AdMob Mobile Metrics Report January 2009

AdMob Mobile Metrics Report AdMob serves ads for more than 6,000 mobile web sites and 400 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. January 2009 Find archived reports and sign up for future report notifications at www.admob.com/metrics. AdMob Mobile Metrics Report January 2009 New and Noteworthy * For this month's feature, we revisit mobile Internet usage over WiFi in the United States by examining the geographic distribution of WiFi usage throughout the country. The West and Northeast experienced heavier WiFi usage by population than the South and Midwest. California led the way with 18% of usage, followed by New York with 14%, and Texas with 8%. * This month we also feature Western Europe. Traffic from Western Europe increased 132% in the last 12 months to 550 million requests in January 2009. Growth was strong across France, Germany, Italy, and Spain. Over the last year, Apple devices have shown strong growth throughout Western Europe with the iPhone becoming the number one device by usage. However, Nokia still dominates the smartphone category with 11 of the top 15 devices. * Worldwide requests from Apple devices grew 28% month over month to 1.2 billion in January. Building on its strong December, iPod touch growth outpaced iPhone growth in top markets. The iPod touch now represents 40% of Apple requests, up from 20% in September 2008. * The Windows Mobile OS has 8% worldwide share of Smartphone requests, with 14% share in the US. The Samsung Blackjack II is the top Windows Mobile device worldwide and the Motorola Q9 is number three. Seven of the top ten Windows mobile devices are HTC devices including the Dash, Herald, and Titan. * The G1 (HTC Dream) was the number 18 device in the US with 0.9% share in December. Android has 3% Operating System Share in the US. * Worldwide requests increased 8% month over month to 6.8 billion, led by double digit growth in Western Europe and Asia. 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 400 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 d h i l l t d b th t f t i df ti l h d t i f l ti bil b d li ti d does not represent handset sales. t th d t l Contents Feature - US WiFi Mobile Internet Usage by Geography Feature - Western Europe Traffic, Manufacturers and 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 January 2009 Featured Section: US WiFi Mobile Internet Usage by Geography In the November 2008 Mobile Metrics report we highlighted the growing WiFi usage from Mobile Internet devices in the United States. This month we examine WiFi usage in the US by Market Area and Region. * Consumer usage of WiFi to access the mobile Internet is widespread across the US. The West and Northeast experienced heavier WiFi usage by population than the South and Midwest. * The states that generated the most WiFi traffic are California with 18 percent, New York with 14 percent, and Texas with eight percent. * 8% of total US requests are generated over WiFi , with the iPhone and iPod touch responsible for a majority of the traffic (see the November 2008 Report for more details). WiFi Usage by Top Market Area Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Notes (1) WiFi Usage by Region Mobile Region Population 23% 37% 18% 22% 100% (2) Indexed Difference +5 -7 +6 -4 Market Area New York Los Angeles State NY CA MD CA IL PA TX MA WA TX MI CA FL GA CO AZ PA CA MN NV Region Northeast West South