by Nobot Inc.

Japanese iPhone/Android users survey 07/2011

Copyright 2011 Nobot Inc. All Rights Reserved.

Nobot Inc.

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 Survey Method Surveyed Area Target Demographic Valid Responses : 06/10/2011 ~ 06/18/2011 : A banner displayed inside the application which directed users to the survey page. : All countries : iPhone/Android users using the application : 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.

Age and Gender

<iPhone Users>
25% 20% 15% 10% 10, 20, 19.3% 30, 18.8% 40, 16.1% 50, 4.5% 60, 0.7% 10, 20, 13.5% 30, 7.4% 40, 5.6% 2.7% 50, 4.2% 60, 1.4% 10, 2.8% 20, 12.7% 30, 7.5% 40, 4.5% 10.1% 5% 0% 0% 5%

<Android Users>
10% 15% 20% 25%

10, 10.4% 20, 17.9% 40, 16.5% 30, 21.5%

Male 69.5%

Male 71.9%

Female 30.5%

Female 28.1%

50, 0.9% 60, 0.4%

50, 0.5% 60, 0.0%

Copyright 2011 Nobot Inc. All Rights Reserved.

Professions

<iPhone Users>
100% 5.2% 6.7% 80%

<Android Users>
4.2% 4.5%

Others
19.6%

20.9%

60%

Homemaker

40% 67.3% 71.7%

Student

20%

Employed

0%
Copyright 2011 Nobot Inc. All Rights Reserved.

Marriage Status, Residence

Q. Are you married now?
100%

Q. Tell us about your residence.

100% 0.4% 4.3% 16.8% 1.9% 4.7% 16.3%
Other

80% 52.0% 60.3%

Never married

80%
Corporate housing/dormitory

60%

60%

34.5%

37.6%
Home owned by self

40%

Married (including divorced/wid

40%
Rental

20%

48.0%

39.7%

owed)

20%

43.9%

39.5%

Home owned by the family

0%

<iPhone Users>

<Android Users>

0%

<iPhone Users>

<Android Users>

Copyright 2011 Nobot Inc. All Rights Reserved.

Individual income, Household income

Q. Tell us about your own annual income.
100% 3.4% 2.7% 16.4% 2.6% 1.2% 16.8%
10 million Yens or more I don't know

Q. Tell us about the income of all members of your family.

100% 17.5% 17.3%
I don't know

80%

80% 10.5%

10.2%

10 million Yens or more

60% 47.1% 50.6%

Less than 10 million Yens

60% 30.0% 29.1%

Less than 10 million Yens

40%
Less than 5 million Yens

40%
Less than 5 million Yens

20% 30.5% 28.8%

Less than 1 million Yens

20%

35.7%

36.4%
Less than 1 million Yens

0%

<iPhone Users>

<Android Users>

0%

6.3%

7.1%

<iPhone Users>

<Android Users>

Copyright 2011 Nobot Inc. All Rights Reserved.

Viewing of ads inside free apps

Q. How much do you look at ads displayed inside free apps?
<iPhone Users>
100% 11.2% 11.1% Never before 80% 37.4% 60% Sometimes 40% 34.1% 20% 13.0% 0% 4.3% 15.8% 3.3%
Copyright 2011 Nobot Inc. All Rights Reserved.

<Android Users>

32.2%

Few times

37.6% Often

Every time

About your clicking the ads in free apps

Q. How often do you click ads on free apps?
<iPhone Users>
100% 14.6% 80% Few times 60% 51.3% 49.4% Sometimes 40% Often 20% 28.5% 30.0% Every time 3.1% 2.5% 4.3% 1.2%
Copyright 2011 Nobot Inc. All Rights Reserved.

<Android Users>
15.1%

Never before

0%

Number of free apps downloads

Q. About how many free apps do you download each month?
<iPhone Users>
100% 3.1% 3.1% 11.4% 80% 30.3% 60% 30.0% 11-20

<Android Users>
2.8% 1.9% 9.7%

More than 31

21-30

40% 50.4% 20% 55.0%

6-10

1-5

0 0% 1.6% 0.7%

Copyright 2011 Nobot Inc. All Rights Reserved.

Number of paid apps downloads

Q. About how many paid apps do you download each month?
<iPhone Users>
100% 0.2% 0.2% 4.5%

<Android Users>
1.0% 0.5% 29.2% 21-30 1.4% More than 31

80% 53.1% 60%

11-20

40% 68.6%

6-10

1-5 20% 41.9% 0 0%

Copyright 2011 Nobot Inc. All Rights Reserved.

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Regarding action taken after reading the advertisement

Q: After viewing/clicking the advertisement, what did you do next?
0% Carried out an Internet search Visited the product/service website in order to find out more Looked for information on web forums 8.5% 8.0% 7.4% 4.7% 1.3% 1.2% 3.1% 3.1% 51.8% 49.9% 10% 20% 30% 40% 50% 60%

16.6% 19.6% 15.9% 15.4% iPhone Android

Took steps towards purchasing/applying

Introduced it on Twitter or Facebook

Other

No action taken

Copyright 2011 Nobot Inc. All Rights Reserved.

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Regarding your purchasing experience

Q. Have you ever purchased anything using a smartphone?

<iPhone Users>
100% 16.8% 80% 3.1% 18.6% 60% 20.4% 40%

<Android Users>
5.4% 1.9% 12.5% 6-9 23.8% 3-5 more than 10

1-2 20% 41.0% 56.0% 0 0%

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12

Regarding what you have bought

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

5.6% 4.7% 13.2% 10.6% 20.8% 34.1%

Copyright 2011 Nobot Inc. All Rights Reserved.

Regarding Social Media You Often Use

Q. Regarding Social Media You Often Use
0% 10% 20% 30% 40% 50% 60%

mobage GREE mixi Twitter Facebook LinkedIn Nothing

1.6% 0.5%

17.3% 31.0% 20.6% 30.7% 46.4% 47.8% 54.5% 45.6% 30.3% 18.7%

iPhone
19.7% 21.7%

Android

Copyright 2011 Nobot Inc. All Rights Reserved.

14

Apps Categories
Q. What categories of apps do you use frequently?
0% Entertainment Education Games Healthcare & Fitness Productivity Photography Sports Social Networking Weather Books Navigation News Business Finance Music Medical Utilities Lifestyle Travel Reference
4.7% 2.8% 18.6% 13.9% 12.6% 9.5% 8.5% 6.4% 18.2% 19.1% 3.8% 5.0% 28.7% 28.4% 15.0% 11.1% 4.0% 10.3% 22.2% 20.1% 31.6% 41.8% 7.0% 6.4% 27.9% 33.2% 40.6% 40.2% 16.5% 9.2% 6.1% 32.9% 34.8% 39.5% 5.7% 16.8% 51.5% 68.6%

10%

20%

30%

40%
41.5% 39.2%

50%

60%

70%

80%

iPhone Android

Copyright 2011 Nobot Inc. All Rights Reserved.

15

Security of Android
Q. What do you think about security of Android?

11.1%

2.1% 18.6%

Very concerned

Somewhat concerned

23.3%

Neither concerned or unconcerned

44.8%

Not very concerned

Not concerned at all

Copyright 2011 Nobot Inc. All Rights Reserved.

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