AdMob Mobile Metrics Report - April 2010

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AdMob stores and analyzes data from each ad request to serve the most relevant ad possible. AdMob Mobile Metrics offers a snapshot of this data to provide insight into trends in the mobile ecosystem. …

AdMob stores and analyzes data from each ad request to serve the most relevant ad possible. AdMob Mobile Metrics offers a snapshot of this data to provide insight into trends in the mobile ecosystem.

Our April 2010 report compares unique devices running the Android and iPhone Operating Systems (OS) in our network.

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  • 1. AdMob Mobile Metrics Report AdMob serves ads for more than 23,000 mobile websites and 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 its network. This monthly report offers a snapshot of its data to provide insight into trends in the mobile ecosystem. April 2010 Find archived reports and sign up for future report notifications at metrics.admob.com.
  • 2. AdMob Mobile Metrics Report April 2010 New and Noteworthy For this month's report, we examined the geographic distribution of unique iPhone and Android devices and compare unique device numbers in the AdMob network. Please visit our blog for more commentary on how to interpret these results: metrics.admob.com. * The majority of unique iPhone OS devices were located in North America (49%) and Western Europe (28%). The top five countries with the most unique iPhone OS devices in April 2010 were the United States (44%), United Kingdom (9%), France (6%), Canada (5%) and Japan (4%). * 75% of unique Android devices were located in North America in April 2010, followed by Asia (12%) and Western Europe (11%). The United States had the most unique Android OS devices (75%), followed by China (8%), the UK (3%), France (2%) and Germany (2%). * In the US there was a 2 to 1 ratio of iPhone OS devices to Android OS devices. Worldwide the ratio of iPhone OS devices to Android devices was 3.5 to 1. * In AdMob’s network there were 8.7 million unique Android OS devices and 10.7 million unique iPhones in the United States in April 2010. When non-phone devices running the iPhone OS – the iPod touch and iPad – are included the number of unique devices jumps to 18.3 million in the US. * In AdMob’s network there were 11.6 million unique Android OS devices and 27.4 million unique iPhones worldwide in April 2010. When non-phone devices running the iPhone OS – the iPod touch and iPad – are included the number of unique devices jumps to 40.8 million worldwide. * 2 new Android devices, the Sony Ericsson X10i and HTC Desire, entered the top 10 smartphones in the United Kingdom in April 2010. * AdMob overall worldwide traffic for April 2010 increased 8% month over month to 18.0 billion. * Visit our metrics blog at metrics.admob.com for more commentary on the Mobile Metrics Report or to sign up for future reports. AdMob publishes the Mobile Metrics Report to provide a measure of mobile Web and application usage from our network of more than 23,000 mobile websites and applications. AdMob 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 does not represent handset sales. Please visit this blog post for more information on how to interpret the Metrics report: http://metrics.admob.com/2009/10/placing-admob-metrics-in-context/. Contents Feature Section - Android and iPhone Platform Geographic Distribution Feature Section - Android and iPhone Platform Unique Devices Ad Request by Geography Worldwide: Handset Data United States: Handset Data United Kingdom: Handset Data Indonesia: Handset Data Philippines: Handset Data India: Handset Data South Africa: Handset Data Methodology Find previous reports and sign up for future report notifications at metrics.admob.com. 2
