Hide Notes 

Slide 1: AdMob Mobile Metrics Report AdMob serves ads for more than 15,000 mobile Web sites and applications around the world. AdMob stores and analyzes the data from every ad request, impression, and click and uses this to optimize ad matching in its network. This monthly report offers a snapshot of its data to provide insight into trends in the mobile ecosystem. January 2010 Find archived reports and sign up for future report notifications at metrics.admob.com.
Slide 2: AdMob Mobile Metrics Report January 2010 New and Noteworthy For this month's feature section, we ran an opt-in survey of consumers on iPhone, iPod touch, Android and webOS devices in February 2010 to learn more about how they are engaging and interacting with applications. You can find data from a survey we ran six months ago, in August 2009, at http://metrics.admob.com/2009/08/july-metrics-app-survey-data/. * Android and iPhone users download a similar number of apps every month and spend a similar amount of time using the apps. However, some differences between the platforms still exist. Only 21% of Android users purchase at least 1 paid app per month, compared to 24% of webOS users, 35% of iPod touch users and 50% of iPhone users. * iPod touch users download an average of 12 apps a month, 37% more apps than iPhone and Android users. iPod touch users also spent 100 minutes a day using apps, 25% more time than iPhone and Android users. * 73% of Android users are male, compared to 58% of webOS users, 57% of iPhone users and 54% iPod touch users. The iPhone, iPod touch and webOS have similar gender distributions, with just over half of the users on all devices being male. * iPod touch users skew considerably younger relative to other platforms and devices. Based on the survey, 78% of iPod touch users are below the age of 25, compared to 25% of iPhone users and 24% of Android and webOS users. * 16% of iPhone users said they intend to purchase an iPad, compared to 11% of webOS users and only 6% of Android users. Approximately the same percentage of Android users were interested in purchasing the Amazon Kindle as were interested in purchasing the iPad. * 91% of iPhone users and 88% of iPod touch users would recommend their device, compared to 84% of Android users and 69% of webOS users. webOS users are 3.4x more likely to not recommend their device relative to iPhone OS users. * Worldwide requests increased 32% month over month to 15.2 billion in January. * Visit our metrics blog at metrics.admob.com for more commentary on the Mobile Metrics Report or to sign up for future reports. AdMob publishes the Mobile Metrics Report to provide a measure of mobile Web and application usage from our network of more than 15,000 mobile Web sites and applications. AdMob share is calculated by the percentage of requests received from a particular handset; it is a measure of relative mobile Web and application usage and does not represent handset sales. Please visit this blog post for more information on how to interpret the Metrics report: http://metrics.admob.com/2009/10/placing-admob-metrics-in-context/. Contents Feature Section - Survey: App Usage by Platform Feature Section - Survey: App Download Behavior Feature Section - Survey: Demographic Data by Platform Feature Section - Survey: Purchase Intent and Satisfaction Ad Request by Geography Worldwide: Manufacturer and Device Share United States: Manufacturer and Device Share / Operator Handset Mix India: Manufacturer and Device Share / Operator Handset Mix Indonesia: Manufacturer and Device Share / Operator Handset Mix United Kingdom: Manufacturer and Device Share / Operator Handset Mix Philippines: Manufacturer and Device Share / Operator Handset Mix South Africa: Manufacturer and Device Share / Operator Handset Mix Methodology Find previous reports and sign up for future report notifications at metrics.admob.com. 2
