Admob Metrics March 2009

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					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.

March 2009

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AdMob Mobile Metrics Report
March 2009 New and Noteworthy
For 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. 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 - 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

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AdMob Mobile Metrics Report
March 2009 Featured: Android
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. * Requests from the G1 increased 2.6 times from January to March following AdMob's launch of ads in applications. * 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. * The G1 is now the number 4 smartphone in the US trailing the iPhone, Blackberry Curve, and Blackberry Pearl.

Android Requests
( (in millions) )
80 70 60 50 40 30 20 10 0 Nov 08 Dec 08 Jan 09 Feb 09 Mar 09 16 22% 28 23 50 11% 6% 72 6%

US Operating Systems
March 2008
1% 4%
iPhone OS RIM OS Windows Mobile OS Palm OS Android Hiptop OS Symbian OS

50%

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.

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AdMob Mobile Metrics Report
March 2009 Featured: Android vs iPhone
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. * 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. * 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. * Please visit our Mobile Metrics blog at metrics.admob.com for more detail on this comparison and the methodology.

Android vs iPhone  Post App Store Launch
250 238 1800 1600 200 Requests in millions 148 Requests in millions 1400 1200 1000 800 600 400 200 July 08/ Nov 08 Aug 08/ Dec 08 Sept 08/ Jan 09 Oct 08/ Feb 09 Nov 08/ Mar 09 0 Android 72

Android vs iPhone March 2009
1657

150

995

100 64 50 20 0 16 50 35 23 28 72

607

iPhone US

Android

US iPhone

WW iPhone

iPhone + iPod touch

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.

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Ad Requests by Geography - March 2009
Requests:
Country United States Indonesia India Philippines United Kingdom Canada Nigeria South Africa Saudi Arabia Romania Other Countries (1) (2) Total Region North America Asia Western Europe Africa Latin America Eastern Europe Oceania Other Total
(2)

7,654,044,490
Requests 3,635,427,224 706,468,071 585,018,763 299,044,382 220,321,161 137,469,923 125,341,372 120,040,850 107,629,135 79,628,062 1,637,655,547 7,654,044,490 Requests 3,773,090,168 2,262,418,655 579,276,736 432,873,856 214,541,669 168,434,016 79,285,734 144,123,656 7,654,044,490 % of Requests % Share Change 47.5% 9.2% 7.6% 3.9% 2.9% 1.8% 1.6% 1.6% 1.4% 1.0% 21.4% 100.0% % of Requests % Share Change 49.3% 29.6% 7.6% 5.7% 2.8% 2.2% 1.0% 1.9% 100.0% 4.2% -4.7% 0.3% 0.1% 0.2% -0.3% 0.1% 3.9% -5.1%
Traffic Relative to Mar 2008

Monthly Growth in Traffic Since Mar 2008 ‐ Regions
5.0 4.5 4.0 3.5 3.0 2.5 2.0 1.5 1.0 Mar April May June July Aug Sept Oct Nov Dec Jan Feb Mar
Africa Asia Eastern Europe Latin America North America Australia & Oceania Western Europe

0.2% 0.0% 0.0% 0.3% -0.1% -0.1% 0.1% -0.2%

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.

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5

Worldwide Handset Data - March 2009
Requests:
Top Device Mfrs Nokia Apple Samsung Motorola SonyEricsson RIM LG Kyocera HTC Palm Other (1)

7,654,044,490
% of Requests 26.7% 22.1% 10.9% 9.2% 7.4% 3.9% 3.5% 2.4% 1.7% 1.0% 11.2% Share Chg % -3.6% 4.2% 1.1% -0.2% -1.5% 0.5% -0.1% 0.3% 0.1% -0.1% Top Handset Models Apple Apple Motorola Nokia Samsung RIM Nokia Motorola Kyocera Nokia RIM Nokia Motorola Nokia Nokia HTC Samsung Samsung Motorola Palm Total iPhone iPod Touch RAZR V3 N70 R450 BlackBerry 8300 3110c Z6m S1300 6300 BlackBerry 8100 N73 KRZR K1c N95 N80 Dream M800 R430 W385 Centro % of Requests 13.3% 8.8% 2.7% 2.1% 2.0% 1.7% 1.5% 1.4% 1.4% 1.2% 1.2% 1.0% 1.0% 1.0% 1.0% 1.0% 0.9% 0.9% 0.8% 0.8% 45.6% Share Chg % 2.1% 2.1% -0.2% -0.3% 0.7% 0.2% -0.1% -0.1% 0.4% -0.2% 0.1% -0.1% -0.1% -0.1% -0.2% 0.2% -0.1% 0.3% -0.2% -0.1%
Note: Above share % refers only to requests from Smartphones
37% 11% 36% 11% 5% 38%

