OCTOBER 2011

Device & Manufacturer Data Device OS Mix Mobile Developer Trends

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October 2011

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 HTC Samsung Research In Motion Ltd. (RIM) Motorola LG HUAWEI Nokia SonyEricsson Kyocera Sanyo Private Label Pantech Sharp Palm

October 2011
23.50% 18.11% 17.24% 10.86% 10.26% 7.43% 3.04% 0.95% 0.65% 0.57% 0.53% 0.38% 0.27% 0.24% 0.16%

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

October 2011
12.53% 5.51% 4.20% 3.83% 3.72% 3.35% 2.55% 2.38% 2.05% 1.35% 1.34% 1.26% 1.08% 1.05% 1.00% 0.98% 0.88% 0.85% 0.78% 0.67%

Type
Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Feature Phone Smartphone Smartphone Smartphone Smartphone Smartphone

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

Source: Millennial Media, 10/11.

October Findings:
Apple continued to be the leading device manufacturer on our platform in October, representing 24% of the Top 15 Manufacturers impression share (Chart A). Apple iPhone maintained the number one position on the Top 20 Mobile Phones ranking, with 13% of the impression share (Chart B). Samsung grew 7% month-over-month and represented 17% of the Top 15 Manufacturers ranking in October (Chart A). Samsung had six phones on the Top 20 Mobile Phones list, with a combined impression share of 8%. The Samsung Nexus S and the Samsung Galaxy S both made their debut on the Top 20 Mobile Phones list in October (Chart B). HUAWEI held the number seven position on the Top 15 Manufacturers ranking (Chart A). HUAWEI had two devices on the Top 20 Mobile Phones list in October, the HUAWEI Ascend and the HUAWEI Ideos (Chart B). This is the third consecutive month the HUAWEI Ideos has been on the Top 20 Mobile Phone list and it has moved up three spots from its debut in August 2011. Android devices represented 14 of the Top 20 Mobile Phones in October, with a combined impression share of 24% (Chart B). In October, Wi-Fi grew 19% month-over-month and accounted for 35% of the Carrier Mix (Chart C). Wi-Fi has consistently demonstrated strong growth for the past couple of months, due to heavy usage from both Smartphones and Connected Devices. As Smartphones continue to evolve, more carriers are requiring users to access Wi-Fi for heavy data usage activities, like streaming music or movies.

Source: Millennial Media, 10/11.

Carrier Mix

Ranked by Impressions CHART C

1% 1%
Wi-Fi (Multiple Carriers) Verizon Sprint - Nextel T-Mobile AT&T Metro PCS Other Cricket TracFone Boost Mobile

6% 7% 8% 8%

5% 35%

14%

15%

Source: Millennial Media, 10/11. Other includes Vodafone, Orange, TIM, Bell Canada, etc.

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October 2011

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%

CONNECTED DEVICES

14%

13%
Android iOS RIM Symbian Windows Other

FEATURE PHONES

15%

SMARTPHONES

71%

56% 28%

Source: Millennial Media, 10/11. 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, 10/11. Other includes webOS, Danger, Nokia OS, Palm OS.

Device Input Mix October Findings:

Smartphones led the Smartphone, Feature Phone & Connected Device Impression Share mix, with 71% of the impressions in October (Chart A). In October, Android led the Connected Device & Smartphone OS Mix on our platform with 56% of the impressions (Chart B). Android has consistently been the leading OS on our platform for 11 months. iOS maintained its position as the second largest Connected Device & Smartphone OS on our platform with 28% of the impression share (Chart B). iOS led the Connected Device OS mix on our platform for over a year and the Apple iPad has been the number one tablet device on our platform since its debut in April 2010. Touch Screen grew 44% year-over-year and led the Device Input Mix in October with 69% of the impression share (Chart C). Touch Screen impression growth was largely tied to the increased popularity of Smartphones and Connected Devices, but recently we have seen newly released feature phones also utilizing Touch Screen as an input method.
Ranked by Impressions CHART C

10% 10% 11% 69%

Touch Screen Touch & QWERTY QWERTY Keypad

Source: Millennial Media, 10/11.

The Technology vertical experienced explosive growth of 687% year-over-year. To nd out what other verticals experienced explosive growth or to learn more about advertiser and developer trends from Q3 2011, download Millennial Medias Quarterly S.M.A.R.T. Report. Visit www.millennialmedia.com/research/smart to download now.

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October 2011

Mobile Developer Trends

Application Platform Mix
Ranked by Ad Spend CHART A

Top Mobile Application Categories

Ranked by Impressions CHART B OCTOBER 11 OCTOBER 10 1 2 3 4 5 6 7 8 9 10 4 & 5* 1 3 2 9 10 6 CATEGORIES MUSIC & ENTERTAINMENT GAMES COMMUNICATIONS MOCIAL MOBILE SOCIAL NETWORKING NEWS PRODUCTIVITY & TOOLS HEALTH & FITNESS TRAVEL & LOCAL WEATHER BOOKS & REFERENCE

4%

6% 50% 40%
Android Apple RIM Other

Source: Millennial Media, 10/11. Other includes Windows Phone 7, Symbian, webOS. Includes Phones, Tablets & other Connected Device applications.

Source: Millennial Media, 10/11. *Previously listed Music & Entertainment as separate categories in 2010.

October Findings:
Android represented 50% of the Application Platform Mix (Chart A). Music & Entertainment continued to lead the Android application categories in October, ranked by impressions, yet there was a 14% increase month-over-month in Productivity & Tools applications. This growth demonstrates consumers are increasing utilizing mobile devices as a utility device in addition to an entertainment device. Apple represented 40% of the Application Platform Mix, ranked by ad spend, in October (Chart A). Gaming applications moved to the number two app category for Apple, behind Music & Entertainment, yet still grew 19% month-over-month. Music & Entertainment applications took over the number one Application Category position in October. Music applications and Entertainment applications both accounted for approximately 50% of the impression share mix (Chart B).

New Year, More Apps

Developers to Focus on New Application Development in 2012 More than 40% of developers will continue to focus on developing new applications next year according to Millennial Medias annual State of the Apps survey. In addition to development, more than 20% of developers are concentrating on ways to monetize applications to maximize revenue.

Developers Goals for 2012

2% 5% 10%

Did You Know?

Client Ads Can Boost Revenue for Developers. Many developers have advertisers interested in placing ads in their application, but they dont have a way to serve them. With Millennial Medias Client Ad solution, developers can leverage our ad-serving technology to serve those campaigns on their inventory. Visit mmDev.com to learn more about this free advertising solution.

40% 10% 12% 21%

Developing New Application Maximizing Revenue Improving Discovery Marketing and/or Advertising Learning a New Programming Language Finding a New Distribution Channel Other

Source: Millennial Medias State of the Apps Industry Survey, 10/11.

Millennial Media will release our annual State of the Apps report in the coming weeks. To receive a free copy, please visit millennialmedia.com/research.

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October 2011

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 developers to deliver the largest data set of any 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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