  • 3. AdMob Mobile Metrics Report April 2010 Featured: Android and iPhone Platform Geographic Distribution For this month's report, we looked at the distribution of unique iPhone OS (1) and Android OS devices in the AdMob network. The chart on the left represents the breakout of unique iPhone OS devices by region in April 2010, while the chart on the right examines unique Android devices by region. * The majority of unique iPhone OS devices were located in North America (49%) and Western Europe (28%). The top five countries with the most unique iPhone OS devices in April 2010 were the United States (44%), United Kingdom (9%), France (6%), Canada (5%) and Japan (4%). * Over the past 12 months, the iPhone platform has grown faster internationally than in North America. The iPhone OS experienced its strongest growth in the past year in Asia (474%), Oceania(2) (367%) and Western Europe (269%). * 75% of unique Android devices were located in North America in April 2010, followed by Asia (12%) and Western Europe (11%). The United States was the leading country (75%) in unique devices on the Android platform, followed by China (8%), the UK (3%), France (2%) and Germany (2%). * China had the second greatest number of unique Android devices in the AdMob network. The top three Android devices in China were the HTC Hero, HTC Magic and HTC Dream. There were more Android devices than iPhones in China in April 2010. iPhone OS Unique Device Distribution by Region, Android OS Unique Device Distribution by Region, April 2010, AdMob network April 2010, AdMob network 3% 2% <1% 1% 1% <1% <1% 4% 11% 14% North America North America Western Europe 12% Asia Asia Western Europe 49% Oceania Eastern Europe Latin America Latin America Eastern Europe Oceania Africa Africa 28% 75% Notes (1) iPhone OS devices include the iPhone, iPod touch and iPad. (2) Oceania is defined by Australia, New Zealand and several islands in the Pacific Ocean. • The data in this feature section is based on the number of unique devices, not ad requests. A unique device represents a device that has seen at least 1 ad request in the AdMob network in a given month. Find previous reports and sign up for future report notifications at metrics.admob.com. 3
  • 4. AdMob Mobile Metrics Report April 2010 Featured: Android and iPhone Platform Unique Devices Although Android has a notable presence in the US, the iPhone platform has a much larger global reach. The chart below examines the relative base of US and worldwide unique devices on these two platforms in the AdMob network in April 2010. Please visit our blog for our thoughts on interpreting our unique user statistics: metrics.admob.com. * In the US there was a 2 to 1 ratio of iPhone OS devices to Android OS devices. Worldwide the ratio of iPhone OS devices to Android devices was 3.5 to 1. * In AdMob’s network there were 8.7 million unique Android OS devices and 10.7 million unique iPhones in the United States in April 2010. When non-phone devices running the iPhone OS – the iPod touch and iPad – are included the number of unique devices jumps to 18.3 million in the US. * In AdMob’s network there were 11.6 million unique Android OS devices and 27.4 million unique iPhones worldwide in April 2010. When non-phone devices running the iPhone OS – the iPod touch and iPad – are included the number of unique devices jumps to 40.8 million worldwide. Android and iPhone Unique Devices, April 2010, AdMob network United States Worldwide 45 40.8 40 Unique Devices in Millions 35 30 27.4 25 20 18.3 15 11.6 10.7 10 8.7 5 0 Android iPhone iPhone + iPad Android iPhone iPhone + iPad + iPod touch + iPod touch Notes • The data in this feature section is based on the number of unique devices, not ad requests. A unique device represents a device that has seen at least 1 ad request in the AdMob network in a given month. • Apple noted last month that they have shipped over 85 million iPhone OS devices worldwide (50 million iPhones + 35 million iPod touch devices): http://techcrunch.com/2010/04/08/apple-has-sold-450000-ipads-50- million-iphones-to-date/ • At its recent developer conference, Google announced that 100,000 Android devices are activated each day: http://gigaom.com/2010/05/24/android-vs-chrome-os/ Find previous reports and sign up for future report notifications at metrics.admob.com. 4
