Admob Mobile Metrics February 2009

AdMob Mobile Metrics Report 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. February 2009 F b Find archived reports and sign up for future report notifications at www.admob.com/metrics. p g p p AdMob Mobile Metrics Report February 2009 New and Noteworthy * For this month's feature, we revisit the top smartphones in our network and the Operating Systems (OS) they run on. The OS is becoming more important as it enables a common distribution platform in the form of application stores. * The BlackBerry 8300 series (Curve) has taken over from the BlackBerry 8100 series (Pearl) and is now the most popular RIM series of devices with 45% share of RIM requests. Despite mixed reviews, the Storm generated 38% of all RIM requests from Verizon and is now the top device used to access the mobile Web on the Verizon network. 97% of BlackBerry requests come from OS Version 4.2 or higher. These users will have immediate access to BlackBerry App World when it goes live. * The top Symbian and Windows Mobile devices are much older than the top RIM devices. The Nokia N70 is the top Symbian device with 17% worldwide share, while the Samsung Blackjack II is the top Windows Mobile device. A high percentage of the the requests from Symbian and Windows Mobile devices are running OS versions that are several years old. * Visit our blog for more information on iPhone OS version and upgrade cycle (http://blog.admob.com/2009/03/16/iphone-os-upgrade-cycle/). * Android has 5% OS share in the US. The HTC Dream (G1) was the number 13 device in the US with 1.7% share in February and is currently the number one device on the T-Mobile network. * Worldwide requests decreased 3% month over month to 6.6 billion in the short month of February. 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. Contents Feature - Top Smartphones Feature - Research in Motion Devices Feature - Symbian and Wi d F t S bi d Windows M bil D i Mobile Devices 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 www.admob.com/metrics. 2 AdMob Mobile Metrics Report February 2009 Featured: Top Smartphones * Smartphones generated 33% of worldwide traffic in February 2009, up from 26% six months ago. * The Symbian OS is still number one with 43% share and six of the top 10 handsets. Windows Mobile and Palm each lost half their worldwide share over last six months. * The iPhone generates 33% of all smartphone traffic worldwide and 50% in the US. Although RIM lost share in the US due to the rapid growth of the iPhone, the overall number q of requests from RIM devices increased 48% in the last six months. * The Top 5 US smartphones - Apple iPhone, BlackBerry Curve, BlackBery Pearl, Palm Centro, and HTC Dream (G1) - generated 77% of traffic in February. * Android has captured 5% of the US smartphone market just three months after launch and is now the #1 device on T-Mobile. Top Worldwide Smartphones Share of Smart Rank R k 1 2 3 4 5 6 7 8 9 10 Handset Models H d tM d l Apple Nokia RIM Nokia Nokia N ki Nokia RIM Nokia Palm Nokia N ki iPhone N70 BlackBerry 8300 N80 N73 N95 BlackBerry 8100 6600 Centro 6120c 6120 Phone T ffi Ph Traffic 33.0% 7.1% 4.2% 3.5% 3.4% 3 4% 3.3% 3.2% 2.8% 2.6% 2.5% 2 % Top US Smartphones Share of Smart Rank R k 1 2 3 4 5 6 7 8 9 10 Handset Models H d tM d l Apple RIM RIM Palm HTC Danger RIM Samsung HTC Motorola M l iPhone BlackBerry 8300 BlackBerry 8100 Centro Dream (G1) D