West Midwest Northeast South Northeast West South Midwest West South South West West Northeast West Midwest West Share 12.3% 9.6% 4.0% 3.9% 3.6% 3.1% 3.0% 2.9% 1.7% 1.7% 1.6% 1.5% 1.5% 1.4% 1.4% 1.2% 1.1% 1.0% 1.0% 1.0% Region West South Northeast Midwest WiFi 28% 30% 24% 18% 100% Washington-Baltimore San Francisco Chicago Philadelphia Dallas-Fort Worth Boston Seattle Houston Detroit San Diego Miami-Fort Lauderdale Atlanta Denver Phoenix Pittsburgh Sacramento Minneapolis-St. Paul Las Vegas WiFi Usage by State January 2009 California New York Texas Pennsylvania Florida Illinois Maryland Ohio Massachusetts Michigan 4% 4% 3% 3% 3% 6% 6% 8% 14% 18% Market Area location is determined by the IP address of the request over the WiFi network and is only accurate to the Market Area level. (1) Market Areas include some surrounding cities. Regions defined at the state level according to US Census (http://en.wikipedia.org/wiki/Regions_of_the_United_States#Official_U.S._regions). (2) US Census data as of July 1, 2008 (http://www.census.gov/popest/states/NST-ann-est.html). Find previous reports and sign up for future report notifications at www.admob.com/metrics. 3 AdMob Mobile Metrics Report January 2009 Featured: Western Europe - Traffic, Manufacturers, and Devices We regularly field requests for deeper data on specific regions. This month, we provide traffic, manufacturer, and device data for Western Europe. Highlights * Traffic from Western Europe increased 132% in the last 12 months to 550 million requests in January 2009. Growth was strong across France, Germany, Italy, and Spain. * As new publishers have entered the AdMob network, requests have become more evenly distributed throughout Western Europe. The UK is now responsible for 46% of requests, down from 64% a year ago. * The iPhone is now the number one device by usage in Western Europe with 21% share of total requests. This strong share reflects dramatically higher mobile Web and application usage by consumers and AdMob's strength on this device. * In the UK, Sony Ericsson is the top manufacturer with 26% share of requests and five handsets in the Top 10. Detailed handset data for the UK can be found each month in the Top Countries section of the Metrics Report (see page 14). Western Europe T ffi Data by Country W t E Traffic D t b C t January 2008 Country United Kingdom Italy France Germany Spain Netherlands Ireland Sweden Switzerland Austria Other (1) Total Requests 253,737,396 66,685,627 57,559,930 34,229,173 22,213,662 15,979,149 14,541,190 14,229,206 12,393,569 11,805,419 46,618,320 549,992,641 % of Reqs 46.1% 12.1% 10.5% 6.2% 4.0% 2.9% 2.6% 2.6% 2.3% 2.1% 8.5% 100.0% Western Europe Request Growth 7.0 6.0 Requests Index to Feb 08 5.0 4.0 3.0 2.0 1.0 0.0 UK Italy France Germany Sweden Spain Netherlands Ireland Greece (1) Other includes Greece, Portugal, Belgium, Norway, and Denmark with greater than 5 million requests each. Find previous reports and sign up for future report notifications at www.admob.com/metrics. 