The Mobile Media Report (Q3-2011) by Nielsen
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The Mobile Media Report (Q3-2011) by Nielsen

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State of Mobile Q3-2011 by Nielsen

State of Mobile Q3-2011 by Nielsen

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The Mobile Media Report (Q3-2011) by Nielsen The Mobile Media Report (Q3-2011) by Nielsen Presentation Transcript

  • THE STATE OF THE MEDIA Q3 20112 Source: Nielsen
  • MOBILE CONSUMERS are social, always connected, and rely on their phones more than ever before. KEY FINDINGS: • The majority of 25–34 and 18–24 year olds now own smartphones According to Nielsen’s monthly survey of 25,000 mobile consumers (which (64% and 53% respectively) and they have led in smartphone penetration translates to 300,000 each year), 44 percent of U.S. mobile subscribers compared to other age groups since 2009. now own a smartphone device, compared to 18 percent just two years ago, • Apple is the top smartphone manufacturer in the U.S. with 28.6 percent of and these advanced devices are changing the way consumers interact with the smartphone market, and Android is the most favored operating system their phones. by manufacturers, with the largest share of the smartphone market at 44 percent. • The number of smartphone subscribers using the mobile Internet has • 83 percent of all smartphone application downloaders use Android grown 45 percent since 2010 or Apple iOS smartphone devices and they mostly discover apps by • This quarter, 26.3 million mobile consumers viewed mobile video searching the top app stores and relying on recommendations. • The majority of smartphone owners (62%) have downloaded apps on • Application usage varies by age on the Android platform—older their devices and games are the top application category used in the past generations like games, such as Angry Birds, and rely on their mobile 30 days devices for productivity (e.g. Google properties). Younger folks will use entertainment apps with social dimensions (e.g. Pandora, YouTube, • Currently, 87 percent of app downloaders have used deal-of-the day Words with Friends) more than older segments. websites, like Groupon or Living Social, and 54 percent of smartphone • Younger groups send the most messages, but older segments present the owners claim to use their mobile handsets frequently while shopping greatest growth opportunities: In Q3 2011, teens 13-17 sent and received Nielsen’s “State of the Media: The Mobile Media Report” provides a the most messages (an average of 3417 each month), but the number snapshot of the current mobile media landscape and audiences in the U.S., of messages sent by those 55+ has more than doubled compared and highlights the potential power of mobile commerce in the near future. to 2009. • Marketers can now reach consumers while they shop: 49 percent of mobile consumers say they frequently use their smartphones while shopping. • Social networking is increasingly popular on mobile devices: Android smartphones and iPhone users spend more time engaging with the Facebook application on their phones than any other mobile application.2 Source: Nielsen Source: Nielsen 3
  • SMARTPHONE OWNERSHIP HAS MORE THAN DOUBLED IN TWO YEARS Two years ago, only 18 percent of mobile subscribers had smartphones and Today, nearly half of mobile subscribers in the U.S. own a smartphone these smartphone audiences were more likely to be male. device and 51 percent of them are female. Smartphone penetration 2009 Smartphone penetration 2011 Q3 2009, U.S. Mobile Insights, National Aug - Oct, 2011, U.S. Mobile Insights, National FEATURE PHONE SMARTPHONE FEMALES MALES 82 56 18 44 45 55 2009 2011 51 49 #1 Device= Motorola Razr V3 #1 Device= Motorola Razr V3 #1 Device = Apple iPhone4 #1 Device = Apple iPhone4 PENETRATION BY AGE PENETRATION BY AGE 13-17 16% Those 25-34 and 13-17 40% 18-24 23% 18-24 have always been the leading age 18-24 53% groups in 25-34 28% smartphone 25-34 64% penetration 35-54 19% 35-54 47% 55+ 10% 55+ 25%4 Source: Nielsen Source: Nielsen 5