Sidekick II BlackBerry 9530 BlackJack II Touch Q9C Phone T ffi Ph Traffic 49.5% 9.1% 6.9% 6.0% 5.2% 5 2% 3.4% 1.7% 1.6% 1.0% 0.8% 0 8% Worldwide Operating System Share 6 mon Rank 1 2 3 4 5 Notes Manufacturer Symbian iPhone OS RIM Windows Mobile Palm Feb 09 43% 33% 10% 7% 3% Aug 08 64% 4% 11% 13% 6% Change -21% 21% 29% -1% -6% -3% US Operating System Share 6 mon Rank 1 2 3 4 5 Manufacturer iPhone OS RIM Windows Mobile Palm Android Feb 09 50% 21% 13% 7% 5% Aug 08 10% 32% 30% 19% -Change 40% -11% -17% -12% 5% 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. Email metrics@admob.com to sign up for future reports. Find previous reports and other resources at www.admob.com/metrics. 3 AdMob Mobile Metrics Report February 2009 Featured: Research in Motion * In Q4 2008, BlackBerry launched a number of new handsets including the Bold on AT&T, the Flip on T-Mobile, and the Storm on Verizon. As BlackBerry users upgrade their devices and new customers are introduced to these new models, the device profile of RIM's user base is rapidly evolving. * The BlackBerry 8300 series (Curve) has over taken from the BlackBerry 8100 series (Pearl) and is now the most popular RIM series of devices with 45% share of requests. * The Storm generated 38% of all RIM requests from Verizon and is now the top device used to access the mobile Web on the Verizon network. * 97% of BlackBerry requests come from OS Version 4.2 or higher. These users will have immediate access to BlackBerry App World when it goes live (2). Research in Motion Handsets Share in Rank 1 2 3 4 5 6 7 Other Handset Models(1) y BlackBerry 8300 BlackBerry 8100 BlackBerry 9530 BlackBerry 8800 BlackBerry 9000 y BlackBerry 8700 BlackBerry 8220 Flip Bold Curve Pearl Storm Feb 09 44.5% 32.9% 7.6% 5.1% 3.0% 2.4% 1.1% 3.5% RIM Request Distribution, Feb 09 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Aug Sept Oct Nov Dec Jan Feb Curve Pearl Storm 8800 Bold 8700 RIM OS Version, Feb 09 3% 8% 5% 4.1 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% AT&T 63% 22% 6% 9% RIM Device by Operator, Feb 09 11% 17% 38% 49% Other Storm Flip 19% 72% 39% 33% Bold Pearl Curve 7% 4% 10% 39% 4.2 4.3 4.6 4.7 43% Sprint PCS Sprint PCS T‐Mobile T Mobile Verizon Veri on Notes (1) RIM handsets in the same series (e.g. Pearl, Curve) with slight differences by operator are grouped together for comparison purposes. (2) http://na.blackberry.com/eng/services/appworld/. WURFL, an open source platform (http://wurfl.sourceforge.net/), was used to determine the OS version for each device. Email metrics@admob.com to sign up for future reports. Find previous reports and other resources at www.admob.com/metrics. 4 AdMob Mobile Metrics Report February 2009 Featured: Symbian and Windows Mobile * Symbian and Windows Mobile have rapidly lost smartphone market share to the iPhone and RIM devices. Nokia's Ovi Platform and Microsoft's Marketplace are set to launch later this year; however many of the devices in current use may be unable to access the stores due to their legacy OS. * The top 10 Symbian devices are the same as they were six months ago with the Nokia N70 the top device with 17% share. * HTC makes six of the top 10 Windows Mobile devices including the Touch, Dash, Mogul, Touch Pro, Shadow, and Herald. Top Symbian Smartphones Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Notes Top Windows Mobile Smartphones % of Reqs 16.7% 8.1% 7.9% 7.8% 6.6% 6 6% 