The September Mobile Mix report takes a closer look into mobile device, OS, application, and tablet trends over the second quarter of 2012. Additionally, this report features insights into the growth of Smartphone and Tablet devices and their impact on the mobile market.

1. SEPTEMBER 2012
Device & Manufacturer Data
Device & OS Mix
Mobile Developer Trends
Global Tablet Trends
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2. millennial media’s
T HE MOBILE DE VI C E I NDE X
September 2012
Device & Manufacturer Data
Top 15 Manufacturers (all devices) Top 20 Mobile Phones
Ranked by Impressions Ranked by Impressions
CHART A CHART B
RANK MANUFACTURERS Q2 2012 RANK DEVICES Q2 2012 TYPE OS
1 Apple 31.38% 1 Apple iPhone 15.84% Smartphone iOS
2 Samsung 21.97% 2 BlackBerry Curve 4.96% Smartphone BlackBerry OS
3 Research In Motion Ltd. 13.49% 3 Samsung Galaxy S 3.49% Smartphone Android
4 HTC 8.79% 4 BlackBerry Torch 3.00% Smartphone BlackBerry OS
5 Motorola 6.97% 5 BlackBerry Bold 2.97% Smartphone BlackBerry OS
6 LG 5.25% 6 Samsung Galaxy 5 2.91% Smartphone Android
7 Microsoft 3.31% 7 LG Optimus 2.41% Smartphone Android
8 Nokia 1.58% 8 Motorola Droid RAZR 2.05% Smartphone Android
9 HUAWEI 1.53% 9 Samsung Vibrant Galaxy S 1.70% Smartphone Android
10 Amazon 1.03% 10 HTC Desire 1.59% Smartphone Android
11 NTT DoCoMo 0.45% 11 Samsung Galaxy Ace 1.51% Smartphone Android
12 Acer 0.39% 12 BlackBerry Pearl 1.44% Smartphone BlackBerry OS
13 Kyocera 0.38% 13 HTC Evo 1.31% Smartphone Android
14 Pantech 0.20% 14 BlackBerry Bold Touch 1.18% Smartphone BlackBerry OS
15 KDDI 0.17% 15 HTC Droid Incredible 1.17% Smartphone Android
16 Samsung Droid Charge 0.91% Smartphone Android
Source: Millennial Media, Q2 2012.
17 Samsung Admire 0.90% Smartphone Android
18 Samsung Fascinate 0.90% Smartphone Android
Insights: 19 Motorola Droid X 0.77% Smartphone Android
20 Samsung Galaxy Mini 0.75% Smartphone Android
Apple continues to be the leading device manufacturer on our Source: Millennial Media, Q2 2012.
platform, representing 31% of the impression share (Chart A),
up from the previous quarter. Apple iPhone maintained its
position as the number one mobile phone on our platform
with nearly 16% of the impression share (Chart B).
Samsung represented 22% of impressions (Chart A),
maintaining the number two spot on our Top 15
DID YOU KNOW?
Manufacturers. Samsung’s total phone impressions showed Even though they are one of the leading
growth in Q2, with eight phones on the top 20 list for a mobile device manufacturers in the U.S.,
combined impression share of 13% (Chart B), almost double Samsung’s U.S. Smartphone sales represent
that of Q1. All Samsung phones rose in position compared to about only about 5% of the company’s
Q1, with a number of new entrants to the top 20 list, including global Smartphone sales.
the Samsung Galaxy 5 (i-550 Europa), available outside the Source: estimated from Business Insider chart, August 2012.
United States.
RIM was the third device manufacturer on our platform, with
13% of the impression share (Chart A). The same five BlackBerry
devices were in the Top 20 Mobile Phones, for a combined
impression share of 14% (Chart B).
HTC moved to the number four position on the Top 15 A LOOK BACK...