  • SMARTPHONE DEVICES INVITE USERS TO The number of smartphone users engaged in rich media activities has increased substantially. Nearly twice as many smartphone subscribers are ENGAGE IN RICH MEDIA ACTIVITIES downloading (up 83%) and playing games (up 95%) compared to last year. Streaming online music or radio is the third fastest growing activity among The growing popularity of smartphones has also led to a dramatic rise in smartphone users. mobile video. While 23 million mobile subscribers viewed video on their phones in 2010, 31 million use mobile video today—a 35% increase. Smartphone subscribers engaged in rich media activities other than mobile video (in millions) U.S. mobile video viewers (in millions) Q3 2011, Last 30 Days, U.S. Mobile Insights, National Q3 2011, U.S. Mobile Video Survey Q3 2011 Year-over-Year Growth Q3 2010 MOBILE VIDEO FEATURE PHONE MOBILE VIDEO SMARTPHONE MOBILE VIDEO VIEWER PENETRATION Mobile internet 39 57 45% 12% 13% 14% Application (App) downloads 32 49 53% 10% 11% 7 6 5 7 7 26 Game downloads 19 35 83% 24 22 18 16 Streaming online music 18 29 66% or mobile radio Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Full track music downloads 11 18 65% Online game playing 8 16 95%6 Source: Nielsen Source: Nielsen 7
  • SMARTPHONE BATTLE FOR MARKET Apple, the only company manufacturing smartphones with the iOS operating system, is clearly the top smartphone manufacturer in the SHARE ENSUES IN THE MOBILE United States with 28.6 percent of the smartphone market. ECOSYSTEM Other leading smartphone manufacturers include HTC, whose Android phones represent 15.8 percent of the smartphone market and whose In 2009, RIM’s Blackberry smartphone was the most popular mobile Windows Mobile/WP7 devices account for 4.2 percent of the market; device. Today, the fight for operating system market share is between and Motorola, whose Android devices are owned by 10.7 percent of Android OS and Apple iOS smartphones. Android—the operating system smartphone consumers. favored by several different manufacturers—has the largest share of the smartphone market (44.2%). Manufacturer operating system share-smartphones Aug-Oct 2011, U.S. Mobile Insights, postpaid mobile subscribers HTC HTC HTC <1% 15.8% 4.2% Nokia Samsung Samsung 1.6% <1% 10.4% Apple RIM Blackberry HP 28.6% 17.0% 1.9% Samsung Motorola <1% 10.7% Other Other <1% <1% Other Motorola 7.3% <1% Other <1% % % 6% 2% 3% 1.3 ws S % on % .0 do ebO 1.6 Ph 2.0 8. 4. 17 5. e7 S2 S4 ry ile S PW nO er eO dO ob kb M / H bia on oi ac ws dr Ph lm m Bl An Pa Sy do ei M in in pl RI W W Ap8 Source: Nielsen Source: Nielsen 9
  • SMARTPHONE OPERATING SYSTEM CHOICE VARIES BY AGE GROUP Android OS and Apple iOS smartphones are popular across all age groups. Although penetration of Android OS and Apple iOS smartphones tend to be slightly higher among those 18–24 and 25–34, older audiences are beginning to own devices previously dominated by younger groups. Smartphone OS penetration by age group Aug- Oct 2011, U.S. Mobile Insights, National ANDROID APPLE iOS RIM BLACKBERRY WINDOWS MOBILE WINDOWS 7 OTHER 18-24 47 29 12 6 2 4 ANDROID 47 29 14 5 13 25-34 35-44 44 29 18 5 23 45-54 LEADS IN EACH 40 26 24 5 1 4 55-64 AGE GROUP 43 27 19 6 1 4 65+ 39 32 16 7 1 510 Source: Nielsen Source: Nielsen 11
  • SEARCH ENGINES AND SOCIAL Google and Facebook lead in mobile reach on both Android and Apple iOS. In order to rank mobile websites by active reach, that is, NETWORKING WEBSITES ARE by the percentage of Android or iOS smartphones owners who used POPULAR AMONG ANDROID the mobile website within the past 30 days, Nielsen analyzed usage data from its proprietary device meters on the smartphones of the SMARTPHONE AND iPHONE OWNERS thousands of consumer panelists who agreed to be a part of Nielsen’s ongoing Smartphone Analytics research. Top 10 mobile websites by active reach September 2011, Nielsen Smartphone Analytics, Device Metering Data APPLE iOS ANDROID 92% 86% 63% 54% 44% 44% 41% 37% 27% 25% AOL YouTube MSN/ PayPal Twitter.com Yahoo! Amazon Wikipedia Google Facebook Media WindowsLive/ Network Bing 92% 66% 37% 26% 24% 18% 17% 16% 15% 13% Wikipedia YouTube Amazon Sprint ESPN MSN/ eBay Yahoo! Digital WindowsLive/ Google Facebook Network Bing12 Source: Nielsen Source: Nielsen 13
