• Other includes all manufacturers with less than 2.0% share.

0%

10%

20%

30%

40%

50%

AT&T Wireless Metro PCS Sprint PCS USA T Mobile USA Verizon Wireless USA

HTC

Kyocera

LG

RIM

Motorola

Samsung

Apple


India Handset Data - March 2009Requests: 585,018,763

Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - India

Nokia 63.4% 1.2% Nokia 3110c 7.7% 0.4% Smartphone Traffic Share 29.4%SonyEricsson 11.8% -0.8% Nokia N70 6.1% -0.3%Samsung 3.3% 0.0% Nokia 6233 3.7% 0.0%Motorola 2.2% -0.1% Nokia N80 3.4% -0.1%

Other (1) 19.4% Nokia 2626 2.9% 0.4%Nokia 6300 2.8% 0.2%Nokia N73 2.7% 0.0%Nokia 6600 2.5% -0.1%Nokia N72 2.1% 0.1%SonyEricsson W200i 2.0% -0.2%Nokia 6030 1.8% 0.1%Nokia 5300 1.6% 0.0%Nokia 5200 1.6% 0.0%

93%

2%2%1% 2%

Smartphone Requests by Mfr: India

Nokia

Apple

Motorola

HTC

Other

2% 2% 1%

Smartphone Requests by OS: India

Symbian OS

9

Nokia 7610 1.5% 0.1%Nokia 6630 1.3% -0.1%Nokia 2600c 1.3% 0.1%Nokia 3500 Classic 1.3% 0.1%Nokia 7210 1.2% 1.1%Nokia 3230 1.2% 0.0%SonyEricsson K750i 1.0% 0.0% Note: Above share % refers only to requests from Smartphones


MMA Standard Screen Size Share %Notes Small 31.3%• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. Medium 27.7%• New models in Top 20: Nokia 7210. Large 23.9%• (1) Includes unclassified impressions and other manufacturers with < 1% share. X-Large 17.1%

95%

iPhone OS

Windows Mobile OS

Linux OS


India Handset DataMarch 2009



Share of Requests by Operator and Manufacturer - India

60%

70%

80%

90%

100%

Other

10

Notes

• Other includes all manufacturers with less than 1% share.

0%

10%

20%

30%

40%

50%

Airtel Cellular India BSNL India Tata Indicom India Vodafone India Idea Cellular India

Other

Motorola

Samsung

SonyEricsson

Nokia


Indonesia Handset Data - March 2009Requests:

Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - Indonesia

Nokia 62.0% -1.9% Nokia N70 5.3% 0.0% Smartphone Traffic Share 30.3%SonyEricsson 27.9% 1.2% Nokia 6600 3.5% 0.0%Samsung 1.2% 0.0% Nokia 6300 3.4% -0.1%Motorola 1.1% -0.1% Nokia 3110c 2.8% 0.0%

Other (1) 7.8% Nokia 7610 2.8% 0.0%Nokia 5300 2.7% -0.5%Nokia N73 2.6% 0.3%SonyEricsson W200i 2.6% 0.1%Nokia 3230 2.1% -0.1%Nokia 5200 1.8% -0.3%Nokia 6120c 1.8% 0.0%Nokia 5310 1.8% -0.2%Nokia 2630 1.7% 0.0%

706,468,071

2%

Smartphone Requests by Mfr: Indonesia

Symbian OS

95%

2% 1% 2%

Smartphone Requests by Mfr: Indonesia

Nokia

SonyEricsson

Lenovo

Other

11

SonyEricsson K310i 1.5% 0.1%SonyEricsson K530i 1.5% 0.1%SonyEricsson K550i 1.5% 0.0%Nokia 2600c 1.4% 0.1%Nokia 3500c 1.4% -0.1%Nokia 6030 1.4% -0.2%SonyEricsson K510 1.4% 0.1% Note: Above share % refers only to requests from Smartphones


MMA Standard Screen Size Share %Notes Small 34.4%• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. Medium 31.7%• New models in Top 20: SonyEricsson K510. Large 29.4%• (1) Includes unclassified impressions and other manufacturers with < 1% share. X-Large 4.6%

