Q3 2011

Device & Manufacturer Data Device OS Mix Mobile Developer Trends iOS Spotlight

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Device & Manufacturer Data

Top 15 Manufacturers (all devices)
Ranked by Impressions CHART A
Rank
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Top 20 Mobile Phones

Ranked by Impressions CHART B
Rank
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Manufacturers
Apple Samsung HTC Research In Motion Ltd. (RIM) Motorola LG HUAWEI Nokia Sanyo Kyocera SonyEricsson Private Label Pantech KDDI Sony

Q3 2011
23.09% 16.48% 15.50% 11.05% 10.70% 9.14% 3.05% 2.41% 0.57% 0.56% 0.53% 0.48% 0.34% 0.25% 0.20%

Devices
Apple iPhone LG Optimus BlackBerry Curve Motorola Droid HTC Desire Motorola Droid X BlackBerry Bold HTC Evo BlackBerry Torch Samsung Vibrant Galaxy S HUAWEI Ascend HTC Droid Incredible HUAWEI Ideos HTC MyTouch 4G Glacier HTC ThunderBolt Samsung Epic Galaxy S Samsung Fascinate HTC G2 Touch Hero Samsung Forte BlackBerry Pearl

Q3 2011
12.55% 6.30% 4.70% 4.35% 4.01% 2.96% 2.57% 2.54% 1.76% 1.73% 1.46% 1.36% 1.14% 0.90% 0.87% 0.85% 0.82% 0.79% 0.69% 0.69%

Type
Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone

OS
iOS Android BlackBerry OS Android Android Android BlackBerry OS Android BlackBerry OS Android Android Android Android Android Android Android Android Android Android BlackBerry OS

Source: Millennial Media, Q3 2011.

Q3 2011 Findings:
Apple continued to be the leading device manufacturer on our platform in Q3, representing 23% of the Top 15 Manufacturers impression share (Chart A). Apple iPhone accounted for 54% of the iOS impressions on our platform and maintained the number one position on the Top 20 Mobile Phones ranking, with 12% of the impression share (Chart B). HTC represented 16% of the Top 15 Manufacturers ranking in Q3, growing more than 100% year-over-year (Chart A). HTC had six phones on the Top 20 Mobile Phones list, up from three phones in Q3 2010, with a combined impression share of 10% (Chart B). HTC experienced signicant growth in the past year, moving from a white label mobile phone manufacturer to a top consumer-facing Smartphone brand. HUAWEI has experienced almost triple impression growth year-over-year and currently holds the number seven position on the Top 15 Manufacturers ranking (Chart A). In Q3, HUAWEI had a second Smartphone, the HUAWEI Ideos, make its debut on the Top 20 Mobile Phones list (Chart B). HUAWEI has gained signicant popularity by targeting Feature Phone owners and successfully upgrading them to aordable Smartphones. In Q3, Wi-Fi accounted for 32% of the Carrier Mix (Chart C). Within Wi-Fi, Smartphones made up 59% of all Wi-Fi impressions on our platform, a 23% increase quarter-over-quarter (Chart D). Connected Devices, including Tablets, gaming devices, and eReaders, accounted for 38% of the Wi-Fi impressions on our platform in Q3.

Source: Millennial Media, Q3 2011.

Carrier Mix
CHART C 1% 1% 5% 6% 7% 8% 8% 14% 18% 32%

Wi-Fi Device Mix

Ranked by Impressions CHART D 3%

38%

59%

Wi-Fi (Multiple Carriers) Verizon Sprint - Nextel T-Mobile AT&T Other Metro PCS Cricket TracFone Boost Mobile
Source: Millennial Media, Q3 2011. Other includes Vodafone, Orange, TIM, Bell Canada, etc.

Smartphone Connected Device Feature Phone

Source: Millennial Media, Q3 2011.

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Device OS Mix
Smartphone, Feature Phone & Connected Device Impression Share
CHART A

Connected Device & Smartphone OS Mix

Ranked by Impressions CHART B

1%1%1%

FEATURE PHONES CONNECTED DEVICES

14%

13%
Android iOS RIM Symbian Windows Other

14%

SMARTPHONES

72%

56% 28%

Source: Millennial Media, Q3 2011. Smartphone data does not include what could be considered Smartphones running proprietary Operating Systems, e.g. Samsung Instinct, LG Vu. Millennial Media denes a Connected Device as a handheld device that can access the mobile web, but is not a mobile phone. Examples include Apple iPod Touch, Sony PSP, Nintendo DS, iPad, etc.

Source: Millennial Media, Q3 2011. Other includes webOS, Danger, Nokia OS, Palm OS.

Q3 2011 Findings:
Smartphones grew 7% quarter-over-quarter and 37% year-over-year, leading the Smartphone, Feature Phone & Connected Device Impression Share mix, with 72% of the impressions in Q3 (Chart A). Connected Devices and Feature Phones were tied with 14% of the impressions of the Smartphone, Feature Phone and Connected Device Impression Share mix (Chart A). Connected Device impressions have demonstrated strong growth quarter-over-quarter, but Smartphone growth has rapidly outpaced the growth of Connected Devices. In Q3, Android led the Connected Device & Smartphone OS Mix on our platform with 56% of the impressions (Chart B). In the past year, Android was able to take over as the leading Connected Device & Smartphone OS due in part to their contrasting strategy to iOS, allowing multiple device manufacturers to have access to their platform. Device manufacturers have created an Android device at every price point, resulting in rapid consumer adoption. iOS maintained its position as the second largest Connected Device & Smartphone OS on our platform (Chart B). While Android has started to dominate the Smartphone landscape, iOS remained the clear leader as the top Connected Device OS. The popularity of the iPad and iPad 2 has not been matched by any other tablet device and the iPod Touch has renewed popularity after re-launching the device with a front-facing camera.

