Admob Mobile Metrics Dec 08

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  • 1. Published on Procontent.Ru 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. December 2008 D b Find archived reports and sign up for future report notifications at www.admob.com/metrics. p gp p
  • 2. Published on Procontent.Ru AdMob Mobile Metrics Report December 2008 New and Noteworthy * For this month's feature, we look at the huge growth of the iPod Touch on our network. Amazingly, iPod Touch requests doubled overnight on Christmas and remained strong throughout the remainder of the month. In December, the iPod Touch generated 3.4 times more requests than in November. * This month we also look at smartphone Operating System share. Smartphones continue to increase as a percentage of our network traffic, led by the iPhone. Symbian is still the #1 OS worldwide with 41% share and retains more than 90% share in Africa and Asia; however, the iPhone is challenging it in Latin America and Europe. The iPhone OS has already surpassed the RIM OS and Windows Mobile combined. * In the US, the iPhone OS generated 48% of smartphone requests in December, up from only 9% in May. The RIM OS and Windows Mobile follow with 19% and 15% share, respectively. Only 2 full months after launch, Android has captured 2% OS share in the US. * Palm OS share was 9% in the US in December. Palm's share reached 20% in June with the success of the Palm Centro, but they have seen their share steadily decline since then. * Worldwide iPhone requests grew 86% month over month to 668 million in December, giving the iPhone a 10.8% share of total requests. * The G1 (HTC Dream) was the #20 device in the US with 0.8% share in December. G1 requests increased 46% month over month. * Worldwide requests increased 9% month over month to 6.3 billion, led by a 20% increase in North America. 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 or Operating System; it is a measure of relative mobile web and application usage and does not represent handset sales. Contents Feature - iPod Touch Growth Feature - Worldwide Smartphone Operating System Share Feature - US Smartphone Operating System Share 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
  • 3. Published on Procontent.Ru AdMob Mobile Metrics Report December 2008 Featured Section: A Merry Christmas for the iPod Touch iPod Touch requests on AdMob's network exploded on December 25th. The iPod Touch is a great example of a new line of devices that blur the line between a computer, a mobile phone, and a gaming platform that promise to change the way the mobile web is accessed. Highlights Monthly Worldwide iPod Touch Requests (in millions) * Requests from the iPod Touch increased 3.4 times from November to December. 350 iPod Touch requests increased from 18 million in July to 292 million in December. 292 300 * Worldwide iPod Touch traffic increased 2.4 times in the 7 days after Christmas 250 compared to the 7 days before. In the US and UK, requests were 2.7 and 3.2 times higher after Christmas. 200 150 * In December, 70% of iPod Touch requests were from the US. Other top markets include Canada, United Kingdom, Mexico, Germany, and France. 86 100 54 * The iPod Touch is now the #2 device in the AdMob network with 4.7% share. 50 27 18 15 Combined, the iPhone and iPod Touch represent 15.5% of all worldwide requests. 