  • 5. Ad Requests by Geography - April 2010 Requests: 18,013,789,836 Country Requests % of Requests % Share Change Monthly Growth in Traffic Since Apr 2008 - Regions Oct 2009 United States 7,489,183,337 41.6% -4.4% 3.5 5.0 India 1,705,752,157 9.5% 2.1% 4.5 Indonesia 792,762,749 4.4% 0.0% 3.0 Apr 2009 Traffic Relative to Oct 2008 4.0 United Kingdom 585,487,190 3.3% -0.5% North America Africa 3.5 2.5 AsiaAsia Canada 440,661,500 2.4% -0.9% Western Europe Eastern Europe 3.0 France 357,828,344 2.0% -0.1% Africa Latin America 2.0 2.5 Latin America North America Mexico 357,012,217 2.0% 0.3% Eastern Europe Australia & Oceania China 333,671,744 1.9% 0.1% 2.0 Oceania Western Europe 1.5 Japan 327,072,385 1.8% 0.0% 1.5 Australia 252,697,001 1.4% 0.1% 1.0 (1) (2) Other Countries 5,371,661,212 29.8% Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr Oct Nov Dec Jan Feb Mar April May June June Aug Sept Oct Total 18,013,789,836 100.0% Region Requests % of Requests % Share Change North America 7,930,448,811 44.0% -5.2% Asia 5,177,148,057 28.7% 3.6% Western Europe 1,752,220,853 9.7% -1.2% Africa 1,236,355,130 6.9% 1.6% Latin America 853,270,711 4.7% 0.6% Eastern Europe 403,343,594 2.2% 0.1% Oceania(3) 280,959,103 1.6% 0.1% (2) Other 380,043,577 2.1% Total 18,013,789,836 100.0% Notes • Month-over-month share change calculated as % of current month requests less percent of prior month requests. (1) Other includes 95 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. (3) Oceania is defined by Australia, New Zealand and several islands in the Pacific Ocean. Find previous reports and sign up for future report notifications at metrics.admob.com. 5
  • 6. Worldwide Handset Data - April 2010 Top Devices, April 2010 Device Manufacturer Share, Worldwide Brand Model % of Requests Share Chg %(1) All Devices Apple iPhone 19.2% -3.0% 100% Apple iPod Touch 12.5% -2.1% 14% 15% 15% 16% 90% 4% 3% Motorola Droid 3.4% -0.6% 80% 4% 4% 5% 5% 6% 6% 70% 8% 8% 5% Other Samsung SCH R350 1.6% 0.1% 8% 7% Share of Requests RIM 60% 10% 11% 10% 11% Nokia 5130 1.4% 0.4% SonyEricsson 50% 16% 15% HTC Nokia 3110c 1.4% 0.4% 18% 22% Motorola 40% HTC Magic 1.3% 0.0% Samsung 30% Nokia HTC Hero 1.2% -0.3% 20% 40% 40% 37% Apple 32% HTC Dream 1.2% -0.3% 10% Nokia N70 1.1% 0.1% 0% Jan-10 Feb-10 Mar-10 Q1, Q2, Q3, Q4 Apr-10 Total 44.2% Top Smartphones, April 2010 Operating System Share, Worldwide Brand Model % of Requests Share Chg %(1) Smartphone Only Apple iPhone 41.6% -3.9% 100% 4% 5% Motorola Droid 7.3% -0.9% 5% 6% 90% 18% HTC Magic 2.9% 0.1% 80% 19% 21% 23% HTC Hero 2.6% -0.4% 70% Other Share of Requests 60% 21% 24% webOS HTC Dream 2.6% -0.5% 25% 25% Windows Mobile OS 50% Nokia N70 2.5% 0.4% RIM OS 40% Symbian OS Nokia 6300 2.3% 0.6% 30% Android 51% 50% Motorola CLIQ 2.1% -0.4% 46% iPhone OS 20% 42% HTC Droid Eris 1.9% -0.1% 10% Samsung Moment 1.5% 0.0% 0% Jan-10 Feb-10 Mar-10 Apr-10 Total 67.3% Notes • Other includes unclassified impressions and other manufacturers with < 1% share. • We received 18.0 billion requests Worldwide in April 2010. In April 2010, smartphone traffic share was 45%. Please see page 13 for our definition of a smartphone. (1) Share change calculated as percent of April 2010 requests less percent of March 2010 requests. Find previous reports and sign up for future report notifications at metrics.admob.com. 6
