Admob Mobile Metrics March 09
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Admob Mobile Metrics March 09

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Admob Mobile Metrics March 09 Admob Mobile Metrics March 09 Presentation Transcript

  • AdMob Mobile Metrics Report AdMob serves ads for more than 6,000 mobile web sites and 1,000 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. March 2009 Find archived reports and sign up for future report notifications at metrics.admob.com
  • AdMob Mobile Metrics Report March 2009 New and Noteworthy For this month's feature, we look at the growth of Android in AdMob's network. It is gaining share and is poised for further growth with the anticipated launch of new handsets later in 2009. We also take a look at how the launch of Android compared to the iPhone after the launch of the App Store. * The HTC Dream (G1) was the number 10 device in the US with 2.0% share in March. Android captured 6% share of the smartphone Operating System (OS) market in the US and is now tied with Palm as the fourth largest smartphone OS behind iPhone, RIM, and Windows Mobile. * In the first five months following the launch of the Android Market in the US (November 2008 to March 2009), Android requests increased an average of 47% per month. In the first five months following the launch of the App Store in the US (July 2008 to November 2008), requests from the iPhone increased an average of 88% per month. * Applications have had a big impact on the growth of mobile data usage on both platforms. In March, more than half of the total number of requests for both the HTC Dream (G1) and for the iPhone came from applications. * In March, the iPhone had 8 times more requests in the US than Android. The Apple platform (iPhones and iPod touch worldwide) had 23 times more requests than Android. * Worldwide requests increased 17% month over month to 7.7 billion in March. * Visit our new 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 6,000 publishers and 1,000 applications worldwide. Market 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. Contents Feature - Android Feature - Android vs iPhone 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 metrics.admob.com. 2
  • AdMob Mobile Metrics Report March 2009 Featured: Android For this month's featured section, we look at the growth of Android in our network. AdMob serves ads on the HTC Dream (G1) on both mobile sites and in applications. Please see the next page of this report for a comparison of Android to iPhone. * The HTC Dream (G1) was the number 10 device in the US with 2.0% overall share of requests in March. * Requests from the G1 increased 2.6 times from January to March following AdMob's launch of ads in applications. * Android has captured 6% share of the smartphone Operating System (OS) market in the US and is now tied with Palm as the fourth largest smartphone OS behind iPhone, RIM, and Windows Mobile. * The G1 is now the number 4 smartphone in the US trailing the iPhone, Blackberry Curve, and Blackberry Pearl. Android Requests US Operating Systems ( (in millions) ) March 2009 80 1% 72 4% 70 6% 60 6% iPhone OS 50 50 RIM OS Windows Mobile OS 11% 40 Palm OS 50% 28 30 Android 23 Hiptop OS 20 16 Symbian OS 22% 10 0 Nov 08 Dec 08 Jan 09 Feb 09 Mar 09 Notes AdMob released an Android SDK on January 28, 2009. Data from February and March includes ad requests from applications. There is no standard industry definition of a smartphone. According to 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 is running a Symbian, RIM, Palm, iPhone, Windows Mobile, Linux, Hiptop, or Android OS. Despite running the iPhone OS, the iPod touch is not a phone, and thus not considered a smartphone based on this definition. Find previous reports and sign up for future report notifications at metrics.admob.com. 3 View slide
