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2009: iPhone vs. Android 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 nearly a billion ringtones, wallpapers, videos, applications, and games over the mobile internet to an active community of millions. MYXER’S BOOMBOX REPORT | 2009: iPhone vs. Android 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 firstname.lastname@example.org 1 boombox.myxer.com Table of Contents MYXER’S BOOMBOX REPORT | 2009: iPhone vs. Android Overview / Report Insights ....................................................................... 2 Android / iPhone Comparison - Downloads ........................................... 3 Android / iPhone Comparison - Mobile Traffic.......................................... 4 Android / iPhone Comparison - Handset Mix ........................................... 5 Android / iPhone Comparison - Ringtone Downloads by Genre ............... 6 Year in Review - Smartphone OS Breakdown.......................................... 7 Year in Review - Top 20 Handsets............................................................ 8 BoomBox Methodology and About Myxer.................................................. 9 2 Overview boombox.myxer.com For our inaugural report we will take a look at two of the world’s fastest growing digital media platforms, the Android and iPhone operating systems. Despite being in existence for only a little over a year, the Android OS has already gained significant traction within the Myxer community and has, in many key metrics, surpassed the iPhone in terms of content consumption. In Q4 2009 Myxer tracked almost 500,000 unique registered visitors initiating downloads of mobile content across the iPhone and Android platforms. A total of seven million downloads were completed on these two operating systems in that three month period. While together comprising a relatively small percentage (3%) of overall downloads* from Myxer during the period, a comparison between Android and iPhone user behavior leads to some interesting findings detailed in the report that follows. MYXER’S BOOMBOX REPORT | 2009: iPhone vs. Android Also included in this report is a ‘Year in Review’ section that highlights trends observed in the distribution of handsets seen by Myxer over the course of 2009, including changes in the mix of operating systems, manufacturers, and handset models. Reports Insights Android / iPhone • In total, Myxer delivered seven times more downloads to Android devices than iPhone devices in Q4 2009. • Visits from users on the Android operating system grew almost 350% from December 2008 to December 2009, compared to iPhone visits which grew 170%. • Roughly 70% of the ringtone downloads made by Android users, and 48% of downloads initiated by iPhone users, came from the Hip-Hop/R&B genre. Year in Review • RIM’s Blackberry Curve remains the #1 phone on Myxer’s mobile site for the second year in a row, garnering close to 10% of visits in both 2008 and 2009. The Blackberry Curve is just one of the 1,500 different handsets that Myxer delivered content to in 2009. • Windows Mobile and Palm both lost ground in 2009, combining to give up 24% of the smart phone traffic on Myxer’s mobile site to the Android, iPhone, and RIM operating systems. *A total of 225 million downloads were made from Myxer in Q4 2009 3 Android / iPhone comparison – Downloads • Myxer delivered seven times more total downloads to Android devices than iPhone boombox.myxer.com devices in Q4 2009. • In December the average registered Android user downloaded 8 items from Myxer’s catalog, compared to the average iPhone user who downloaded 4 pieces of content. Mobile Entertainment Downloads Myxer Platform - Q4 2009 MYXER’S BOOMBOX REPORT | 2009: iPhone vs. Android 3,000,000 2,250,000 1,500,000 750,000 October 0 November December *Mobile entertainment consists of ringtones, wallpapers, videos, applications, and games 4 Android / iPhone comparison – Mobile Traffic boombox.myxer.com • Monthly visits from users on the Android operating system grew almost 350% in 2009, compared to iPhone visits which grew 170%. Monthly Visits to Myxer’s Mobile Site 1,500,000 MYXER’S BOOMBOX REPORT | 2009: iPhone vs. Android 1,125,000 750,000 375,000 Dec-08 Mar-09 Jun-09 0 Sep-09 Dec-09 5 Android / iPhone comparison – Handset Mix boombox.myxer.com • In December ‘08 only one handset, the HTC Dream/G1, was operating on Google’s open source Android operating system. By December ‘09 Myxer had seen 9 different handsets running the Android OS. • The HTC Dream remained the leader throughout 2009 garnering 35% of the unique users completing downloads on Android handsets in December. • The HTC myTouch, Motorola CLIQ, and Motorola Droid each gained significant traction by the end of the year, used by 18%, 11%, and 7% (respectively) of total unique Android users on Myxer in December. • Phones in use on the iPhone operating system were