  • SMARTPHONE APPLICATION DOWNLOADS Percentage of smartphone owners who have ARE DOMINATED BY ANDROID AND iOS downloaded an app in the last 30 days Q3 2011, Nielsen Mobile Applications Playbook SMARTPHONES DEVICES Smartphone app downloaders report having an average of 33 apps on their mobile phone, up 22 percent since 2010. Apple iPhone appQ3 2011, Nielsen Mobile Applications Playbook 44 apps on their phones, while those downloaders have an average of 2011 with Android OS smartphones report having an average of 32. Percentage of smartphone owners who have downloaded an app in the last 30 days 71% 49% These insights were gatheredU.S. smartphone consumers13+ years who have of all from survey respondents age use Q3 2011, Nielsen Mobile Applications Playbook app-and-media friendly iPhones downloaded an application to their device in the past 30 days. 4% ANDROID or Android-based smartphones Q3 2011, Nielsen Mobile Applications Playbook 2011 71% 49% of all U.S. smartphone consumers use 83% app-and-media friendly who downloaded of those iPhones 4% ANDROID smartphone apps in the past 30 or Android-based smartphones days use iPhone or Android 37% 34% APPLE iOS smartphones 83% of those who downloaded smartphone apps in the past 30 days use iPhone or Android 37% 34% APPLE iOS smartphonesCHILDREN AND SPOUSES ARE GETTING INTO THE "APP" ACTION 32% 11% RIM BLACKBERRY Respondents with children who downloaded apps 32% 27% reported that 27% of apps on their phones were CHILDREN AND SPOUSES ARE GETTING INTO THE "APP" ACTION 11% RIM BLACKBERRY downloaded by their offspring Respondents with children who downloaded apps 18% 3% WINDOWS MOBILE 27% reported that 27% of appsfor their phones were Spouses account on 13% of the app 13% downloaded by their offspring place in the last downloads that took 18% 3% WINDOWS MOBILE 30 daysaccount forsignificantapp Spouses on their 13% of the other’s phone 13% downloads that took place in the last 5% <1% 1% PALM OS 10 30 days on their significant other’s phone Those survey respondents who had children reported that 5% <1% 1% PALM OS 1% 1% SYMBIAN OS 10 10.1 was the respondents who hadtheir children began Those survey average age that children reported that downloading apps age that their children began SYMBIAN OS 10.1 was the average on a parents phone 1% 1% downloading apps on a parents phone14 Source: Nielsen Source: Nielsen 15
  • FACEBOOK AND GOOGLE PROPERTIES ALSO DOMINATE ANDROID SMARTPHONE APPLICATION USAGE ACROSS AGE GROUPS Mobile application reach by age September 2011, Nielsen Smartphone Analytics, Device Metering Data, 18-24 25-34 35-44 Android Market 89% Android Market 92% Android Market 95% Facebook 80% Facebook 81% Facebook 77% Google Search 77% Gmail 80% Gmail 77% Gmail 70% Google Maps 79% Google Search 75% Google Maps 70% Google Search 78% Google Maps 73% YouTube 64% YouTube 56% YouTube 51% Pandora Radio 30% Angry Birds 29% Angry Birds 35% Advanced Task Killer Free 26% Pandora Radio 28% Quickoffice 30% Words With Friends 25% Quickoffice 27% Advanced Task Killer Free 24% Angry Birds 22% Advanced Task Killer Free 26% Amazon AppStore 24% Quickoffice 20% Words With Friends 22% Words With Friends 21% The Weather Channel 17% Amazon AppStore 22% Yahoo! Mail 20% Adobe Reader 16% Adobe Reader 22% Pandora Radio 20% Amazon AppStore 14% The Weather Channel 18% Adobe Reader 20% Yahoo! Mail 13% Yahoo! Mail 17% The Weather Channel 17% To rank mobile apps by active reach, that is, by the percentage of Android owners who used the app within the past 30 days, Nielsen analyzed usage data from its proprietary device meters on the smartphones of the thousands of consumer panelists 18 years and older who agreed to be a part of Nielsen’s ongoing Smartphone Analytics research.16 Source: Nielsen Source: Nielsen 17