0 July Aug Sept Oct Nov Dec iPod Touch Requests by Country November December Monthly A Merry Christmas for the iPod Touch Country Requests Requests Increase 6.0 United States 55,245,340 203,045,892 3.7x Canada C 6,329,934 21,468,174 3.4x 5.0 Daily Request Index (Dec 1) United Kingdom 4,342,249 17,185,011 4.0x 4.0 Mexico 2,224,866 6,042,826 2.7x Germany 1,910,311 5,936,709 3.1x US 3.0 France 1,696,320 4,875,195 2.9x UK Australia A t li 1,169,070 1 169 070 3,718,632 3 718 632 3.2x 32 Canada 2.0 Korea 1,104,952 2,866,682 2.6x Japan 1,411,579 2,697,126 1.9x 1.0 Netherlands 594,318 1,570,702 2.6x Other Countries 1 0.0 10,351,306 22,421,800 -- 12/1 12/7 12/13 12/19 12/25 12/31 Total 86,380,245 86 380 245 291,828,749 291 828 749 3.4x 3 4x Notes AdMob serves ads on mobile web sites and applications. The iPod Touch accesses the mobile web and applications via WiFi. 1) Other Countries includes 43 countries with more than 100,000 iPod Touch requests in December. Find previous reports and sign up for future report notifications at www.admob.com/metrics. 3
  • 4. Published on Procontent.Ru AdMob Mobile Metrics Report December 2008 Featured Section: Smartphone Operating System Share Smartphones continue to increase as a percentage of AdMob's network traffic, led by the iPhone. In a market once dominated by Symbian, the iPhone OS is on its heels and has already surpassed the RIM OS and Windows Mobile combined. (1) Highlights * Smartphones generated 33% of total requests on AdMob's network in December, up from 22% in May. * Symbian is still the #1 OS worldwide with 41% share and retains more than 90% share in Africa and Asia; however, the iPhone is challenging it in Latin America and Europe. * The iPhone OS had 32% worldwide share in December, up from 6% in May. The dramatically higher usage of mobile data on the iPhone vs. other devices is responsible for the huge share increase. * The RIM OS and Windows Mobile lag Symbian and the iPhone OS with 10% and 9% share, respectively. A majority of RIM and Windows Mobile requests come from North America. In addition, each OS also has 11% share in Latin America. * The Palm OS has 4% worldwide share with more than 95% of its requests generated in North America. Worldwide Operating System Share Worldwide Operating System Share Operating System Share by Region Operating System Share by Region December 2008 December 2008 100% 2% 1% 90% 4% 80% 9% 70% Symbian Android A d id 60% iPhone Hiptop 41% 50% RIM 10% Palm Windows Windows 40% Palm RIM 30% Hiptop iPhone 20% Android Symbian S bi 10% 32% 0% Africa Asia Eastern  Latin  North  Oceania Western  Europe America America Europe Notes 1) Although it runs the iPhone OS, the Apple iPod Touch was not included in this analysis because AdMob's definition of a Smartphone is a phone that has an identifiable Operating System. The operating share data is based on the percentage of requests received from a particular operating system, not on the number of unique handsets with that operating system. Hiptop is the Danger Sidekick OS. Negligible share from the Linux OS is not shown above. Find previous reports and sign up for future report notifications at www.admob.com/metrics. 4