4 AdMob Mobile Metrics Report January 2009 Featured: Western Europe - Traffic, Manufacturers and Devices We regularly field requests for deeper data on specific regions. This month, we provide traffic, manufacturer, and device data for Western Europe. Highlights * Apple leads with 31% share of overall requests in Western Europe in the AdMob Network. The iPhone and iPod touch are the top 2 devices with 21% and 10% share, respectively. * Nokia and Sony Ericsson are the number two and three manufacturers with 22% and 17% share, respectively. Sony Ericsson has five devices in the Top 15. * Nokia dominates the list of smartphones in the region with 11 of the top 15 models. Symbian has 39% OS share, dramatically higher than any other manufacturer sans Apple. * Windows Mobile has a 5% share of Western Europe with only one device, the Samsung i900, in the Top 15. * The Nokia N95 is popular throughout Western Europe and is a top 5 handset in the UK, Germany, Spain, Italy, and France. Western Europe Top Handsets Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Brand Apple Apple Nokia SonyEricsson Nokia SonyEricsson SonyEricsson Nokia SonyEricsson Samsung S Nokia LG Samsung SonyEricsson Samsung Model iPhone iPod Touch N95 K800i N70 W910i W580i N73 W810i F480 6300 KU990 G600 C902 E250 Western Europe Top Smartphones Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Brand Apple Nokia Nokia Nokia Nokia Nokia Nokia Nokia SonyEricsson Nokia N ki Nokia Nokia Nokia Samsung RIM Model iPhone N95 N70 N73 N80 6630 6120c N96 W910i N81 E65 N82 6680 i900 Blackberry 8100 Western Europe Handset Mfr Share January 2009 Western Europe OS Share January 2009 3% 5% 1% 3% 10% 14% 31% Apple Nokia SonyEricsson Samsung LG Motorola Other iPhone OS Symbian OS 39% 52% 17% 22% Windows Mobile  OS RIM OS Find previous reports and sign up for future notifications at www.admob.com/metrics. 5 Ad Requests by Geography - January 2009 Requests: Country United States Indonesia India United Kingdom Philippines South Africa Canada Romania Nigeria Saudi Arabia Other Countries (1) (2) Total Region North America Asia Western Europe Africa Eastern Europe Latin America Oceania Other Total (2) 6,792,162,447 Requests 2,947,907,701 1,103,254,870 451,102,391 253,737,396 192,903,228 123,198,113 96,129,695 93,849,327 83,948,854 76,394,648 1,369,736,224 6,792,162,447 Requests 3,085,954,505 2,306,803,879 549,992,641 360,872,339 183,126,216 129,946,649 62,075,457 113,390,761 6,792,162,447 % of Requests % Share Change 43.4% 16.2% 6.6% 3.7% 2.8% 1.8% 1.4% 1.4% 1.2% 1.1% 20.2% 100.0% % of Requests % Share Change 45.4% 34.0% 8.1% 5.3% 2.7% 1.9% 0.9% 1.7% 100.0% -2.0% 2.9% 0.7% -1.4% 0.0% 0.1% 0.0% -2.4% 3.1% Traffic Relative to Jan 2008 Monthly Growth in Traffic Since Jan 2008 ‐ Regions 5.0 4.5 4.0 3.5 3.0 2.5 2.0 1.5 1.0 Jan Feb Mar April May June July Aug Sept Oct Nov Dec Jan Africa Asia Eastern Europe Latin America North America Australia & Oceania Western Europe -0.4% 0.4% 0.2% -0.1% 0.3% 0.1% -1.2% 0.2% Notes • Month-over-month share change calculated as % of current month requests less percent of prior month requests. (1) Other includes 38 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 - January 2009 Requests: Top Device Mfrs Nokia Apple Motorola SonyEricsson Samsung LG RIM HTC Palm Kyocera Other (1) 6,792,162,447 % of Requests 30.1% 18.3% 9.9% 9.8% 9.6% 3.8% 3.1% 1.6% 1.3% 1.1% 11.3% Share Chg % 1.1% 2.9% -1.8% 0.3% -0.9% -0.3% -0.4% -0.2% -0.2% -0.3% Top Handset Models Apple Apple Motorola Nokia Motorola Nokia Nokia RIM Motorola Nokia Nokia Motorola RIM Nokia Nokia Palm Nokia Samsung Nokia Samsung Total iPhone iPod Touch RAZR V3 N70 Z6m 3110c 6300 BlackBerry 8300 KRZR K1c N73 N95 W385 BlackBerry 8100 N80 6600 Centro 5300 R450 6120c M800 % of Requests 11.0% 7.4% 3.0% 2.5% 1.5% 1.4% 1.4% 1.4% 1.3% 1.2% 1.2% 1.2% 1.1% 1.1% 1.0% 1.0% 0.9% 0.9% 0.8% 0.8% 42.0% Share