A COMPREHENSIVE LOOK BACK AT MOBILE DEVICE TRENDS

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Manufacturer & Carrier 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

Manufacturers
Apple Samsung HTC Research In Motion Ltd. Motorola LG HUAWEI Nokia Sanyo Kyocera SonyEricsson Private Label ZTE Pantech Sony

2011
26.35% 16.80% 14.11% 12.84% 9.65% 6.14% 2.22% 1.64% 0.84% 0.74% 0.62% 0.51% 0.40% 0.30% 0.27%

2011

CHART B
Rank
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Manufacturers
Apple Samsung Motorola Research In Motion Ltd. HTC LG Nokia Sanyo Sony Kyocera SonyEricsson Palm HUAWEI Danger Pantech

2010
26.65% 16.57% 12.01% 11.60% 7.88% 5.31% 2.38% 1.66% 1.51% 1.39% 1.01% 1.00% 0.85% 0.52% 0.45%

2010

Source: Millennial Media, 2010-2011.

Insights:
Apple maintained its lead as the top device manufacturer on our platform in 2011, representing 26% of the Top 15 Manufacturers impression share (Chart A). Apples impression share as a device manufacturer was relatively at year-over-year; however the Apple iPad impressions grew substantially from 2010 to 2011. Samsung was the number two device manufacturer on our platform for two consecutive years, representing 17% of the Top 15 Manufacturers ranking in 2011 (Charts A & B). Though Samsungs impression share was also relatively at year-over-year, they maintained their market position by investing in their Smartphone and Tablet products to respond to changing consumer trends. By the end of 2011, Samsung had two Smartphones in the Top 10 and the number two Tablet on our platform. HTC experienced explosive growth in 2011 and moved to the number three spot on the Top 15 Manufacturers ranking, growing 79% year-over-year (Chart A). HTC established their brand in the marketplace with the launch of the HTC Droid Incredible in mid-2010, growing from a white label device manufacturer to the second largest Android device manufacturer on our platform in 2011. Wi-Fi grew 21% year-over-year and accounted for 27% of the Carrier Mix in 2011 (Chart C). The growth of Wi-Fi can be attributed to the growth of Connected Devices on our platform and the increased sophistication of Smartphones. As the capabilities of Smartphones increased, the use of Smartphones for larger bandwidth activities also increased, like streaming movies and music; resulting in Carriers requiring consumers to connect to Wi-Fi for these activities.

Carrier Mix
2% 1% 5% 6% 8% 9% 9% 14%

Ranked by Impressions CHART C

CHART D

2011

2% 2% 27% 6% 7% 10% 19% 10% 11% 13% 17% 22%

2010

Wi-Fi (Multiple Carriers) Verizon Sprint - Nextel T-Mobile AT&T

Metro PCS Other Cricket TracFone Boost Mobile

Source: Millennial Media, 2010-2011. Other includes Vodafone, Orange, TIM, Bell Canada, etc.

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Device Data
Top 20 Mobile Phones
Ranked by Impressions CHART A
Rank
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Devices
Apple iPhone BlackBerry Curve Motorola Droid LG Optimus BlackBerry Bold HTC Evo Samsung Galaxy S Motorola Droid X HTC Desire Samsung Epic Galaxy S BlackBerry Torch HTC Droid Incredible HUAWEI Ascend HTC G2 Touch Hero Samsung Nexus S Samsung Freeform BlackBerry Pearl Samsung Fascinate Motorola Milestone BlackBerry Storm

2011
14.67% 5.89% 2.85% 2.79% 2.79% 2.61% 2.45% 2.39% 2.11% 1.81% 1.69% 1.47% 1.16% 1.14% 1.09% 1.01% 0.82% 0.74% 0.69% 0.67%

Type
Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Feature Phone Smartphone Smartphone Smartphone Smartphone

OS
iOS

2011

CHART B
Rank
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Devices
Apple iPhone BlackBerry Curve Motorola Droid Samsung Freeform BlackBerry Bold Samsung Messager II HTC Magic Sanyo Incognito HTC Nexus One Passion BlackBerry Storm Samsung Vibrant Galaxy HTC G2 Touch Hero Motorola Cliq Motorola Clutch HTC Droid Incredible Samsung Smooth BlackBerry Tour Samsung Moment HTCG1 Dream Motorola Droid X

