SEPTEMBER 2012

Device & Manufacturer Data Device & OS Mix Mobile Developer Trends Global Tablet Trends

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

millennial medias

T H E

MOBILE

D E VI CE

I NDE X

September 2012

Device & Manufacturer Data

Top 15 Manufacturers (all devices)
Ranked by Impressions CHART A
RANK
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Top 20 Mobile Phones

Ranked by Impressions CHART B
RANK
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

MANUFACTURERS
Apple Samsung Research In Motion Ltd. HTC Motorola LG Microsoft Nokia HUAWEI Amazon NTT DoCoMo Acer Kyocera Pantech KDDI

Q2 2012
31.38% 21.97% 13.49% 8.79% 6.97% 5.25% 3.31% 1.58% 1.53% 1.03% 0.45% 0.39% 0.38% 0.20% 0.17%

DEVICES
Apple iPhone BlackBerry Curve Samsung Galaxy S BlackBerry Torch BlackBerry Bold Samsung Galaxy 5 LG Optimus Motorola Droid RAZR Samsung Vibrant Galaxy S HTC Desire Samsung Galaxy Ace BlackBerry Pearl HTC Evo BlackBerry Bold Touch HTC Droid Incredible Samsung Droid Charge Samsung Admire Samsung Fascinate Motorola Droid X Samsung Galaxy Mini

Q2 2012
15.84% 4.96% 3.49% 3.00% 2.97% 2.91% 2.41% 2.05% 1.70% 1.59% 1.51% 1.44% 1.31% 1.18% 1.17% 0.91% 0.90% 0.90% 0.77% 0.75%

TYPE
Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone

OS
iOS BlackBerry OS Android BlackBerry OS BlackBerry OS Android Android Android Android Android Android BlackBerry OS Android BlackBerry OS Android Android Android Android Android Android

Source: Millennial Media, Q2 2012.

Insights:
Apple continues to be the leading device manufacturer on our platform, representing 31% of the impression share (Chart A), up from the previous quarter. Apple iPhone maintained its position as the number one mobile phone on our platform with nearly 16% of the impression share (Chart B). Samsung represented 22% of impressions (Chart A), maintaining the number two spot on our Top 15 Manufacturers. Samsungs total phone impressions showed growth in Q2, with eight phones on the top 20 list for a combined impression share of 13% (Chart B), almost double that of Q1. All Samsung phones rose in position compared to Q1, with a number of new entrants to the top 20 list, including the Samsung Galaxy 5 (i-550 Europa), available outside the United States. RIM was the third device manufacturer on our platform, with 13% of the impression share (Chart A). The same ve BlackBerry devices were in the Top 20 Mobile Phones, for a combined impression share of 14% (Chart B). HTC moved to the number four position on the Top 15 Manufacturers ranking (Chart A) for total device impression share of 9%. In Q2, HTC had two phones on the Top 20 Mobile Phones list for a combined impression share of 4% (Chart B). Motorola moved to number ve on the Top 15 Manufacturers ranking in Q2 with 7% of the overall impressions (Chart A). Two Motorola devices held positions on the Top 20 Mobile Phones ranking (Chart B).

Source: Millennial Media, Q2 2012.

DID YOU KNOW?

Even though they are one of the leading mobile device manufacturers in the U.S., Samsungs U.S. Smartphone sales represent about only about 5% of the companys global Smartphone sales.
Source: estimated from Business Insider chart, August 2012.

A LOOK BACK... iPHONE 4S RELEASE

When the iPhone 4S was released in mid-October 2011, impressions on our platform for this device grew 200% after one week, and grew over 1800% after one full month of adoption. With the release of the iPhone 5 pending, it will be interesting to see how this new version stacks up against its predecessors.
Source: Millennial Media, 2012.