  • 7. United States Handset Data - April 2010 Top Devices, April 2010 Device Manufacturer Share, United States Brand Model % of Requests Share Chg %(1) All Devices Apple iPhone 18.7% -1.2% 100% 10% 10% 12% 13% Apple iPod Touch 17.6% -0.7% 90% 3% 3% 3% Motorola Droid 7.9% -0.7% 4% 3% 3% 3% 80% 4% 4% 9% 9% 70% 10% 10% Other Samsung SCH R350 3.6% 0.5% Share of Requests 14% 15% Kyocera 60% 16% 15% HTC Magic 2.6% 0.2% LG 50% 15% 15% RIM HTC Dream 2.5% -0.4% 15% 16% HTC 40% Motorola CLIQ 2.2% -0.3% Motorola 30% Samsung HTC Droid Eris 2.1% 0.0% 20% 44% 43% Apple 38% 37% HTC Hero 2.1% -0.3% 10% Samsung Moment 1.6% 0.1% 0% Jan-10 Feb-10 Q1, Q2, Q3, Q4Mar-10 Apr-10 Total 61.1% Top Smartphones, April 2010 Operating System Share, United States Brand Model % of Requests Share Chg %(1) Smartphone Only Apple iPhone 38.0% -1.4% 100% 3% 3% 3% 3% Motorola Droid 16.1% -0.9% 90% 7% 7% 7% 9% HTC Magic 5.3% 0.5% 80% HTC Dream 5.0% -0.6% 70% 39% Other Share of Requests 45% 38% 60% 47% Motorola CLIQ 4.5% -0.5% Windows Mobile OS 50% webOS HTC Droid Eris 4.3% 0.2% RIM OS 40% HTC Hero 4.3% -0.5% iPhone OS 30% Samsung Moment 3.3% 0.2% Android 46% 46% 20% 39% 42% RIM BlackBerry 8300 2.8% 0.3% 10% Palm Pre 2.1% -0.3% 0% Jan-10 Feb-10 Mar-10 Apr-10 Total 85.8% Notes • Other includes unclassified impressions and other manufacturers with < 1% share. • We received 7.5 billion requests from United States in April 2010. In April 2010, smartphone traffic share was 49%. Please see page 13 for our definition of a smartphone. (1) Share change calculated as percent of April 2010 requests less percent of March 2010 requests. Find previous reports and sign up for future report notifications at metrics.admob.com. 7
  • 8. United Kingdom Handset Data - April 2010 Top Devices, April 2010 Device Manufacturer Share, United Kingdom Brand Model % of Requests Share Chg %(1) All Devices Apple iPhone 37.7% -3.1% 100% 6% 6% 8% 7% Apple iPod Touch 25.8% 1.0% 90% 3% 4% 2% 4% 4% 4% 2% 5% 6% 3% 4% HTC Hero 2.7% -0.1% 80% 5% 6% 5% 7% 7% 6% Other HTC Dream 1.6% 0.0% 70% 5% 5% 7% Share of Requests LG 60% SonyEricsson X10i 1.5% 1.5% Samsung 50% RIM RIM BlackBerry 8520 1.3% 0.5% SonyEricsson 40% HTC Desire 1.2% 1.2% 75% 68% 66% Nokia 30% 64% HTC Samsung GT S5230 0.8% -0.1% 20% Apple Nokia 5800 XpressMusic 0.7% -0.1% 10% HTC Magic 0.7% 0.2% 0% Jan-10 Feb-10 Mar-10 Q1, Q2, Q3, Q4 Apr-10 Total 74.0% Top Smartphones, April 2010 Operating System Share, United Kingdom Brand Model % of Requests Share Chg %(1) Smartphone Only Apple iPhone 63.9% -6.3% 100% 3% 4% 5% 7% HTC Hero 4.5% -0.2% 6% 90% 11% 11% 8% HTC Dream 2.7% 0.0% 10% 80% 11% 13% 19% SonyEricsson X10i 2.5% 2.5% 70% Share of Requests 60% Other RIM BlackBerry 8520 2.2% 0.8% RIM OS 50% HTC Desire 2.1% 2.1% Symbian OS 40% 79% 74% Android Nokia 5800 XpressMusic 1.3% -0.2% 70% 30% 64% iPhone OS HTC Magic 1.3% 0.2% 20% Samsung Galaxy Spica 1.2% 0.5% 10% Palm Pre 1.1% 0.3% 0% Jan-10 Feb-10 Mar-10 Apr-10 Total 82.8% Notes • Other includes unclassified impressions and other manufacturers with < 1% share. • We received 585 million requests from United Kingdom in April 2010. In April 2010, smartphone traffic share was 58%. Please see page 13 for our definition of a smartphone. (1) Share change calculated as percent of April 2010 requests less percent of March 2010 requests. Two new smartphones, the SonyEricsson X10i and HTC Desire, were launched in the UK. Find previous reports and sign up for future report notifications at metrics.admob.com. 8