  • AdMob Mobile Metrics Report March 2009 Featured: Android vs iPhone We are often asked to compare the growth of iPhone and Android in our network. Comparing the two platforms is difficult for many reasons including the timing of the launches, different characteristics of their application stores, the global distribution of the iPhone, and the impact of the iPod touch. The below graph compares the growth of requests in our network for Android since its launch in November 2008 with the growth of requests in our network for iPhone since the launch of the App Store in July 2008. The iPhone data includes US traffic only and excludes the iPod touch for comparison purposes. * Android grew an average of 47% in the 4 months since launch while iPhone grew average 88% in the 4 months since the launch of the App Store. Both devices experienced much higher growth than the overall network. * Applications have had a big impact on the growth of mobile data usage on both platforms. In March, more than half of the total number of requests for both the HTC Dream (G1) and for the iPhone came from applications. * In March, the iPhone generated 8 times more requests in the US than Android. The Apple platform in total (iPhones and iPod touches worldwide) generated 23 times more requests than Android. * Please visit our Mobile Metrics blog at metrics.admob.com for more detail on this comparison and the methodology. Android vs iPhone  Android vs iPhone Post App Store Launch March 2009 250 238 1800 1657 1600 200 1400 Requests in millions Requests in millions 148 1200 150 995 1000 100 800 72 607 64 600 50 50 35 28 23 400 20 16 200 0 72 July 08/ Nov 08 Aug 08/ Dec 08 Sept 08/ Jan 09 Oct 08/ Feb 09 Nov 08/ Mar 09 0 iPhone US Android Android US iPhone WW iPhone iPhone + iPod touch Notes The comparison of Android to iPhone in the March 2009 report is based off of data tied to AdMob ads served on the mobile Web and in-applications on both devices. AdMob launched its in-application ad unit for iPhone in July 2008 and for Android in January 2009. Find previous reports and sign up for future report notifications at metrics.admob.com. 4 View slide
  • Ad Requests by Geography - March 2009 Requests: 7,654,044,490 Monthly Growth in Traffic Since Mar 2008 ‐ Regions Country Requests % of Requests % Share Change 5.0 United States 3,635,427,224 47.5% 3.9% Indonesia 706,468,071 9.2% -5.1% 4.5 India 585,018,763 7.6% 0.2% Traffic Relative to Mar 2008 4.0 Philippines 299,044,382 3.9% 0.0% Africa 3.5 Asia United Kingdom 220,321,161 2.9% 0.0% Eastern Europe 3.0 Canada 137,469,923 1.8% 0.3% Latin America 2.5 North America Nigeria 125,341,372 1.6% -0.1% Australia & Oceania 2.0 South Africa 120,040,850 1.6% -0.1% Western Europe Saudi Arabia 107,629,135 1.4% 0.1% 1.5 Romania 79,628,062 1.0% -0.2% 1.0 Other Countries (1) (2) 1,637,655,547 21.4% Mar April May June July Aug Sept Oct Nov Dec Jan Feb Mar Total 7,654,044,490 100.0% Region Requests % of Requests % Share Change North America 3,773,090,168 49.3% 4.2% Asia 2,262,418,655 29.6% -4.7% Western Europe 579,276,736 7.6% 0.3% Africa 432,873,856 5.7% 0.1% Latin America 214,541,669 2.8% 0.2% Eastern Europe 168,434,016 2.2% -0.3% Oceania 79,285,734 1.0% 0.1% (2) 144,123,656 1.9% Other Total 7,654,044,490 100.0% Notes • Month-over-month share change calculated as % of current month requests less percent of prior month requests. (1) Other includes 51 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 metrics.admob.com. 5
