January 2010: Android Handset Mix iPhone vs. Android US Map boombox.myxer.com Since 2005, Myxer has been delivering mobile entertainment to consumers on every major mobile device platform and carrier network. To date, we’ve delivered more than a billion ringtones, wallpapers, videos, games, and applications over the mobile internet to an active community of millions. MYXER’S BOOMBOX REPORT | Android Handset Mix This monthly report provides a transparent view into the behavior of our users in order to reveal trends and consumer preferences we believe are relevant to those involved in the quickly evolving mobile, music, and advertising industries. We hope you enjoy, and are able to gain a great deal of insight from this and the coming reports we will be publishing. This truly is an exciting time for the many industries involved in the rapidly changing mobile landscape and Myxer is pleased to contribute to the ever growing pool of knowledge in the space. -Myk Willis Founder and CEO, Myxer 1 boombox.myxer.com Table of Contents Overview / Report Insights .............................................. 2 Android Handset Mix Gender Mix........................................................................ 3 Average Downloads by Gender ........................................ 4 Age Breakdown ................................................................ 5 MYXER’S BOOMBOX REPORT | Android Handset Mix Genre Preferences............................................................. 6 Average Time on Site........................................................ 7 iPhone / Android Comparison U.S. Map: User concentration by State ............................ 8 About Myxer and Methodology ........................................ 9 2 Overview boombox.myxer.com In this month’s BoomBox Report we will focus on the Android handset mix on Myxer. Currently there are over 350,000 unique registered users on the Myxer platform using one of the 13 supported Android handsets. For the purposed of this report we have narrowed our focus to 9 of the 13 devices. The reason being is that four of the devices (HTC Magic, Samsung Galaxy, Motorola Backflip, and HTC Tattoo) have comparatively low volumes of traffic and we do not believe the sample size is large enough to report on. Although these devices are not represented in the graphs that follow it is still relevant to mention these devices, as they are supported by Myxer’s delivery platform but have yet to gain significant traction. We are also excited to publish a map showing the concentration of users on the iPhone and Android operating systems throughout the United States. Over one million Android and iPhone users were tracked across the United States and a state by state comparison was made to determine which operating system controlled the majority of each state. We will revisit this map on a quarterly basis in MYXER’S BOOMBOX REPORT | Android Handset Mix order to show the trending growth of the Android OS in comparison to iPhone and to see which states and region each operation system is more or less relevant. Reports Insights • 75% of registered Myxer users with the Google’s Nexus One phone are Male. • On every Android handset seen by Myxer the average woman downloads more mobile entertainment than the average man.* • Google’s Nexus One has the largest percentage (54%) of registered Android users over the age of 24. • Motorola DROID users on Myxer consume the least amount of mobile entertainment, with the average user downloads 4 pieces of content per month. This is compared to users on the Samsung Behold II who initiated over 14 downloads a month. • iPhone has more registered Myxer users than Android users in 37 states. *This trend is not exclusive to Android devices, but is common among many of the handsets seen by Myxer. 3 Android Handset Mix - Gender Mix boombox.myxer.com • Google’s Nexus One is the ‘manliest’ of all the Android Handsets. 75% of registered Myxer users with the Nexus One phone are Male. • The Samsung Behold II and the HTC myTouch both have the largest percentage of female user’s on Myxer, with 67% of users on each handset being female. Gender Mix on Android Handsets Myxer Platform - January 2010 0% 25% 50% 75% 100% MYXER’S BOOMBOX REPORT | Android Handset Mix Google Nexus One 75% 25% Motorola Droid 57% 43% HTC Hero 47% 53% HTC Droid Eris 43% 57% Samsung Moment 42% 58% HTC Dream (G1) 39% 61% Motorola CLIQ 35% 65% HTC myTouch 33% 67% Samsung Behold II 33% 67% Male Female 4 Android Handset Mix - Average Downloads by Gender boombox.myxer.com • In January 2010 the average woman downloaded more mobile entertainment than the average man across every single Android device. • Motorola DROID users are the least active consumers on the Android operating system, with the average user consuming 4 pieces of mobile entertainment per month. • Users on the Samsung Behold II handset initiate the largest number of downloads of any of the Android handsets, consuming an average of 14 pieces of content per month per user. MYXER’S BOOMBOX REPORT | Android Handset Mix Average Monthly Downloads by Gender - Android Handsets Myxer Platform - January 2010 16 12 8 Female 4 Male 0 ID is ne o O 1) Er er ch t R O (G en H Q II d ou D us i LI om ro ld am yT C ex ho D M m re N Be D 5 Android Handset Mix - Age Breakdown boombox.myxer.com • HTC’s Dream (G1) seems to be the handset of choice for the younger demographic. 