5.8% 4.7% 4.2% 3.7% 3.5% 3 5% 2.8% 2.0% 1.9% 1.5% 1.5% 1 5% 1.3% 1.2% 1.1% 0.9% 0.9% 0 9% Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Handset Models Samsung HTC HTC Motorola HTC HTC Lenovo HTC HTC Samsung Samsung HTC Motorola Asus Pantech HTC Palm Samsung Motorola LG BlackJack II Touch Dash Q9C Mogul Touch Pro i921 Shadow Herald BlackJack SGH-i900 8900B MotoQ GalaxyII C810 Pilgrim Treo 800 SCH i910 i920B CT810 % of Reqs 9.6% 9.3% 5.3% 4.6% 4.5% 4 5% 4.0% 3.4% 3.1% 2.6% 2.0% 2 0% 1.6% 1.5% 1.5% 1.4% 1.3% 1 3% 1.2% 1.2% 0.8% 0.7% 0.7% 0 7% WW Symbian OS, Feb 09 1% 2% 4% 17% 31% 8% 6.1 7.0s 8.0 8.1 9.1 Handset Models Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia N70 N80 N73 N95 6600 6120c 7610 6630 N81 3230 6680 N82 N72 E65 N95-1 E71 5320 3250 E51 5700 17% 21% 9.2 9.3 Windows Mobile OS, Feb 09 12% 23% 5.0 6.0 6.1 66% The Windows Mobile OS Version was classified on 72% of requests. The Symbian OS Version was classified on 95% of requests. WURFL, an open source platform (http://wurfl.sourceforge.net/), was used to determine the OS version for each device. Email metrics@admob.com to sign up for future reports. Find previous reports and other resources at www.admob.com/metrics. 5 Ad Requests by Geography - February 2009 Requests: Country United States Indonesia India Philippines Phili i United Kingdom Nigeria South Africa Canada Saudi Arabia Romania Other Countries (1) (2) Total Region North America Asia Western Europe Africa Eastern Europe Latin America Oceania Other Total (2) 6,555,217,223 Requests 2,856,961,160 941,747,404 488,955,061 257,382,589 257 382 589 186,809,433 111,796,969 107,249,591 96,088,074 85,542,945 82,876,469 1,339,807,528 6,555,217,223 Requests 2,997,465,868 2,246,397,484 478,297,963 , , 364,987,191 166,135,447 125,787,660 63,287,996 112,857,614 6,555,217,223 6 555 217 223 % of Requests 43.6% 14.4% 7.5% 3.9% 3 9% 2.8% 1.7% 1.6% 1.5% 1.3% 1.3% 20.4% 100.0% % of Requests 45.7% 34.3% 7.3% 5.6% 2.5% 1.9% 1.0% 1.7% 100.0% 100 0% % Share Change 0.3% 0.3% -0.8% 0.3% -0.2% 0.0% 0.1% % Share Change 0.2% -1.9% T Traffic Relative to Feb 20 008 Monthly Growth in Traffic Since Feb 2008 ‐ Regions 5.0 4.5 4.0 3.5 3.0 2.5 2.0 1.5 1.0 Feb Mar April May June July Aug Sept Oct Nov Dec Jan Feb Africa Asia Eastern Europe Latin America North America Australia & Oceania Western Europe p 0.8% 1.1% 1 1% -0.9% 0.5% -0.2% 0.1% 0.2% -0.1% Notes • Month-over-month share change calculated as % of current month requests less percent of prior month requests. (1) Other includes 47 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. Find previous reports and sign up for future report notifications at www.admob.com/metrics. 6 Worldwide Handset Data - February 2009 Requests: Top Device Mfrs Nokia Apple Samsung Motorola SonyEricsson LG RIM Kyocera HTC Palm Other (1) 6,555,217,223 % of Requests 30.2% 17.9% 9.8% 9.4% 9 4% 9.0% 3.6% 3.3% 2.1% 1.6% 1 6% 1.1% 11.9% Share Chg % 0.1% -0.4% 0.2% -0.5% 0 5% -0.8% -0.2% 0.2% 1.0% 0.0% 0 0% -0.1% Top Handset Models Apple Apple Motorola Nokia Nokia Motorola RIM Nokia Samsung Motorola Nokia Nokia RIM Nokia N ki Kyocera Motorola Nokia Samsung Palm P l Nokia Total iPhone iPod Touch RAZR V3 N70 3110c Z6m BlackBerry 8300 6300 R450 KRZR K1c N73 N95 BlackBerry 8100 N80 S1300 W385 6600 M800 Centro C t 5300 % of Requests 11.2% 6.7% 2.9% 2.4% 2 4% 1.6% 1.5% 1.4% 1.4% 1.3% 1 3% 1.2% 1.1% 1.1% 1.1% 1.1% 1 1% 1.0% 1.0% 1.0% 1.0% 0.9% 0 9% 0.8% 