  • 9. Indonesia Handset Data - April 2010 Top Devices, April 2010 Device Manufacturer Share, Indonesia Brand Model % of Requests Share Chg %(1) All Devices Nokia 5130 3.7% 0.3% 100% Nokia E63 3.5% -0.7% 15% 16% 17% 90% 20% Nokia N70 3.0% 0.0% 80% 3% 3% 3% 3% 70% Nokia 6600 2.5% 0.2% 24% 23% 21% Share of Requests 20% 60% Other Nokia 6300 2.4% -0.1% Samsung 50% SonyEricsson W200i 2.1% 0.1% Nexian 40% SonyEricsson Nokia 3110c 2.1% -0.2% 30% Nokia 57% 56% 57% 55% Nokia 7610 2.0% 0.2% 20% Nexian NX G922 2.0% 0.1% 10% Nokia 2600c 1.7% 0.0% 0% Jan-10 Feb-10 Mar-10 Q1, Q2, Q3, Q4 Apr-10 Total 25.0% Top Smartphones, April 2010 Operating System Share, Indonesia Brand Model % of Requests Share Chg %(1) Smartphone Only Nokia E63 11.5% -1.2% 100% 3% 3% 3% 4% Nokia N70 9.9% 0.6% 90% Nokia 6600 8.2% 1.0% 80% Nokia 6300 7.9% 0.3% 70% Other Share of Requests 60% Nokia 7610 6.6% 1.0% Android 50% Windows Mobile OS Nokia E71 5.1% -1.3% 93% 93% 93% 92% iPhone OS 40% Nokia N73 4.4% -0.3% RIM OS 30% Nokia 3230 4.3% 0.7% Symbian OS 20% Nokia 6120c 3.8% -0.4% 10% Nokia N80 3.0% 0.7% 0% Jan-10 Feb-10 Mar-10 Apr-10 Total 64.5% Notes • Other includes unclassified impressions and other manufacturers with < 1% share. • We received 793 million requests from Indonesia in April 2010. In April 2010, smartphone traffic share was 30%. Please see page 13 for our definition of a smartphone. (1) Share change calculated as percent of April 2010 requests less percent of March 2010 requests. Find previous reports and sign up for future report notifications at metrics.admob.com. 9
  • 10. Philippines Handset Data - April 2010 Top Devices, April 2010 Device Manufacturer Share, Philippines Brand Model % of Requests Share Chg %(1) All Devices Nokia N70 7.4% -0.7% 100% Apple iPod Touch 4.3% 0.6% 16% 90% 19% 22% 21% 4% Nokia 6630 3.1% -1.1% 80% 4% 6% 4% 4% 70% 6% Apple iPhone 2.8% 0.0% 13% 7% 7% 7% Share of Requests Other 60% 7% 7% Nokia 3110c 2.6% 0.1% Sony 50% Samsung Sony PlayStation Portable 2.1% 0.8% Apple 40% Nokia 6300 2.1% 0.2% SonyEricsson 30% 62% 63% 59% 59% Nokia Nokia N73 2.1% 0.1% 20% Nokia 6120c 2.1% 0.1% 10% Nokia 6680 1.9% -0.4% 0% Jan-10 Feb-10 Mar-10 Q1, Q2, Q3, Q4 Apr-10 Total 30.6% Top Smartphones, April 2010 Operating System Share, Philippines Brand Model % of Requests Share Chg %(1) Smartphone Only Nokia N70 19.0% -1.1% 100% 6% 6% 7% 7% Nokia 6630 8.1% -2.4% 90% Apple iPhone 7.1% 0.2% 80% Nokia 6300 5.5% 0.6% 70% Share of Requests 60% Nokia 6120c 5.4% 0.5% Other 50% Nokia N73 5.4% 0.5% 92% 92% 91% 90% iPhone OS 40% Symbian OS Nokia 6680 4.8% -0.8% 30% Nokia N80 4.3% 0.1% 20% Nokia 5800 XpressMusic 4.0% 0.4% 10% Nokia 6600 3.4% -0.3% 0% Jan-10 Feb-10 Mar-10 Apr-10 Total 66.8% Notes • Other includes unclassified impressions and other manufacturers with < 1% share. • We received 246 million requests from Philippines in April 2010. In April 2010, smartphone traffic share was 37%. Please see page 13 for our definition of a smartphone. (1) Share change calculated as percent of April 2010 requests less percent of March 2010 requests. Find previous reports and sign up for future report notifications at metrics.admob.com. 10
  • 11. India Handset Data - April 2010 Top Devices, April 2010 Device Manufacturer Share, India Brand Model % of Requests Share Chg %(1) All Devices Nokia 5130 6.4% 1.0% 100% Nokia 3110c 6.1% 0.5% 90% 20% 20% 23% 19% Nokia N2700 Classic 4.1% 0.9% 80% 70% 9% 10% 9% 9% Nokia 7210 3.8% 0.2% Share of Requests 7% 9% 11% Other 60% 9% Nokia N70 3.3% -0.1% Motorola 50% LG Nokia 6300 2.4% 0.2% SonyEricsson 40% Nokia N80 1.9% -0.5% Samsung 30% 60% 59% 59% 56% Nokia Nokia N73 1.9% -0.3% 20% Nokia 2626 1.7% 0.3% 10% Nokia 6233 1.7% -0.1% 0% Jan-10 Feb-10 Mar-10 Q1, Q2, Q3, Q4 Apr-10 Total 33.2% Top Smartphones, April 2010 Operating System Share, India Brand Model % of Requests Share Chg %(1) Smartphone Only Nokia N70 13.7% 0.6% 100% 5% 4% 2% Nokia 6300 10.0% 1.4% 90% 5% Nokia N80 7.9% -1.2% 80% Nokia N73 7.8% -0.6% 70% Other Share of Requests 60% Nokia N72 5.9% 0.5% Android 50% Linux Smartphone OS Nokia 6600 4.1% 0.1% 91% 93% 94% 89% Windows Mobile OS 40% Nokia 5233 4.1% 1.7% iPhone OS 30% Nokia 5800 XpressMusic 3.7% -0.6% Symbian OS 20% Nokia 7610 3.4% 0.2% 10% Nokia E63 3.3% 0.3% 0% Jan-10 Feb-10 Mar-10 Apr-10 Total 63.8% Notes • Other includes unclassified impressions and other manufacturers with < 1% share. • We received 1.7 billion requests from India in April 2010. In April 2010, smartphone traffic share was 24%. Please see page 13 for our definition of a smartphone. (1) Share change calculated as percent of April 2010 requests less percent of March 2010 requests. Find previous reports and sign up for future report notifications at metrics.admob.com. 11
