August 2013

1 | AUGUST 2013 | SIMPLE TARGETING & AUDIENCE TRENDS

Smart Device Share

iPod Losing its Touch
Data from the Jumptap audience platform of over 218 million U.S. visitors show that the iPhone continues to grow as the No. 1 smart device. Its step-brother, the iPod Touch, has lost share, signaling that consumers are beginning to see less value in a smart device with no phone capabilities. Meanwhile, Samsung devices, led by the Galaxy S, continue to gain share.

Top 10 Smart Devices: 2012 vs. 2013 (Based on Mobile Traffic)

50 % of July 2012 Market Share

9.6%
41.4%

% of July 2013 Market Share Market Share Gain/Loss

40

31.8%

30

10.1%
25.5%

20
15.4%

3.8%
13.0%

10

9.2%

0.4%
3.5%

2.7%
3.1% 0% 2.7%

1.4%
2.2% 0.8%

1.7%
0% 1.7%

0.4%
1.9% 1.5%

1.0%
0% 1.0%

2.4%
3.3% 0.9%

0 Apple iPhone Apple iPod Touch

Samsung Blackberry Samsung Galaxy S Curve Galaxy Note

Motorola Samsung Blackberry RAZR Comeback Bold

LG Motion

Blackberry Torch

SOURCE: Jumptap

2 | AUGUST 2013 | SIMPLE TARGETING & AUDIENCE TRENDS

Handset Manufacturer Share

Samsung Sitting Pretty at No. 2

Top 10 Handset Brands: 2012 vs. 2013 (Based on Mobile Traffic)

0.5%
60
57.3% 56.8%

% of July 2012 Market Share % of July 2013 Market Share

50 Market Share Gain/Loss

40

30

5.0%
21.8%

20
16.8%

2.3%
10
9.1% 6.8%

0.6%
4.1% 3.5%

2.3%
5.6% 3.3%

0.3%
2.7% 3.0%

1.2%
2.3% 1.1%

0.2%
0.5% 0.7%

0.2%
0.9% 0.7%

0.6%
0% 0.6%

0 Apple Samsung Blackberry LG HTC Motorola ZTE

Sony

Huawei

Kyocera

Taking a look at brand market share in smart devices, we see Apple flat year over year but still No.1. Samsung is the big winner in terms of share growth, while the big losers are Blackberry and HTC. HTCs struggle is reflected in its stock price hitting an all-time low, and its global market share dropping to 5.3% in the first quarter from 9.3% a year earlier, according to Gartner.

SOURCE: Jumptap

3 | AUGUST 2013 | SIMPLE TARGETING & AUDIENCE TRENDS

Tablet Share
iPad and Galaxy Grow as Kindle Fire Sputters
Top 5 Tablets: 2012 vs. 2013 (Based on Mobile Traffic)
80

3.1%
70.1% 67.0%

% of July 2012 Market Share % of July 2013 Market Share Market Share Gain/Loss

70

60

50

40

30

11.4%
21.5%

20

5.8%
11.1%

10
5.3%

10.1%

2.3%
0% 2.3%

1.1%
0.1% 1.2%

0 Apple iPad Samsung Galaxy Tab Kindle Fire

Google Nexus 7

Barnes & Noble Nook

While Apple continues to hold the No. 1 spot in tablets, it appears that its chief competitor from the smartphone sector, Samsung, is starting to make a run. Meanwhile, the Kindle Fire, which was the hottest challenger to Apple after Christmas of 2011, has cooled down and is seeing some increased competition from other low-priced tablets like the Nook. Googles Nexus is finally on the radar after releasing three generations of its first tablet in just one year.

Tablet Market Share - Top 10 Brands Apple Samsung Amazon Google Barnes & Noble Acer Asus Toshiba Motorola Nextbook

1
70.1%

2
11.1%

3
10.1%

4
2.3%

5
1.2%

6
1.1%

7
1.1%

8
0.6%

9
0.5%

10
0.3%

SOURCE: Jumptap

4 | AUGUST 2013 | SIMPLE TARGETING & AUDIENCE TRENDS

Mobile Web vs. App

Apps Continue to Dominate the Mobile World

100

% of July 2012 Requests 80 % of July 2013 Requests

60

40

75%

84%

20

25%
0

16%
App

Mobile Web

According to ad requests on the Jumptap audience platform, 84% of mobile traffic now comes from applications. Just two years ago, the split was roughly 50/50. At the time, some experts predicted the death of the mobile app as companies began to build responsive, cross-platform mobile sites. It now seems that reports of the death of apps were greatly exaggerated.

SOURCE: Jumptap

5 | AUGUST 2013 | SIMPLE TARGETING & AUDIENCE TRENDS

Who Still Uses a Feature Phone?

With the news that smartphones finally outsold feature phones worldwide, it begs the question of who are these consumers that still own feature phones. Below is a profile of feature phone users in the U.S based on data from Jumptap and comScore. Feature phone users are most concentrated in the South, tend to be older, earn lower income, and are most likely to be customers of T-Mobile or Cricket.

Feature Phone Usage % By Age Range*

25% 7% 8% 9%
0-17 18-24 25-34 35-44 45-54

Feature Phone Usage % by Carrier

2% 11% 4% 4% 3%

T-Mobile_US Cricket AT&T Boost Sprint

12% 21% 19%

55-64 65+

42% 34%

Verizon Metro PCS

States with Highest % of Feature Phone Traffic

% of Requests from Feature Phones 0.91% 6.5%

Feature Phone Usage by Gender

Feature Phone User % By HHI

43%

47% 53%
17% 14% 9% 12% 3% 2%

$0-$20k
SOURCE: Jumptap; Feature Phone Usage % By Age Range, comScore

$20- $30k

$30-$40k

$40-$50k

$50-$75k $75-$100k

$100k+

6 | AUGUST 2013 | SIMPLE TARGETING & AUDIENCE TRENDS

About MobileSTAT
MobileSTAT (Simple Targeting & Audience Trends) is a monthly glance into targeting and audience trends in mobile advertising. Jumptaps unique, data-driven approach allows us to cultivate the insights highlighted in the report. MobileSTAT contains analysis of dozens of terabytes of log data, powered by the scalable, efficient Jumptap technology. Jumptap strives to make advertising across screens smart and simple, and MobileSTAT was designed to benefit the entire mobile ecosystem.

Reporting Methodology
The Jumptap MobileSTAT reports mine large quantities of network data to identify targeting and audience trends. Jumptap uses proprietary algorithms to analyze and normalize this data. In some cases, when sufficient conditions are met, subsets of data may have been used as proxies to represent the overall network.

About Jumptap
Jumptap, Inc. is the leading unified audience platform, taking a programmatic and mobile-first approach to reaching audiences across screens. Jumptap reaches over 218 million mobile users in the U.S. and over 439 million mobile users worldwide. It has built an audience profile store with over 131 million unique, data-rich profiles, of which over 44 million can be reached across screens. Jumptap powers its audience-centric advertising through industry-first partnerships with more than 20 third-party data providers, and garners the highest yield for its 79,000 mobile sites and apps. Visit www.jumptap.com and www.jumptap.com/blog for more information; join our Facebook community, follow us on Twitter at @Jumptap and check out our latest ads at the Jumptap Ad Gallery.

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Copyright 2013 Jumptap Inc. All rights reserved

7 | AUGUST 2013 | SIMPLE TARGETING & AUDIENCE TRENDS