This survey was conducted from June 10th to June 18th, 2011 and received 869 responses from iPhone and Android users in Japan who had the AdMaker application installed. The majority of respondents were males in their 20s-30s who were students or employed. Most iPhone users viewed and clicked on ads sometimes, while Android users were more likely to never view or click on ads. Both groups primarily took no action after viewing ads. Entertainment, games, and social networking were the most frequently used app categories. Android users expressed varying levels of concern about security.

1. by Nobot Inc.
Japanese iPhone/Android users survey
07/2011
Copyright © 2011 Nobot Inc. All Rights Reserved. Nobot Inc.

2. Summary
[Summary]
For this study, we put out a survey from June 10th, 2011 to June 18th, 2011 to
iPhone/Android users with AdMaker installed. We received a total of 869
responses from iPhone and Android users combined.
Survey Period : 06/10/2011 ~ 06/18/2011
Survey Method : A banner displayed inside the application
which directed users to the survey page.
Surveyed Area : All countries
Target Demographic : iPhone/Android users using the application
Valid Responses : iPhone user surveys: 446, Android user surveys : 423
※About this questionnaire
This is a questionnaire periodically carried out by Nobot in order to better understand
smartphone users. It was last conducted in March, 2011 and the results have been published
below.
http://www.slideshare.net/kozuhiko/admakeruserenquete
Copyright © 2011 Nobot Inc. All Rights Reserved. 2

3. Age and Gender
<iPhone Users> <Android Users>
25% 20% 15% 10% 5% 0% 0% 5% 10% 15% 20% 25%
～10s, ～10s,
10.1% 10.4%
20s, 19.3%
20s, 17.9%
Male Male
30s, 18.8% 30s, 21.5%
69.5%
男性 71.9%
男性
40s, 16.5%
40s, 16.1%
50s, 4.5% 50s, 4.2%
60s～, 60s～,
0.7% 1.4%
～10s, ～10s,
2.7% 2.8%
20s, 13.5% 20s, 12.7%
Female Female
30s, 7.4% 30s, 7.5%
30.5%
女性 28.1%
女性
40s, 5.6% 40s, 4.5%
50s, 0.9% 50s, 0.5%
60s～, 60s～,
0.4% 0.0%
Copyright © 2011 Nobot Inc. All Rights Reserved. 3

4. Professions
<iPhone Users> <Android Users>
100%
5.2% 4.2%
4.5%
6.7%
Others
80% 19.6%
20.9%
Homemaker
60%
40% Student
67.3% 71.7%
20%
Employed
0%
Copyright © 2011 Nobot Inc. All Rights Reserved. 4

5. Marriage Status, Residence
Q. Are you married now? Q. Tell us about your residence.
100% 100% 0.4% 1.9%
4.3% 4.7%
16.8% Other
16.3%
80% 80%
52.0%
60.3% Never Corporate
housing/dormitory
married
60% 60% 34.5%
37.6%
Home owned by self
40% 40%
Married
Rental
(including
divorced/wid
48.0% owed)
20% 20% 43.9%
39.7% 39.5%
Home owned by the
family
0% 0%
<iPhone Users> <Android Users> <iPhone Users> <Android Users>
Copyright © 2011 Nobot Inc. All Rights Reserved. 5

6. Individual income, Household income
Q. Tell us about your own annual income. Q. Tell us about the income of all
members of your family.
100% 3.4% 2.6% 100%
2.7% 1.2% 17.5% 17.3%
I don't know I don't know
16.8%
16.4%
80% 80%
10.5% 10.2%
10 million Yens 10 million Yens or
or more more
60% 60%
47.1% 50.6% Less than 10
30.0% 29.1% Less than 10
million Yens million Yens
40% 40%
Less than 5 Less than 5 million
million Yens Yens
35.7% 36.4%
20% 20%
Less than 1 Less than 1 million
30.5% 28.8% million Yens Yens
6.3% 7.1%
0% 0%
<iPhone Users> <Android Users> <iPhone Users> <Android Users>
Copyright © 2011 Nobot Inc. All Rights Reserved. 6

7. Viewing of ads inside free apps
Q. How much do you look at ads displayed inside free apps?
<iPhone Users> <Android Users>
100%
11.2% 11.1%
Never before
80%
32.2%
37.4% Few times
60%
Sometimes
40%
37.6%
34.1%
Often
20%
Every time
13.0% 15.8%
0% 4.3% 3.3%
Copyright © 2011 Nobot Inc. All Rights Reserved. 7