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

millennial medias

T H E

MOBILE

D E VI CE

I NDE X

September 2012

Device & OS Mix

Device Mix Q2 2012
Ranked by Impressions CHART C
FEATURE PHONES

Device Mix Q2 2011

Ranked by Impressions CHART D

7%

17%
FEATURE PHONES

NON PHONE CONNECTED DEVICES

19%

SMARTPHONES

74%

NON PHONE CONNECTED DEVICES

17%

SMARTPHONES

66%

Source: Millennial Media, Q2 2012. Smartphone data does not include what could be considered Smartphones running proprietary Operating Systems, e.g. Samsung Instinct, LG Vu.

Source: Millennial Media, Q2 2011 Smartphone data does not include what could be considered Smartphones running proprietary Operating Systems, e.g. Samsung Instinct, LG Vu.

Insights:
Smartphones led the Device Mix with 74% of impressions (Chart C). Smartphone impressions as a percentage of all activity grew from Q1 to Q2 2012, and the mix of overall Smartphone impressions grew 8 percentage points from the same quarter a year ago (Chart D). The share of impressions from Non-Phone Mobile Devices grew 2 percentage points in Q2 2012 from the same quarter a year ago (Chart D). Android led the OS Mix on our platform with 46% of the impressions (Chart E), largely driven by their increased market share over the past year. 14 of the Top 20 Mobile Phones in Q2 were phones running an Android OS (Chart B). The increasing number of Android-based devices, by dierent manufacturers, at a range of price points helps increase adoption of these devices. iOS represented 34% of the OS Mix on our platform (Chart E), growing slightly from the previous quarter. iOS devices continue to be market leaders in their categories: mobile phones and tablets.

OS Mix

Ranked by Impressions CHART E

4% 1%

15% 46% 34%

Android iOS BlackBerry OS Windows Symbian

Source: Millennial Media, Q2 2012.

DID YOU KNOW?

The majority of tablet owners are multi-platform users. 60% of iPad owners and 70% of Kindle Fire owners have a Smartphone or Feature Phone from another OS provider.
Source: comScore, June 2012.

Travelers are using their Smartphones and Connected Devices while away to search for local content and stay connected while on vacation. Travel grew 200% year-over-year on our platform in 2012. To learn more download Millennial Medias Travel S.M.A.R.T. report. Visit www.millennialmedia.com/mobile-intelligence/smart-report to download now.

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

millennial medias

T H E

MOBILE

D E VI CE

I NDE X

September 2012

Mobile Developer Trends

Top 10 Mobile Application Categories
Ranked by Impressions CHART F

CATEGORIES
GAMES MUSIC & ENTERTAINMENT SCIENCE & TECHNOLOGY MOBILE SOCIAL MEDIA COMMUNICATIONS WEATHER NEWS SPORTS BOOKS & REFERENCE AUTOMOTIVE
Source: Millennial Media, Q2 2012.

Q2 2012
1 2 3 4 5 6 7 8 9 10

Q1 2012
1 2 3 4 9 7 6

15X HIGHER
in Q2 over Q1
Source: Millennial Media, Q2 2012.

Impressions from Science & Technology and Books & Reference apps were

Insights:
Gaming applications held the number one position on the Top Mobile Application Categories (Chart F). There are tens of thousands of Game applications available, and with such a large number of mobile gaming entertainment to choose from, Games appeal to a broad range of mobile device users. Science & Technology and Books & Reference applications both trended upwards in the Top Mobile Applications Categories in Q2 (Chart F). The occurrence of year-end school exams in the second quarter likely contributed to the growth of these categories. Mobile Social Media was a Top Mobile Application Category on our platform in Q2 (Chart F). Within the category, yearbook, social sharing, and communications applications were strong. This increase in impressions was likely due to the end of the school season as well. Music & Entertainment remained a Top Mobile Application Category on our platform in Q2 (Chart F), with music players and downloads as the top apps in the category. TV guide and channel lineup applications trended strong in Q2, when end of season nales aired on primetime cable in May. Weather applications gained on our platform in Q2 (Chart F) where both national, as well as local weather service apps saw increased impressions. Weather apps have the unique position of being relevant year round, and of interest to a broad range of mobile users, regardless of device.