  • 5. Published on Procontent.Ru AdMob Mobile Metrics Report December 2008 Featured Section: US Smartphone Operating System Share Highlights * Smartphones generated 34% of total requests in the US in December, up from 20% in May. (1) * The iPhone OS generated 48% of smartphone requests in December. iPhone share has rapidly increased since the launch of the 3G iPhone and the Apple App Store in July. g p q py pp pp y * RIM OS and Windows Mobile have seen their share erode in 2008 and in December generated 19% and 15% share, respectively. The new RIM devices (the Bold, Storm, and Flip) are growing rapidly on a small subscriber base. * Palm OS share was 9% in December. Palm's share reached 20% in June with the success of the Palm Centro, but they have seen their share decline rapidly since then. * Hiptop, the OS on the Danger Sidekick II continues to hold steady with 4% share Hiptop II, share. * Only 2 full months after launch, Android has captured 2% OS share and is slightly ahead of Symbian in the US. US Operating System Share US Operating System Share December 2008 100% 2% 2% 90% 4% 80% 9% 70% Android Symbian 60% Hiptop iPhone Palm RIM 50% 15% Windows Windows 40% RIM Palm 48% iPhone 30% Hiptop Symbian Android 20% 10% 19% 0% May June July Aug Sept Oct Nov Dec Notes 1) Although it runs the iPhone OS the Apple iPod Touch was not included in this analysis because AdMob's definition of a Smartphone is a phone that has an identifiable Operating System OS, AdMob s System. The operating share data is based on the percentage of requests received from a particular operating system, not on the number of unique handsets with that operating system. Hiptop is the Danger Sidekick OS. Negligible share from the Linux OS is not shown above. Find previous reports and sign up for future report notifications at www.admob.com/metrics. 5
  • 6. Published on Procontent.Ru Ad Requests by Geography - December 2008 Requests: 6,290,653,484 Monthly Growth in Traffic Since Dec 2007 Country Requests % of Requests % Share Change United States 2,882,928,175 45.8% 3.8% 4.5 Indonesia 828,790,325 13.2% -3.0% 4.0 r 2007 India 439,975,265 7.0% -0.9% 3.5 35 ffic Relative to December United Ki d U it d Kingdom 212,247,941 212 247 941 3.4% 3 4% -0.9% 0 9% Africa Philippines 168,657,447 2.7% -0.1% Asia 3.0 Eastern Europe Nigeria 153,119,338 2.4% 0.2% Latin America 2.5 South Africa 123,215,031 2.0% -0.1% North America Australia & Oceania Romania 79,080,671 1.3% -0.3% 2.0 Western Europe Western Europe Traf Canada 72,354,923 1.2% 0.4% 1.5 Saudi Arabia 58,846,664 0.9% 0.1% Other Countries (1) (2) 1.0 1,271,437,704 20.2% Dec Jan Feb Mar April May June July Aug Sept Oct Nov Dec Total 6,290,653,484 100.0% Region Requests % of Requests % Share Change North America 2,986,389,516 47.5% 4.3% Asia 1,956,394,079 31.1% -3.7% Western Europe 468,022,196 7.4% -0.3% Africa 422,131,258 , , 6.7% -0.1% Eastern Europe 167,515,087 2.7% -0.1% Latin America 116,378,353 1.9% -0.1% Oceania 57,173,804 0.9% 0.1% (2) 116,649,191 1.9% Other Total 6,290,653,484 6 290 653 484 100.0% 100 0% Notes • Month-over-month share change calculated as % of current month requests less percent of prior month requests. (1) Other includes 39 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
