1. INDUSTRY UPDATES ON
KEY MOBILE TRENDS
WEEK ENDING 6/15/2012

2. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 6/15/2012
 Mobile Trends
o comScore released new insights on the U.S. tablet market from comScore TabLens™
reporting that nearly 60% of tablet users have a household income of $75K or greater,
compared to 50% of smartphone users. Additional findings include:
─ For both devices, the heaviest overall audience concentration was between the ages
of 25-44.
─ Compared to smartphone owners, tablet users were 28% more likely to be in the 65 and
older age segment, and 27% less likely to be age 18-24.
─ More than half of tablet users watched video and/or TV on their devices in April,
compared to 20% of the smartphone audience.
o A new forecast from eMarketer predicts the number of U.S. tablet users will more than
double this year from 33.7 million to nearly 70 million, or about 29% of the country’s Internet
users. Additional report highlights include:
─ More than half (51.9%) of U.S. Internet users (133.5M) will have a tablet of some kind by
2015.
─ iPad users in the U.S. will rise by over 90% this year to 53.2 million, as loyal users replace
older models and new consumers purchase the device.
─ eMarketer estimates more than half of tablet users this year will be men (54%), but the
gender split is expected to be roughly even in three years.
─ With 26.2% penetration in 2012, Asians are the most likely racial or ethnic group to use a
tablet, followed by Hispanics (24%), whites (21.4%) and blacks (21.5%).
© Performics. Proprietary and Confidential. 2

3. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 6/15/2012
 Mobile Trends (cont.)
o Nearly three in four mobile users (74.0%) say they fully pay attention to mobile ads while
browsing the Web, either on a regular (35.3%) or occasional (38.7%) basis, according to a
recent survey from Prosper Mobile Insights. The survey also found that:
─ 59.5% surveyed smartphone and tablet users say they regularly (26.9%) or occasionally
(32.6%) pay full attention to ads they see while visiting social media sites on their
devices.
─ Men are more likely than women to regularly pay attention to mobile ads, particularly
when surfing the Web (38.2% of men vs. 32.8% of women), watching video clips (17.8%
vs. 12.6%) and, surprisingly, shopping (21.7% vs. 16.1%).
─ 51.0% of men say ads viewed via smartphone or tablet regularly or occasionally
influence the products and brands they purchase, compared with 43.7% of women
who say the same.
o On Monday, Apple revealed the latest version of its iOS operating system, iOS 6, which
promises over 200 new features. Apple presented a subset of new features, touting new
additions like an improved version of Siri, Facebook integration, a new phone app,
FaceTime over 3G/4G, an updated version of Safari with iCloud Tabs, a new version Photo
Stream, the introduction of PassBook, Apple Maps, and more.
© Performics. Proprietary and Confidential. 3