Slide 3: AdMob Mobile Metrics Report January 2010 Featured: App Usage by Platform For this month's feature section, we ran an opt-in survey of consumers on iPhone, iPod touch, Android and webOS devices in February 2010 to learn more about how they are engaging and interacting with applications. You can find data from a survey we ran six months ago, in August 2009, at http://metrics.admob.com/2009/08/july-metrics-app-survey-data/. Highlights * Android and iPhone users download a similar number of apps every month and spend a similar amount of time using the apps. * However, some differences between the platforms still exist. Only 21% of Android users purchase at least 1 paid app per month, compared to 24% of webOS users, 35% of iPod touch users and 50% of iPhone users. * iPod touch users download an average of 12 apps a month, 37% more apps than iPhone and Android users. iPod touch users also spent 100 minutes a day using apps, 25% more time than iPhone and Android users. * webOS users downloaded fewer total apps per month, relative to iPhone OS users and Android users. This may be related to the fewer number of apps in the webOS App Catalog. 15 Average App Downloads per Month 12.1 1.6 10 8.8 1.8 8.7 1.1 10.5 5.7 0.6 5 7.0 7.6 5.1 0 iPhone iPod touch Free Apps Android Paid Apps webOS Methodology All data in the feature section is based on an opt-in survey taken by users on their mobile device. Respondents were sourced by responding to mobile ads throughout AdMob's iPhone OS, Android and webOS networks. There was no incentive offered to participate in the survey. There were 963 total respondents: 318 Android, 244 iPhone, 356 iPod touch and 45 webOS. The survey was run from February 5th - February 16th. % of Users who Purchase At least 1 Paid App per Month 60% 50% 50% 40% 30% 35% 24% The geographic representation of the respondents was designed to approximate the distribution of users in the AdMob network. The respondents were sourced from English-speaking countries in the AdMob network. 21% 20% 10% 0% iPhone iPod touch Android webOS Find previous reports and sign up for future report notifications at metrics.admob.com. 3
Slide 4: AdMob Mobile Metrics Report January 2010 Featured: App Download Behavior While users across all platforms are highly engaged with apps, groups of users have different download habits. * 59% of users across platforms download less than 6 apps per month. 13% of users across all platforms said they downloaded "More than 20" free apps every month. The majority of these super-users come from the iPod touch which has the most engaged users. * For users who regularly download paid apps, the distribution of the number of paid apps downloaded each month is similar across platforms. 66% of users who say they download at least 1 paid app per month download between 1-3 apps, while 22% download 4-6 apps. There was a small number of super-users that download a large number of paid apps every month. Number of Free Apps Downloaded per Month, All Platforms 35% 30% 70% 28% 66% Number of Paid Apps Downloaded per Month, Users who download >1, All Platforms 29% 60% 50% 40% 16% 25% 20% 15% 10% 9% 13% 30% 22% 20% 5% 2% 0% 0 1-3 4-6 7-10 11-15 4% 10% 0% 7% 3% 1% 16-20 2% More than 20 16-20 More than 20 1-3 4-6 7-10 11-15 Notes Please see page 3 of this report for more details on the survey methodology. Find previous reports and sign up for future report notifications at metrics.admob.com. 4
Slide 5: AdMob Mobile Metrics Report January 2010 Featured: Demographic Data by Platform * 73% of Android users are male, compared to 58% of webOS users, 57% of iPhone users and 54% iPod touch users. The iPhone, iPod touch and webOS have similar gender distributions, with just over half of the users on all devices being male. * iPod touch users skew considerably younger relative to other platforms and devices. Based on the survey, 78% of iPod touch users are below the age of 25, compared to 25% of iPhone users and 24% of Android and webOS users. * The average age of an Android device user (35) is similar to an iPhone user (37) and that of a webOS device user (36). The average age of an iPod touch user is 23. iPhone, Android and webOS users are fairly evenly split across age groups. Gender by Platform 100% 90% 100% Age by Platform 90% 14% 27% 43% 46% 80% 70% 42% 80% 70% 60% 50% 18% 5% 6% 6% 4% 13% 8% 7% 17% 16% 21% 60% 50% 40% 30% 20% 10% 0% iPhone iPod touch Male Female 29% 21% 73% 57% 54% 58% 40% 21% 30% 20% 12% 13% iPhone 17 or younger 30% 65% 24% 17% 7% iPod touch 18-24 25-34 35-44 Android 45-54 55 or older 10% 0% 22% 2% webOS Android webOS Notes • Weighted averages calculated using midpoint of each segment. 15 years assumed for "17 or younger" segment and 65 assumed for "55 or older" segment. Please see page 3 of this report for more details on the survey methodology. Find previous reports and sign up for future report notifications at metrics.admob.com. 5