  • The Augus APPLICATION DOWNLOADERS TOP 50 APPS ACCOUNT FOR THE DISCOVER NEW APPS BY SEARCHING MAJORITY OF TIME SPENT ON ANDROID TOP APP STORES AND RELYING ON SMARTPHONES RECOMMENDATIONS Proportion of time spent Distribution of time spent on web/apps—Android in apps—Android HOW DO APPLICATION DOWNLOADERS Ga DISCOVER NEW APPS? Top 10 tha Apps Q3 2011, Nielsen Mobile Applications Playbook, Past 30 Day App Downloaders 69% 44% 11-20 Web 7% HOW DO APPLICATION DOWNLOADERS 31% 4% 21-30 63% Searching the DISCOVER NEW APPS? 3% 31-40 Application Store Q3 2011, Nielsen Mobile Applications Playbook, Past 30 Day App Downloaders 2% 41-50 40% Friend/Family 53% All Other 61% 63% Searching thege number of paid app Application Storet 30 days by category 17% 53% Third Party Website Friend/Family September 2011, Nielsen Smartphone Analytics, Device Metering Data 21% 61% 0.17 15% Third Party Website 17% 21% Of the 69 percent of the time spent Apps Promoting other Apps 0.08 on Android applications, users spend 53 percent 21% 15% 0.03 Apps Promoting other Apps 21% interacting within those in the top 50. 0.04 Newspaper/Magazine/Radio 9% 9% 17% Newspaper/Magazine/Radio 17%.02 3% Sync Software ( iTunes, etc) 3% The top 50 apps are always changing.02 Sync Software ( iTunes, etc) 17% August-September, Nielsen Smartphone Analytics, Device Metering Data 17% 6%01 Television Advertisement 13%01 Television Advertisement 6% Lost more than 3 places 13% In-App Advertisement * 9% 13% New to top 50 1 9% homepage 10% 14%1 In-App Advertisement * Device 8% 22%1 13% 6% Carrier Homepage 0.03 10% 5% Device homepage Proportion of time spent Email Tips from my Carrier Distribution of time spent0.02 8% 5% on web/apps—Android in apps—Android 14%01 Carrier Homepage 6% Other 3% 50% Within 3 places0.02 5% Gained more Top 10 than 3 places1 Email Tips from my Carrier1 5% Apps 69% 44%1 11-20 Other Web ANDROID MARKET STORE 7% iOS APP STORE App developers shouldn’t be discouraged,1 3% 31% 4% 21-30 the top 50 apps are always changing. In fact, 3% 31-40 1/5th were new to the top 50 list in September. These mobile application insights come from a survey of nearly 5,000 respondents 13+ 2% 41-50 40% who reported having downloaded a mobile application to their device in the past 30 days. All Other ANDROID MARKET STORE iOS APP STORE September 2011, Nielsen Smartphone Analytics, Device Metering Data 18 Source: Nielsen Of the 69 percent of the time spent Source: Nielsen 19 on Android applications, users spend 53 percent
  • Coupon App Downloaders SOCIAL + LOCAL + MOBILE: Specific Deal-of-the-Day Websites Used The promise of mobile marketing is its ability to reach the right consumer, Q3 2011, Nielsen Mobile Applications Playbook, Past 30 Day Discount/ 79% Coupon App Downloaders at the right time, and in the right place—including at the very moment and point of purchase. The potential power of mobile is further magnified Groupon when you consider that smartphone users spent most of the time on social networking applications, like Facebook, when interacting with their devices. The term “So-Lo-Mo” (for social, local, mobile) has been coined to refer to this opportunity. The insights presented below were collected from a survey of nearly 79% Groupon 5,000 respondents 13+ who have downloaded an application to their Living device in the past 30 days. 48% Social Deals Living So-Lo-Mo 48% Social Deals Whether Used Deal-of-the-Day Websites Q3 2011, Nielsen Mobile Applications Playbook, Past 30 Day Discount/ 9% Yelp Daily Deals Coupon App Downloaders So-Lo-Mo Whether Used Deal-of-the-Day Websites Q3 2011, Nielsen Mobile Applications Playbook, Past 30 Day Discount/ 7% BuyWithMe Daily Deals 9% Yelp NO Coupon App Downloaders 13% 5% 7% BuyWithMe Other NO 13% 4% 87% Groupalia 5% Other YES 2% Jasmere.com 4% 87% 1% Groupalia YES 1% Weforia 2% Jasmere.com Group Swoop 1% 1% Weforia Group Swoop20 Source: Nielsen Source: Nielsen 21
