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Q3 2011 - North America Report


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Q3 2011 - North America Report

  1. 1. A GLOBAL VIEW OF MOBILE ADVERTISING: North America Regional Summary Q3 2011 InMobi Mobile Insights - Network Data Release date: October 25th, 2011
  2. 2. 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 industry trends and provide an overview of the global mobile advertising market.   Twitter: @inmobi
  3. 3. 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.
  4. 4. NORTH AMERICA SUMMARYNorth America Regional Profile: Q3 2011 North America mobile impressions grew by 43.6% over the past quarter on the InMobi network. "  InMobi now serves over 26.6 billion impressions per quarter in North America. The volume of mobile impressions in North America signifies the reach mobile devices can offer local, regional and global brands. Mobile ad growth is mostly driven by Smartphones, which grew by 51.2%, versus 16.8% growth among advanced phone ad impressions in Q3. "  Smartphones gained over 7.3 billion impressions over the last quarter and now represent 82% of all mobile ads in the region. With nearly 4 of 5 ads on smartphones in North America, brands have ample opportunity to market effectively Available Impression Volume & Composition through this mass-reach medium. Global Q2 2011 Q3 2011 % Chg Development Index 50% of mobile ads in North America Total 18,536,684,341 26,614,590,960 43.6% n/a are displayed in applications.Smartphone 14,410,474,727 21,795,589,484 51.2% 73 "  With the significant focus of mobile developersAdvanced 4,126,209,614 4,819,001,476 16.8% 132 and interest from the ecosystem, mobile in-appMobile Web 9,271,810,268 12,718,755,119 37.2% 60 ad impressions now represent 5 of every 10 ads seen on a smartphone. App 9,264,874,073 13,895,835,841 50.0% 249 Source: InMobi Mobile Insights – Network Research, Q3 2011
  5. 5. NORTH AMERICA North America OS Share: Q3 2011 Available Impressions Global 8%   Android OS Impressions % Share Pt. Chg Development 6%   Index iPhone OS 6%   Android 10,737,930,549 40.3% +6.8 180 40%   RIM OS iPhone OS 5,539,595,828 20.8% -8.8 189 Symbian OS RIM OS 5,127,230,843 19.3% +6.2 201 19%   Nokia OS Symbian OS 1,677,674,328 6.3% -0.8 36 Others Nokia OS 1,485,761,968 5.6% +0.6 31 Others 2,046,397,444 8% -4.0 n/a 21%  iPhone OS is losing share of impressions to RIM OS and Android, which remains the #1platform in the region."  Android and RIM OS share increased to 6.8 and 6.2, respectively, while iPhone impressions declined by 8.8 points."  The Nokia and Symbian OS’s are top global mobile platforms based on ad share but index extremely low in North America with global development indices of 31 and 36, respectively. Source: InMobi Mobile Insights – Network Research, Q3 2011
  6. 6. NORTH AMERICANorth America Manufacturer Share: Q3 2011 Available Impressions Global Manufacturer Impressions % Share Pt. Chg Development 1%   Apple Index 8%   RIM Apple 5,539,595,828 20.8% -8.8 189 21%   7%   HTC RIM 5,127,230,843 19.3% +6.2 201 Nokia HTC 3,429,932,122 12.9% +0.3 218 7%   Samsung LG Nokia 3,098,919,932 11.6% +0.1 33 Motorola Samsung 3,084,426,789 11.6% +3.7 65 12%   19%   SonyEricsson LG 1,906,662,320 7.2% +0.2 174 Others Motorola 1,840,816,034 6.9% -2.1 262 12%   SonyEricsson 348,220,170 1.3% -0.4 23 13%   Others 2,238,786,922 8.4% +0.7 n/a Apple remains the #1 Manufacturer in the region, however it lost 8.8 share points in Q3 2011. "  Apple is losing share of impressions to Android and RIM in North America "  Due to high smartphone penetration and usage rates in North America, Apple, RIM, HTC, and Motorola over-index in North America when compared with their global share. Source: InMobi Mobile Insights – Network Research, Q3 2011
  7. 7. NORTH AMERICANorth America Handset and Connected Device Detail: Q3 2011 Global Handset Impressions % Share Pt. Chg Development Index Apple iPhone 4 1,387,115,482 5.2% +0.1 126 RIM BlackBerry 9800 1,130,486,100 4.2% +3.0 249 RIM BlackBerry 8520 1,118,879,203 4.2% -0.0 141 Apple iPod Generation IV 851,287,999 3.2% +1.1 219 Apple iPod Generation II 680,555,900 2.6% -1.8 397 RIM BlackBerry 9700 601,886,759 2.3% +0.9 183 Samsung SPH-M820-BST 584,650,888 2.2% n/a 428 Apple iPhone 3GS 574,518,894 2.2% -1.0 269 Apple iPad I 563,663,658 2.1% +0.1 153 RIM BlackBerry 9300 516,100,880 1.9% +0.8 160 LG LS670 501,911,065 1.9% +0.1 429 Apple iPhone 2G 499,910,953 1.9% -3.1 180 Samsung GT-P1000 491,023,021 1.8% n/a 179 Apple iPod Generation I 472,653,814 1.8% -3.1 362 HTC ADR6300 426,172,380 1.6% -1.1 4257 of the top 15 devices in North America are manufactured by Apple."  All the top ten devices over-index considerably compared to their global share, underling the unique composition of smartphone devices in the North America mobile eco-system. Source: InMobi Mobile Insights – Network Research, Q3 2011
  8. 8. NORTH AMERICA North America 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 18,536,684,341 26,614,590,960 43.6% Apple 29.6% 20.8% -8.8Smartphone 14,410,474,727 21,795,589,484 51.2% RIM 13.1% 19.3% +6.2Advanced 4,126,209,614 4,819,001,476 16.8% HTC 12.6% 12.9% +0.3Mobile Web 9,271,810,268 12,718,755,119 37.2% Nokia 11.6% 11.6% +0.1 App 9,264,874,073 13,895,835,841 50.0% Samsung 7.9% 11.6% +3.7 Top Countries within Region: % Share of Available Top 3 OS Systems: % Share of Available Impressions Impressions Q2 2011 Q3 2011 Pt. Chg Q3 2011 Pt. Chg Android 33.5% 40.3% +6.8 USA 70.8% -3.3 Canada 16.9% +5.3 iPhone OS 29.6% 20.8% -8.8 Mexico 10.4% -2.1 RIM OS 13.1% 19.3% +6.2 "   The InMobi North America network grew by 43.6% impressions in Q3, mostly driven by smartphones. "   Within the region, Canada was fastest growing mobile ad market, gaining +5.3 share points of regional ad share. "   RIM OS began catching up to iPhone OS, the #2 mobile platform in the region by mobile ad impressions. The difference between the 2 is now only 1.5 share points. Source: InMobi Mobile Insights – Network Research, Q3 2011
  9. 9. 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.
  10. 10. 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 January. Infographics with monthly data will beavailable in November and December. Monthly data updates including key information by market willbe released via our mailing lists and website.While we move to a quarterly release schedule, we will still continue to release insightful data on keymarkets across regions on a monthly basis. These releases will shed light on emerging trends andunique 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