A GLOBAL VIEW OF MOBILE ADVERTISING: Global Summary Quarter Ending July 2011 InMobi Mobile Insights - Network Data Release date: Aug 17, 2011
ABOUT THE RESEARCHProject BackgroundAfter launching in 2007 in Asia, InMobi quickly grew to become the worlds largest independentmobile advertising network. In the quarter ending in July of 2011, we served 113 billionimpressions in 165 markets worldwide. With a physical presence in 5 continents, over 5,000publisher partners, and a broad, independent market footprint, InMobi is well positioned to providean 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 has moved 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 113 billionimpressions in the quarter ending in July 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 during May - July, 2011: 113 billion• Regions Represented: Africa, Asia Pacific, Europe, Middle East, North America, and South America• Countries Represented: 165 countries with over 1 million impressions per month• Base Measure: Available Impressions• Reports: Market Summary, Manufacturer Share, OS Share, and Top Handsets & Connected Devices• Time Periods: QE April 2011 (February – April 2011), QE July2011 (May- July 2011)• Comparisons: QE April 2011 versus QE July 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 22% from QE April 2011 to QE July 2011. " The InMobi network gained 20 billion ad requests in QE July 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 impressions grew twice as quickly compared to advanced phone impressions. " Smartphone impressions grew by over 10 billion over the past quarter reaching well Available Impression Volume & Composition over 43 billion impressions over the quarter. QE April 2011 QE July 2011 % Chg Total 92,228,733,255 112,539,957,714 22.0% Globally, Android gained twice asSmartphone 32,824,648,762 43,410,247,507 32.2% many impressions as AppleAdvanced 59,404,084,493 69,129,710,207 16.4% iPhone OS did.Mobile Web 78,012,504,964 92,876,638,346 82.5% " Apple iPhone OS gained 2.4 billion App 14,216,228,291 19,663,319,368 17.5% incremental impressions while Android gained well over 5.1 billion additional impressions. Source: InMobi Mobile Insights – Network Research, QE July 2011
GLOBALGlobal OS Share: Quarter Ending July 2011 Available Impressions OS Impressions % Share Pt. Chg Nokia OS 20% Nokia OS 22,021,921,889 19.6% -1.3 24% Symbian OS Symbian OS 21,430,576,818 19.0% -0.1 Android Android 18,679,935,759 16.6% +1.9 iPhone OS iPhone OS 14,861,395,167 13.2% -0.2 7% 19% RIM OS RIM OS 8,417,072,775 7.5% +2.7 Others Others 27,129,055,307 24.1% -3.0 13% 17% Nokia OS continues to lose share, however, it remains the top operating system globally. " Over the past quarter Android gained 5.1 billion impressions while iPhone OS managed to gain 2.4 billion impressions, growing twice as much as iPhone OS globally. " 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, QE July 2011
GLOBALGlobal Manufacturer Share: Quarter Ending July 2011 Available Impressions 3% Manufacturer Impressions % Share Pt. Chg 6% Nokia Nokia 43,383,623,576 38.5% -0.8 4% Samsung Samsung 17,648,847,904 15.7% +0.2 5% Apple Apple 14,861,395,167 13.2% -0.2 39% 7% RIM RIM 8,417,072,775 7.5% +2.7 SonyEricsson SonyEricsson 7,517,623,126 6.7% -1.7 7% HTC 5,662,860,306 5.0% -0.1 HTC LG 4,650,448,756 4.1% +0.4 LG 13% Motorola 3,365,241,525 3.0% -0.4 Motorola 16% Others 7,032,844,579 6.2% -0.0 Others Nokia devices still dominate the market and the manufacturer still holds the top spot with 38.5% share of ad impressions, 25 billion impressions ahead of Samsung. " Samsung maintained it second position among manufacturers with 15.7% of impressions share, gaining a marginal 0.2 share points. " 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, QE July 2011
GLOBALGlobal Handset and Connected Device Detail: Quarter Ending July 2011 Handset Impressions % Share Pt Chg Apple iPhone 9,601,203,358 8.5% -0.6 Apple iPod 3,941,917,235 3.5% -0.1 RIM BlackBerry 8520 3,225,451,428 2.9% +1.1 Nokia 6300 2,363,810,945 2.1% -0.3 Nokia 3110c 2,086,642,440 1.9% -0.3 Nokia 5233 1,794,629,651 1.6% +0.5 Nokia N73 1,649,663,418 1.5% +0.3 Nokia N70 1,615,429,396 1.4% -0.3 Nokia C3-00 1,522,745,207 1.4% +0.1 Nokia E63 1,383,950,679 1.2% +0.0 Apple iPad 1,318,274,574 1.2% +0.5 Samsung GT-I9000 1,211,409,391 1.1% -0.1 Nokia C1-01 1,146,190,526 1.0% n/a 12% of total impression share is controlled by Apple devices – Apple iPhone and Apple iPod with 8.5% and 3.5% impression shares respectively. " Device fragmentation beyond the Apple iPhone and iPod is clear, with most devices holding less than 2.9% global share. " Mix of smartphones (most popular in developed markets) and advanced phones (high share in developing markets) in the top handsets, underlines diverse mobile opportunity across the globe. Source: InMobi Mobile Insights – Network Research, QE July 2011
GLOBALGlobal Summary: Quarter Ending July 2011 Available Impression Volume & Composition Top 5 Manufacturers: % Share of Available Impressions QE April 2011 QE July 2011 % Chg QE April 2011 QE July 2011 Pt. Chg Total 92,228,733,255 112,539,957,714 22.0% Nokia 39.3% 38.5% -0.8 Smartphone 32,824,648,762 43,410,247,507 32.2% Samsung 15.5% 15.7% +0.2 Advanced 59,404,084,493 69,129,710,207 16.4% Apple 13.4% 13.2% -0.2 Mobile Web 78,012,504,964 92,876,638,346 82.5% RIM 4.8% 7.5% +2.7 App 14,216,228,291 19,663,319,368 17.5% SonyEricsson 8.4% 6.7% -1.7 Top 10 Handsets: % Share of Available Impressions Top 3 OS Systems: % Share of Available Impressions QE April 2011 QE July 2011 Pt Chg QE April 2011 QE July 2011 Pt Chg Apple iPhone 9.1% 8.5% -0.6 Nokia OS 20.8% 19.6% -1.3 Apple iPod 3.6% 3.5% -0.1 Symbian OS 19.1% 19.0% -0.1 RIM BlackBerry 8520 1.7% 2.9% +1.1 Nokia 6300 2.4% 2.1% -0.3 Android 14.7% 16.6% +1.9 Nokia 3110c 2.2% 1.9% -0.3 Nokia 5233 1.1% 1.6% +0.5 " InMobi global network grew by over 20.3 Nokia N73 1.2% 1.5% +0.3 billion impressions over the past quarter. Nokia N70 1.7% 1.4% -0.3 Nokia C3-00 1.2% 1.4% +0.1 " WAP impressions grew by 19%, while native Nokia E63 1.2% 1.2% +0.0 in-application impressions grew by 38%. This high growth rate of in-APP impressions highlights rich mobile opportunity. " Among the top 3 operating systems, only Android managed to gain share points (+1.9). Source: InMobi Mobile Insights – Network Research, QE July 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.Mobile Web: Any impression served to a user that accesses the internet through a browser on a mobile device. This includes WAP basedaccess.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