  • 7. Published on Procontent.Ru Worldwide Handset Data - December 2008 Requests: 6,290,653,484 Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - Worldwide Nokia 29.0% -2.9% Apple iPhone 10.8% 4.4% Smartphone Traffic Share 33.4% Apple 15.5% 7.6% Apple iPod Touch 4.7% 3.2% Smartphone Requests by Mfr: WW Motorola 11.7% -1.0% Motorola RAZR V3 3.4% -0.3% 2% 1% 1% Nokia 2% 3% Samsung 10.5% 10 5% -0.3% 0 3% Nokia N70 2.4% 2 4% -0.3% 0 3% Apple 4% RIM SonyEricsson 9.5% -1.7% Motorola KRZR K1c 1.7% -0.2% 5% HTC 40% LG 4.1% -0.2% Motorola Z6m 1.6% 0.0% Palm 10% Danger RIM 3.5% -0.4% RIM BlackBerry 8300 1.5% -0.2% Samsung HTC 1.8% 0.0% Motorola W385 1.4% -0.2% SonyEricsson Motorola Kyocera 1.5% 1 5% -0.2% 0 2% Nokia 3110c 1.4% 1 4% 0.0% 0 0% 32% Other Palm 1.5% -0.1% RIM BlackBerry 8100 1.3% -0.2% Other (1) 11.4% Nokia 6300 1.3% -0.2% Smartphone Requests by OS: WW Palm Centro 1.2% -0.1% 2% 1% Symbian OS Nokia N73 1.2% -0.1% 4% 9% iPhone OS Nokia N ki N95 1.1% 1 1% -0.1% 0 1% RIM OS 41% Nokia N80 1.0% -0.1% 11% Windows OS Nokia 6600 0.9% -0.2% Palm OS Nokia 5300 0.9% -0.2% Hiptop OS 32% Samsung R450 0.9% 0.1% Android Samsung S M800 0.8% 0 8% 0.0% 0 0% Samsung R210 0.8% 0.1% Note: Above share % refers only to requests from Smartphones Total 100.0% Total 40.2% Handset Capabilities % Capable Supports Polyphonic Ringtones 74.4% Supports Streaming Video 60.4% Able to Download Video Clips 75.6% Supports WAP Push Messages 73.3% MMA Standard Screen Size Share % Small 24.5% Notes Medium 24.0% • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. Large 23.8% • New models in Top 20: Samsung R450, Samsung M800, and Samsung R210. X-Large 27.7% (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
  • 8. Published on Procontent.Ru United States Handset Data - December 2008 Requests: 2,882,928,175 Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - US Apple 23.3% 11.1% Apple iPhone 16.2% 6.3% Smartphone Traffic Share 33.5% Motorola 21.6% -3.5% Apple iPod Touch 7.1% 4.8% Smartphone Requests by Manufacturer: US Samsung 16.5% -1.2% Motorola RAZR V3 6.4% -1.1% 3% Apple 7% LG 6.9% 6 9% -0.9% 0 9% Motorola KRZR K1c 3.7% 3 7% -0.7% 0 7% 4% RIM RIM 6.4% -1.1% Motorola Z6m 3.4% -0.3% 9% HTC Nokia 4.0% -0.6% Motorola W385 3.0% -0.7% 48% Palm HTC 3.4% -0.3% RIM BlackBerry 8300 2.8% -0.5% 10% Danger Kyocera 3.2% -0.8% RIM BlackBerry 8100 2.5% -0.7% Samsung 19% Palm 3.1% 3 1% -0.6% 0 6% Palm Centro 2.5% 2 5% -0.4% 0 4% Other SonyEricsson 1.8% -0.2% Samsung R450 1.8% 0.1% Danger 1.3% -0.1% Samsung R210 1.8% 0.2% Smartphone Requests by OS: US UTStarcom 1.1% -0.1% Samsung M800 1.8% -0.1% 2% 2% iPhone OS (1) 7.7% LG LX260 1.7% -0.3% Other 4% RIM OS 9% Kyocera K K24 1.6% 1 6% -0.4% 0 4% Windows OS Samsung R430 1.4% -0.2% 48% Palm OS 16% Danger Sidekick II 1.3% -0.1% Hiptop OS Samsung R410 1.0% -0.2% Android 19% . Sony PSP 1.0% -0.1% Symbian OS LG CU720 0.9% 0 9% -0.1% 0 1% HTC Dream 0.8% 0.2% Note: Above share % refers only to requests from Smartphones Total 100.0% Total 62.4% Handset Capabilities % Capable Supports Polyphonic Ringtones 59.7% Supports Streaming Video 42.1% Able to Download Video Clips 65.3% Supports WAP Push Messages 65.8% MMA Standard Screen Size Share % Small 18.5% Notes Medium 23.9% • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. Large 18.9% • New models in Top 20: HTC Dream. X-Large 38.7% (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
  • 9. Published on Procontent.Ru United States Handset Data December 2008 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of R Sh f Requests by Operator and Manufacturer - US tbO t dM ft 100% 90% 80% Other 70% Palm Kyocera 60% HTC 50% Nokia RIM 40% LG Samsung 30% Motorola M l Apple 20% 10% 0% 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
