A GLOBAL VIEW OF MOBILE ADVERTISING: Global Summary Q2 2011 InMobi Mobile Insights - Network Data Release date: July 13, 2011
ABOUT THE RESEARCHProject BackgroundAfter launching in 2007 in Asia, InMobi quickly grew to become the worlds largest independentmobile advertising network. In the second quarter of 2011, we served 104.9 billion impressions in165 markets worldwide. With a physical presence in 5 continents, over 5,000 publisher partners,and a broad, 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 email@example.com global mobile advertising market. Twitter: @inmobi
NETWORK DATASpecificationsData in this report are sourced from our global mobile advertising network which served 104.9 billionimpressions in the second quarter of 2011. With 165 countries receiving over 1 million impressionsmonthly, 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 2, 2011: 104.9 billion• Regions Represented: Africa, Asia Pacific, Europe, Middle East, North America, and South America• Countries Represented: 114 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: Q1 2011 (January – March 2011), Q2 2011 (April – June 2011)• Comparisons: Q2 2011 versus Q1 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 WAP andAPP. 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 23% from Q1 2011 to Q2 2011. " The InMobi network gained nearly 20 billion ad requests in Q2 2011. Continued significant growth in this global 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 38% of all mobile ads on the InMobi network. " 45% growth in impressions on smartphones over the past quarter clearly underlines the shift towards smartphone usage among consumers globally. Available Impression Volume & Composition Q1 2011 Q2 2011 % Chg In application advertising continues Total 85,045,126,065 104,911,803,910 23.4% to grow quickly, although it onlySmartphone 27,302,465,830 39,643,613,075 45.2% represents 17% of all mobile ads onAdvanced 57,742,660,235 65,268,190,835 13.0% the InMobi network. WAP 72,952,821,747 87,429,623,550 19.8% " In application ads are highly utilized in only a few 12,092,304,318 17,482,180,360 44.6% key markets across the globe. Globally, most App mobile ads are still delivered in the mobile web experience that is platform agnostic. Source: InMobi Mobile Insights – Network Research, Q2 2011
GLOBAL Global OS Share: Q2 2011 Available Impressions OS Impressions % Share Pt. Chg Nokia OS 20% Nokia OS 20,874,960,105 19.9% -1.9 25% Symbian OS Symbian OS 19,849,450,815 18.9% -0.9 Android Android 15,891,694,091 15.1% +1.3 iPhone OS iPhone OS 15,420,293,972 14.7% +4.7 6% RIM OS 19% RIM OS 6,713,921,481 6.4% +1.5 Others Others 26,161,483,447 24.9% -4.8 15% 15% Both the leading operating systems, Nokia and Symbian lost share points, howevermaintained their positions." Although Android gained significant traction in Q4 2010 and Q1 2011, iOS growth has outpaced Android on the InMobi network over the past quarter. This is driven by the strength of the iPhone globally, including launching with Verizon in the United States, and the iPad." Ad impressions are fairly well distributed across the top four mobile platforms, with no single player controlling over 20% of market share. Source: InMobi Mobile Insights – Network Research, Q2 2011
GLOBALGlobal Manufacturer Share: Q2 2011 Available Impressions 3% Manufacturer Impressions % Share Pt. Chg 6% Nokia Nokia 40,580,435,664 38.7% -2.6 4% Apple Apple 15,420,293,972 14.7% +4.7 5% Samsung Samsung 15,419,660,186 14.7% -0.6 39% 6% SonyEricsson SonyEricsson 7,746,314,348 7.4% -1.7 RIM RIM 6,713,921,481 6.4% +1.57% HTC HTC 5,253,479,606 5.0% +0.1 LG 4,204,629,697 4.0% -0.2 LG 15% Motorola 3,274,563,266 3.1% +0.1 Motorola 15% Others 6,298,505,690 6.0% -1.3 Others Nokia holds the top manufacturer spot by global ad impressions, holding a commanding 38.7% share of impressions. " Apple gained +4.7 share points to surpass Samsung to secure second spot in the manufacturer category. " Outside of top three manufacturers, the global ad impression market is considerably fragmented across the remaining five major manufacturers. Source: InMobi Mobile Insights – Network Research, Q2 2011
GLOBALGlobal Handset and Connected Device Detail: Q2 2011 Handset Impressions % Share Pt Chg Apple iPhone 10,034,663,568 9.6% +1.7 Apple iPod 4,129,050,385 3.9% +1.7 RIM BlackBerry 8520 2,492,096,877 2.4% +0.7 Nokia 6300 2,287,615,978 2.2% -0.3 Nokia 3110c 2,065,146,384 2.0% -0.4 Nokia N70 1,604,627,990 1.5% -0.3 Nokia N73 1,572,909,572 1.5% +0.3 Nokia 5233 1,476,066,515 1.4% +0.3 Nokia C3-00 1,381,430,513 1.3% +0.1 Nokia E63 1,267,300,231 1.2% -0.1 Apple iPad 1,257,251,638 1.2% +1.0 Samsung GT-I9000 1,249,357,080 1.2% +0.2The Apple iPhone and Apple iPod each gained +1.7 share points to remain the top twodevices globally. Nearly 1 out of every 10 ads in Q2 globally was on an Apple iPhone." Device fragmentation beyond the Apple iPhone and iPod is clear, with most devices holding less than 2.4% global share." The top ten 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, Q2 2011
GLOBAL Global Summary: Q2 2011 Available Impression Volume & Composition Top 5 Manufacturers: % Share of Available Impressions Q1 2011 Q2 2011 % Chg Q1 2011 Q2 2011 Pt. Chg Total 85,045,126,065 104,911,803,910 23.4% Nokia 41.3% 38.7% -2.6Smartphone 27,302,465,830 39,643,613,075 45.2% Apple 10.0% 14.7% +4.7 Advanced 57,742,660,235 65,268,190,835 13.0% Samsung 15.3% 14.7% -0.6 WAP 72,952,821,747 87,429,623,550 19.8% SonyEricsson 9.1% 7.4% -1.7 App 12,092,304,318 17,482,180,360 44.6% RIM 4.9% 6.4% +1.5 Top 10 Handsets: % Share of Available Impressions Top 3 OS Systems: % Share of Available Impressions Q1 2011 Q2 2011 Pt Chg Q1 2011 Q2 2011 Pt Chg Apple iPhone 7.9% 9.6% +1.7 Nokia OS 21.8% 19.9% -1.9 Apple iPod 2.2% 3.9% +1.7 Symbian OS 19.8% 18.9% -0.9RIM BlackBerry 8520 1.7% 2.4% +0.7 Nokia 6300 2.5% 2.2% -0.3 Android 13.8% 15.1% +1.3 Nokia 3110c 2.4% 2.0% -0.4 Nokia N70 1.8% 1.5% -0.3 " InMobi global network grew by over 19.8 Nokia N73 1.2% 1.5% +0.3 billion impressions over the past quarter. Nokia 5233 1.1% 1.4% +0.3 Nokia C3-00 1.2% 1.3% +0.1 " 45% growth in both smartphone ad Nokia E63 1.3% 1.2% -0.1 impressions and 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 (+1.3). Source: InMobi Mobile Insights – Network Research, Q2 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.WAP (Wireless Application Protocol): Any impression served using Wireless Application Protocol (WAP) which is an open internationalstandard 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