  • SO-LO-MO SAVES A MARRIAGE: (Hypothetical example for illustrative purposes only) How Bob scored a last minute anniversary present and celebratory DINNER He checks Groupon for coupons to dinner armed with his smartphone and a few key mobile apps. go to dinner He asks his wife’s closest friends for help: a gift and romantic dinner are a must. Groupon is the 8th most used application on Apple iOS, 22 percent of users 18+ visited it in the last GIFT 30 days and 12.7 percent Shopkick is a mobile retail on Android1 app and shopping rewards network. He launches Yelp to check restaurant reviews Heads to the nearest department store and collects Shopkick points Active reach of Yelp on Android is 6.5 (called kicks) just by walking in the store percent and 11.6 48 percent of He makes a percent for Apple mobile shoppers take reservation using users 1 Overwhelmed by the options at the store, he takes pictures of a product Open Table pictures of several accessories and texts his wife’s friends and send details to friends 18 percent of 35-44 and family while at a year-olds with an store or mall 2 Android device have used the Barcode They give a thumbs up Scanner app in the for a handbag and scarf past 30 days, this is In the past 30 days, 10.2 HAPPY WIFE TWEETS more than the 14 percent of those 18+ utilized percent of those 25-34 He scans the barcodes on the products to make sure the price is reasonable ShopKick on their iPhone ABOUT THE BEST HUSBAND and 12 percent of EVER AND RAVES ABOUT THE devices, while 4.5 percent did those 18-24 who have on their Android phones1 ROMANTIC RESTAURANT done the same BOB RECOMMENDS SHOPKICK He completes VIA HIS FACEBOOK STATUS AND He is directed to an eBay link where the the purchase Uses Shopkicks new "buy and collect" program (links your price of the handbag is cheaper credit/debit card once and pay as usual with your Visa card), to TELLS BILL TO USE IT FOR HIS in-store WIFE’S UPCOMING BIRTHDAY purchase the handbag and banks even more kicks He uses the eBay mobile application to complete the transaction Uses the “kicks” collected to get a discount on the scarf 17 percent of 34-54 year-olds used eBay Mobile in the last 30 days122 Source: Nielsen Source: Nielsen 23
  • AS DEVICE CAPABILITIES EVOLVE, SO DO YOUNGER GROUPS MESSAGE THE MOST, THE WAYS IN WHICH PEOPLE INTERACT BUT OLDER SEGMENTS SHOW THEDERS THROUGH THEIR PHONES GREATEST GROWTH According to Nielsen’s quarterly panel of more than 65,000 post-paid ay App Downloaders Those 24 and under send and receive the greatest volume of messages, mobile phone subscribers, 81 percent of today’s mobile phone users have and this trend has remained consistent over time. However, older folks are sent or received messages in the last 30 days. In 2009, that figure was the fastest growing segment and have shown consistent growth overtime. 63% 75 percent. Actual usage data is gathered from post-paid mobile phone subscribers and represent a monthly average of voice minutes used or Compared to 2009, the number of messages sent and received has more than doubled for those 55+. 53% messages sent and received. 61% Women are heavier mobile phone users than men Number of messages sent and received in the last 30 days Q3 2011, Customer Value Metrics when it comes to voice usage and messages, and this has remained consistent overtime. 13-17 18-34 35-55 55+ % Change from 2009 Voice minute and message usage by gender Q3 2011, Customer Value Metrics 3729 3417 6% 2009 2011 3211 2842 2518 54% voice minutes used 861 Across genders, voice minute usage has decreased by 679 -12% 771 605 1848 954 1143 77% 647 231 173 messages sent and received 99 134% 593 420 Q3 2009 Q3 2010 Q3 2011 +35% 802 604 +44% Source: Nielsen iOS APP STORE 24 Source: Nielsen Source: Nielsen 25
  • GLOBAL MOBILE SNAPSHOT U.S.: 49% of UK: Germany: Poland: China: Russia smartphone Smartphones: 30% of mobile Top smartphone 35 percent of Thailand: 40% of users mobile users use owners frequently 38% Penetration users aged 16+ own feature: Calendar More women (56%) received advertising mobile internet, use devices 23.7 mean number smartphones, 85% (90% of all users)4 own smartphones via text messages4 amounting to simultaneously of apps4 of them are than men (44%)4 318 million while shopping1 touchscreen4 connected users7 Argentina: Turkey: India: Brazil: Egypt: 33% of Kuwait: South Africa: Top smartphone Time Spent on Indonesia: smartphones and Smartphone sales those 16–19 used 41% of smartphone smartphones: 2.5 hours Over half of feature: Recording 96% of smartphone multimedia phones grew 165% in 2011 mobile internet for video (85% of those users are 24–34, 26% per day and per user, 45–54 year users have a represent 60 percent and represent 5.8% social networking, 16–24, 75% of those are 16–24 and 23% less than a quarter olds act on pre-paid plan4 of the market3 of new devices while only 5% of 25–44 and 61% of are 35–444 on calls and messages, mobile ads5 sold2 those 45+ have4 those 45+)4 40 percent online626 Source: Nielsen Source: Nielsen 27
