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Mm mobile mix-june2011

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  • 1. MOBILE MIX™ TRACKS & REPORTS MOBILE DEVICE TRENDS JUNE 2011 DEVICE & MANUFACTURER DATA DEVICE OS MIX Q2 MOBILE DEVELOPER TRENDSVisit www.millennialmedia.com/research to sign up
  • 2. millennial media’s T HE MOBILE DE VI C E I NDE X June 2011 Device & Manufacturer Data Top 15 Manufacturers (all devices) Top 20 Mobile Phones Ranked by Impressions Ranked by Impressions CHART A CHART B Rank Manufacturers June Rank Devices June Type OS 1 Apple 30.76% 1 Apple iPhone 16.19% Smartphone iOS 2 Samsung 14.94% 2 BlackBerry Curve 5.57% Smartphone BlackBerry OS 3 Research In Motion Ltd. (RIM) 11.76% 3 Motorola Droid 2.95% Smartphone Android 4 HTC 9.92% 4 Samsung Nexus S 2.71% Smartphone Android 5 Motorola 9.14% 5 BlackBerry Bold 2 1.99% Smartphone BlackBerry OS 6 LG 7.50% 6 HUAWEI Ascend 1.69% Smartphone Android 7 Nokia 2.70% 7 HTC Evo 1.69% Smartphone Android 8 HUAWEI 2.52% 8 Motorola Droid X 1.66% Smartphone Android 9 Sanyo 0.80% 9 Samsung Vibrant Galaxy S 1.47% Smartphone Android 10 SonyEricsson 0.72% 10 BlackBerry Torch 1.42% Smartphone BlackBerry OS 11 Kyocera 0.61% 11 Motorola Droid 2 1.37% Smartphone Android 12 Private Label 0.53% 12 LG Optimus S 1.32% Smartphone Android 13 Pantech 0.34% 13 HTC Droid Incredible 1.30% Smartphone Android 14 ZTE 0.24% 14 LG Optimus V 1.20% Smartphone Android 15 Sony 0.22% 15 HTC Desire 1.14% Smartphone Android 16 HTC MyTouch 4G Glacier 0.99% Smartphone Android Source: Millennial Media, 6/11. 17 HTC G2 Touch Hero 0.88% Smartphone Android 18 Samsung Forte 0.82% Smartphone Android 19 HTC ThunderBolt 0.76% Smartphone Android 20 Samsung Epic Galaxy S 0.73% Smartphone Android June 2011 Findings: Source: Millennial Media, 6/11. Apple continued to be the leading device manufacturer on our network in June, representing 30% of the Top 15 Manufacturers impression share (Chart A). Apple iPhone maintained the number one position on the Top 20 Mobile Phones ranking with Carrier Mix 16% of the impression share (Chart B). CHART C 2% 1% Samsung grew 10% month-over-month and was the number 4% two manufacturer on the Top 15 Manufacturers ranking for the 5% Wi-Fi Other fifth consecutive month (Chart A). In June, the Samsung Nexus S 8% 34% (Multiple Carriers) Metro PCS impressions more than doubled month-over-month and Verizon Cricket moved to the number four position on the Top 20 Mobile 8% Sprint - Nextel Boost Mobile Phones ranking (Chart B). T-Mobile TracFone 8% AT&T 12% 18% HTC held the number four position and represented 10% of the Top 15 Manufacturers impression share in June (Chart A). The Source: Millennial Media, 6/11. Other includes Vodafone, Orange, TIM, Bell Canada, etc. HTC Thunderbolt made its debut on the Top 20 Mobile Phone ranking in the number 19 position (Chart B). Device Input Mix Wi-Fi experienced an 8% increase month-over-month with a CHART D 34% impression share of The Carrier Mix (Chart C). This increase is largely tied to the increase in Connected Device impression 11% growth on our network in June. 14% Touch Screen Device Input Mix was relatively flat month-over-month. Touch Touch & QWERTY Screen continued to lead the Device Input Mix on our network, 60% QWERTY representing 60% of the impression share (Chart D). 15% Keypad Source: Millennial Media, 6/11.Visit www.millennialmedia.com/research to sign up 2
  • 3. millennial media’s T HE MOBILE DE VI C E I NDE X June 2011 Device OS Mix Smartphone, Feature Phone & Smartphone OS Mix Connected Device Impression Share Ranked by Impressions CHART B CHART A 3% 2% 17% FEATURE PHONES 15% Android iOS 18% RIM CONNECTED 65% 54% DEVICES Symbian SMARTPHONES Windows 26% Source: Millennial Media, 6/11. Source: Millennial Media, 6/11. Smartphone data does not include what could be considered Smartphones running Other includes webOS, Danger, Nokia OS, Palm OS. proprietary Operating Systems, e.g. Samsung Instinct, LG Vu. Millennial Media defines a Connected Device as a handheld device that can access the mobile web, but is not a mobile phone. Examples include Apple iPod Touch, Sony PSP, Nintendo DS, iPad, etc. June 2011 Findings: Smartphones led the Smartphone, Feature Phone & Connected Device Impression Share mix, with 65% of the impression share Tablet Replacement Trends – Q2 2011 (Chart A). Percent who do the following less since getting a Tablet CHART C Connected Devices experienced a 13% growth month-over- month and accounted for 18% of the Smartphone, Feature Phone 30% and Connected Device Impression Share mix in June (Chart A). 25% Android maintained its position as the leading Smartphone OS on 29% our network for the seventh consecutive month with 54% of 27% 27% 20% impression share in June (Chart B). 23% New this Month! We expanded the reporting to include 15% 19% highlights from InsightExpress’ Mobile Consumer Research study. The study reported on the shift in mobile device usage trends over 10% the last quarter. 