41.6% Share Chg % 0.2% -0.7% -0.1% -0.1% 0 1% 0.2% 0.0% 0.1% 0.0% 0.5% 0 5% -0.2% -0.1% -0.1% 0.0% 0.0% 0 0% 10% 33% 10% 5% 42% Smartphone Traffic - Worldwide Smartphone Traffic Share Smartphone Requests by Mfr: WW 3% 1% 1% 5% Nokia Apple RIM HTC Palm Danger Samsung Other 33.4% Smartphone Requests by OS: WW 3% 2% 7% 2% Symbian OS iPhone OS RIM OS 1.0% -0.2% 0.0% 0.1% -0.1% 0 1% -0.1% 33% 43% Windows Mobile  OS Palm OS Android Hiptop OS Note: Above share % refers only to requests from Smartphones Total 100.0% Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large % Capable 73.0% 62.4% 76.0% 71.0% Share % 23.5% 21.7% 23.7% 31.1% Notes • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Kyocera S1300. (1) Includes unclassified impressions and other manufacturers with < 1% share. Find previous reports and sign up for future report notifications at www.admob.com/metrics. 7 United States Handset Data - February 2009 Requests: Top Device Mfrs Apple Motorola Samsung RIM LG Kyocera HTC Nokia Palm Huawei UTStarcom ZTE SonyEricsson Danger D Other (1) 2,856,961,160 % of Requests 27.1% 18.4% 16.1% 6.9% 6 9% 6.2% 4.7% 3.1% 3.0% 2.5% 2 5% 1.5% 1.5% 1.2% 1.2% 1.1% 1 1% 5.7% Share Chg % -2.1% -0.9% 0.9% 0.5% 0 5% -0.2% 2.2% -0.1% -0.5% -0.3% 0 3% 0.3% 0.4% 0.2% -0.3% 0.0% 0 0% Top Handset Models Apple Apple Motorola Motorola RIM Samsung Motorola Kyocera RIM Motorola Samsung Palm HTC Samsung S Huawei Samsung Kyocera iPhone iPod Touch RAZR V3 Z6m BlackBerry 8300 R450 KRZR K1c S1300 BlackBerry 8100 W385 M800 Centro Dream R430 M328 R210 K24 LX260 Sidekick Sid ki k II CU920 % of Requests 16.4% 10.6% 5.9% 3.5% 3 5% 3.0% 3.0% 2.7% 2.3% 2.3% 2 3% 2.1% 2.1% 2.0% 1.7% 1.4% 1 4% 1.3% 1.3% 1.3% 1.2% 1.1% 1 1% 1.0% 66.4% Share Chg % -0.4% -1.7% 0.0% 0.0% 0 0% 0.2% 1.1% 9% Smartphone Traffic - US Smartphone Traffic Share Smartphone Requests by Mfr: US 2% 3% 8% 50% 7% Apple RIM HTC Palm Danger Samsung Other 32.7% -0.4% 2.3% 0.0% 0 0% -0.5% 0.3% -0.3% 0.8% 0.2% 0 2% 0.4% -0.2% -0.1% 21% 13% 7% 5% 21% Smartphone Requests by OS: US 1% 3% RIM OS Windows Mobile  OS iPhone OS 50% Palm OS Android Hiptop OS Symbian OS . LG Danger D LG Total -0.2% 0.0% 0 0% 0.2% Note: Above share % refers only to requests from Smartphones Total 100.0% Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large % Capable 56.3% 42.7% 63.4% 62.3% Share % 18.6% 20.7% 17.5% 43.2% Notes • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Kyocera S1300. (1) Includes unclassified impressions and other manufacturers with < 1% share. Find previous reports and sign up for future report notifications at www.admob.com/metrics. 8 United States Handset Data February 2009 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of R Sh f Requests by Operator and M t b O t d Manufacturer - US f t 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Other Palm Nokia HTC Kyocera LG RIM Samsung Motorola Apple AT&T Wireless Metro PCS Sprint PCS USA T Mobile USA Verizon Wireless USA Notes • Other includes all manufacturers with less than 2.0% share. Find previous reports and sign up for future report notifications at www.admob.com/metrics. 