Chg % 0.2% 2.7% -0.4% 0.1% -0.1% 0.0% 0.2% -0.2% 32% 9% 5% 43% Smartphone Traffic - Worldwide Smartphone Traffic Share Smartphone Requests by Mfr: WW 4% 2% 1% 4% Nokia Apple RIM HTC Palm Danger Samsung Other 33.5% -0.4% 0.1% 0.1% -0.2% -0.2% 0.1% 0.1% -0.2% 0.1% 0.0% 0.1% 0.0% 32% 9% 44% 8% Smartphone Requests by OS: WW 1% 1% Symbian OS 4% iPhone OS RIM OS Windows Mobile  OS Palm OS Hiptop OS Android 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 75.5% 64.1% 78.0% 70.8% Share % 22.3% 22.6% 24.5% 30.7% Notes • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Nokia 6120c. (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 - January 2009 Requests: Top Device Mfrs Apple Motorola Samsung LG RIM Nokia HTC Palm Kyocera SonyEricsson Huawei Danger UTStarcom Other (1) 2,947,907,701 % of Requests 29.1% 19.3% 15.2% 6.4% 6.3% 3.4% 3.2% 2.8% 2.6% 1.4% 1.2% 1.1% 1.1% 6.9% Share Chg % 5.9% -2.3% -1.3% -0.5% -0.1% -0.5% -0.2% -0.3% -0.6% -0.4% 0.4% -0.1% 0.0% Top Handset Models Apple Apple Motorola Motorola Motorola RIM Motorola RIM Palm Samsung Samsung Samsung Kyocera LG Samsung Danger Huawei iPhone iPod Touch RAZR V3 Z6m KRZR K1c BlackBerry 8300 W385 BlackBerry 8100 Centro R450 M800 R210 K24 LX260 R430 Sidekick II M328 Dream PSP CU720 % of Requests 16.8% 12.3% 5.9% 3.5% 3.0% 2.8% 2.6% 2.3% 2.3% 2.0% 1.8% 1.6% 1.5% 1.4% 1.2% 1.1% 1.0% 0.9% 0.9% 0.8% 65.7% Share Chg % 0.7% 5.2% -0.5% 0.1% -0.7% 0.0% -0.4% -0.3% -0.3% 0.1% 0.0% -0.3% -0.1% -0.2% -0.1% -0.1% 0.4% 19% 14% 51% Hiptop OS Android Symbian OS Smartphone Traffic - US Smartphone Traffic Share Smartphone Requests by Mfr: US 3% 2% 6% Apple RIM 32.9% 9% HTC 10% 51% Palm Danger Samsung Other 19% Smartphone Requests by OS: US 2% 3% 3% 8% iPhone OS RIM OS Windows Mobile  OS Palm OS . HTC Sony LG Total 0.1% 0.0% -0.1% 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 61.0% 46.1% 67.6% 60.4% Share % 16.7% 21.1% 17.8% 44.4% Notes • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Huawei M328. (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 January 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 Kyocera Palm HTC Nokia RIM LG Samsung Motorola Apple AT&T Wireless Metro PCS Sprint PCS USA T Mobile USA Verizon Wireless USA Notes • Other includes all manufacturers with greater than 2.0% share. Find previous reports and sign up for future report notifications at www.admob.com/metrics. 9 India Handset Data - January 2009 Requests: Top Device Mfrs Nokia SonyEricsson Samsung Motorola Other (1) 451,102,391 % of Requests 61.3% 12.6% 3.0% 2.3% 20.9% Share Chg % -1.0% -0.1% 0.2% -0.1% Top Handset Models Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia SonyEricsson Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia SonyEricsson Nokia Total N70 3110c 6233 N80 N73 6600 6300 N72 2626 W200i 3500c 6030 5300 5200 6630 7610 3230 6681 K750i 2600c % of Requests 6.8% 6.5% 3.8% 3.2% 3.0% 2.5% 2.5% 2.2% 2.1% 2.1% 2.0% 1.7% 1.7% 1.6% 1.4% 1.3% 1.2% 1.2% 1.1% 1.0% 48.6% Share Chg % -0.2% 0.2% -0.1% 0.0% -0.1% -0.2% 0.0% -0.1% -0.5% -0.1% -0.1% -0.4% -0.1% -0.2% -0.1% -0.1% -0.2% 0.3% 0.0% 0.0% Note: Above share % refers only to requests from Smartphones 95% Linux Smartphone  OS HTC Smartphone Traffic - India Smartphone Traffic Share Smartphone Requests by Mfr: India 1% 2% 1%3% Nokia 31.9% Motorola Apple 93% Other Smartphone Requests by OS: India 1% 2%2% Symbian OS Windows Mobile  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 79.7% 74.0% 85.7% 82.5% Share % 29.1% 28.5% 23.2% 19.2% 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 6681. • (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 January 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 Notes BSNL India Tata Indicom India Vodafone India Idea Cellular India • Other includes all manufacturers with greater than 1% share. Find previous reports and sign up for future report notifications at www.admob.com/metrics. 