  • 10. Published on Procontent.Ru India Handset Data - December 2008 Requests: 439,975,265 Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - India Nokia 62.3% -1.0% Nokia N70 7.0% -0.1% Smartphone Traffic Share 32.0% SonyEricsson 12.7% 0.3% Nokia 3110c 6.3% 0.4% Smartphone Requests by Manufacturer: India Samsung 2.7% -0.1% Nokia 6233 3.8% -0.1% 2% 1%3% 1% Nokia Motorola 2.4% 2 4% -0.1% 0 1% Nokia N80 3.2% 3 2% 0.1% 0 1% Other (1) 19.9% Nokia N73 3.0% 0.1% Motorola Nokia 6600 2.7% -0.2% HTC Nokia 2626 2.7% -0.2% Apple Nokia 6300 2.4% 0.1% 93% Nokia N72 2.3% 2 3% 0.0% 0 0% Other SonyEricsson W200i 2.2% 0.1% Nokia 3500c 2.0% 0.1% Smartphone Requests by OS: India Nokia 6030 2.0% -0.5% 1% 2% 2% Symbian OS Nokia 5300 1.7% -0.1% Nokia N ki 5200 1.7% 1 7% -0.1% 0 1% Windows Mobile  Nokia 6630 1.5% -0.1% OS Nokia 7610 1.4% -0.1% iPhone OS Nokia 3230 1.4% 0.0% Other SonyEricsson K750i 1.1% 0.1% 95% Nokia N ki 2600c 2600 1.0% 1 0% -0.1% 0 1% SonyEricsson W810i 0.9% 0.0% Note: Above share % refers only to requests from Smartphones Total 100.0% Total 50.3% Handset Capabilities % Capable Supports Polyphonic Ringtones 80.3% Supports Streaming Video 74.6% Able to Download Video Clips 85.0% Supports WAP Push Messages 82.8% MMA Standard Screen Size Share % Small 31.0% Notes Medium 28.6% • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. Large 22.6% • New models in Top 20: SonyEricsson W810i. X-Large 17.8% • (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
  • 11. Published on Procontent.Ru India Handset Data December 2008 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of R Sh f Requests b O t by Operator and M t d Manufacturer - India ft I di 100% 90% 80% 70% 60% Other Motorola 50% Samsung SonyEricsson 40% Nokia 30% 20% 10% 0% Airtel Cellular India BSNL India Tata Indicom India Vodafone India Idea Cellular India 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. 11
  • 12. Published on Procontent.Ru Indonesia Handset Data - December 2008 Requests: 828,790,325 Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - Indonesia Nokia 63.4% 0.3% Nokia N70 5.6% -0.2% Smartphone Traffic Share 31.7% SonyEricsson 27.3% -0.3% Nokia 6600 3.6% -0.1% Smartphone Requests by Mfr: Indonesia Motorola 1.4% -0.1% Nokia 6300 3.4% 0.0% 3% 2% Samsung 1.1% 1 1% 0.0% 0 0% Nokia 5300 3.3% 3 3% -0.2% 0 2% Nokia Other (1) 6.8% 0.1% Nokia 7610 2.9% -0.1% Nokia 3110c 2.7% 0.1% SonyEricsson Nokia N73 2.5% 0.0% Nokia 3230 2.5% -0.2% Other 95% SonyEricsson W200i 2.4% 2 4% 0.1% 0 1% Nokia 3500c 2.3% 0.1% Nokia 5200 2.1% -0.1% Smartphone Requests by OS: Indonesia Nokia 5310 1.9% 0.1% 2% <1% SonyEricsson K510i 1.8% -0.1% Symbian OS Nokia N ki 6120c 6120 1.8% 1 8% 0.0% 0 0% Nokia N80 1.7% -0.1% Windows Mobile  OS SonyEricsson K550i 1.6% 0.0% Nokia 6030 1.5% 0.0% Other Nokia 2630 1.5% 0.1% 98% SonyEricsson S Ei K530i 1.4% 1 4% 0.1% 0 1% SonyEricsson K310i 1.4% -0.1% Note: Above share % refers only to requests from Smartphones Total 100.0% Total 47.6% Handset Capabilities % Capable Supports Polyphonic Ringtones 94.1% Supports Streaming Video 83.9% Able to Download Video Clips 87.2% Supports WAP Push Messages 93.9% MMA Standard Screen Size Share % Small 34.2% Notes Medium 33.2% • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. Large 28.7% • New models in Top 20: None. X-Large 4.0% • (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