57% of the downloads Myxer sees from HTC Dream handset are initiated from users who are between the age of 18 and 24. This is the largest percentage of users in this age demographic on any Android device on Myxer. • Google’s Nexus One has the largest percentage (54%) of users over the age of 24. Age Breakdown - Android Handset Mix Myxer Platform - January 2010 MYXER’S BOOMBOX REPORT | Android Handset Mix HTC Dream (G1) 6% 57% 28% 9% HTC myTouch 6% 56% 28% 9% Motorola CLIQ 6% 51% 32% 10% HTC Droid Eris 6% 50% 27% 16% Samsung Behold II 5% 48% 33% 13% Motorola DROID 5% 46% 29% 18% Samsung Moment 6% 43% 33% 17% HTC Hero 5% 42% 34% 18% Google Nexus One 3% 43% 36% 16% 0% 25% 50% 75% 100% Age 13-17 Age 18-24 Age 25-34 Age 35-54 Age 55+ 6 Android Handset Mix - Downloads by Genre boombox.myxer.com • Motorola DROID users were the most diverse when it came to downloading different genre types, consuming 64% of their content from the Rock, Comedy, Pop, Country, and Other categories. • 82% of downloads by the HTC Dream (G1) came from the Hip-Hop/R&B genre; the highest percentage of Hip-Hop/R&B downloads by any Android handset on Myxer. Downloads by Genre - Android Handset Mix Myxer Platform - January 2010 MYXER’S BOOMBOX REPORT | Android Handset Mix 0% 25% 50% 75% 100% Motorola DROID 36% 9% 12% 5% 9% 29% HTC Droid Eris 41% 9% 10% 6% 10% 24% HTC Hero 65% 7% 5% 4% 5% 14% Samsung Moment 66% 6% 5% 4% 5% 14% Google Nexus One 69% 7% 6% 3% Samsung Behold II 2% 13% 73% 5% 3% 4% 3% HTC myTouch 12% 76% Motorola CLIQ 4% 3% 4% 3% 10% 76% HTC Dream (G1) 4% 3% 4% 3% 81% 10% 3% 3%3%2% 8% Hip-Hip/R&B Rock Comedy Pop Country Other 7 Android Handset Mix - Average Time on Site boombox.myxer.com • Google’s Nexus One users were the least engaged Android users on Myxer’s mobile website. In January 2010 the average user on the Nexus One handset spent less than 5 minutes downloading mobile entertainment from Myxer mobile site. • Visitors to Myxer’s mobile site using the HTC Dream (G1) handset spent the longest amount of time downloading mobile content, on average staying to consume content for over 14 minutes. Average Time on Site - Android Handset Mix Myxer’s Mobile Site - January 2010 MYXER’S BOOMBOX REPORT | Android Handset Mix 15 min 10 min 14.3 11.6 5 min 9.4 9.4 9.1 9.0 6.2 6.1 5.1 o is 1) ch ID Q t ne II en er Er LI (G O ou ld O H om C R ho id yT am us D ro M Be m ex D re N D 8 U.S. Map - User Concentration by State boombox.myxer.com • iPhone still rules when it comes to total number of registered handsets. Despite the rapid growth of Myxer users on the Android platform in recent months the iPhone still has a much larger base of registered users on Myxer, controlling 37 states. • Of the 8 states controlled by Android, seven of them come from West and Midwest states including Arizona, Montana, Nebraska, New Mexico, North Dakota, South Dakota, and Wyoming. • 5 states fall into the ‘swing state’ category, which means their was no clear winner as to which operating system dominated by number of registered users. User Concentration by State - iPhone/Android MYXER’S BOOMBOX REPORT | Android Handset Mix Myxer Platform - January 2010 Swing States * Visit boombox.myxer.com for actual numbers * If % differential is <10% state is counted as a swing state We will update this map quarterly throughout the course of 2010 in order to gain insight into which states and regions are controlled by iPhone and Android. *A total of one million unique users from both the Android and iPhone operating systems were used to make this comparison. 9 BoomBox Methodology boombox.myxer.com Since 2005, Myxer has cataloged demographic, handset, and carrier data for downloads served by our platform. This data set covers over a billion downloads and 31 million unique individuals, and is currently growing by some 90 million downloads each month. The overwhelming majority of Myxer users are in the US. Visitors to Myxer do not need to supply demographic information such as age and gender to use our service. In instances where demographics are given in BoomBox, they refer to the pool of registered users for whom that information is available. Mobile entertainment downloads consist of ringtones, wallpapers, videos, and games delivered by the Myxer platform. By mining this data, we are able to uncover what we believe to be interesting trends in user behavior MYXER’S BOOMBOX REPORT | Android Handset Mix and preferences, demographic changes, and carrier and handset usage. Myxer’s BoomBox Report is our way of sharing this information with the industry as a whole. About Myxer Founded in 2005, Myxer has become a go-to consumer destination for mobile entertainment and personalization– with one of the world’s largest catalogs of ringtones, wallpapers, videos, applications and games. At www.myxer.com there are no hidden costs, no subscription fees and no surprises. For content providers and consumers, Myxer’s mobile platform enables radically simple and quick delivery of content. And for advertisers, Myxer offers a variety of high-impact offerings across the web and mobile web, including the ability to deliver branded content. Named a Top Wireless Company in 2009 by FierceWireless, as well as Best Music Service at the 2008 Mobile Entertainment Forum and Best Consumer Messaging Application at the Global Messaging Awards 2008, Myxer’s unique solutions continue to capture global and national attention. To learn more and see some of the exciting applications, go to demo.myxer.com. Contact Email questions and comments to email@example.com, or visit boombox.myxer.com for more information and to subscribe to this monthly report.