Smartphone Traffic - Worldwide Smartphone Traffic Share
Smartphone Requests by Mfr: WW
3% 2% 1% 4%
Apple Nokia RIM HTC Palm Danger Samsung Other

34.2%

Smartphone Requests by OS: WW
2% 3% 3% 6% 38%
iPhone OS Symbian OS Symbian OS RIM OS Windows  Mobile OS Palm OS Android Hiptop 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 73.4% 61.6% 75.8% 67.4% Share % 22.6% 20.3% 22.3% 34.9%

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: HTC Dream and Samsung R430. (1) Includes unclassified impressions and other manufacturers with < 1% share.

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6

United States Handset Data - March 2009
Requests:
Top Device Mfrs Apple Samsung Motorola RIM LG Kyocera HTC Nokia Palm UTStarcom Danger Huawei ZTE SonyEricsson Other (1)

3,635,427,224
% of Requests 29.1% 17.6% 16.8% 7.5% 5.7% 4.9% 3.1% 2.6% 2.1% 1.3% 1.3% 1.3% 1.1% 1.0% 4.7% Share Chg % 2.1% 1.5% -1.6% 0.6% -0.5% 0.2% -0.1% -0.4% -0.4% -0.2% 0.2% -0.3% -0.1% -0.1% Top Handset Models Apple Apple Motorola Samsung RIM Motorola Kyocera RIM Motorola HTC Samsung Samsung Palm Motorola Danger LG Samsung iPhone iPod Touch RAZR V3 R450 BlackBerry 8300 Z6m S1300 BlackBerry 8100 KRZR K1c Dream R430 M800 Centro W385 Sidekick II CU920 R210 M328 K24 LX260 % of Requests 17.0% 12.1% 5.0% 4.2% 3.3% 3.0% 2.9% 2.3% 2.2% 2.0% 1.9% 1.8% 1.7% 1.6% 1.3% 1.3% 1.2% 1.1% 1.1% 1.0% 67.7% Share Chg % 0.6% 1.5% -0.8% 1.2% 0.2% -0.5% 0.6% 0.0% -0.5% 0.2% 0.5% -0.3% -0.3% -0.6% 0.2% 0.2% -0.1% -0.2% -0.3% -0.3%
Note: Above share % refers only to requests from Smartphones
22% 6% 11% 50%
Android Hiptop OS Symbian OS Windows  Mobile OS Palm OS

Smartphone Traffic - US Smartphone Traffic Share
Smartphone Requests by Mfr: US
4% 6% 9% 50% 9%
Apple RIM HTC Palm Danger Other

33.2%

22%

Smartphone Requests by OS: US
1% 6% 4%
RIM OS iPhone OS

.

Huawei Kyocera LG Total

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 58.2% 43.7% 65.8% 61.2% Share % 18.6% 20.0% 16.7% 44.7%

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.

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7

United States Handset Data
March 2009 Operator Handset Mix
Operator breakdown and visibility into manufacturer share by Operator.

Share of Requests by Operator and Manufacturer - US
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Other Palm Nokia HTC Kyocera LG RIM Motorola Samsung 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.

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8

India Handset Data - March 2009
Requests:
Top Device Mfrs Nokia SonyEricsson Samsung Motorola Other (1)

585,018,763
% of Requests 63.4% 11.8% 3.3% 2.2% 19.4% Share Chg % 1.2% -0.8% 0.0% -0.1% Top Handset Models Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia SonyEricsson Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia SonyEricsson Total 3110c N70 6233 N80 2626 6300 N73 6600 N72 W200i 6030 5300 5200 7610 6630 2600c 3500 Classic 7210 3230 K750i % of Requests 7.7% 6.1% 3.7% 3.4% 2.9% 2.8% 2.7% 2.5% 2.1% 2.0% 1.8% 1.6% 1.6% 1.5% 1.3% 1.3% 1.3% 1.2% 1.2% 1.0% 49.4% Share Chg % 0.4% -0.3% 0.0% -0.1% 0.4% 0.2% 0.0% -0.1% 0.1% -0.2% 0.1% 0.0% 0.0% 0.1% -0.1% 0.1% 0.1% 1.1% 0.0% 0.0%
Note: Above share % refers only to requests from Smartphones
95%
iPhone OS HTC

Smartphone Traffic - India Smartphone Traffic Share
Smartphone Requests by Mfr: India
1% 2% 2% 2%
Nokia

29.4%

Apple

Motorola

93%

Other

Smartphone Requests by OS: India
2% 2% 1%
Symbian OS

Windows  Mobile OS

Linux 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 81.7% 74.4% 82.7% 84.4% Share % 31.3% 27.7% 23.9% 17.1%

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 7210. • (1) Includes unclassified impressions and other manufacturers with < 1% share.