Manufacturers ranking (Chart A) for total device impression
share of 9%. In Q2, HTC had two phones on the Top 20 Mobile
iPHONE 4S RELEASE
Phones list for a combined impression share of 4% (Chart B). When the iPhone 4S was released in mid-October 2011,
impressions on our platform for this device grew 200% after one
Motorola moved to number five on the Top 15 Manufacturers week, and grew over 1800% after one full month of adoption. With
ranking in Q2 with 7% of the overall impressions (Chart A). Two the release of the iPhone 5 pending, it will be interesting to see how
Motorola devices held positions on the Top 20 Mobile Phones this new version stacks up against its predecessors.
ranking (Chart B).
Source: Millennial Media, 2012.
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3. millennial media’s
T HE MOBILE DE VI C E I NDE X
September 2012
Device & OS Mix
Device Mix – Q2 2012 Device Mix – Q2 2011
Ranked by Impressions Ranked by Impressions
CHART C CHART D
7%
FEATURE
PHONES 17%
FEATURE
19% PHONES
NONPHONE
CONNECTED
DEVICES 17%
NONPHONE
CONNECTED
66%
74% DEVICES
SMARTPHONES
SMARTPHONES
Source: Millennial Media, Q2 2012. Source: Millennial Media, Q2 2011
Smartphone data does not include what could be considered Smartphones running Smartphone data does not include what could be considered Smartphones running
proprietary Operating Systems, e.g. Samsung Instinct, LG Vu. proprietary Operating Systems, e.g. Samsung Instinct, LG Vu.
Insights: OS Mix
Ranked by Impressions
Smartphones led the Device Mix with 74% of impressions (Chart CHART E
C). Smartphone impressions as a percentage of all activity grew 4% 1%
from Q1 to Q2 2012, and the mix of overall Smartphone
impressions grew 8 percentage points from the same quarter a
year ago (Chart D).
15%
Android
The share of impressions from Non-Phone Mobile Devices grew 2 iOS
percentage points in Q2 2012 from the same quarter a year ago 46% BlackBerry OS
(Chart D). Windows
Symbian
Android led the OS Mix on our platform with 46% of the 34%
impressions (Chart E), largely driven by their increased market
share over the past year. 14 of the Top 20 Mobile Phones in Q2
were phones running an Android OS (Chart B). The increasing
number of Android-based devices, by different manufacturers, at a
range of price points helps increase adoption of these devices. Source: Millennial Media, Q2 2012.
iOS represented 34% of the OS Mix on our platform (Chart E),
growing slightly from the previous quarter. iOS devices continue to
be market leaders in their categories: mobile phones and tablets.
Travelers are using their Smartphones
DID YOU KNOW? and Connected Devices while away
to search for local content and stay
The majority of tablet owners are connected while on vacation. Travel
multi-platform users. 60% of iPad owners and grew 200% year-over-year on our
70% of Kindle Fire owners have a Smartphone platform in 2012. To learn more
or Feature Phone from another OS provider. download Millennial Media’s Travel
Source: comScore, June 2012.
S.M.A.R.T. report.
Visit www.millennialmedia.com/mobile-intelligence/smart-report
to download now.
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4. millennial media’s
T HE MOBILE DE VI C E I NDE X
September 2012
Mobile Developer Trends
Top 10 Mobile Application Categories
Ranked by Impressions
CHART F
CATEGORIES Q2 2012 Q1 2012
GAMES 1 1
MUSIC & ENTERTAINMENT 2 2
SCIENCE & TECHNOLOGY 3 —
MOBILE SOCIAL MEDIA 4 3
COMMUNICATIONS 5 4
WEATHER 6 9 Impressions from Science & Technology
NEWS 7 7 and Books & Reference apps were
SPORTS
BOOKS & REFERENCE
8
9 —
6
15X HIGHER
in Q2 over Q1
AUTOMOTIVE 10 —
Source: Millennial Media, Q2 2012.
Source: Millennial Media, Q2 2012.
Insights:
Gaming applications held the number one position on the
MOBILE INTEL SERIES:
Top Mobile Application Categories (Chart F). There are tens ENTERTAINMENT
of thousands of Game applications available, and with such
a large number of mobile gaming entertainment to choose
NOW AVAILABLE
from, Games appeal to a broad range of mobile device users.