  • Worldwide Handset Data - March 2009 Requests: 7,654,044,490 Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - Worldwide Nokia 26.7% -3.6% Apple iPhone 13.3% 2.1% Smartphone Traffic Share 34.2% Apple 22.1% 4.2% Apple iPod Touch 8.8% 2.1% Smartphone Requests by Mfr: WW Samsung 10.9% 1.1% Motorola RAZR V3 2.7% -0.2% 2% 1% 3% Apple 4% Motorola 9.2% -0.2% Nokia N70 2.1% -0.3% Nokia 5% SonyEricsson 7.4% -1.5% Samsung R450 2.0% 0.7% RIM 38% 11% RIM 3.9% 0.5% RIM BlackBerry 8300 1.7% 0.2% HTC Palm LG 3.5% -0.1% Nokia 3110c 1.5% -0.1% Danger Kyocera 2.4% 0.3% Motorola Z6m 1.4% -0.1% Samsung 36% HTC 1.7% 0.1% Kyocera S1300 1.4% 0.4% Other Palm 1.0% -0.1% Nokia 6300 1.2% -0.2% Other (1) 11.2% RIM BlackBerry 8100 1.2% 0.1% Smartphone Requests by OS: WW Nokia N73 1.0% -0.1% 2% 3% 3% iPhone OS Motorola KRZR K1c 1.0% -0.1% 6% Symbian OS Symbian OS Nokia N95 1.0% -0.1% RIM OS 38% Nokia N80 1.0% -0.2% 11% Windows  HTC Dream 1.0% 0.2% Mobile OS Palm OS Samsung M800 0.9% -0.1% Android Samsung R430 0.9% 0.3% 37% Hiptop OS Motorola W385 0.8% -0.2% Palm Centro 0.8% -0.1% Note: Above share % refers only to requests from Smartphones Total 100.0% Total 45.6% Handset Capabilities % Capable Supports Polyphonic Ringtones 73.4% Supports Streaming Video 61.6% Able to Download Video Clips 75.8% Supports WAP Push Messages 67.4% MMA Standard Screen Size Share % Notes Small 22.6% Medium 20.3% • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. Large 22.3% • New models in Top 20: HTC Dream and Samsung R430. X-Large 34.9% (1) Includes unclassified impressions and other manufacturers with < 1% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 6
  • United States Handset Data - March 2009 Requests: 3,635,427,224 Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - US Apple 29.1% 2.1% Apple iPhone 17.0% 0.6% Smartphone Traffic Share 33.2% Samsung 17.6% 1.5% Apple iPod Touch 12.1% 1.5% Smartphone Requests by Mfr: US Motorola 16.8% -1.6% Motorola RAZR V3 5.0% -0.8% 4% Apple 9% RIM 7.5% 0.6% Samsung R450 4.2% 1.2% RIM LG 5.7% -0.5% RIM BlackBerry 8300 3.3% 0.2% 6% HTC Kyocera 4.9% 0.2% Motorola Z6m 3.0% -0.5% 9% 50% HTC 3.1% -0.1% Kyocera S1300 2.9% 0.6% Palm Nokia 2.6% -0.4% RIM BlackBerry 8100 2.3% 0.0% Danger 22% Palm 2.1% -0.4% Motorola KRZR K1c 2.2% -0.5% Other UTStarcom 1.3% -0.2% HTC Dream 2.0% 0.2% Danger 1.3% 0.2% Samsung R430 1.9% 0.5% Smartphone Requests by OS: US Huawei 1.3% -0.3% Samsung M800 1.8% -0.3% 1% iPhone OS ZTE 1.1% -0.1% Palm Centro 1.7% -0.3% 4% 6% RIM OS 6% SonyEricsson 1.0% -0.1% Motorola W385 1.6% -0.6% Windows  Other (1) Mobile OS 4.7% Danger Sidekick II 1.3% 0.2% 11% Palm OS 50% LG CU920 1.3% 0.2% Android Samsung R210 1.2% -0.1% Hiptop OS 22% . Huawei M328 1.1% -0.2% Symbian OS Kyocera K24 1.1% -0.3% LG LX260 1.0% -0.3% Note: Above share % refers only to requests from Smartphones Total 100.0% Total 67.7% Handset Capabilities % Capable Supports Polyphonic Ringtones 58.2% Supports Streaming Video 43.7% Able to Download Video Clips 65.8% Supports WAP Push Messages 61.2% MMA Standard Screen Size Share % Notes Small 18.6% Medium 20.0% • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. Large 16.7% • New models in Top 20: none. X-Large 44.7% (1) Includes unclassified impressions and other manufacturers with < 1% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 7