5% In Q2 2011, consumers increasingly used tablets for activities where they had previously used other technologies (i.e., TVs, PCs, eReaders). Since they acquired tablets, 27% of consumers reduced 0% the time they browsed on the internet on their computer, 29% WATCH BROWSE THE WATCH EMAIL ON USE MY SHOWS/MOVIES INTERNET ON VIDEOS ON MY COMPUTER eREADER checked their email less frequently on their computer, and 23% ON MY TV MY COMPUTER MY COMPUTER used their eReader less frequently. Video viewing behavior also shifted, as 27% watched fewer videos on their computer and 19% Source: InsightExpress’ Digital Consumer Portrait, Q2 2011. watched fewer shows or movies on their TV (Chart C).Visit www.millennialmedia.com/research to sign up 3
  • 4. millennial media’s T HE MOBILE DE VI C E I NDE X June 2011 Q2 Mobile Developer Trends Application Platform Mix Top 10 Mobile Application Categories Q2 2011 – Ranked by Revenue Q2 2011 – Ranked by Impressions CHART A CHART B 1% RANK CATEGORIES 9% 1 GAMES Apple (iPhone, iPod Touch, iPad) 2 MUSIC & ENTERTAINMENT 3 MOCIAL MOBILE SOCIAL NETWORKING 49% Android 4 COMMUNICATIONS RIM (BlackBerry Devices) 5 WEATHER Other 6 NEWS 41% 7 SPORTS 8 HEALTH & FITNESS 9 TRAVEL & LOCAL 10 SCIENCE & TECHNOLOGY Source: Millennial Media, 6/11. Source: Millennial Media, 6/11. Other includes Windows Phone 7, Symbian, Palm. Q2 2011 Findings: Did You Know? The number of mobile app downloads are expected iOS grew 12% quarter-over-quarter and represented 49% of the to reach 33 billion worldwide by 2014. Application Platform Mix, ranked by revenue, in Q2 2011. (Chart A). Source: eMarketer, 5/11. Android represented 41% of the Application Platform Mix in Q2 2011, a 14% growth quarter-over-quarter (Chart A). Gaming applications were the leading Application Category on our network in Q2 2011, representing 27% of the application impressions (Chart B). Music & Entertainment application impressions grew 13% quarter-over-quarter (Chart B). Within the Music & Entertainment category, Music & Audio applications accounted for two-thirds of the impressions in Q2 2011 (Chart B). NEW FEATURES NOW AVAILABLE! An expanded version of our developer portal is now available. It’s packed with new features and tools to help you manage and grow your business. Global OS Quick Stats Highlights Include: • My Apps Dashboard, which provides a snapshot of your apps, iOS impressions grew 18% quarter-over-quarter. account activity and news Android impressions grew 11% quarter-over-quarter. • House Ads to help you promote your apps RIM impressions grew 29% quarter-over-quarter. • Improved reporting including Country/Carrier breakdowns • New design and improved performance Symbian impressions grew 13% quarter-over-quarter. • Improved help and support documentation Windows Phone 7 impressions grew 31% quarter-over-quarter. • A feedback tool to allow you to share your thoughts and insights Source: Millennial Media, 6/11. Visit www.mmdev.com to learn more.Visit www.millennialmedia.com/research to sign up 4
  • 5. millennial media’s T HE MOBILE DE VI C E I NDE X June 2011 About Millennial Media, Inc. Millennial Media is the leading independent mobile advertising and data company. As an independent company, Millennial Media commands an impressive share of the mobile display advertising market. The company’s technology, tools and services also power some of the largest companies in the media business today. Millennial Media is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers, all application and media developers seeking to maximize ad revenue, and all mobile operators seeking to further monetize their networks. The company has received numerous industry awards including the 2010 OnMedia Top Private Company in Digital Media and the 2010 Stevie for the Most Innovative Company Maryland. For more information, please visit http://www.millennialmedia.com, join our Facebook community, or follow us on Twitter @millennialmedia. 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 network data from Millennial Media, Inc. Millennial Media partners with major carriers, media networks, and top-tier publishers to deliver the largest data set of any third-party U.S. mobile advertising network. As such, we are uniquely capable of reporting and analyzing the richest sets of carrier, device and campaign data collected over billions of monthly ad requests. Elevating and driving the whole mobile ecosystem forward is central to our company mission. Visit www.millennialmedia.com/research to sign up to receive Millennial Media-related news including the Mobile Mix ™ report, the Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™ report, and the newly released Mobile Intel Series. For questions about the data in this report, or for recommendations for future reports, please contact us at research@millennialmedia.com.Visit www.millennialmedia.com/research to sign up 5