A GLOBAL VIEW OF MOBILE ADVERTISING: Global Summary Q3 2011 InMobi Mobile Insights - Network Data Release date: October 25, 2011
ABOUT THE RESEARCHProject BackgroundAfter launching in 2007 in Asia, InMobi quickly grew to become the worlds largest independentmobile advertising network. In the third quarter of 2011, we served 138.4 billion impressions in 165markets worldwide. With a physical presence in 5 continents, over 5,500 publisher partners, and abroad, independent market footprint, InMobi is well positioned to provide an objective,comprehensive, and representative view of the mobile advertising market.Research ObjectivesWe have three goals with this research:1. Help educate the market. Statistics and information about the state of mobile advertising are lacking in most regions of the world.2. Track consumer opinions regarding mobile advertising. With any emerging medium, the consumer perspective is critical to overall market success. We see a need for trending across regions in this area.3. Collaborate with industry thought leaders to increase market insight and improve information quality ongoing. As a global independent company, we value partnerships that will strengthen our understanding of the market. Researchers, thought-leaders, and analysts are encouraged to contact us and apply for full partner access. Beginning July 2011, InMobi is moving towards Contact Information quarterly data views which will highlight broader www.inmobi.com/research industry trends and provide an overview of the firstname.lastname@example.org global mobile advertising market. Twitter: @inmobi
NETWORK DATASpecificationsData in this report are sourced from our global mobile advertising network which served 138.4 billionimpressions in the third quarter of 2011. With 165 countries receiving over 50.4 billion impressions inSeptember, we are able to claim one of the broadest and most representative networks in the world. Exactspecifications are as follows:• Global Available Impressions in Quarter 3, 2011: 138.4 billion• Regions Represented: Africa, Asia Pacific, Europe, Middle East, North America, and South America• Countries Represented: 131 countries with over 10 million impressions per month• Base Measure: Available Impressions• Reports: Market Summary, Manufacturer Share, OS Share, and Top Handsets & Connected Devices• Time Periods: Q2 2011 (April – June 2011), Q3 2011 (July – September 2011)• Comparisons: Q3 2011 versus Q2 2011RepresentationInMobi is committed to an independent and transparent leadership position in mobile advertising. With that in mind,the following issues are present in this data.Mobile Advertising Market Definition: This report covers mobile display advertising only including both Mobile Web(WAP) and APP. SMS/Text and Search are NOT included in this synopsis.Scale and Time In Market: Representation within the network is a function of the both scale and time in market.Readers can expect more fluctuation and variance in younger, smaller markets for the company.Publisher Mix: As with any ad network, market representation is a function of the publisher mix. We have over5,000 publishers of all sizes and content types, but changes to the publisher mix in a given market could impact thedata.Advertiser Mix: Similar to publisher mix, the advertiser mix could impact the numbers in our network, although to amuch lesser extent than publishers.
GLOBAL SUMMARY The global mobile ad ecosystem continues its significant growth, increasing ad impressions by 32.6% from Q2 2011 to Q3 2011. " The InMobi network gained nearly 34 billion ad requests in Q3 2011. Continued significant growth in the global mobile ecosystem highlights the healthy mix of increasing consumer mobile usage, advertiser adoption and publisher focus on mobile advertising. Smartphone impression growth far outpaces advanced phones. Smartphones now represent 43% of all mobile ads on the InMobi network. " 52% growth in impressions on Smartphones over the past quarter clearly underlines the shift towards Smartphone usage among consumers globally. Available Impression Volume & Composition Q2 2011 Q3 2011 % Chg In-application advertising continues Total 104,334,888,661 138,351,025,951 32.6% to grow quickly, although it onlySmartphone 39,314,783,903 59,979,601,147 52.6% represents 21% of all mobile ads onAdvanced 65,020,104,758 78,371,424,804 20.5% the InMobi network.Mobile Web 86,948,843,684 109,314,697,724 25.7% " In application ads are highly utilized in only a few App 17,386,044,977 29,036,328,227 67.0% key markets across the globe. Globally, most mobile ads are still delivered in the mobile web experience that is platform agnostic. Source: InMobi Mobile Insights – Network Research, Q3 2011