11 Indonesia Handset Data - January 2009 Requests: Top Device Mfrs Nokia SonyEricsson Motorola Samsung Other (1) 1,103,254,870 % of Requests 64.7% 26.4% 1.3% 1.1% 6.5% Share Chg % 1.4% -0.9% -0.2% -0.1% Top Handset Models Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia SonyEricsson Nokia Nokia Nokia Nokia Nokia Nokia SonyEricsson Nokia SonyEricsson SonyEricsson Nokia Total N70 6300 6600 5300 7610 3110c 3500c N73 W200i 3230 5200 5310 6120c N80 2630 K550i 6030 K530i K310i 6070 % of Requests 5.5% 3.6% 3.6% 3.4% 2.9% 2.8% 2.5% 2.4% 2.4% 2.3% 2.2% 2.0% 1.9% 1.7% 1.6% 1.5% 1.5% 1.5% 1.3% 1.3% 47.7% Share Chg % -0.1% 0.3% 0.0% 0.1% 0.0% 0.2% 0.2% 0.0% -0.1% -0.1% 0.1% 0.1% 0.1% 0.0% 0.1% -0.1% -0.1% 0.0% -0.1% 0.0% 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% 3% Nokia 31.6% 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 93.8% 85.5% 88.0% 94.1% Share % 33.1% 32.5% 30.2% 4.2% 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 6070. • (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 January 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 Samsung Motorola SonyEricsson Nokia Excelcomindo (XL) Indonesia Satelindo (Indosat)  Indonesia Telkomsel Indonesia Natrindo Indonesia Notes • Other includes all manufacturers with greater than 1% share. Find previous reports and sign up for future report notifications at www.admob.com/metrics. 13 United Kingdom Handset Data - January 2009 Requests: Top Device Mfrs SonyEricsson Apple Nokia Samsung LG Amoi RIM Motorola Other (1) 253,737,396 % of Requests 26.1% 23.7% 19.5% 12.7% 4.0% 1.9% 1.4% 1.2% 9.5% Share Chg % -0.5% 1.0% -1.1% 1.1% 0.2% 0.2% 0.0% -0.3% Top Handset Models Apple Apple Nokia SonyEricsson SonyEricsson SonyEricsson Samsung SonyEricsson SonyEricsson Amoi Nokia SonyEricsson Nokia LG Samsung SonyEricsson SonyEricsson Samsung Samsung Samsung Total iPhone iPod Touch N95 K800i W910i W580i G600 W810i C902 8512 6300 W880i 6500s KU990 E250 W200i W350i U900 J700 F480 % of Requests 12.5% 11.2% 5.4% 4.2% 2.2% 2.1% 1.8% 1.7% 1.5% 1.4% 1.4% 1.3% 1.3% 1.2% 1.1% 1.1% 1.0% 1.0% 0.9% 0.9% 55.0% Share Chg % -2.0% 3.0% -0.1% -0.5% 0.2% RIM Smartphone Traffic - UK Smartphone Traffic Share Smartphone Requests by Mfr: UK 3% 5% 3% 1% 2% Apple Nokia 27.9% -0.1% 0.2% -0.3% 0.2% 0.1% -0.1% -0.1% 0.1% 0.0% 0.0% -0.2% 0.2% 0.0% 0.2% 0.1% 44% 5% 42% 44% SonyEricsson HTC Samsung Other Smartphone Requests by OS: UK 1% 4% Symbian OS iPhone OS 46% RIM OS Windows Mobile  OS Android 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 78.0% 82.6% 90.0% 67.6% Share % 9.3% 12.3% 46.5% 31.9% Notes • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Samsung J700 and Samsung F480. • (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 January 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 Motorola RIM Amoi LG Samsung Nokia Apple SonyEricsson Three UK O2 UK T‐Mobile UK Orange UK Vodafone UK Jersey Telecom GB Notes • Other includes all manufacturers with greater than 1% share. Find previous reports and sign up for future report notifications at www.admob.com/metrics. 