  • FOOTNOTES PAGE(S) 4 Nielsen, U.S. Mobile Insights, National (Q3 2009) 20-21 Nielsen, Applications Playbook (Q3 2011). Nielsen’s Applications Playbook Q3 2011 is based on a survey of 4,705 mobile subscribers who reported having downloaded a mobile app in the past 5 Nielsen, U.S. Mobile Insights, National (Aug-Oct 2011) 30 days. The respondents completed an online, self-administered survey in September and early October 2011. 6 Nielsen, U.S. Mobile Video Survey (Q3 2011) 22-23 Nielsen, Smartphone Analytics, Device Metering Data (Sept 2011). Nielsen analyzed mobile 7 Nielsen, U.S. Mobile Insights, National (Q3 2011) usage data within the past 30 days from its proprietary device meters on the smartphones of the thousands of consumer panelists 18 years and older who agreed to be part of Nielsen’s 8-9 Nielsen, U.S. Mobile Insights, National (Aug-Oct 2011) ongoing Smartphone Analytics research. 10-11 Nielsen, U.S. Mobile Insights, National (Aug-Oct 2011) The Mobile Shopping Framework Study (June 2010). Syndicated report based on a survey of 8,384 Internet shoppers ages 13-64. 12-13 Nielsen, Smartphone Analytics, Device Metering Data (Sept 2011). Nielsen analyzed mobile usage data within the past 30 days from its proprietary device meters on the smartphones 24-25 Nielsen, Customer Value Metrics (Q3 2011). of the thousands of consumer panelists 18 years and older who agreed to be part of Nielsen’s ongoing Smartphone Analytics research. 26-27 1. U.S.: Nielsen, Mobile Connected Device Report (Q3 2011). Nielsen’s Mobile Connected Device Report is based on a survey of 7,692 respondents who own a Tablet, e-Reader, Portable 14-15 Nielsen, Applications Playbook (Q3 2011). Nielsen’s Applications Playbook Q3 2011 is based on Media Player, Smartphone, or Netbook. The respondents completed an online, a survey of 4,705 mobile subscribers who reported having downloaded a mobile app in the past self-administered survey in September and early October 2011. 30 days. The respondents completed an online, self-administered survey in September and 2. Brazil: Q1 2011, Nielsen Mobile Retail Index early October 2011. 3. Argentina:Q3 2011, Nielsen Mobile Retail Index 4. United Kingdom, Germany, Poland, Russia, Egypt, Turkey, Kuwait, Thailand 16-17 Nielsen, Smartphone Analytics, Device Metering Data (Sept 2011). Nielsen analyzed mobile and Indonesia: Q3 2011, Nielsen Smartphone Insights usage data within the past 30 days from its proprietary device meters on the smartphones 5. South Africa: 2011, Nielsen Mobile Insights (Base = those who use mobile phones n=1965) of the thousands of consumer panelists 18 years and older who agreed to be part of Nielsen’s 6. India: July 2011-Dec 2011, Nielsen Smartphone Analytics, Device Metering Data ongoing Smartphone Analytics research. 7. China: July 2011, China Internet Network Information Center 18 Nielsen, Applications Playbook (Q3 2011). Nielsen’s Applications Playbook Q3 2011 is based on a survey of 4,705 mobile subscribers who reported having downloaded a mobile app in the past 30 days. The respondents completed an online, self-administered survey in September and early October 2011. 19 Nielsen, Smartphone Analytics, Device Metering Data (Sept 2011). Nielsen analyzed mobile usage data within the past 30 days from its proprietary device meters on the smartphones of the thousands of consumer panelists 18 years and older who agreed to be part of Nielsen’s ongoing Smartphone Analytics research. Copyright © 2011 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 11/413628 29