9 India Handset Data - February 2009 Requests: Top Device Mfrs Nokia SonyEricsson Samsung Motorola Other (1) 488,955,061 % of Requests 62.2% 12.5% 3.3% 2.3% 2 3% 19.6% Share Chg % 1.0% 0.0% 0.3% 0.0% 0 0% Top Handset Models Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia SonyEricsson Nokia Nokia Nokia Nokia Nokia N ki Nokia Nokia Nokia Nokia SonyEricsson S Ei Nokia Total 3110c N70 6233 N80 N73 6300 2626 6600 W200i 3500c N72 6030 5300 5200 7610 6630 3230 2600c K750i 5310 % of Requests 7.3% 6.4% 3.7% 3.1% 3 1% 2.7% 2.6% 2.5% 2.5% 2.2% 2 2% 2.1% 2.1% 1.8% 1.6% 1.6% 1 6% 1.4% 1.4% 1.2% 1.1% 1.0% 1 0% 0.9% 49.1% Share Chg % 0.9% -0.4% -0.1% -0.2% 0 2% -0.2% 0.2% 0.4% 0.0% 0.1% 0 1% 0.1% -0.1% 0.1% 0.0% 0.0% 0 0% 0.0% -0.1% 0.0% 0.1% -0.1% 0 1% 0.1% Note: Above share % refers only to requests from Smartphones 95% Linux Smartphone  OS Windows Mobile  OS HTC Smartphone Traffic - India Smartphone Traffic Share Smartphone Requests by Mfr: India 2% 1%1% 3% Nokia 30.2% Motorola Apple 93% Other Smartphone Requests by OS: India 2% 2% 1% Symbian OS iPhone OS Total 100.0% Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large % Capable 80.7% 75.0% 84.7% 84.2% Share % 30.9% 27.9% 23.8% 17.5% Notes • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Nokia 5310. • (1) Includes unclassified impressions and other manufacturers with < 1% share. Find previous reports and sign up for future report notifications at www.admob.com/metrics. 10 India Handset Data February 2009 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of R Sh f Requests b O t by Operator and M t d Manufacturer - I di f t India 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Other Motorola Samsung SonyEricsson Nokia Airtel Cellular India BSNL India Tata Indicom India Vodafone India Idea Cellular India Notes • Other includes all manufacturers with less than 1% share. Find previous reports and sign up for future report notifications at www.admob.com/metrics. 11 Indonesia Handset Data - February 2009 Requests: Top Device Mfrs Nokia SonyEricsson Motorola Samsung Other (1) 941,747,404 % of Requests 63.9% 26.6% 1.2% 1.2% 1 2% 7.1% Share Chg % -0.8% 0.2% -0.1% 0.1% 0 1% Top Handset Models Nokia Nokia Nokia Nokia Nokia Nokia SonyEricsson Nokia Nokia Nokia Nokia Nokia Nokia Nokia N ki Nokia Nokia SonyEricsson SonyEricsson SonyEricsson S Ei Nokia Total N70 6600 6300 5300 3110c 7610 W200i 3500c N73 3230 5200 5310 6120c 2630 N80 6030 K550i K530i K310i 2600c % of Requests 5.3% 3.5% 3.5% 3.2% 3 2% 2.8% 2.8% 2.5% 2.3% 2.3% 2 3% 2.2% 2.1% 2.0% 1.8% 1.7% 1 7% 1.6% 1.5% 1.5% 1.5% 1.4% 1 4% 1.4% 46.8% Share Chg % -0.2% -0.1% -0.1% -0.3% 0 3% 0.0% -0.1% 0.1% -0.2% -0.1% 0 1% -0.1% -0.1% 0.0% -0.1% 0.1% 0 1% 0.0% 0.0% -0.1% 0.0% 0.1% 0 1% 0.1% Note: Above share % refers only to requests from Smartphones 98% Windows Mobile  OS Symbian OS SonyEricsson Smartphone Traffic - Indonesia Smartphone Traffic Share Smartphone Requests by Mfr: Indonesia 2% 2% 1% Nokia N ki 30.9% Lenovo 95% Other Oth Smartphone Requests by Mfr: Indonesia 2% Total 100.0% Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large % Capable 92.9% 84.9% 87.6% 93.8% Share % 33.7% 31.6% 29.7% 4.9% Notes • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Nokia 2600c. • (1) Includes unclassified impressions and other manufacturers with < 1% share. Find previous reports and sign up for future report notifications at www.admob.com/metrics. 12 Indonesia Handset Data February 2009 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of R Sh f Requests b O t by Operator and M t d Manufacturer - I d f t Indonesia i 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Other h Samsung Motorola SonyEricsson Nokia Excelcomindo (XL) Indonesia Satelindo (Indosat) Indonesia Notes • Other includes all manufacturers with less than 1% share. Telkomsel Indonesia Natrindo Indonesia Find previous reports and sign up for future report notifications at www.admob.com/metrics. 