MOBILE INTEL SERIES: ENTERTAINMENT NOW AVAILABLE

The increased adoption of Smartphones and Non-Phone Connected Devices has changed how consumers can access entertainment content both in their homes and on-the-go. In Millennial Medias recently-released Mobile Intel Series: Entertainment guide, ndings show that the mobile audience is made up of consumers who are using their devices to: Access movie information including viewing trailers & purchasing tickets on-the-go Check and watch TV content while engaging with mobile devices at the same time Purchase DVD, gaming, and digital content. Mobile entertainment users also over-indexed on Smartphone & Tablet ownership. To learn more about how consumers are accessing entertainment content on all of their devices and becoming multi-screen viewers, download Millennial Medias newest Mobile Intel Series: Entertainment guide. Visit www.millennialmedia.com/mobile-intelligence/mobile-intel-series to download the free guide.

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

millennial medias

T H E

MOBILE

D E VI CE

I NDE X

September 2012

Global Tablet Trends

Top 5 Tablets on the Millennial Media Platform
By Impressions CHART G

Demographic Prole of U.S. Tablet Users by Model

3
June 2012 CHART H

Apple iPad*

Samsung Galaxy Tab*

Amazon Kindle Fire*

53% 47%

51% 49%

43% 57%

5
iPad
Source: comScore, August 2012.

Android Tablet

Kindle Fire

Acer Iconia

Motorola Xoom

* Ranked in the top 20 among all mobile devices

Source: Millennial Media, Q2 2012.

Insights:
Apple iPad, Samsung Galaxy Tab, and the Amazon Kindle Fire remained the top three tablets on the Millennial Media platform (Chart G). These tablets also ranked among the top 20 mobile devices on our platform in Q2. The second half of 2012 should bring new tablet devices into the market, and it will be interesting to see how the adoption of these new tablets aects the mobile device market. In Q2, Acer moved into the Top 5 Tablets on our platform (Chart G). Acer released their third tablet, the Android-based A700, at the end of the quarter. All three tablets in the Acer Iconia series feature built-in full-size USB drives and MicroSD card slots. The Motorola Xoom was the number ve tablet on our platform in Q2 (Chart G), and has consistently been a Top 5 Tablet on our platform every month since Q2 2011. On our platform, 95% of total tablet impressions were from a Wi-Fi network, supporting the idea that most tablet owners use their device at home or work where they have reliable Wi-Fi connections. According to a comScore study, tablet users are relatively equally split between genders, age, and household income, but Kindle Fire users tend to trend more female than other tablet device users (Chart H).

DID YOU KNOW?

The average selling price of tablets continues to decrease. Research by Business Insider shows that the average price of a tablet has come down more than $350 since the rst tablet, the Apple iPad, was introduced in 2010.
Source: Business Insider, August 2012.

A LOOK BACK... Amazon Kindle Fire Launch

When the Amazon Kindle Fire was released in November 2011 it showed strong signs of consumer adoption; impressions from the device grew at an average daily rate of 19% in the rst weeks after launch.
Source: Millennial Media, 2012.

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

millennial medias

T H E

MOBILE

DE VI CE

I NDE X

September 2012

About Millennial Media Millennial Media is the leading independent mobile advertising platform company. Our technology, tools and services help app developers and mobile website publishers to maximize their advertising revenue, acquire users for their apps and gain insight about their users. We oer advertisers signicant audience reach, sophisticated targeting capabilities and the ability to deliver rich and engaging ad experiences to consumers on their mobile connected devices. Visit www.millennialmedia.com for more information.

About Millennial Medias Mobile Mix Millennial Medias Mobile Mix reports key advertising trends with a focus on mobile manufacturers, devices, operating systems, connected devices and more. Millennial Medias 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 research@millennialmedia.com.

2012 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.

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