98%

Symbian OS

Windows Mobile OS


Indonesia Handset DataMarch 2009



Share of Requests by Operator and Manufacturer - Indonesia

60%

70%

80%

90%

100%

O h

12

Notes


0%

10%

20%

30%

40%

50%

Excelcomindo (XL) Indonesia Satelindo (Indosat) Indonesia

Telkomsel Indonesia Natrindo Indonesia

Other

Motorola

Samsung

SonyEricsson

Nokia


United Kingdom Handset Data - March 2009Requests: 220,321,161

Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - UK

Apple 46.9% 13.2% Apple iPhone 25.4% 6.0% Smartphone Traffic Share 37.2%SonyEricsson 15.6% -5.0% Apple iPod Touch 21.6% 7.2%Nokia 13.8% -4.1% Nokia N95 3.5% -1.1%Samsung 7.4% -2.3% SonyEricsson K800i 2.5% -0.8%LG 2.7% -0.9% SonyEricsson W910i 1.4% -0.4%RIM 1.6% 0.1% SonyEricsson W580i 1.2% -0.4%

Other (1) 12.0% SonyEricsson W810i 1.1% -0.4%Samsung G600 1.1% -0.3%Nokia 6300 0.9% -0.3%SonyEricsson C902 0.8% -0.2%Nokia 6500 Slide 0.8% -0.3%SonyEricsson W880i 0.8% -0.3%Nokia N73 0.7% -0.2%

67%

23%

4%

2% 2% 2%

Smartphone Requests by Mfr: UK

Apple

Nokia

RIM

HTC

SonyEricsson

Other

4%

2% 2%

Smartphone Requests by OS: UK

iPhone OS

13

Nokia N96 0.7% -0.2%SonyEricsson C905 0.7% 0.0%LG KU990 0.7% -0.3%Sony PSP 0.6% 0.2%Samsung E250 0.6% -0.3%Amoi 8512 0.6% -0.4%SonyEricsson W350i 0.6% -0.3% Note: Above share % refers only to requests from Smartphones


MMA Standard Screen Size Share %Notes Small 5.7%• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. Medium 6.8%• New models in Top 20: none. Large 29.9%• (1) Includes unclassified impressions and other manufacturers with < 1% share. X-Large 57.6%

67%

25%

Symbian OS

RIM OS

Windows Mobile OS

Android


United Kingdom Handset DataMarch 2009



Share of Requests by Operator and Manufacturer - United Kingdom

60%

70%

80%

90%

100%

Other

RIM

14

Notes


0%

10%

20%

30%

40%

50%

Three UK O2 UK T‐Mobile UK Orange UK Vodafone UK Jersey Telecom GB

LG

Samsung

Nokia

SonyEricsson

Apple


Philippines Handset Data - March 2009Requests: 299,044,382

Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - Philippines

Nokia 67.5% 1.4% Nokia N70 4.2% -0.3% Smartphone Traffic Share 22.8%SonyEricsson 8.7% 0.6% Nokia 3110c 3.8% 0.3%Samsung 2.3% 0.2% Nokia 2630 3.4% 0.2%Apple 2.3% 0.5% Nokia 6070 3.3% 0.0%Sony 1.7% 0.3% Nokia 2600c 3.3% 0.3%

Other (1) 17.4% Nokia 6300 2.8% 0.4%Nokia 6020 2.6% 0.0%Nokia 3220 2.1% -0.2%Nokia 6600 1.9% -0.2%Nokia 6630 1.9% -0.6%Nokia 1680c 1.9% 0.3%Sony PSP 1.7% 0.3%Nokia 5300 1.6% 0.2% 5%

3%

Smartphone Requests by OS: Philippines

Symbian OS

88%

5%

3%4%

Smartphone Requests by Mfr: Philippines

Nokia

Apple

SonyEricsson

Other

15

Nokia 6120c 1.5% 0.2%Nokia N95 1.4% 0.1%Nokia 7360 1.4% 0.0%Nokia 5200 1.4% 0.1%Nokia 3510i 1.4% -0.2%Nokia 6680 1.3% -0.2%Nokia 7210 1.3% 0.9% Note: Above share % refers only to requests from Smartphones


MMA Standard Screen Size Share %Notes Small 42.5%• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. Medium 20.0%• New models in Top 20: Nokia 7210. Large 21.1%• (1) Includes unclassified impressions and other manufacturers with < 1% share. X-Large 16.4%

92%

iPhone OS

Windows Mobile OS


Philippines Handset DataMarch 2009



Share of Requests by Operator and Manufacturer - Philippines

60%

70%

80%

90%

100%

Other

S

16

Notes


0%

10%

20%

30%

40%

50%

Globe Telecom Philippines Smart Communications Philippines

Sony

Apple

Samsung

SonyEricsson

Nokia


South Africa Handset Data - March 2009Requests: 120,040,850

Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - South Africa

Nokia 36.7% -0.7% Samsung E250 10.1% -0.3% Smartphone Traffic Share 18.7%Samsung 33.5% 0.5% Motorola V360 5.8% 0.5%Motorola 9.0% 0.6% Nokia N70 3.9% -0.2%SonyEricsson 9.0% -0.6% Samsung J750 3.3% 0.0%LG 4.6% 0.8% Samsung M620 2.1% 0.4%Apple 1.0% 0.3% Samsung J700 2.0% 0.3%