  • United States Handset Data March 2009 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of Requests by Operator and Manufacturer - US 100% 90% 80% Other 70% Palm Nokia 60% HTC 50% Kyocera LG 40% RIM Motorola 30% Samsung Apple 20% 10% 0% AT&T Wireless Metro PCS Sprint PCS USA T Mobile USA Verizon Wireless USA Notes • Other includes all manufacturers with less than 2.0% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 8
  • India Handset Data - March 2009 Requests: 585,018,763 Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - India Nokia 63.4% 1.2% Nokia 3110c 7.7% 0.4% Smartphone Traffic Share 29.4% SonyEricsson 11.8% -0.8% Nokia N70 6.1% -0.3% Smartphone Requests by Mfr: India 1% Samsung 3.3% 0.0% Nokia 6233 3.7% 0.0% 2% 2% 2% Nokia Motorola 2.2% -0.1% Nokia N80 3.4% -0.1% Other (1) 19.4% Nokia 2626 2.9% 0.4% Apple Nokia 6300 2.8% 0.2% Motorola Nokia N73 2.7% 0.0% HTC Nokia 6600 2.5% -0.1% 93% Nokia N72 2.1% 0.1% Other SonyEricsson W200i 2.0% -0.2% Nokia 6030 1.8% 0.1% Smartphone Requests by OS: India Nokia 5300 1.6% 0.0% 2% 2% 1% Nokia 5200 1.6% 0.0% Symbian OS Nokia 7610 1.5% 0.1% iPhone OS Nokia 6630 1.3% -0.1% Nokia 2600c 1.3% 0.1% Windows  Mobile OS Nokia 3500 Classic 1.3% 0.1% Nokia 7210 1.2% 1.1% Linux OS 95% Nokia 3230 1.2% 0.0% SonyEricsson K750i 1.0% 0.0% Note: Above share % refers only to requests from Smartphones Total 100.0% Total 49.4% Handset Capabilities % Capable Supports Polyphonic Ringtones 81.7% Supports Streaming Video 74.4% Able to Download Video Clips 82.7% Supports WAP Push Messages 84.4% MMA Standard Screen Size Share % Notes Small 31.3% Medium 27.7% • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. Large 23.9% • New models in Top 20: Nokia 7210. X-Large 17.1% • (1) Includes unclassified impressions and other manufacturers with < 1% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 9
  • India Handset Data March 2009 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of Requests by Operator and Manufacturer - India 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 less than 1% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 10
  • Indonesia Handset Data - March 2009 Requests: 706,468,071 Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - Indonesia Nokia 62.0% -1.9% Nokia N70 5.3% 0.0% Smartphone Traffic Share 30.3% SonyEricsson 27.9% 1.2% Nokia 6600 3.5% 0.0% Smartphone Requests by Mfr: Indonesia Samsung 1.2% 0.0% Nokia 6300 3.4% -0.1% 2% 2% 1% Motorola 1.1% -0.1% Nokia 3110c 2.8% 0.0% Nokia (1) 7.8% Nokia 7610 2.8% 0.0% Other SonyEricsson Nokia 5300 2.7% -0.5% Nokia N73 2.6% 0.3% Lenovo SonyEricsson W200i 2.6% 0.1% 95% Nokia 3230 2.1% -0.1% Other Nokia 5200 1.8% -0.3% Nokia 6120c 1.8% 0.0% Smartphone Requests by Mfr: Indonesia Nokia 5310 1.8% -0.2% 2% Nokia 2630 1.7% 0.0% Symbian OS Symbian OS SonyEricsson K310i 1.5% 0.1% SonyEricsson K530i 1.5% 0.1% SonyEricsson K550i 1.5% 0.0% Nokia 2600c 1.4% 0.1% Windows Mobile  OS Nokia 3500c 1.4% -0.1% 98% Nokia 6030 1.4% -0.2% SonyEricsson K510 1.4% 0.1% Note: Above share % refers only to requests from Smartphones Total 100.0% Total 45.1% Handset Capabilities % Capable Supports Polyphonic Ringtones 93.2% Supports Streaming Video 83.4% Able to Download Video Clips 85.8% Supports WAP Push Messages 92.9% MMA Standard Screen Size Share % Notes Small 34.4% Medium 31.7% • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. Large 29.4% • New models in Top 20: SonyEricsson K510. X-Large 4.6% • (1) Includes unclassified impressions and other manufacturers with < 1% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 11