GLOBAL Global OS Share: Q3 2011 Available Impressions OS Impressions % Share Pt. Chg Android 21% Android 31,095,406,496 22.5% +7.2 22% Nokia OS Nokia OS 25,183,777,402 18.2% -1.8 Symbian OS Symbian OS 24,348,191,250 17.6% -1.5 iPhone OS10% iPhone OS 15,222,377,217 11.0% -3.8 RIM OS 18% RIM OS 13,269,885,290 9.6% +3.6 Others 11% Others 29,231,388,297 21.1% -3.7 18% Android OS gained 7.2 share points and surpassed both the leading operating systems,Nokia and Symbian." Although iPhone OS gained significant traction in Q2 2011, Android OS growth has outpaced all the leading OS’s on the InMobi network over the past quarter." Ad impressions are fairly well distributed across the top 4 mobile platforms. Android is controlling over 20% of impression share. Source: InMobi Mobile Insights – Network Research, Q3 2011
GLOBALGlobal Manufacturer Share: Q3 2011 Available Impressions 1% 3% Manufacturer Impressions % Share Pt. Chg 6% Nokia Nokia 49,491,045,378 35.8% -3.2 Samsung 4% Samsung 24,747,590,276 17.9% +3.1 Apple 6% 36% Apple 15,222,377,217 11.0% -3.8 RIM RIM 13,269,885,290 9.6% +3.66% HTC HTC 8,190,274,125 5.9% +0.9 SonyEricsson 10% SonyEricsson 7,872,153,468 5.7% -1.5 LG LG 5,700,658,465 4.1% +0.1 Motorola Motorola 3,648,747,769 2.6% -0.5 11% 18% DoCoMo DoCoMo 1,962,380,787 1.4% +1.3 Others Others 8,245,913,176 6.0% +0.1 Nokia holds the top manufacturer spot by global ad impressions, holding a commanding 35.8% share of impressions. " Samsung gained 3.1 share points to surpass Apple and secure the 2nd spot in the manufacturer category. " Outside of the top 3 manufacturers, the global ad impression market is considerably fragmented across the remaining 5 major manufacturers. Source: InMobi Mobile Insights – Network Research, Q3 2011
GLOBALGlobal Handset and Connected Device Detail: Q3 2011 Handset Impressions % Share Pt Chg Apple iPhone 4 5,703,047,167 4.1% +0.7 RIM BlackBerry 8520 4,119,025,675 3.0% +0.6 Nokia 6300 2,503,775,917 1.8% -0.4 Nokia 5233 2,360,111,627 1.7% +0.3 RIM BlackBerry 9800 2,356,015,544 1.7% +1.2 Nokia 3110c 2,106,099,465 1.5% -0.5 Apple iPod Generation IV 2,018,186,153 1.5% +0.5 Apple iPad I 1,910,102,922 1.4% +0.2 HTC 001HT 1,868,878,125 1.4% +1.3 Nokia C3-00 1,860,928,144 1.3% +0.0 Nokia C1-01 1,747,778,250 1.3% +0.5 Nokia N73 1,744,569,994 1.3% -0.2 RIM BlackBerry 9700 1,705,622,822 1.2% +0.5 RIM BlackBerry 9300 1,674,867,330 1.2% +0.6 Samsung GT-I9000 1,641,743,468 1.2% -0.0The Apple iPhone gained 0.7 share points to remain the top device globally. 6 of thetop 15 handsets are Nokia devices." The Apple iPhone 4 is the top device by share of impressions." The top 10 handsets are mostly smartphones, once again underlining the rich opportunity for advertisers to reach audiences at scale with rich experiences. Source: InMobi Mobile Insights – Network Research, Q3 2011
GLOBAL Global Summary: Q3 2011 Available Impression Volume & Composition Top 5 Manufacturers: % Share of Available Impressions Q2 2011 Q3 2011 % Chg Q2 2011 Q3 2011 Pt. Chg Total 104,334,888,661 138,351,025,951 32.6% Nokia 39.0% 35.8% -3.2 Smartphone 39,314,783,903 59,979,601,147 52.6% Samsung 14.8% 17.9% +3.1 Advanced 65,020,104,758 78,371,424,804 20.5% Apple 14.8% 11.0% -3.8 Mobile Web 86,948,843,684 109,314,697,724 25.7% RIM 6.0% 9.6% +3.6 App 17,386,044,977 29,036,328,227 67.0% HTC 5.0% 5.9% +0.9 Top 10 Handsets: % Share of Available Impressions Top 3 OS Systems: % Share of Available Impressions Q2 2011 Q3 2011 Pt. Chg Q2 2011 Q3 2011 Pt. Chg Apple iPhone 4 3.5% 4.1% +0.7 Android 15.3% 22.5% +7.2 RIM BlackBerry 8520 2.4% 3.0% +0.6 Nokia OS 20.0% 18.2% -1.8 Nokia 6300 2.2% 1.8% -0.4 Nokia 5233 1.4% 1.7% +0.3 Symbian OS 19.1% 17.6% -1.5 RIM BlackBerry 9800 0.5% 1.7% +1.2 Nokia 3110c 2.0% 1.5% -0.5 " The InMobi global network grew by over 34Apple iPod Generation IV 1.0% 1.5% +0.5 billion impressions over the past quarter. Apple iPad I 1.2% 1.4% +0.2 HTC 001HT 0.0% 1.4% +1.3 " The 52.6% growth in smartphone ad Nokia C3-00 1.3% 1.3% +0.0 impressions and 67% growth in application ads points towards increasing consumer adoption of smartphones and the popularity of applications. " Among the top 3 operating systems, only Android managed to gain share points (+7.2). Source: InMobi Mobile Insights – Network Research, Q3 2011