first seen by Myxer in June 2007 MYXER’S BOOMBOX REPORT | 2009: iPhone vs. Android and to date there is only one cellular device supporting Apple’s operating system; the iPhone. Android Handset Mix(1) Unique Visitors - Q4 2009 0% 25% 50% 75% 100% Dec 09 35% 18% 11% 11% 8% 7% 7% 1% 1%1% Nov 09 44% 21% 1% 1% 7% 25% 1% Oct 09 81% 11% 1% 6%1% HTC Dream/G1 HTC myTouch Motorola CLIQ HTC Hero Samsung Moment Motorola Droid Generic Android (2) Samsung Behold II HTC Magic Samsung Galaxy (1) Handset mix determined by unique users downloading content (2) When Myxer can’t determine the particular model of an Android device, it’s categorized as a ‘Generic Android’ device 6 Android / iPhone Comparison - Ringtone Downloads by Genre boombox.myxer.com • Users on both operating systems consumed a large percentage of Hip-Hop/R&B content, with Android users consuming a much higher percentage (77%), compared to iPhone (48%). • iPhone users are slightly more diverse when it comes to downloading different genres, with 53% of their downloads coming from the Rock, Pop, Comedy, Country, and Other categories. Ringtone Downloads by Genre Myxer Platform - Q4 2009 MYXER’S BOOMBOX REPORT | 2009: iPhone vs. Android 4% 11% 25% 2% 2% 4% 5% 47% 6% 77% 8% 9% Hip-Hip/R&B Rock Pop Comedy Country Other Myxer has a total of 35 different categories of mobile entertainment. Some of the categories that make up the “Other” Category include: Latin, Holiday, Dance, Love, Sound Effects, Blues, and Jazz. *Downloads by category are based off of almost 7 million downloads across both the Android and iPhone operating systems in Q4 2009. 7 Year in Review - Smartphone OS Breakdown • While we have seen the Android OS emerge as a significant part of the platform mix, RIM boombox.myxer.com still dominates on Myxer, growing from 52% of the smartphone visits in 2008 to a massive 67% in 2009. • Windows Mobile and Palm have taken the largest hit over the course of 2009. These two operating systems accounted for 40% of the overall smartphone market on Myxer in December ‘08, and by the end of ‘09 they only accounted for a combined 16% - losing a sizeable 24% to RIM, Android, and iPhone. • In December 2008 Myxer saw 5.4 million visits to our mobile site from smartphone users, by December 2009 this number had grown to 9.9 million visits. (Smartphones account for 28% of the visits to Myxer’s mobile website). MYXER’S BOOMBOX REPORT | 2009: iPhone vs. Android Smartphone Operating System Share Visits to Myxer’s mobile site 70.0% 60.0% 50.0% 40.0% 67% 30.0% 51% 20.0% 10.0% 25% 15% 11% 12% 5% 5% 3% 4% 1% 1% RIM Windows Palm Android iPhone Symbian December 2008 December 2009 * Feature phones have not been included in order to isolate changes occurring within the smartphone market 8 Year in Review - Top 20 Handsets • RIM’s Blackberry Curve remains the #1 phone on Myxer’s mobile site for the boombox.myxer.com second year in a row, garnering close to 10% of visits in both 2008 and 2009. The Blackberry Curve is just one of the 1,500 different handsets that Myxer delivered content to in 2009. • Samsung handsets have seen a great deal of growth in 2009 jumping to the 2nd, 3rd, and 4th most active handsets on Myxer’s mobile site, and with a total of 8 phones in the top 20. (1) Top 20 Handsets Visiting Myxer’s Mobile Site December 2009 MYXER’S BOOMBOX REPORT | 2009: iPhone vs. Android Rank Rank Model % of Visits Visits Dec 08 1 RIM / Blackberry Curve 8.98% 3,147,081 1 2 Samsung / Messenger 4.74% 1,659,083 7 3 Samsung / Instinct 2.95% 1,034,288 4 4 Samsung / Cricket 2.61% 913,723 - 5 Kyocera / Melo 2.61% 913,100 - 6 Samsung / Messager II 2.28% 798,610 - 7 Sanyo / SCP-2700 2.00% 699,032 - 8 LG / Rumor2 1.67% 585,161 - 9 RIM / Pearl 1.66% 583,065 2 10 Cricket / CAPTR A200 1.64% 573,161 - 11 LG / Vu 1.57% 549,158 14 12 RIM / BlackBerry Storm 1.56% 546,212 - 13 Samsung / Rant 1.53% 536,937 20 14 HTC / Dream / G1 1.38% 483,772 - 15 ZTE / C78 1.37% 478,968 - 16 LG / Xenon 1.33% 465,232 - 17 Samsung / Impression 1.25% 436,643 - 18 Apple / iPhone 1.23% 429,873 19 19 Samsung / Finesse 1.21% 425,339 - 20 Samsung / Behold 1.06% 372,732 13 (1) Includes both smartphones and feature phones 9 BoomBox Methodology Since 2005, Myxer has cataloged demographic, handset, platform, and carrier data for downloads boombox.myxer.com served by our platform. This data set covers approximately one billion downloads and 30 million unique individuals, and is currently growing by some 85 million downloads each month. The overwhelming majority of Myxer users are in the US. By mining this data, we are able to uncover what we believe to be interesting trends in user behavior 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. 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, applications, and games delivered by the Myxer platform. MYXER’S BOOMBOX REPORT | 2009: iPhone vs. Android 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 our newsletter.