  • Indonesia Handset Data March 2009 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of Requests by Operator and Manufacturer - Indonesia 100% 90% 80% 70% 60% Other Oh 50% Motorola Samsung 40% SonyEricsson Nokia 30% 20% 10% 0% Excelcomindo (XL) Indonesia Satelindo (Indosat)  Telkomsel Indonesia Natrindo Indonesia Indonesia Notes • Other includes all manufacturers with less than 1% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 12
  • United Kingdom Handset Data - March 2009 Requests: 220,321,161 Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - UK Apple 46.9% 13.2% Apple iPhone 25.4% 6.0% Smartphone Traffic Share 37.2% SonyEricsson 15.6% -5.0% Apple iPod Touch 21.6% 7.2% Smartphone Requests by Mfr: UK 2% 2% 2% Nokia 13.8% -4.1% Nokia N95 3.5% -1.1% Apple Samsung 7.4% -2.3% SonyEricsson K800i 2.5% -0.8% 4% Nokia LG 2.7% -0.9% SonyEricsson W910i 1.4% -0.4% 23% RIM RIM 1.6% 0.1% SonyEricsson W580i 1.2% -0.4% Other (1) HTC 12.0% SonyEricsson W810i 1.1% -0.4% 67% Samsung G600 1.1% -0.3% SonyEricsson Nokia 6300 0.9% -0.3% Other SonyEricsson C902 0.8% -0.2% Nokia 6500 Slide 0.8% -0.3% Smartphone Requests by OS: UK SonyEricsson W880i 0.8% -0.3% 2% 2% iPhone OS Nokia N73 0.7% -0.2% 4% Nokia N96 0.7% -0.2% Symbian OS SonyEricsson C905 0.7% 0.0% 25% RIM OS LG KU990 0.7% -0.3% Windows  Sony PSP 0.6% 0.2% 67% Mobile OS Samsung E250 0.6% -0.3% Android Amoi 8512 0.6% -0.4% SonyEricsson W350i 0.6% -0.3% Note: Above share % refers only to requests from Smartphones Total 100.0% Total 66.0% Handset Capabilities % Capable Supports Polyphonic Ringtones 82.5% Supports Streaming Video 83.1% Able to Download Video Clips 93.4% Supports WAP Push Messages 43.2% MMA Standard Screen Size Share % Notes Small 5.7% Medium 6.8% • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. Large 29.9% • New models in Top 20: none. X-Large 57.6% • (1) Includes unclassified impressions and other manufacturers with < 1% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 13
  • United Kingdom Handset Data March 2009 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of Requests by Operator and Manufacturer - United Kingdom 100% 90% 80% 70% Other 60% RIM LG 50% Samsung Nokia 40% SonyEricsson Apple 30% 20% 10% 0% Three UK O2 UK T‐Mobile UK Orange UK Vodafone UK Jersey Telecom GB Notes • Other includes all manufacturers with less than 1% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 14
  • Philippines Handset Data - March 2009 Requests: 299,044,382 Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - Philippines Nokia 67.5% 1.4% Nokia N70 4.2% -0.3% Smartphone Traffic Share 22.8% SonyEricsson 8.7% 0.6% Nokia 3110c 3.8% 0.3% Smartphone Requests by Mfr: Philippines Samsung 2.3% 0.2% Nokia 2630 3.4% 0.2% 3% 4% Apple 2.3% 0.5% Nokia 6070 3.3% 0.0% Nokia 5% Sony 1.7% 0.3% Nokia 2600c 3.3% 0.3% Apple (1) 17.4% Nokia 6300 2.8% 0.4% Other Nokia 6020 2.6% 0.0% SonyEricsson Nokia 3220 2.1% -0.2% 88% Nokia 6600 