Device Input Mix

CHART C

10% 10% 15% 65%

Touch Screen Touch & QWERTY QWERTY Keypad
Source: Millennial Media, Q3 2011.

In August, Alcoholic Beverage advertisers accounted for 42% of all CPG campaigns. To see our CPG Spotlight or to learn more about mobile advertising trends, download Millennial Medias August S.M.A.R.T. Report. Visit www.millennialmedia.com/research/smart to download now.

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Mobile Developer Trends

Application Platform Mix
Ranked by Ad Spend CHART A

Top Mobile Application Categories

Ranked by Impressions CHART B

2%

8% 49% 41%
Android Apple RIM Other

Q3 2011 Q2 2011 CATEGORIES 1 2 3 4 5 6 7 8 9 10 1 2 3 4 6 5 7 8 9 GAMES MUSIC & ENTERTAINMENT MOCIAL MOBILE SOCIAL NETWORKING COMMUNICATIONS NEWS WEATHER SPORTS HEALTH & FITNESS PRODUCTIVITY & TOOLS TRAVEL & LOCAL

Source: Millennial Media, Q3 2011. Other includes Windows Phone 7, Symbian, webOS. Includes Phones, Tablets & other Connected Device applications.

Source: Millennial Media, Q3 2011.

Q3 2011 Findings:
Android grew 20% quarter-over-quarter and represented 49% of the Application Platform Mix (Chart A). Music & Entertainment led Android application categories in Q3, ranked by ad spend, followed by Android gaming applications, which almost doubled quarter-over-quarter. Apple represented 41% of the Application Platform Mix, ranked by ad spend, in Q3 (Chart A). Music & Entertainment took over as the leading Apple application category, despite gaming still leading the iPad application category. In Q3, Apple Mocial (Mobile Social Networking) applications grew 36% quarter-over-quarter. Gaming applications have been the number one Application Category on our platform for over a year. They continue to grow, representing 34% of the application impressions, a 26% increase quarter-over-quarter (Chart B). News application impressions grew 36% quarter-over-quarter (Chart B). Within the News category, global news applications accounted for over a quarter of the impressions in Q3 (Chart B).

Source: Fierce Mobile Content 8/11.

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iOS Spotlight

60% >500K
year-over-year
Source: Millennial Media, Q3 2011 / Q3 2010. Source: Fortune, 5/11.

iOS impressions grew

apps in the iTunes App Store

4M 41.6%
iPhone users are Auent: have $100K+ HH Income
Source: comScore Mobilens, 8/11.

iPhone 4S sold iPod Touch impressions grew

devices in the rst weekend

Source: Fierce Wireless, 9/11.

30%
year-over-year
Source: Millennial Media Sept. 2011 / Sept. 2010.

46.7M
iPads will be sold in 2011
Source: Gartner, 9/11.

456%
year-over-year
Source: Millennial Media Sept. 2011 / Sept. 2010.

iPad impressions grew

97%
of all U.S. tablet impressions
Source: comScore Digital Omnivores, 8/11.

iPads deliver

50.6%
of iPod Touch users are between the ages of 13-24
Source: comScore Mobilens, 8/11.

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About Millennial Media, Inc. Millennial Media is the leading independent mobile advertising and data company. As an independent company, Millennial Media commands an impressive share of the mobile display advertising market. The companys technology, tools and services also power some of the largest companies in the media business today. Millennial Media is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers, all application and media developers seeking to maximize ad revenue, and all mobile operators seeking to further monetize their networks. Millennial Media was named one of the top 75 fastest growing private companies in America by the Inc 500. Visit http://www.millennialmedia.com for more information; and join our Facebook community, follow us on Twitter at @millennialmedia or subscribe to our YouTube page at http://www.youtube.com/user/millennialmediavideo for exclusive videos. Mobile developers can visit http://developer.millennialmedia.com/ to learn more about monetizing their apps.

About Millennial Medias Mobile Mix Millennial Medias Mobile Mix reports key advertising trends with a focus on mobile manufacturers, devices, operating systems, connected devices and more. Millennial Medias 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, Inc. Millennial Media partners with major carriers, media networks, and top-tier publishers to deliver the largest data set of any third-party U.S. mobile advertising platform. As such, we are uniquely capable of reporting and analyzing the richest sets of carrier, device and campaign data collected over billions of monthly ad requests. Elevating and driving the whole mobile ecosystem forward is central to our company mission.

Visit www.millennialmedia.com/research to sign up to receive Millennial Media-related news including the Mobile Mix report, the Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.) report, and the Mobile Intel Series. For questions about the data in this report, or for recommendations for future reports, please contact us at research@millennialmedia.com.

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