2010
15.76% 6.85% 6.12% 2.58% 2.10% 1.47% 1.38% 1.15% 1.08% 1.06% 1.00% 0.99% 0.96% 0.94% 0.83% 0.83% 0.78% 0.72% 0.72% 0.69%

Type
Smartphone Smartphone Smartphone Feature Phone Smartphone Smartphone Smartphone Feature Phone Smartphone Smartphone Smartphone Smartphone Smartphone Feature Phone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone

OS
iOS

2010

BlackBerry OS Android Android BlackBerry OS Android Android Android Android Android BlackBerry OS Android Android Android Android BREW BlackBerry OS Android Android BlackBerry OS

BlackBerry OS Android BREW BlackBerry OS Android Android Java Android BlackBerry OS Android Android Android Java Android Android BlackBerry OS Android Android Android

Source: Millennial Media, 2010-2011.

Insights:
Apple iPhone impression share declined 7% year-over-year yet maintained its position as the number one device on the Top 20 Mobile Phones ranking, with 15% of the impression share (Charts A & B). This decrease represents the increased competition and fragmentation in the Smartphone market over the past year; however, no other device has been able to achieve the same level of market share that is still enjoyed by the Apple iPhone. Samsung had four phones on the Top 20 Mobile Phones list in 2011, with a combined impression share of 7% (Chart A). The Samsung Freeform was the number one Samsung device in 2010 and it fell twelve spots year-over-year to the number sixteen position in 2011 (Chart A & B). This illustrates the rapid decline of Feature Phones which occurred in the past year. HTC also had four phones on the Top 20 Mobile Phones list in 2011 (Chart A). The combined impression share of HTC devices in the Top 20 Mobile Phones list grew 38% year-over-year, accounting for 7% in 2011 (Charts A & B). HTC launched several new devices in 2010 and 2011, with the HTC Evo and the HTC Desire both making it to the Top 10 of the Top 20 Mobile Phones list in 2011 (Chart A). Touch Screen as a Device Input Method grew 25% year-over-year and represented 57% of the Device Input Mix in 2011 (Chart A). This increase can be attributed to almost all new devices launched using Touch Screen as an Input Method, in response to changing consumer trends.

Device Input Mix

Ranked by Impressions CHART C CHART D

2011
12% 13% 57% 18%

2010
13% 15% 46%

26%

Touch Screen Touch & QWERTY QWERTY Keypad

Source: Millennial Media, 2010-2011.

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Device OS Mix
OS Mix including Smartphones & Other Connected Devices
Ranked by Impressions CHART A

2%1%1%

CHART B

3% 2% 6%
2010

2011

16% 47%

18%

41%

33% 30%

Source: Millennial Media, 2010-2011. Other includes webOS, Danger, Nokia OS, Palm OS.

Android

iOS

RIM

Windows

Symbian

Other

Insights:
In 2011, Android led the OS Mix on our platform with 47% of the impressions, a 57% increase year-over-year (Chart A). Android was the fastest growing OS on our platform in 2011 and overtook iOS as the leading OS at the end of 2010. iOS was the second largest OS on our platform with 33% of the impression share in 2011 (Chart A). While there have been several Android Smartphones that have started to compete with the Apple iPhone, iOS still enjoys a comfortable lead as the top Connected Device OS on our platform. The Apple iPad has been the number one tablet on our platform since its debut in early 2010, with Samsung Galaxy Tab in second place with a little more than half the impression share of the Apple iPad. Smartphones led the Connected Device Mix for the past two years, increasing 68% year-over-year (Charts C & D). This growth can be attributed to the signicant decline in Feature Phones year-over-year, as consumers upgraded their devices with the variety of new Smartphones that entered the market. Other Connected Devices grew 10% and represented 15% of the impressions of the Connected Device Mix (Chart C). This growth is largely tied to the increase of the Apple iPad but can also be attributed in part to other new tablets entering the market.

Connected Device Mix

Ranked by Impressions CHART C CHART D

2011

2010

15% 17%

14% 55%

68%

31%

Smartphones Feature Phones Other Connected Devices

Source: Millennial Media, 2010-2011.

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Mobile Developer Trends

Top Mobile Application Categories
Ranked by Impressions CHART A 2011 1 2 3 4 5 6 7 8 9 10 2010 2 3 1 4 8 7 5 CATEGORIES GAMES MUSIC & ENTERTAINMENT SOCIAL NETWORKING COMMUNICATIONS NEWS SPORTS WEATHER PRODUCTIVITY & TOOLS HEALTH & FITNESS TRAVEL & LOCAL

Global Developer Quick Stats

CHART B

175% 504% >7,000 >28,000

Source: Millennial Media, 2010-2011.