1.9% -0.2% Other Nokia 6630 1.9% -0.6% Nokia 1680c 1.9% 0.3% Smartphone Requests by OS: Philippines Sony PSP 1.7% 0.3% 3% 5% Nokia 5300 1.6% 0.2% Symbian OS Nokia 6120c 1.5% 0.2% Nokia N95 1.4% 0.1% iPhone OS Nokia 7360 1.4% 0.0% Nokia 5200 1.4% 0.1% Windows  Mobile OS 92% Nokia 3510i 1.4% -0.2% Nokia 6680 1.3% -0.2% Nokia 7210 1.3% 0.9% Note: Above share % refers only to requests from Smartphones Total 100.0% Total 43.9% Handset Capabilities % Capable Supports Polyphonic Ringtones 88.1% Supports Streaming Video 72.6% Able to Download Video Clips 80.5% Supports WAP Push Messages 83.1% MMA Standard Screen Size Share % Notes Small 42.5% Medium 20.0% • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. Large 21.1% • New models in Top 20: Nokia 7210. X-Large 16.4% • (1) Includes unclassified impressions and other manufacturers with < 1% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 15
  • Philippines Handset Data March 2009 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of Requests by Operator and Manufacturer - Philippines 100% 90% 80% 70% Other 60% Sony S 50% Apple Samsung 40% SonyEricsson Nokia 30% 20% 10% 0% Globe Telecom Philippines Smart Communications Philippines Notes • Other includes all manufacturers with less than 1% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 16
  • South Africa Handset Data - March 2009 Requests: 120,040,850 Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - South Africa Nokia 36.7% -0.7% Samsung E250 10.1% -0.3% Smartphone Traffic Share 18.7% Samsung 33.5% 0.5% Motorola V360 5.8% 0.5% Smartphone Requests by Mfr: SA Motorola 9.0% 0.6% Nokia N70 3.9% -0.2% 2% 3% 2% 3% Nokia 3% SonyEricsson 9.0% -0.6% Samsung J750 3.3% 0.0% Apple LG 4.6% 0.8% Samsung M620 2.1% 0.4% 5% Samsung Apple 1.0% 0.3% Samsung J700 2.0% 0.3% HTC Other (1) 6.3% Samsung D900i 2.0% 0.0% SonyEricsson Samsung E370 1.8% -0.2% RIM 82% Nokia 6234 1.6% 0.0% Other Nokia N73 1.6% 0.0% LG KS360 1.5% 0.4% Smartphone Requests by OS: SA Nokia 6300 1.5% -0.1% 2% Symbian OS 5% LG KG290 1.4% 0.3% 6% Nokia 2760 1.3% 0.0% Windows  Mobile OS Nokia 5200 1.2% -0.1% Nokia 6110 1.2% -0.1% iPhone OS Nokia N81 1.1% 0.1% RIM OS 87% Nokia 2630 1.1% 0.0% Samsung L760 1.0% -0.1% Nokia N80 1.0% -0.1% Note: Above share % refers only to requests from Smartphones Total 100.0% Total 46.4% Handset Capabilities % Capable Supports Polyphonic Ringtones 85.5% Supports Streaming Video 66.4% Able to Download Video Clips 80.7% Supports WAP Push Messages 93.6% MMA Standard Screen Size Share % Notes Small 38.8% Medium 22.3% • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. Large 32.7% • New models in Top 20: Nokia N80. X-Large 6.2% • (1) Includes unclassified impressions and other manufacturers with < 1% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 17
  • South Africa Handset Data March 2009 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of Requests by Operator and Manufacturer - South Africa 100% 90% 80% 70% Other 60% Apple Al LG 50% SonyEricsson Motorola 40% Samsung Nokia 30% 20% 10% 0% MTN South Africa Vodacom South Africa Notes • Other includes all manufacturers with less than 1% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 18
  • AdMob Mobile Metrics Report March 2009 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 applications. report. 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. 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 metrics.admob.com. 19