Apple maintained the largest share of mobile devices, while Samsung grew significantly. Smartphones and tablets continued to dominate, comprising 70% and 25% of devices respectively. Android and iOS accounted for 93% of the operating systems. Top categories included games, music, and communications apps, with text messaging being the most popular communication method.

1. #MobileMix
Q2 2013

2. Device & Manufacturer Data
millennial media’s
T H E M O B I L E D E V I C E I N D E X
Q2 2013
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Apple
Samsung
BlackBerry
LG
HTC
Motorola
Amazon
Nokia
SonyEricsson
HUAWEI
ZTE
Asus
Sony
Kyocera
Pantech
39.32%
26.13%
6.76%
4.50%
3.94%
3.46%
2.06%
1.44%
1.41%
1.31%
1.22%
0.82%
0.68%
0.59%
0.41%
RANK MANUFACTURERS Q2 2013
2
DEVICES Q2 2013RANK TYPE OS
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Apple iPhone
Samsung Galaxy S
Apple iPad
Apple iPodTouch
BlackBerry Curve
Samsung GalaxyTab
Samsung Galaxy Note
Amazon Kindle Fire
LG Optimus
Samsung Galaxy 5
BlackBerry Bold
Motorola Droid RAZR
Samsung Galaxy Ace
BlackBerryTorch
HTC Evo
SamsungWithin
BlackBerry BoldTouch
Samsung GalaxyY
LG Motion
Google Nexus 7
22.25%
9.81%
9.38%
7.60%
3.60%
2.78%
2.48%
2.06%
1.87%
1.72%
1.18%
1.10%
0.98%
0.92%
0.78%
0.68%
0.66%
0.65%
0.57%
0.52%
Smartphone
Smartphone
Tablet
Connected Device
Smartphone
Tablet
Smartphone
Tablet
Smartphone
Smartphone
Smartphone
Smartphone
Smartphone
Smartphone
Smartphone
Smartphone
Smartphone
Smartphone
Smartphone
Tablet
iOS
Android
iOS
iOS
BlackBerry
Android
Android
Android
Android
Android
BlackBerry
Android
Android
BlackBerry
Android
Android
BlackBerry
Android
Android
Android
Source: Millennial Media, Q2 2013.
Source: Millennial Media, Q2 2013.
Top 15 Manufacturers (all devices)
Ranked by Impressions
CHART A
Top 20 Devices
Ranked by Impressions
CHART B
Visit www.millennialmedia.com/mobile-intelligence/mobile-mix to sign up
Report Change
In past Mobile Mix reports, we have reported theTop 20 Mobile
Phones on our platform, which included smartphones and feature
phones. Going forward, a ranking of theTop 20 Devices on our
platform will be reported instead.This will include smartphones,
feature phones, tablets, and other connected devices in order to
more accurately reflect the evolving mobile device landscape.
Apple onTop
Apple remained the manufacturer with the largest share of
impressions on our platform, growing to 39% of the total in Q2
(Chart A). Apple also had three of the top four devices on our
platform, each from a different device category (Chart B).
Samsung Strong
Samsung continued to see the second largest share of impressions
on our platform, growing to 26% this quarter (Chart A). Samsung
had seven of theTop 20 Devices on our platform in Q2 (Chart B),
fueled by the globally popular Galaxy Line.The Samsung Galaxy
Note continued to gain consumer adoption, and grew 44% to
account for 2.5% of total platform impressions this quarter.
Amazon Steady
Amazon saw the seventh largest share of impressions on our
platform in Q2 (Chart A), maintaining its position from Q1.
Impressions from all versions of the Amazon Kindle Fire were the
eighth largest on our platform (Chart B).
According to a new study by eMarketer, this year will be the first
time that U.S. adults spend more time with digital online and mobile
properties thanTV. Online media consumption was slightly down
from 2010, while mobile grew almost 500%, with people spending
almost two hours more on mobile.
AverageTime Spent per Day with Major
Media by US Adults
In Hours & Minutes
TV
Radio
Print
Online
Mobile
4:24
1:36
0:50
2:22
0:24
4:31
1:26
0:32
2:19
2:19
3%
-10%
-36%
-2%
488%
2010 2013 Growth
REGIONAL SPOTLIGHT:
NORTH AMERICA
Source: eMarketer, July 2013.