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9

India Handset Data
March 2009 Operator Handset Mix
Operator breakdown and visibility into manufacturer share by Operator.

Share of Requests by Operator and Manufacturer - 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.

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10

Indonesia Handset Data - March 2009
Requests:
Top Device Mfrs Nokia SonyEricsson Samsung Motorola Other
(1)

706,468,071
% of Requests 62.0% 27.9% 1.2% 1.1% 7.8% Share Chg % -1.9% 1.2% 0.0% -0.1% Top Handset Models Nokia Nokia Nokia Nokia Nokia Nokia Nokia SonyEricsson Nokia Nokia Nokia Nokia Nokia SonyEricsson SonyEricsson SonyEricsson Nokia Nokia Nokia SonyEricsson Total N70 6600 6300 3110c 7610 5300 N73 W200i 3230 5200 6120c 5310 2630 K310i K530i K550i 2600c 3500c 6030 K510 % of Requests 5.3% 3.5% 3.4% 2.8% 2.8% 2.7% 2.6% 2.6% 2.1% 1.8% 1.8% 1.8% 1.7% 1.5% 1.5% 1.5% 1.4% 1.4% 1.4% 1.4% 45.1% Share Chg % 0.0% 0.0% -0.1% 0.0% 0.0% -0.5% 0.3% 0.1% -0.1% -0.3% 0.0% -0.2% 0.0% 0.1% 0.1% 0.0% 0.1% -0.1% -0.2% 0.1%
Note: Above share % refers only to requests from Smartphones
98%
Windows Mobile  OS Symbian OS Symbian OS SonyEricsson

Smartphone Traffic - Indonesia Smartphone Traffic Share
Smartphone Requests by Mfr: Indonesia
2% 2% 1%
Nokia

30.3%

Lenovo

95%

Other

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 93.2% 83.4% 85.8% 92.9% Share % 34.4% 31.7% 29.4% 4.6%

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: SonyEricsson K510. • (1) Includes unclassified impressions and other manufacturers with < 1% share.

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11

Indonesia Handset Data
March 2009 Operator Handset Mix
Operator breakdown and visibility into manufacturer share by Operator.

Share of Requests by Operator and Manufacturer - Indonesia
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Other Oh Motorola Samsung SonyEricsson Nokia

Excelcomindo (XL) Indonesia

Satelindo (Indosat)  Indonesia

Telkomsel Indonesia

Natrindo Indonesia

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

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12

United Kingdom Handset Data - March 2009
Requests:
Top Device Mfrs Apple SonyEricsson Nokia Samsung LG RIM Other (1)

220,321,161
% of Requests 46.9% 15.6% 13.8% 7.4% 2.7% 1.6% 12.0% Share Chg % 13.2% -5.0% -4.1% -2.3% -0.9% 0.1% Top Handset Models Apple Apple Nokia SonyEricsson SonyEricsson SonyEricsson SonyEricsson Samsung Nokia SonyEricsson Nokia SonyEricsson Nokia Nokia SonyEricsson LG Sony Samsung Amoi SonyEricsson Total iPhone iPod Touch N95 K800i W910i W580i W810i G600 6300 C902 6500 Slide W880i N73 N96 C905 KU990 PSP E250 8512 W350i % of Requests 25.4% 21.6% 3.5% 2.5% 1.4% 1.2% 1.1% 1.1% 0.9% 0.8% 0.8% 0.8% 0.7% 0.7% 0.7% 0.7% 0.6% 0.6% 0.6% 0.6% 66.0% Share Chg % 6.0% 7.2% -1.1% -0.8% -0.4% -0.4% -0.4% -0.3% -0.3% -0.2% -0.3% -0.3% -0.2% -0.2% 0.0% -0.3% 0.2% -0.3% -0.4% -0.3%
Note: Above share % refers only to requests from Smartphones
67%
Windows  Mobile OS Android

Smartphone Traffic - UK Smartphone Traffic Share
Smartphone Requests by Mfr: UK
2% 2% 2%
Apple

37.2%

4%
Nokia

23%

RIM HTC

67%

SonyEricsson Other

Smartphone Requests by OS: UK
2% 2% 4%
iPhone OS

Symbian OS

25%
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 82.5% 83.1% 93.4% 43.2% Share % 5.7% 6.8% 29.9% 57.6%

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.

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13

United Kingdom Handset Data
March 2009 Operator Handset Mix
Operator breakdown and visibility into manufacturer share by Operator.