  • 12. South Africa Handset Data - April 2010 Top Devices, April 2010 Device Manufacturer Share, South Africa Brand Model % of Requests Share Chg %(1) All Devices Samsung SGH E250 5.1% -0.6% 100% 5% 6% 7% 7% Samsung SGH E250i 3.2% 0.5% 90% 5% 4% 4% 4% 8% 8% 7% 6% LG KS360 3.0% -0.3% 80% 8% 8% 8% 8% 70% Other Samsung SGH-M620 3.0% -0.4% Share of Requests Apple 60% Nokia N70 2.7% -0.2% RIM 36% 35% 34% 32% 50% Motorola Motorola V360 2.6% -0.1% LG 40% Samsung GT S5233A 2.5% 0.1% SonyEricsson 30% Samsung Nokia 5130 2.2% 0.8% 20% 36% 37% 39% Nokia 35% Samsung SGH J750 2.0% -0.1% 10% SonyEricsson W350i 1.7% 0.0% 0% Jan-10 Feb-10 Mar-10 Q1, Q2, Q3, Q4 Apr-10 Total 27.9% Top Smartphones, April 2010 Operating System Share, South Africa Brand Model % of Requests Share Chg %(1) Smartphone Only Nokia N70 11.1% -1.1% 100% 5% 4% 4% 5% Nokia 6300 6.5% 0.1% 90% 6% 6% 7% 6% 7% 8% 7% 8% Nokia E63 5.9% 0.9% 80% Apple iPhone 5.7% -0.9% 70% Other Share of Requests 60% Nokia 5800 XpressMusic 5.4% 0.4% Android 50% Windows Mobile OS RIM BlackBerry 8520 5.1% 0.5% iPhone OS 40% 81% 81% 80% 80% Nokia N73 4.4% 0.0% RIM OS 30% Nokia E71 3.8% 0.4% Symbian OS 20% Nokia 6210 3.5% -0.2% 10% Nokia 6110 3.5% -0.3% 0% Jan-10 Feb-10 Mar-10 Apr-10 Total 54.9% Notes • Other includes unclassified impressions and other manufacturers with < 1% share. • We received 225 million requests from South Africa in April 2010. In April 2010, smartphone traffic share was 24%. Please see page 13 for our definition of a smartphone. (1) Share change calculated as percent of April 2010 requests less percent of March 2010 requests. Find previous reports and sign up for future report notifications at metrics.admob.com. 12
  • 13. AdMob Mobile Metrics Report April 2010 About AdMob AdMob is one of the world's largest mobile advertising networks, serving billions of mobile banner and text ads a month across a wide range of leading mobile Web sites and applications. AdMob helps advertisers connect with a relevant audience of consumers on mobile devices and gives publishers the ability to effectively monetize their mobile traffic. Incorporated in April 2006, AdMob provides the tools, data, and business models fueling the explosive growth of mobile media in more than 160 countries and territories worldwide. About AdMob Mobile Metrics AdMob serves ads for more than 23,000 mobile Web sites and 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 its network. AdMob’s monthly report offers a snapshot of its data to provide insight into trends in the mobile ecosystem. 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 10 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 also serves mobile ads into iPhone and Android applications. The traffic from these applications is included in the Metrics report. There is no standard industry definition of a smartphone. AdMob's definition 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 Web 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 23,000 sites and applications, we feel the data will be useful and may help inform 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. Please visit this blog post for more details on interpreting this report: http://metrics.admob.com/2009/10/placing-admob-metrics-in-context/ Questions Email metrics@admob.com if you have any questions or feedback for future reports. Email metrics@admob.com to sign up for future reports. Find previous reports and other resources at metrics.admob.com. 13