Other (1) 6.3% Samsung D900i 2.0% 0.0%Samsung E370 1.8% -0.2%Nokia 6234 1.6% 0.0%Nokia N73 1.6% 0.0%LG KS360 1.5% 0.4%Nokia 6300 1.5% -0.1%LG KG290 1.4% 0.3%

82%

5%

3%3%

3% 2% 2%

Smartphone Requests by Mfr: SA

Nokia

Apple

Samsung

HTC

SonyEricsson

RIM

Other

6%5%

2%

Smartphone Requests by OS: SA

Symbian OS

17

Nokia 2760 1.3% 0.0%Nokia 5200 1.2% -0.1%Nokia 6110 1.2% -0.1%Nokia N81 1.1% 0.1%Nokia 2630 1.1% 0.0%Samsung L760 1.0% -0.1%Nokia N80 1.0% -0.1% Note: Above share % refers only to requests from Smartphones


MMA Standard Screen Size Share %Notes Small 38.8%• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. Medium 22.3%• New models in Top 20: Nokia N80. Large 32.7%• (1) Includes unclassified impressions and other manufacturers with < 1% share. X-Large 6.2%

87%

Windows Mobile OS

iPhone OS

RIM OS


South Africa Handset DataMarch 2009



Share of Requests by Operator and Manufacturer - South Africa

60%

70%

80%

90%

100%

Other

A l

18

Notes


0%

10%

20%

30%

40%

50%

MTN South Africa Vodacom South Africa

Apple

LG

SonyEricsson

Motorola

Samsung

Nokia



About AdMobAdMob serves Graphical Banner and Text Link ads on mobile web pages for more than 6,000 publishers. AdMob has served more than 50 billion ads since launching in January 2006. For each ad served, AdMob leverages handset and operator data, which enable demographic, device and operator targeting for advertisers.

About AdMob Mobile Metrics

AdMob stores and analyzes the data from every ad request, impression, and click and uses this to optimize ad serving. Every day, we see ad requests from more than 160 countries. We share some of this data for use by the AdMob community. Publishers want to better understand mobile data use by operator and by device to target their content and optimize their site performance. Advertisers want to understand demographics and device capabilities as they plan their campaigns. AdMob’s Mobile Metrics report represents our attempt to provide usage information for the use of the community.

Methodology

For every ad request AdMob analyzes information available in the user’s mobile browser. From this, AdMob determines device capabilities and more using open source tools and a variety of proprietary techniques. The result is a snapshot of the devices viewing the more than 5 billion monthly ad requests and impressions that flow through AdMob’s network. We believe this data will be valuable in identifying and tracking trends, evaluating market readiness and more. AdMob now also serves mobile ads into iPhone applications The traffic from these applications is included in the Metrics report

19

AdMob now also serves mobile ads into iPhone applications. The traffic from these applications is included in the Metrics report.

There is no standard industry definition of a smartphone. AdMob's defintion is based on Wikipedia: "A smartphone is a phone that runs complete operating system software providing a standardized interface and platform for application developers" (http://en.wikipedia.org/wiki/Smartphone). AdMob classifies a phone as a smartphone when it has an identifiable operating system and we continually update our list as new phones enter the market. Despite running the iPhone OS, the iPod Touch is not a phone, and thus not considered a smartphone based on this definition.

Limits of this DataRepresentativeness - AdMob does not claim that this information will be necessarily representative of the mobile internet as a whole or of any particular country-market. AdMob’s traffic is driven by publisher relationships and may be influenced accordingly. Because the data is pulled across ads served on more than 6,000 sites, we feel the data will be useful and may help inform your business decision making.

Ad Request Classification - For some handsets and operator networks, it is difficult to collect full handset data. AdMob categorizes these requests as "unclassified" and does not serve targeted ads to these requests.

QuestionsEmail [email protected] to receive future AdMob Mobile Metrics distributions or if you have any questions or feedback for future releases.

Email [email protected] to sign up for future reports. Find previous reports and other resources at metrics.admob.com. 19

admob mobile metrics march 09

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