GROWTH IN NON U.S. IMPRESSIONS YEAR OVER YEAR GROWTH IN ANDROID IMPRESSIONS YEAR OVER YEAR NUMBER OF DEVICE TYPES & MODELS ON OUR PLATFORM NUMBER OF APPS ENABLED TO RECEIVE ADS ON OUR PLATFORM

Source: Millennial Media, 2010-2011.

Insights:
Gaming applications moved into the number one spot on the Top Mobile Application Categories in 2011, growing 16% year-over-year (Chart A). Popular gaming developers like Zynga and Rovio heavily contributed to the continued growth of gaming applications in 2011. Music & Entertainment applications moved to the number two position on the Top Mobile Application Categories in 2011 (Chart A). With the increased sophistication of Smartphones and the larger viewing screens of tablet devices, Music & Entertainment applications doubled their impression share year-over-year, as consumers started using their mobile devices for entertainment. News moved up ve spots on the Top Mobile Application Categories and grew 66% year-over-year (Chart A). In 2011, there was a signicant increase in local news stations creating branded applications and driving mobile users to their applications by promoting their localized content. Health & Fitness moved to the number nine position on the Top Mobile Application Categories in 2011 from outside the Top 10, more than tripling its impression share year-over-year (Chart A). Exercise and Diet applications experienced the highest growth within the category in 2011. This demonstrates the increased usage of mobile as a utility device as mobile users track their daily exercise and food consumption.

MOBILE ADVERTISING BEST PRACTICES FOR APP DEVELOPERS

As in-app advertising becomes central to a mobile app developers monetization strategy, its important to understand how to make the most of this growing opportunity. Developers should consider the following best practices to maximize the revenue they earn through advertising: Integrate all types of ads This includes banners and rich media, but also interactive video ads that can dramatically boost eCPMs. Provide available metadata Metadata includes age, zip code, latitude/longitude, etc. This is data that users have agreed to share with your application, and have given you permission to share with us. Integrate the latest SDKs To access all of the available revenue-generating technology and capabilities desired by top brand advertisers.

Mobile application developers can visit developer.millennialmedia.com to learn more.

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Tablet Spotlight
2011 Tablet Launches
CHART A

Motorola Xoom FEBRUARY 2011

Apple iPad 2 MARCH 2011

HTC Flyer MAY 2011

HP Touchpad JULY 2011

Amazon Kindle Fire NOVEMBER 2011

Dell Streak 7 FEBRUARY 2011

BlackBerry Playbook APRIL 2011

Galaxy Tab 10.2 JUNE 2011

Sony Tablet D AUGUST 2011

Source: Washington Post, CNN Money, Amazon, PC World, InfoSync, Android Community, 2011.

Insights:
In 2011, over a dozen new tablet devices entered the market, along with new versions of the two leading tablet devices, the Apple iPad and the Samsung Galaxy Tab (Chart A). In November 2011, the Kindle Fire entered the market as the rst signicant contender to the leading tablet, the Apple iPad. Within the rst few weeks of launch, the Kindle Fire grew at an average daily rate of 19%, slightly outpacing the growth of the original Apple iPad at its launch. In 2011, IHS iSuppli reported that the number of Tablet shipments more than tripled year-over-year (Chart B). The tablet market is expected to continue to grow, doubling year-over-year for the next four years.

Tablet Shipments Worldwide

Millions of Units CHART B 300 250 200 150 100

287.2

64.7 17.4
2010 2011 2015

In November, mCommerce was utilized as a Post-Click action in 68% of all Telecom campaigns. To see our Telecom Spotlight or to learn more about mobile advertising trends, download Millennial Medias November S.M.A.R.T. Report. Visit www.millennialmedia.com/mobile-intelligence/smart-report/ to download now.

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Source: IHS iSuppli as cited in press release, December 2, 2011.

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About Millennial Media Millennial Media is the leading independent mobile advertising platform company. Our technology, tools and services help app developers and mobile website publishers to maximize their advertising revenue, acquire users for their apps and gain insight about their users. We oer advertisers signicant audience reach, sophisticated targeting capabilities and the ability to deliver rich and engaging ad experiences to consumers on their mobile connected devices. Visit www.millennialmedia.com for more information.

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 uniquely 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.

2012 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.

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