13 United Kingdom Handset Data - February 2009 Requests: Top Device Mfrs Apple SonyEricsson Nokia Samsung LG RIM Amoi Other (1) 186,809,433 % of Requests 33.7% 20.6% 17.9% 9.7% 9 7% 3.6% 1.5% 1.4% 11.7% Share Chg % 10.1% -5.5% -1.6% -3.0% 3 0% -0.4% 0.1% -0.6% Top Handset Models Apple Apple Nokia SonyEricsson SonyEricsson SonyEricsson SonyEricsson Samsung Nokia SonyEricsson SonyEricsson Nokia Amoi LG Nokia Samsung SonyEricsson Nokia SonyEricsson S Ei Samsung Total iPhone iPod Touch N95 K800i W910i W580i W810i G600 6300 W880i C902 6500s 8512 KU990 N73 E250 W350i N96 W200i J700 % of Requests 19.4% 14.3% 4.7% 3.2% 3 2% 1.8% 1.6% 1.5% 1.3% 1.2% 1 2% 1.0% 1.0% 1.0% 0.9% 0.9% 0 9% 0.9% 0.9% 0.8% 0.8% 0.8% 0 8% 0.7% 58.9% Share Chg % 7.0% 3.1% -0.7% -0.9% 0 9% -0.4% -0.5% -0.2% -0.5% -0.2% 0 2% -0.3% -0.5% -0.3% -0.5% -0.3% 0 3% 0.1% -0.3% -0.2% 0.0% -0.2% 0 2% -0.2% Note: Above share % refers only to requests from Smartphones 35% 57% Windows Mobile  OS Android Smartphone Traffic - UK Smartphone Traffic Share Smartphone Requests by Mfr: UK 2% 2% 3% Apple 33.8% 4% Nokia RIM 32% 57% SonyEricsson HTC Other Smartphone Requests by Mfr: UK 3% 4% Symbian OS 1% iPhone OS RIM OS Total 100.0% Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large % Capable 78.8% 82.2% 91.7% 56.2% Share % 7.5% 9.9% 38.5% 44.1% Notes • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Nokia N96 and N73. • (1) Includes unclassified impressions and other manufacturers with < 1% share. Find previous reports and sign up for future report notifications at www.admob.com/metrics. 14 United Kingdom Handset Data February 2009 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of R Sh f Requests b O t by Operator and M t d Manufacturer - U it d Ki d f t United Kingdom 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Other Amoi RIM LG Samsung Nokia SonyEricsson Apple Three UK Notes O2 UK T‐Mobile UK Orange UK Vodafone UK Jersey Telecom GB • Other includes all manufacturers with less than 1% share. Find previous reports and sign up for future report notifications at www.admob.com/metrics. 15 Philippines Handset Data - February 2009 Requests: Top Device Mfrs Nokia SonyEricsson Samsung Apple Sony Other (1) 257,382,589 % of Requests 66.1% 8.1% 2.2% 1.8% 1 8% 1.5% 20.4% Share Chg % 1.5% -0.2% 0.1% -0.3% 0 3% -0.1% Top Handset Models Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Sony S Nokia Nokia Nokia Nokia Nokia N ki Apple Total N70 3110c 6070 2630 2600c 6020 6630 6300 3220 6600 1680c 3510i 6680 PSP 5300 7360 6120c N95 5200 iPhone % of Requests 4.4% 3.4% 3.4% 3.2% 3 2% 3.0% 2.5% 2.5% 2.4% 2.3% 2 3% 2.1% 1.6% 1.6% 1.5% 1.5% 1 5% 1.4% 1.4% 1.3% 1.3% 1.3% 1 3% 1.0% 43.1% Share Chg % -0.2% 0.6% 0.3% 0.6% 0 6% 0.5% Apple Smartphone Traffic - Philippines Smartphone Traffic Share Smartphone Requests by Mfr: Philippines 4% 3% Nokia 23.9% 4% -0.1% -0.1% 0.4% 0.0% 0 0% 0.1% 0.6% -0.8% 0.0% -0.1% 0 1% 0.1% 0.0% 0.0% -0.2% 0.2% 0 2% -0.3% Note: Above share % refers only to requests from Smartphones 94% Windows Mobile  OS iPhone OS SonyEricsson 89% Other Smartphone Requests by OS: Philippines 2% 4% Symbian OS Total 100.0% Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large % Capable 84.8% 70.4% 81.9% 80.8% Share % 41.3% 21.1% 18.7% 18.9% Notes • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: None. • (1) Includes unclassified impressions and other manufacturers with < 1% share. Find previous reports and sign up for future report notifications at at www.admob.com/metrics. 