The increased adoption of
Smartphones and Non-Phone
Science & Technology and Books & Reference applications
Connected Devices has changed how
both trended upwards in the Top Mobile Applications
consumers can access entertainment
Categories in Q2 (Chart F). The occurrence of year-end
content both in their homes and
school exams in the second quarter likely contributed to the
on-the-go. In Millennial Media’s
growth of these categories.
recently-released Mobile Intel Series:
Entertainment guide, findings show
Mobile Social Media was a Top Mobile Application Category
that the mobile audience is made up
on our platform in Q2 (Chart F). Within the category,
of consumers who are using their devices to:
yearbook, social sharing, and communications applications
were strong. This increase in impressions was likely due to
• Access movie information including viewing trailers & purchasing
the end of the school season as well.
tickets on-the-go
Music & Entertainment remained a Top Mobile Application • Check and watch TV content while engaging with mobile devices at
Category on our platform in Q2 (Chart F), with music players the same time
and downloads as the top apps in the category. TV guide • Purchase DVD, gaming, and digital content.
and channel lineup applications trended strong in Q2, when
end of season finales aired on primetime cable in May. Mobile entertainment users also over-indexed on Smartphone & Tablet
ownership. To learn more about how consumers are accessing entertainment
Weather applications gained on our platform in Q2 (Chart F) content on all of their devices and becoming multi-screen viewers, download
where both national, as well as local weather service apps Millennial Media’s newest Mobile Intel Series: Entertainment guide.
saw increased impressions. Weather apps have the unique
position of being relevant year round, and of interest to a Visit www.millennialmedia.com/mobile-intelligence/mobile-intel-series
broad range of mobile users, regardless of device. to download the free guide.
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5. millennial media’s
T HE MOBILE DE VI C E I NDE X
September 2012
Global Tablet Trends
Top 5 Tablets on the
Millennial Media Platform Demographic Profile of U.S. Tablet
By Impressions
CHART G
Users by Model
June 2012
CHART H
1 2 3
53% 47% 51% 49% 43% 57%
Apple iPad* Samsung Galaxy Tab* Amazon Kindle Fire*
4 5
iPad Android Tablet Kindle Fire
Source: comScore, August 2012.
Acer Iconia Motorola Xoom
* Ranked in the top 20 among all mobile devices
Source: Millennial Media, Q2 2012.
Insights: DID YOU KNOW?
The average selling price of
Apple iPad, Samsung Galaxy Tab, and the Amazon Kindle Fire tablets continues to decrease.
remained the top three tablets on the Millennial Media Research by Business Insider
platform (Chart G). These tablets also ranked among the top shows that the average price
20 mobile devices on our platform in Q2. The second half of of a tablet has come down
2012 should bring new tablet devices into the market, and it more than $350 since the first
will be interesting to see how the adoption of these new tablet, the Apple iPad, was
tablets affects the mobile device market. introduced in 2010.
Source: Business Insider, August 2012.
In Q2, Acer moved into the Top 5 Tablets on our platform
(Chart G). Acer released their third tablet, the Android-based
A700, at the end of the quarter. All three tablets in the Acer
Iconia series feature built-in full-size USB drives and MicroSD
card slots.
The Motorola Xoom was the number five tablet on our
platform in Q2 (Chart G), and has consistently been a Top 5
Tablet on our platform every month since Q2 2011.
On our platform, 95% of total tablet impressions were from a
Wi-Fi network, supporting the idea that most tablet owners
A LOOK BACK...
use their device at home or work where they have reliable Amazon Kindle Fire Launch
Wi-Fi connections.
When the Amazon Kindle Fire was released in November 2011 it showed
According to a comScore study, tablet users are relatively strong signs of consumer adoption; impressions from the device grew at
equally split between genders, age, and household income, an average daily rate of 19% in the first weeks after launch.
but Kindle Fire users tend to trend more female than other
Source: Millennial Media, 2012.
tablet device users (Chart H).
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6. millennial media’s
T H E MOBILE DE VI C E I NDE X
September 2012
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 offer advertisers significant 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 Media’s Mobile Mix™
Millennial Media’s Mobile Mix™ reports key advertising trends with a focus on mobile manufacturers, devices,
operating systems, connected devices and more. Millennial Media’s 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.
©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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