  • 13. Published on Procontent.Ru Indonesia Handset Data December 2008 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of R Sh f Requests b O t by Operator and M t d Manufacturer - I d ft Indonesia i 100% 90% 80% 70% 60% Other Samsung 50% Motorola SonyEricsson 40% Nokia 30% 20% 10% 0% 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
  • 14. Published on Procontent.Ru United Kingdom Handset Data - December 2008 Requests: 212,247,941 Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - UK SonyEricsson 26.6% -6.6% Apple iPhone 14.5% 7.9% Smartphone Traffic Share 31.1% Apple 22.7% 14.3% Apple iPod Touch 8.2% 6.4% Smartphone Requests by Manufacturer: UK Nokia 20.6% -4.1% Nokia N95 5.5% -2.0% 1% 2% 4% Apple 3% Samsung 11.6% 11 6% -3.1% 3 1% SonyEricsson K800i 4.6% 4 6% -1.9% 1 9% Nokia 5% LG 3.8% -0.4% SonyEricsson W580i 2.1% -0.2% RIM Amoi 1.7% -1.0% SonyEricsson W910i 2.1% -0.3% 46% SonyEricsson Motorola 1.5% 0.1% SonyEricsson W810i 2.0% -0.2% HTC RIM 1.4% 0.4% Samsung G600 1.6% -0.6% 39% Samsung Oth (1) 10.1% 10 1% Nokia 6300 1.5% 1 5% -0.2% 0 2% Other Other SonyEricsson W880i 1.5% -0.3% Amoi 8512 1.3% -0.9% Smartphone Requests by OS: UK SonyEricsson C902 1.3% -0.4% 4% LG KU990 1.2% 0.0% iPhone OS 5% Nokia N ki 6500s 6500 1.2% 1 2% -0.3% 0 3% Symbian OS SonyEricsson W200i 1.2% 0.0% 47% Samsung E250 1.1% -0.3% RIM OS 44% SonyEricsson K850i 1.0% -0.3% Windows Mobile  Samsung U900 0.9% 0.0% OS SonyEricsson S Ei W850i 0.9% 0 9% -0.3% 0 3% Nokia N73 0.9% -0.1% Note: Above share % refers only to requests from Smartphones Total 100.0% Total 54.4% Handset Capabilities % Capable Supports Polyphonic Ringtones 80.1% Supports Streaming Video 82.0% Able to Download Video Clips 90.5% Supports WAP Push Messages 67.9% MMA Standard Screen Size Share % Small 10.5% Notes Medium 13.5% • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. Large 45.4% • New models in Top 20: Samsung U900 and Nokia N73. X-Large 30.7% • (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
  • 15. Published on Procontent.Ru United Kingdom Handset Data December 2008 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of R Sh f Requests b O t by Operator and M t d Manufacturer - U it d Ki d ft United Kingdom 100% 90% 80% 70% Other RIM 60% Motorola Amoi 50% LG Samsung 40% Nokia Apple pp 30% SonyEricsson 20% 10% 0% 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
  • 16. Published on Procontent.Ru Philippines Handset Data - December 2008 Requests: 168,657,447 Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - Philippines Nokia 68.0% 1.5% Nokia N70 5.2% 0.3% Smartphone Traffic Share 27.3% SonyEricsson 8.4% -0.3% Nokia 3110c 3.4% 0.4% Smartphone Requests by Mfr: Indonesia Samsung 1.6% -0.1% Nokia 6630 3.0% 0.4% 4% 4% 4% Apple 1.6% 1 6% 0.0% 0 0% Nokia 6070 3.0% 3 0% -0.1% 0 1% Nokia Motorola 1.5% -0.5% Nokia 6600 2.8% 0.6% Apple (1) 18.9% Nokia 3510i 2.8% 0.0% Other Nokia 6020 2.6% -0.1% SonyEricsson Nokia 2630 2.5% -0.1% 88% Nokia 3220 2.3% 2 3% -0.2% 0 2% Other Oh Nokia 6300 2.3% -0.1% Nokia 2600c 2.2% 0.1% Smartphone Requests by OS: Indonesia Nokia 6680 1.6% 0.1% 2% 4% Nokia 6120c 1.5% -0.3% Symbian OS Nokia N ki 5300 1.5% 1 5% 0.1% 0 1% Nokia 3100 1.4% 0.0% iPhone OS Nokia 7360 1.4% 0.0% Nokia 5200 1.2% 0.1% Windows Mobile  OS 94% Nokia N95 1.2% -0.2% Apple Al iPhone iPh 1.1% 1 1% 0.1% 0 1% Nokia 2626 1.0% 0.1% Note: Above share % refers only to requests from Smartphones Total 100.0% Total 43.8% Handset Capabilities % Capable Supports Polyphonic Ringtones 85.4% Supports Streaming Video 68.1% Able to Download Video Clips 79.9% Supports WAP Push Messages 81.3% MMA Standard Screen Size Share % Small 42.9% Notes Medium 23.6% • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. Large 16.9% • New models in Top 20: Nokia 2626 and Apple iPhone. X-Large 16.6% • (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
