Q1 2013

Device & Manufacturer Data Device & OS Mix Mobile Developer Trends Android Spotlight

#MobileMix

millennial medias

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Device & Manufacturer Data

Top 15 Manufacturers (all devices)
Ranked by Impressions CHART A
RANK
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Top 20 Mobile Phones

Ranked by Impressions CHART B
RANK
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19

MANUFACTURERS
Apple Samsung BlackBerry HTC LG Motorola Amazon SonyEricsson Nokia HUAWEI ZTE Asus Kyocera Sony Pantech

Q1 2013
36.87% 26.96% 6.47% 4.82% 4.52% 4.36% 2.19% 1.64% 1.39% 1.39% 1.07% 0.85% 0.60% 0.53% 0.51%

DEVICES
Apple iPhone Samsung Galaxy S BlackBerry Curve Samsung Galaxy 5 LG Optimus Samsung Galaxy Note Motorola Droid RAZR Samsung Galaxy Ace BlackBerry Bold HTC Evo BlackBerry Torch Samsung Galaxy Y Samsung Within HTC Desire Samsung Vibrant Galaxy S BlackBerry Bold Touch Samsung Galaxy Nexus Motorola Droid X HTC One X LG Motion

Q1 2013
20.41% 8.71% 3.26% 2.30% 1.89% 1.72% 1.31% 1.30% 1.15% 1.00% 0.88% 0.78% 0.69% 0.66% 0.64% 0.61% 0.57% 0.51% 0.48% 0.46%

TYPE
Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone

OS
iOS Android BlackBerry OS Android Android Android Android Android BlackBerry OS Android BlackBerry OS Android Android Android Android BlackBerry OS Android Android Android Android

Source: Millennial Media, Q1 2013.

Apple Remains Dominant

20

Apple was the top manufacturer on our platform in Q1 (Chart A). The Apple iPhone also continued to be the number one mobile phone on our platform in Q1 2013 (Chart B). Impressions from all models of the iPhone grew 28% from the previous quarter.

Source: Millennial Media, Q1 2013.

Samsung Rising

Top 5 Tablets on the Millennial Media Platform

By Impressions CHART C

Samsung remained the second largest manufacturer on our platform in Q1 2013 (Chart A), with impressions up 19% from the previous quarter. The Samsung Galaxy Note is the rst phablet (a smartphone with a screen size generally 5 to 8 inches in diagonal) to enter our Top 20 Mobile Phones. The Galaxy Note grew 67% through the quarter to become the sixth largest mobile phone on our platform (Chart B).

Amazon Hits Top Ten

Amazon rose to the number seven spot of the top manufacturers on our platform (Chart A), whose impressions grew 125% from the previous quarter. The growth of impressions from non-phone connected devices, such as tablets and e-readers, overall helped propel Amazon into the top ten.

Apple iPad*

Samsung Galaxy Tab*

Amazon Kindle Fire*

The Google Nexus 7 Tablet

Tablets are Key to Growth

GREW 126%
from the previous quarter to enter our Top 5 Tablets.

The Apple iPad was the tablet from which we saw the largest number of impressions on our platform in Q1 2013, followed by the Samsung Galaxy Tab, and the Amazon Kindle Fire (Chart C). Manufacturers with the leading tablets on our platform have also seen larger growth in overall impressions than those without a leading tablet device (Charts A & C).

Google Nexus Tablet

Asus Transformer Pad

* Ranked in the top 20 among all mobile devices

Source: Millennial Media, Q1 2013.

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Device & OS Mix

Device Mix
Q1 2013 Ranked by Impressions CHART D

OS Mix
CHART E

Ranked by Impressions CHART F

CHART G

5% 20% 70%

5%

Q1 2012

Q1 2013

1% 1% 7%

3% 1% 14% 52% 33%

Q1 2012

25%

75%

39%

49%

Smartphones Non-Phone Connected Devices Feature Phones

Android iOS BlackBerry OS Windows Symbian

Source: Millennial Media, Q1 2013 / Q1 2012.

Source: Millennial Media, Q1 2013 / Q1 2012.

Changing Device Mix

Smartphones accounted for 70% of total platform impressions in Q1 2013 (Chart D). While their percentage of overall platform impressions has decreased from the same quarter a year ago (Chart E), the volume of total smartphone impressions on our platform has increased. The mix of device impressions on our platform is changing to reect the growth in tablet and non-phone connected devices.

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Tablet Growth

Impressions from non-phone connected devices grew ve percentage points from the same quarter a year ago to account for 25% of total platform impressions in Q1 2013 (Charts D & E). The increased adoption of these devices has grown globally as more consumers add a second or third mobile device to their lives.

OS Mix Steady

Android was the largest operating system on our platform, growing four percentage points from the previous year to account for 52% of the total impressions on our platform (Charts F & G). iOS, which grew six percentage points from the same quarter a year ago (Chart G), was the second largest operating system on our platform (Chart F). The growth in impressions from both Android and iOS devices is growing market share at the expense of other operating systems.

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Device & OS Mix

Tablet OS Mix by Device
Ranked by Impressions CHART H

1% 26%

Android iOS BlackBerry OS

45% 54% 4% 7% 28%

35%

Samsung Galaxy Tab Amazon Kindle Fire Google Nexus 7 Asus Transformer Pad All Others

Source: Millennial Media, Q1 2013.