3. Device & OS Mix
millennial media’s
T H E M O B I L E D E V I C E I N D E X
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Evolving Device Mix
Smartphones accounted for 70% of total platform impressions
in Q2 2013 (Chart C), remaining steady from Q1.While the
percentage of smartphone impressions has changed from the
same quarter a year ago (Chart D), the volume of total
smartphone impressions continues to increase.This change in
the mix of device impressions on our platform reflects the shifts
in consumer adoption and use of mobile devices.
Tablet Growth
Impressions from non-phone connected devices grew six
percentage points from the same quarter a year ago to account
for 25% of total platform impressions in Q2 (Chart C), remaining
steady from Q1. As the new list of theTop 20 Overall Devices on
our platform (Chart B) shows, non-phone connected devices
such as tablets, e-readers, and gaming devices have grown, and
can reach a different set of mobile users.
OS Mix Crunch
Android remained the largest operating system on our platform,
growing five percentage points year-over-year to account for
51% of the total platform (Charts E & F). iOS grew eight
percentage points year-over-year to account for 42% of our total
platform impressions in Q2 (Charts E & F). Android and iOS now
account for 93% of total platform impressions, a mix that reflects
market trends on device sales.
Device Mix
Ranked by Impressions
CHART C CHART D
70%
25%
5%
74%
19%
Source: Millennial Media, Q2 2013 / Q2 2012.
Smartphones
Non-Phone Connected Devices
Feature Phones
Q22013 Q22012
OS Mix
Ranked by Impressions
CHART E CHART F
51%
7%7%
42%
1%4%
46%
15%
34%
Source: Millennial Media, Q2 2013 / Q2 2012.
Android
iOS
BlackBerry OS
Windows
Symbian
Q22013 Q22012
Q2 2013
42% 41%
31% 18%
Q2 2013 Q1 2013
APPLE APPLE
SAMSUNG SAMSUNG
Top Manufacturers
REGIONAL SPOTLIGHT:
EMEA
Source: Millennial Media, Q1 & Q2 2013.
Samsung saw big growth quarter-over-quarter on our platform in
the EMEA region. Impressions from Samsung devices grew thirteen
percentage points to become the second largest manufacturer on
our platform in the region.

4. Source: Millennial Media, Q2 2012 & Q2 2013.
REGIONAL SPOTLIGHT:
ASIAPACIFIC
millennial media’s
T H E M O B I L E D E V I C E I N D E X
Visit www.millennialmedia.com/mobile-intelligence/mobile-mix to sign up
Device & OS Mix
2%3%
60%34%
5%2%
64%23%
7%
Android
iOS
BlackBerry OS
Symbian
Windows
Tablet OS Mix by Device
Ranked by Impressions
CHART H
Source: Millennial Media, Q2 2013.
4
iOSTablets Still onTop
Of the tablet impressions on our platform in Q2, 55% were
from iOS tablets, including all versions of the Apple iPad
and iPad mini (Chart H). On our platform, over 80% of all
Apple tablets are running iOS 6.1.
Android Diversity
44% of the tablet impressions on our platform were from
Android tablets (Chart H), which saw impressions from a
diverse mix of manufacturers.The Samsung GalaxyTab has
emerged as the largest Android tablet on our platform,
which saw 37% of the Android tablet impressions on our
platform in Q2, up from 35% in Q1.
Google Nexus 7
As shown in Chart H, the Google Nexus 7 saw the fourth
largest amount of tablet impressions on our platform, and
was the third largest Android tablet (Chart H).While the
Google Nexus 7 (7-inch screen) is a top tablet on our
platform, impressions from the larger Google Nexus 10
(10-inch screen) grew 51% quarter-over-quarter.
Android
iOS
BlackBerry OS
Samsung GalaxyTab
Amazon Kindle Fire
Google Nexus 7
AsusTransformer Pad
All Others
44%
55%
1%
3%
25%
28%
7%
37%
The OS Mix saw a big shift in the Asia-Pacific region year-over-year.
In Q2 2013, Android made up 60% of the APAC impressions on our
platform, down from 64% a year ago. iOS gained from this, growing
nine percentage points year-over-year to account for 34% of APAC
platform impressions.
Q2 2013
APAC Region: OS Mix
Ranked by Impressions
Q22013 Q22012