8. About your clicking the ads in free apps
Q. How often do you click ads on free apps?
<iPhone Users> <Android Users>
100%
14.6% 15.1%
Never before
80%
Few times
60% 51.3% 49.4%
Sometimes
40%
Often
20% 28.5% 30.0%
Every time
3.1% 4.3%
0% 2.5% 1.2%
Copyright © 2011 Nobot Inc. All Rights Reserved. 8

9. Number of free apps downloads
Q. About how many free apps do you download each month?
<iPhone Users> <Android Users>
100% 3.1% 2.8%
3.1% 1.9%
9.7% More than 31
11.4%
80%
21-30
30.0%
30.3%
60% 11-20
6-10
40%
50.4% 55.0% 1-5
20%
0
0% 1.6% 0.7%
Copyright © 2011 Nobot Inc. All Rights Reserved. 9

10. Number of paid apps downloads
Q. About how many paid apps do you download each month?
<iPhone Users> <Android Users>
0.2% 1.0%
100% 0.2% 0.5%
4.5% 1.4%
More than 31
29.2%
80%
21-30
53.1%
60% 11-20
6-10
40%
68.6%
1-5
20% 41.9%
0
0%
Copyright © 2011 Nobot Inc. All Rights Reserved. 10

11. Regarding action taken after reading the advertisement
Q: After viewing/clicking the advertisement, what did you do next?
0% 10% 20% 30% 40% 50% 60%
Carried out an Internet search 16.6%
19.6%
Visited the product/service website in order 15.9% iPhone
to find out more 15.4% Android
Looked for information on web forums 8.5%
8.0%
Took steps towards purchasing/applying 7.4%
4.7%
Introduced it on Twitter or Facebook 1.3%
1.2%
Other 3.1%
3.1%
No action taken 51.8%
49.9%
Copyright © 2011 Nobot Inc. All Rights Reserved. 11

12. Regarding your purchasing experience
Q. Have you ever purchased anything using a smartphone?
<iPhone Users> <Android Users>
100%
5.4% more than 10
16.8% 1.9%
3.1% 12.5%
80%
6-9
18.6%
60% 23.8%
3-5
20.4%
40%
1-2
56.0%
41.0%
20%
0
0%
Copyright © 2011 Nobot Inc. All Rights Reserved. 12

13. Regarding what you have bought
Q. Please tell us what you have bought using a smartphone.
0% 5% 10% 15% 20% 25% 30% 35% 40%
Cosmetics / Perfume 5.6%
4.7%
Fashion 13.2%
10.6%
Books / CDs / DVDs 34.1%
20.8%
Consumer electronics / TVs / PCs 16.1%
13.7%
Food / Drinks / Alcohol 11.4%
5.7%
Furniture / Interior Furnishings 5.2%
3.5%
Health Foods 4.3%
1.9%
Kids / Babies 4.3%
1.9%
Pets / Flowers 2.2%
0.7%
5.4% iPhone
Sports / Outdoors 4.0%
Android
Travel / Tickets 11.7%
4.3%
Others 9.9%
7.6%
Copyright © 2011 Nobot Inc. All Rights Reserved. 13

14. Regarding Social Media You Often Use
Q. Regarding Social Media You Often Use
0% 10% 20% 30% 40% 50% 60%
17.3%
mobage
31.0%
20.6%
GREE
30.7%
46.4%
mixi
47.8%
54.5%
Twitter
45.6%
30.3%
Facebook
18.7%
1.6%
LinkedIn
0.5% iPhone
Android
19.7%
Nothing
21.7%
Copyright © 2011 Nobot Inc. All Rights Reserved. 14

15. Apps Categories
Q. What categories of apps do you use frequently?
0% 10% 20% 30% 40% 50% 60% 70% 80%
Entertainment 41.5%
39.2%
Education 16.8%
5.7%
Games 68.6%
51.5%
Healthcare & Fitness 9.2%
6.1%
Productivity 39.5%
32.9%
Photography 34.8%
16.5%
Sports 7.0%
6.4%
Social Networking 33.2%
27.9%
Weather 40.6%
40.2%
Books 10.3%
4.0%
Navigation 22.2%
20.1%
News 31.6%
41.8%
Business 15.0%
11.1%
Finance 3.8%
5.0%
Music 28.7%
28.4%
Medical 4.7%
2.8%
Utilities 18.6%
13.9%
12.6%
iPhone
Lifestyle 9.5%
Travel 8.5% Android
6.4%
Reference 18.2%
19.1%
Copyright © 2011 Nobot Inc. All Rights Reserved. 15

16. Security of Android
Q. What do you think about security of Android?
2.1%
Very concerned
11.1%
18.6%
Somewhat concerned
23.3% Neither concerned or
unconcerned
Not very concerned
44.8%
Not concerned at all
Copyright © 2011 Nobot Inc. All Rights Reserved. 16