Q1 2010

Q1 2013

iOS Tablets Remain in the Lead

Impressions from tablet devices on our platform grew year-over-year as global adoption of these devices continued. 54% of the tablet impressions on our platform in Q1 came from the two iOS tablet devices (Chart H), the Apple iPad and the iPad mini. Over three-quarters of these tablets are running iOS 6.0 or higher.

A LOOK BACK...
Millennial Media has published over 75 Mobile Intelligence reports since 2009. The mix of operating systems has drastically shifted from our rst Mobile Mix report in Q1 2010.
Source: Millennial Media, Q1 2013 & Q1 2010.

6%

14% 70%

39% 7% 52%

Android Close, with Greater Diversity

Of the total tablet impressions on our platform, 45% were from a diverse mix of Android tablets (Chart H), including dozens of manufacturers and devices. Android tablet impressions on our platform have grown 96% from the same quarter a year ago. Of the Android tablet impressions on our platform, Samsung was the leading manufacturer and the Samsung Galaxy Tab was the largest device (35%), of which the 7-inch version saw the most impressions.

iOS BlackBerry OS Android

Asus: New Entrant

As shown in Chart C, the Asus Transformer Pad saw the fth largest amount of impressions on our total platform, and was the fourth largest Android tablet (Chart H). The Asus Transformer Pad, released in Q3 of 2012, is sold as a larger, 10-inch touch screen tablet with an attachable keyboard for typing.

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Mobile Developer Trends

Top 10 Application Categories
Ranked by Impressions CHART I Q1 2013
1 2 3 4 5 6 7 8 9 10

Music & Entertainment Category Mix

Ranked by Impressions CHART J

CATEGORIES
Games Music & Entertainment Communications Mobile Social Media Productivity & Tools News Books & Reference Dating Sports Weather

Q4 2012
1 2 4 3 5 6 7 9 8 10

4%

7% 51% 38%
Music & Radio Humor Photo & Video Personalization

Source: Millennial Media, Q1 2013 & Q4 2012. Source: Millennial Media, Q1 2013.

Games Still Going Strong

Games was the largest application category from which we saw impressions on our platform (Chart I), maintaining its position from the previous quarter. The mobile audience who plays mobile game applications is a large, diverse group that often belongs to multiple behavioral audiences, since gamers tend to be heavily engaged with their mobile device.

Music & Entertainment On the Go

Music & Entertainment maintained its number two position of the top application categories on our platform (Chart I). As shown in the breakout of Music & Entertainment applications on our platform (Chart J), the largest sub-categories, Music & Radio and Humor applications, have experienced growth with the increased popularity of streaming radio applications, and just-for-fun humor apps.

Sports Aiming High

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Sports applications were the ninth largest app category from which we saw impressions on our platform in Q1 (Chart I). In Europe, Sports channel impressions surged on days Premier League and UEFA Champions League games were played. Daily volumes in Sports applications were three times higher than average on these days.

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Seasonal Storms Draw Mobile Users

News and Weather were the number six and ten positions of the top application categories on our platform (Chart I). During the winter months of Q1, consumers used mobile to stay informed with real-time news and weather updates when snow storms threatened their area. During snow storm Nemo in New England, impressions from Weather applications grew 40% throughout the week. In March, when the UK experienced its worst snowfall in 30 years, News impressions soared 80% as mobile kept users up-to-date with breaking news on the storm and its impact.

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Android Spotlight

>1.5M
Android devices are being activated every day.
Source: Google, April 2013.

46% 96%
year-over-year. Impressions from Android tablet devices grew

of Android smartphone users have a 4G device.

Source: comScore MobiLens, March 2013, 3-month average.

46%
Source: Millennial Media, Q1 2013.

Android surpassed iOS in December 2010 to become the largest OS on our platform, growing to

Source: Millennial Media, Q1 2012 & Q1 2013.

of total platform impressions that year.

25%
of iPad owners also own an Android smartphone.
Source: comScore MobiLens, March 2013, 3-month average.

2X 60%
Source: comScore MobiLens, March 2013, 3-month average.

Impressions from Amazon devices on our platform grew

26%
of Android tablet impressions are from the Amazon Kindle Fire.
Source: Millennial Media, Q1 2013.

year-over-year.
Source: Millennial Media, Q1 2012 & Q1 2013.

56%
of Android users are over the age of 35.
Source: comScore MobiLens, March 2013, 3-month average.

56%
year-over-year.

Impressions from Samsung devices on our platform grew

of Android users have a HHI over $50k / year.

700K
Source: Google, October 2012.

There are approximately

apps in the Google Play store.

Source: Millennial Media, Q1 2012 & Q1 2013.

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About Millennial Media Millennial Media is the leading independent mobile advertising and data platform. Our technology, tools and services help app developers and mobile website publishers maximize their advertising revenue, acquire users and gain audience insights. Our platform also enables us to oer advertisers powerful Mobile Audience Solutions (MAS) that utilize our signicant scale, sophisticated targeting and uniquely engaging creative capabilities to deliver meaningful results.

About Millennial Medias Mobile Mix Millennial Medias Mobile Mix reports key advertising trends with a focus on mobile manufacturers, devices, operating systems, connected devices and more. Millennial Medias Mobile Mix is in complement to the Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.) report, which delivers monthly insights on advertising performance and engagement. Both reports are based on actual campaign and platform data from Millennial Media. As the leading independent mobile advertising and data platform, we are capable of reporting and analyzing data collected over tens of billions of monthly ad requests. Elevating and driving the whole mobile ecosystem forward is central to our company mission.

For questions about the data in this report, or for recommendations for future reports, please contact us at research@millennialmedia.com.

2013 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.

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