16 Philippines Handset Data February 2009 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of R Sh f Requests b O t by Operator and M t d Manufacturer - Phili i f t Philippines 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Other Sony Apple Samsung SonyEricsson Nokia Globe Telecom Philippines Smart Communications Philippines Notes • Other includes all manufacturers with less than 1% share. Find previous reports and sign up for future report notifications at www.admob.com/metrics. 17 South Africa Handset Data - February 2009 Requests: Top Device Mfrs Nokia Samsung SonyEricsson Motorola LG Other (1) 107,249,591 % of Requests 37.4% 33.0% 9.6% 8.4% 8 4% 3.8% 7.8% Share Chg % 0.0% 0.7% -0.1% -0.7% 0 7% 0.1% Top Handset Models Samsung Motorola Nokia Samsung Samsung Samsung Samsung Samsung Nokia Nokia Nokia Nokia Nokia Nokia N ki LG LG Samsung Nokia Nokia N ki Nokia Total E250 V360 N70 J750 D900i E370 J700 M620 6300 6234 N73 2760 5200 6110 KG290 KS360 L760 2630 N81 6111 % of Requests 10.4% 5.4% 4.1% 3.3% 3 3% 2.2% 1.9% 1.7% 1.7% 1.6% 1 6% 1.6% 1.6% 1.3% 1.3% 1.2% 1 2% 1.2% 1.1% 1.1% 1.1% 1.0% 1 0% 1.0% 45.7% Share Chg % 0.0% -0.4% -0.1% 3% Smartphone Traffic - South Africa Smartphone Traffic Share 3% 3% 1% 2% Nokia Apple HTC 18.4% Smartphone Requests by Mfr: South Africa   0.0% 0 0% 0.1% -0.1% -0.1% 0.3% 0.0% 0 0% 0.0% -0.1% 0.0% 0.0% -0.1% 0 1% 0.0% 0.2% 0.1% 0.0% 0.0% 0 0% -0.1% 3% SonyEricsson Samsung RIM 85% Other Smartphone Requests by OS: South Africa   1% 6% 3% Symbian OS Windows Mobile  OS iPhone OS 90% RIM OS Note: Above share % refers only to requests from Smartphones Total 100.0% Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large % Capable 85.3% 68.5% 83.5% 92.9% Share % 37.4% 22.7% 33.1% 6.9% Notes • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: LG KS360. • (1) Includes unclassified impressions and other manufacturers with < 1% share. Find previous reports and sign up for future report notifications at www.admob.com/metrics. 18 South Africa Handset Data February 2009 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of R Sh f Requests b O t by Operator and M t d Manufacturer - S th Af i f t South Africa 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Other LG Motorola SonyEricsson Samsung Nokia MTN South Africa Vodacom South Africa Notes • Other includes all manufacturers with less than 1% share. Find previous reports and sign up for future report notifications at www.admob.com/metrics. 19 AdMob Mobile Metrics Report February 2009 About AdMob AdMob 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. pp pp p 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 Data Representativeness - AdMob does not claim that this information will be necessarily representative of the mobile internet as a whole or of any particular countrymarket. 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 unclassified requests. Questions Email metrics@admob.com to receive future AdMob Mobile Metrics distributions or if you have any questions or feedback for future releases. Email metrics@admob.com to sign up for future reports. Find previous reports and other resources at www.admob.com/metrics.