5. 1
2
3
4
5
6
7
8
9
10
1
2
3
4
5
6
7
8
10
NR
CATEGORIES
Games
Music & Entertainment
Communications
Mobile Social Media
Productivity &Tools
News
Books & Reference
Dating
Weather
Shopping & Retail
Top 10 Application Categories
Ranked by Impressions
CHART I
Q12013Q22013
Source: Millennial Media, Q2 2013 & Q1 2013.
Communications Category Mix
Ranked by Impressions
CHART J
Source: Millennial Media, Q2 2013.
38%
33%
19%
9%
Text Messaging
Call &Text
Video Communications
Instant Messaging
Voice
1%
millennial media’s
T H E M O B I L E D E V I C E I N D E X
Visit www.millennialmedia.com/mobile-intelligence/mobile-mix to sign up
Mobile DeveloperTrends
5
StrongTop Eight
The top eight application categories on our platform
remained the same quarter-over-quarter (Chart I).These
categories include some of the most popular apps in the
app stores, which help these categories remain
consistently popular with mobile users.
Constant Communication
Communication apps were the third largest category on
our platform in Q2 (Chart I).These applications have
gained in popularity as consumers use communication
applications to find alternative methods of texting, calling,
and messaging outside of network carrier options. As
shown in the breakout of communications apps on our
platform (Chart J), mobile users are most often looking for
alternative ways to send and receive text messages.
Communications apps maintain engaged mobile users
throughout the summer and school-year.
Shopping & Retail MakeTopTen
In Q2, Shopping & Retail apps were aTop 10 Application
Category for the first time on our platform (Chart I).This
category includes apps that help make shopping easier,
such as QR code readers, shopping lists, price comparison
tools, and branded applications for online and mobile
retailers. For more information on how retail advertisers
are leveraging mobile, see the callout on the Mobile Intel
Series: Retail report.
Q2 2013
Mobile consumers are becoming
increasingly comfortable with shopping
and spending on their mobile devices.
In Millennial Media’s recently-released
Mobile Intel Series: Retail report, findings
show that consumers are using their
devices to:
• Research goods and services
available at each retailer
• Find store locations
• Search for retail promotions
This guide is designed to help retail marketers – including both
traditional brick and mortar and solely online retailers – discover insights
into: who the mobile retail consumers are, how they are using their
devices, and best practices for retail brands to reach and engage
consumers.
To download the free guide visit:
www.millennialmedia.com/mobile-intelligence/mobile-intel-series
MOBILE INTEL SERIES:
RETAIL
NOW AVAILABLE

6. millennial media’s
T H E M O B I L E D E V I C E I N D E X
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About Millennial Media
Millennial Media is the leading independent mobile advertising and data platform. Our technology, tools and
services help app developers and mobile website publishers maximize their advertising revenue, acquire users and
gain audience insights. Our platform also enables us to offer advertisers powerful Mobile Audience Solutions (MAS)
that utilize our significant scale, sophisticated targeting and uniquely engaging creative capabilities to deliver
meaningful results.
About Millennial Media’s Mobile Mix™
Millennial Media’s Mobile Mix™ reports key advertising trends with a focus on mobile manufacturers, devices,
operating systems, connected devices and more. Millennial Media’s Mobile Mix™ is in complement to the
Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™ report, which delivers monthly insights on
advertising performance and engagement. Both reports are based on actual campaign and platform data from
Millennial Media. As the leading independent mobile advertising and data platform, we are capable of reporting
and analyzing data collected over tens of billions of monthly ad requests. Elevating and driving the whole mobile
ecosystem forward is central to our company mission.
For questions about the data in this report, or for recommendations for future reports,
please contact us at research@millennialmedia.com.
©2013 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.
Q2 2013