15 Philippines Handset Data - January 2009 Requests: Top Device Mfrs Nokia SonyEricsson Apple Samsung Sony Motorola Other (1) 192,903,228 % of Requests 64.6% 8.3% 2.1% 2.1% 1.5% 1.1% 20.3% Share Chg % -3.4% -0.1% 0.5% 0.4% 0.6% -0.4% Top Handset Models Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Sony Nokia Nokia Nokia Nokia Nokia Apple Nokia Nokia Total N70 6070 3110c 2630 6630 6020 2600c 3510i 3220 6300 6600 PSP 6680 N95 7360 6120c 5300 iPhone 3100 5200 % of Requests 4.6% 3.1% 2.9% 2.6% 2.6% 2.6% 2.5% 2.3% 2.3% 2.1% 2.0% 1.5% 1.5% 1.5% 1.4% 1.3% 1.3% 1.3% 1.2% 1.1% 41.6% Share Chg % -0.6% 0.1% -0.5% 0.2% -0.4% 0.0% 0.3% -0.5% 0.0% -0.2% -0.8% 0.6% -0.2% 0.3% 0.0% -0.2% -0.1% 0.2% -0.2% -0.1% 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 4% 4% 5% 25.9% Nokia SonyEricsson 87% Other Smartphone Requests by Mfr: 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 84.0% 67.3% 80.3% 79.1% Share % 40.9% 21.0% 17.9% 20.2% Notes • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Sony PSP. • (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 January 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 Motorola Sony Samsung Apple SonyEricsson Nokia Globe Telecom Philippines Smart Communications Philippines Notes • Other includes all manufacturers with greater than 1% share. Find previous reports and sign up for future report notifications at www.admob.com/metrics. 17 South Africa Handset Data - January 2009 Requests: Top Device Mfrs Nokia Samsung SonyEricsson Motorola LG Other (1) 123,198,113 % of Requests 37.4% 32.4% 9.7% 9.1% 3.7% 7.7% Share Chg % 0.8% 1.4% 0.2% -0.4% 0.3% Top Handset Models Samsung Motorola Nokia Samsung Samsung Samsung Samsung Nokia Nokia Nokia Samsung Nokia Nokia Nokia LG Nokia Nokia Samsung Nokia Samsung Total E250 V360 N70 J750 D900i E370 J700 N73 6234 6300 M620 5200 6110 2760 KG290 2630 6111 U700 N81 L760 % of Requests 10.4% 5.7% 4.3% 3.3% 2.1% 1.9% 1.8% 1.7% 1.6% 1.6% 1.4% 1.3% 1.3% 1.3% 1.2% 1.0% 1.0% 1.0% 1.0% 1.0% 45.9% Share Chg % 0.3% -0.2% 0.1% 0.1% 0.1% 0.0% 0.2% 0.0% -0.1% 0.1% 0.4% 0.0% 0.1% 0.0% 0.0% 0.1% 0.0% 0.0% 0.1% 0.1% Note: Above share % refers only to requests from Smartphones 90% RIM OS 87% RIM Smartphone Traffic - South Africa Smartphone Traffic Share Smartphone Requests by Mfr: SA 4% 3% 3% 2% 1% Nokia HTC Apple SonyEricsson Samsung 19.2% Smartphone Requests by OS: SA 3% 1% 6% Symbian OS Windows  Mobile 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 86.8% 68.7% 83.9% 93.0% Share % 37.9% 23.3% 32.5% 6.3% Notes • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Samsung L760, Nokia N81, and Nokia 2630. • (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 January 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 LG Motorola SonyEricsson Samsung Nokia MTN South Africa Vodacom South Africa Notes • Other includes all manufacturers with greater than 1% share. Find previous reports and sign up for future report notifications at www.admob.com/metrics. 19 AdMob Mobile Metrics Report January 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. Data Quality As part of our ongoing quality initiatives, AdMob implemented certain minimum thresholds to limit ads served in low performing inventory. These initiatives cause a slight decline in fill rate, or the percentage of requests for which we serve an ad. 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.