  • 17. Published on Procontent.Ru Philippines Handset Data December 2008 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of R Sh f Requests b O t by Operator and M t d Manufacturer - Phili i ft Philippines 100% 90% 80% 70% Other 60% Motorola 50% Apple Samsung 40% SonyEricsson Nokia 30% 20% 10% 0% 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
  • 18. Published on Procontent.Ru South Africa Handset Data - December 2008 Requests: 123,215,031 Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - South Africa Nokia 36.6% -2.1% Samsung E250 10.0% -0.1% Smartphone Traffic Share 21.3% Samsung 30.9% -0.3% Motorola V360 5.9% -0.7% Smartphone Requests by Mfr: South Africa SonyEricsson 9.5% -1.2% Nokia N70 4.2% -0.3% 2% 3%2% 4% Nokia Motorola 9.5% 9 5% -1.0% 1 0% Samsung J750 3.2% 3 2% -0.2% 0 2% LG 3.4% 0.7% Samsung D900i 2.0% 0.1% HTC (1) 10.1% 3.8% Samsung E370 2.0% -0.2% Other SonyEricsson Nokia 6234 1.7% -0.2% Samsung Nokia N73 1.7% -0.2% 89% Samsung J700 1.6% 1 6% 0.3% 0 3% Apple Nokia 6300 1.5% -0.2% Nokia 5200 1.4% -0.2% Smartphone Requests by OS: South Africa Nokia 2760 1.3% 0.0% 2% Nokia 6110 1.2% -0.1% 6% Symbian OS LG KG290 1.1% 1 1% 0.1% 0 1% Nokia 6111 1.1% -0.1% Windows Mobile  OS Samsung M620 1.0% 0.5% Nokia E65 1.0% -0.1% iPhone OS 92% Samsung U700 1.0% -0.1% Nokia N ki 6085 1.0% 1 0% -0.1% 0 1% Motorola RAZR V3 1.0% 0.0% Note: Above share % refers only to requests from Smartphones Total 100.0% Total 44.7% Handset Capabilities % Capable Supports Polyphonic Ringtones 86.0% Supports Streaming Video 66.8% Able to Download Video Clips 84.7% Supports WAP Push Messages 90.5% MMA Standard Screen Size Share % Small 40.5% Notes Medium 23.6% • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. Large 30.6% • New models in Top 20: Samsung M620 and Motorola RAZR v3. X-Large 5.3% • (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
  • 19. Published on Procontent.Ru South Africa Handset Data December 2008 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of R Sh f Requests b O t by Operator and M t d Manufacturer - South Africa ft S th Af i 100% 90% 80% 70% Other 60% LG 50% Motorola SonyEricsson 40% Samsung Nokia 30% 20% 10% 0% 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
  • 20. Published on Procontent.Ru AdMob Mobile Metrics Report December 2008 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. pp pp p There is no standard industry definition of a smartphone. AdMob's defintion is based on Wikipedia: quot;A smartphone is a phone that runs complete operating system software providing a standardized interface and platform for application developersquot; (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 country- market. 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 quot;unclassifiedquot; and does not serve targeted ads to these requests unclassified 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.