The document describes the mobile technology landscape in 2007, before the introduction of the iPhone and app stores: - Smartphone penetration was only in the single digits and mobile phones were primarily used to make calls. - Tablet adoption did not exist yet and the first iPad was still over 3 years away. - Social media engagement from mobile devices was non-existent at the time.

2. The first iPhone was just released… and the
App Store and Android Market did not exist yet
Smartphone penetration was in single digits
The first iPad was still over 3 years away
Mobile phones’ primary use was to “make calls”
Take me back to 2007…

3. Technology
Tablet
Households
Non-Tablet
Households
Smartphone
Households
Non-Smartphone
Households
Video Game Console 60% 41% 59% 25%
DVR 63% 43% 57% 34%
DVD 88% 82% 85% 81%
Broadband Access 96% 70% 85% 63%
Smartphone 82% 56% -- --
Tablet -- -- 34% 12%
PC 100% 79% 92% 72%
IPOD 53% 26% 45% 13%
Portable Video Game Player 26% 14% 23% 7%
Tablet and smartphone owning households are more likely to
adopt and use other devices
Super Connected Consumer!

4. 40%of U.S. tablet and
smartphone users
visit a social network
while viewing
Source: Q4 2012 Mobile Connected Device Report
62.0
99.8
160.8
190.2
202.5
281.4
0
50
100
150
200
250
300
Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012
THE TWITTER TV CONVERSATION IS ACCELERATING
182% YOY growth in Tweets about TV (U.S.)
32 million Unique people
in the U.S. Tweeted
about TV in 2012
Social networking enriches the live TV viewing experience

5. Time Spent Distribution of Top Apps by Ranking (Total Minutes)
US, iPhone and Android, March 2012-2013
Top 10
40%
11-20
10%
21-50
12%
51-100
9%
101+
29%
Top 10
46%
11-20
10%
21-50
13%
51-100
9%
101+
22%
2012
2013
Time spent is shifting beyond the top 10 to the long tail of apps
Source: Nielsen Electronic Mobile Measurement (EMM)

6. 8.6
13.3
22.5
33.0
46.7
31%
22% 21%
27%
37%
0.0
10.0
20.0
30.0
40.0
50.0
March 2011 September 2011 March 2012 September 2012 March 2013
0%
10%
20%
30%
40%
50%
UA
Reach
Mobile Messaging App Unique Audience (millions) and Reach
US, iPhone and Android, March 2011 – 2013
UniqueAudience(millions)
Reach%
Messaging audience has grown rapidly the past two years
Source: Nielsen Electronic Mobile Measurement (EMM)

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