A GLOBAL VIEW OF MOBILE ADVERTISING: North America Regional 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.
NORTH AMERICA SUMMARYNorth America Regional Profile: Q2 2011 North America mobile impressions grew by 39.6% over the past quarter on the InMobi network. " InMobi now serves over 18.7 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 entirely driven by smartphones, which grew by 63.5% versus a 7.8% decline among advanced phone ad impressions in Q2. " Smartphones gained over 5.6 billion impressions over the last quarter and now represent 78% 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 Q1 2011 Q2 2011 % Chg Development Index 50% of ads in North America are Total 13,410,005,189 18,720,589,209 39.6% n/a now in a native mobile application.Smartphone 8,921,996,872 14,584,168,518 63.5% 172 " With the significant focus of mobile developersAdvanced 4,488,008,317 4,136,420,691 -7.8% 36 and interest from the ecosystem, mobile in app WAP 7,741,643,232 9,363,797,109 21.0% 60 ad impressions now represent 2 of every 3 ads seen on a smartphone. This is 3 times the global App 5,668,361,957 9,356,792,100 65.1% 300 average. Source: InMobi Mobile Insights – Network Research, Q2 2011
NORTH AMERICA North America OS Share: Q2 2011 Available Impressions Global 12% Android OS Impressions % Share Pt Chg Development Index 5% iPhone OS 33% Android 6,211,946,864 33.2% -4.0 232 RIM OS 7% iPhone OS 5,483,337,900 29.3% +11.0 213 Symbian OS RIM OS 2,601,511,510 13.9% -0.5 212 Nokia OS 14% Symbian OS 1,325,161,009 7.1% +0.3 36 Others Nokia OS 918,733,749 4.9% +1.1 24 Others 2,179,898,176 11.6% -7.9 n/a 29% Android remains the #1 platform in the region and gained impressions since Q1 2011,however, it lost -4.0 share points in Q2 2011, primarily due to the strength of iOS." Following the iPhone launch on Verizon Wireless in late Q1 2011 and the strength of the iPad, Apple iOS gained +11.0 share points in the region. This reflects a markedly different trend from previous periods when Android growth significantly outpaced iOS." Nokia and Symbian OS which are top global mobile platforms based on ad share, index extremely low in North America with global development indices of 24 and 36 respectively. Source: InMobi Mobile Insights – Network Research, Q2 2011
NORTH AMERICANorth America Manufacturer Share: Q2 2011 Available Impressions Global 2% 2% Manufacturer Impressions % Share Pt Chg Development 5% Apple Index RIM Apple 5,483,337,900 29.3% +11.0 213 7% HTC 2,601,511,510 -0.5 29% RIM 13.9% 212 Nokia Motorola HTC 2,329,233,236 12.4% -0.1 242 8% Samsung Nokia 2,141,623,176 11.4% +1.8 29 LG Huawei Motorola 1,662,633,964 8.9% +0.2 277 9% SonyEricsson Samsung 1,455,367,782 7.8% -6.1 52 Others 14% LG 1,294,970,382 6.9% -1.2 168 11% Huawei 451,001,977 2.4% +0.4 281 12% SonyEricsson 319,921,140 1.7% -0.4 27 Others 980,988,142 5.2% -5.1 n/a Apple gained +11.0 share points in Q2 to strengthen its position as the top manufacturer in the region by ad impressions. " Apple share of 29.3% is more than double the next manufacturer RIM, which represents 13.9% of mobile ads in the region. " Due to high smartphone penetration and usage rates in North America, Apple, RIM, HTC, and Motorola considerably over- index in North America when compared with their global share. Source: InMobi Mobile Insights – Network Research, Q2 2011
NORTH AMERICANorth America Handset and Connected Device Detail: Q2 2011 Global Handset Impressions % Share Pt Chg Development Index Apple iPhone 2,773,736,673 14.8% +4.1 175 Apple iPod 2,318,799,690 12.4% +5.3 307 RIM BlackBerry 8520 784,842,525 4.2% +0.6 172 HTC PC36100 596,305,943 3.2% -0.7 433 HTC ADR6300 492,235,751 2.6% +0.3 438 Motorola DroidX 491,011,696 2.6% +0.2 430 Apple iPad 390,801,537 2.1% +1.6 170 Huawei M860 385,553,254 2.1% +0.6 438 LG LS670 333,510,613 1.8% -2.2 441 Motorola Droid 2 297,212,460 1.6% -0.7 429 HTC Glacier 256,894,212 1.4% -0.3 435 Motorola Droid 253,240,522 1.4% -0.1 432 RIM BlackBerry 9700 250,947,951 1.3% -0.4 175 RIM BlackBerry 9800 236,128,936 1.3% +0.5 245 HTC Desire HD 221,874,129 1.2% +0.8 155Beyond the Apple iPhone and iPod at the top, the Apple iPad also makes the list with2.1% share of total Q2 ads in the region." 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, Q2 2011
NORTH AMERICA North America 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 13,410,005,189 18,720,589,209 39.6% Apple 18.3% 29.3% +11.0Smartphone 8,921,996,872 14,584,168,518 63.5% RIM 14.4% 13.9% -0.5Advanced 4,488,008,317 4,136,420,691 -7.8% HTC 12.6% 12.4% -0.1 WAP 7,741,643,232 9,363,797,109 21.0% Nokia 9.6% 11.4% +1.8 App 5,668,361,957 9,356,792,100 65.1% Motorola 8.7% 8.9% +0.2 Top Countries within Region: % Share of Available Top 3 OS Systems: % Share of Available Impressions Impressions Q1 2011 Q2 2011 % Chg Q2 2011 Pt. Chg Android 37.2% 33.2% -4.0 USA 74.2% -5.3 Canada 12.1% +2.8 iPhone OS 18.3% 29.3% +11.0 Mexico 11.9% +2.6 RIM OS 14.4% 13.9% -0.5 " InMobi North America network grew by 39.6% impressions into Q2, entirely driven by smartphones. " Within the region, Canada and Mexico mobile ad growth was faster than in the USA. " Apple iOS closes the gap between Android, the #1 mobile platform in the region by mobile ads. The difference between the two is now only 3.9 share points. 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