MEASURES AND TERM DEFINITIONSMeasures:Available Impressions: The total number of ads requests made to the InMobi network% Share (of Available Impressions): The % of total available impressions in the specified region allocated to the inventory type, device,manufacturer, or OS under analysis.Global Development Index: An index of the % share of the inventory type, device, manufacturer, or OS under analysis in the specifiedregion or country relative to that same inventory type, device, manufacturer, or OS share globally.Regional Development Index: Global Development Index: An index of the % share of the inventory type, device, manufacturer, or OSunder analysis in the specified country relative to that same inventory type, device, manufacturer, or OS share in the relevant region.% Chg: The percentage change in absolute value between two different time periods.Pt Chg: The difference between two share percentages for an inventory type, device, manufacturer, or OS under analysis in different timeperiods.Definitions:Smartphone: Any impression served to an iPhone OS, Android OS, RIM OS, webOS, Windows Mobile OS, Linux Smartphone OS, PalmOS, Nokia N & E Series Phones, or Samsung Bada.Advanced: Any impression served to any OS or handset not included in the smart phone definition above.Mobile Web: Any impression served using Wireless Application Protocol (WAP) which is an open international standard for application-layer network communications in a wireless-communication environment.App (Application): Any impressions served to a mobile application resident on the consumer mobile device.Carrier: The mobile network operator (MNO), carrier service provider (CSP), wireless service provider, wireless carrier, or cellularcompany providing service for mobile phone subscriber served the impression.OS (Operating System): The system software (programs and data) running on the mobile devices that manages the hardware andprovides common services for execution of various application software receiving the impression.Handsets and Connected Device: The make and model of the mobile device receiving the impression.Manufacturer: The OEM manufacturer of the mobile device receiving the impression.Other: An aggregation of any remaining impressions not specifically detailed previously. Typically an aggregation of everything under 1%share.InMobi Regional Definitions:InMobi defines all regions per Wikipedia with the following modifications:“Asia Pacific” includes the 15 Oceania countries as listed in Wikipedia.“South America” includes South & Central Americas as listed in Wikipedia.
NEXT STEPSThis data is part of a series of network reports that are released monthly.Additional regions and markets will be released throughout the quarter.Release ScheduleOnce a quarter InMobi will release a full data report which will include global, regional and countrydata views. The next full release is planned for mid October. Monthly data updates including keyinformation by market will be released via our mailing lists and website.While we move to a quarterly release schedule, we will still continue to releases insightful data onkey markets across regions on a monthly basis. These releases will shed light on emerging trendsand unique developments specific to those key markets.Open Source Research: Getting InvolvedObjective industry analysts and thought-leaders are encouraged to comment, question, andparticipate. We will be sure to consider and update the research based on feedback and questionsto improve the quality for all end users.To join our monthly research mailing list, contact us at Research@InMobi.comTo download the full reports, visit us at www.InMobi.com/research