Share of Requests by Operator and Manufacturer - United Kingdom
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Other RIM LG Samsung Nokia SonyEricsson Apple

Three UK

O2 UK

T‐Mobile UK

Orange UK

Vodafone UK

Jersey Telecom GB

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

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14

Philippines Handset Data - March 2009
Requests:
Top Device Mfrs Nokia SonyEricsson Samsung Apple Sony Other
(1)

299,044,382
% of Requests 67.5% 8.7% 2.3% 2.3% 1.7% 17.4% Share Chg % 1.4% 0.6% 0.2% 0.5% 0.3% Top Handset Models Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Sony Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Total N70 3110c 2630 6070 2600c 6300 6020 3220 6600 6630 1680c PSP 5300 6120c N95 7360 5200 3510i 6680 7210 % of Requests 4.2% 3.8% 3.4% 3.3% 3.3% 2.8% 2.6% 2.1% 1.9% 1.9% 1.9% 1.7% 1.6% 1.5% 1.4% 1.4% 1.4% 1.4% 1.3% 1.3% 43.9% Share Chg % -0.3% 0.3% 0.2% 0.0% 0.3% 0.4% 0.0% -0.2% -0.2% -0.6% 0.3% 0.3% 0.2% 0.2% 0.1% 0.0% 0.1% -0.2% -0.2% 0.9%
Note: Above share % refers only to requests from Smartphones
92%
Windows  Mobile OS iPhone OS Apple

Smartphone Traffic - Philippines Smartphone Traffic Share
Smartphone Requests by Mfr: Philippines
3% 4% 5%
Nokia

22.8%

SonyEricsson

88%

Other

Smartphone Requests by OS: Philippines
3% 5%
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 88.1% 72.6% 80.5% 83.1% Share % 42.5% 20.0% 21.1% 16.4%

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 7210. • (1) Includes unclassified impressions and other manufacturers with < 1% share.

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15

Philippines Handset Data
March 2009 Operator Handset Mix
Operator breakdown and visibility into manufacturer share by Operator.

Share of Requests by Operator and Manufacturer - Philippines
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Other Sony S Apple Samsung SonyEricsson Nokia

Globe Telecom Philippines

Smart Communications Philippines

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

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16

South Africa Handset Data - March 2009
Requests:
Top Device Mfrs Nokia Samsung Motorola SonyEricsson LG Apple Other (1)

120,040,850
% of Requests 36.7% 33.5% 9.0% 9.0% 4.6% 1.0% 6.3% Share Chg % -0.7% 0.5% 0.6% -0.6% 0.8% 0.3% Top Handset Models Samsung Motorola Nokia Samsung Samsung Samsung Samsung Samsung Nokia Nokia LG Nokia LG Nokia Nokia Nokia Nokia Nokia Samsung Nokia Total E250 V360 N70 J750 M620 J700 D900i E370 6234 N73 KS360 6300 KG290 2760 5200 6110 N81 2630 L760 N80 % of Requests 10.1% 5.8% 3.9% 3.3% 2.1% 2.0% 2.0% 1.8% 1.6% 1.6% 1.5% 1.5% 1.4% 1.3% 1.2% 1.2% 1.1% 1.1% 1.0% 1.0% 46.4% Share Chg % -0.3% 0.5% -0.2% 0.0% 0.4% 0.3% 0.0% -0.2% 0.0% 0.0% 0.4% -0.1% 0.3% 0.0% -0.1% -0.1% 0.1% 0.0% -0.1% -0.1%
Note: Above share % refers only to requests from Smartphones
87%
RIM OS

Smartphone Traffic - South Africa Smartphone Traffic Share
Smartphone Requests by Mfr: SA
3% 3% 5%
Samsung HTC SonyEricsson RIM Other

18.7%

2% 3% 2%
Nokia Apple

82%

Smartphone Requests by OS: SA
2% 5% 6%
Windows  Mobile OS 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 85.5% 66.4% 80.7% 93.6% Share % 38.8% 22.3% 32.7% 6.2%

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Nokia N80. • (1) Includes unclassified impressions and other manufacturers with < 1% share.

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17

South Africa Handset Data
March 2009 Operator Handset Mix
Operator breakdown and visibility into manufacturer share by Operator.

Share of Requests by Operator and Manufacturer - South Africa
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Other Apple A l LG SonyEricsson Motorola Samsung Nokia

MTN South Africa

Vodacom South Africa

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

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18

AdMob Mobile Metrics Report
March 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 applications. 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 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.

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 metrics.admob.com.

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Stats:
views:29099
posted:4/23/2009
language:English
pages:19
Description: Market share of ad requests by mobile OS, devive, and geography from AdMob