Slide 6: AdMob Mobile Metrics Report January 2010 Featured: Purchase Intent and Satisfaction The mobile Internet device category has grown rapidly; in July 2009 approximately 12% of requests in AdMob's network came from these non-phone devices compared to approximately 17% in January 2010. The survey asked consumers if they currently own an Amazon Kindle, Apple iPad or Apple iPod touch or intend to purchase one in the next six months. * 16% of iPhone users said they intend to purchase an iPad, compared to 11% of webOS users and only 6% of Android users. Approximately the same percentage of Android users were interested in purchasing the Amazon Kindle as were interested in purchasing the iPad. * iPod touches are popular devices among consumers already using smartphones. 1 in every 4 iPhone users currently owns or intends to purchase an iPod touch in the next six months. More than 1 in every 5 webOS users currently owns or intends to purchase an iPod touch within the next 6 months. * 91% of iPhone users and 88% of iPod touch users would recommend their device, compared to 84% of Android users and 69% of webOS users. webOS users are 3.4x more likely to not recommend their device relative to iPhone OS users. Which of the following devices do you currently own or are you likely to purchase within the next 6 months? (select all that apply) 30% 24% 22% Are you likely to recommend your device to a friend or colleague? 100% 90% 80% 70% 3% 5% 2% 10% 5% 12% 20% 11% 25% 20% 60% 16% 15% 50% No 91% 88% 11% 10% 12% 40% 30% 20% 10% Maybe 84% 69% Yes 6% 5% 5% 6% 2% 0% Amazon Kindle iPhone User Apple iPad Android User webOS User Apple iPod touch 0% iPhone iPod touch Android webOS Notes Please see page 3 of this report for more details on the survey methodology. Find previous reports and sign up for future report notifications at metrics.admob.com. 6
Slide 7: Ad Requests by Geography - January 2010 Requests: Country United States India United Kingdom Indonesia Canada France Mexico South Africa Philippines Japan Other Countries Total Region North America Asia Western Europe Africa Latin America Eastern Europe Oceania(3) Other Total (2) (1) (2) 15,233,131,611 Requests 7,325,028,892 777,810,402 628,453,460 623,823,484 491,937,287 352,896,373 301,530,858 288,822,564 244,831,621 241,540,633 3,956,456,037 15,233,131,611 Requests 7,817,419,515 3,211,115,114 1,811,840,247 746,432,235 640,323,493 294,799,875 264,856,089 446,345,043 15,233,131,611 % of Requests 48.1% 5.1% 4.1% 4.1% 3.2% 2.3% 2.0% 1.9% 1.6% 1.6% 26.0% 100.0% % of Requests 51.3% 21.1% 11.9% 4.9% 4.2% 1.9% 1.7% 2.9% 100.0% % Share Change 0.2% -0.2% 0.2% -0.7% 0.0% -0.1% -0.1% % Share Change -0.2% -0.4% -0.1% 0.3% 0.1% 0.1% -0.4% 0.2% 0.3% Traffic Relative to Oct 2008 Traffic Relative to Jan 2009 Monthly Growth in Traffic Since Jan 2009 - Regions Oct 2008 4.0 5.0 4.5 3.5 4.0 3.0 3.5 2.5 3.0 0.2% North America Africa Asia Asia Western Europe Eastern Europe Africa Latin America Latin America North America 2.5 2.0 2.0 1.5 1.5 1.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Oct Nov Dec Jan Feb Mar April May June June Aug Sept Oct Eastern Europe Australia & Oceania Oceania Western Europe Notes • Month-over-month share change calculated as % of current month requests less percent of prior month requests. (1) Other includes 59 countries having more than 10 million requests. (2) (3) Other includes unclassified requests where the country of origin could not be determined. Targeted ads were not shown to these requests. Oceania is defined by Australia, New Zealand and several islands in the Pacific Ocean. Find previous reports and sign up for future report notifications at metrics.admob.com. 7
Slide 8: Worldwide Handset Data - January 2010 Requests: 15,233,131,611 Share Chg % 4.2% -1.3% -1.3% 0.1% -0.4% -0.2% -0.4% -0.3% 0.1% -0.2% Top Handset Models Apple Apple Motorola HTC HTC Samsung Nokia Motorola HTC Palm Samsung Sony Nokia RIM HTC Nokia Nokia Nokia Motorola Total 100.0% Nokia Total iPhone iPod touch Droid Dream Hero SCH-R450 N70 CLIQ Magic Pre SCH R350 PSP 3110c BlackBerry 8300 Droid Eris 5130 6300 N95 RAZR V3 N73 % of Requests 24.2% 16.2% 3.5% 1.7% 1.3% 1.1% 1.1% 1.1% 1.0% 0.9% 0.9% 0.9% 0.9% 0.8% 0.8% 0.7% 0.7% 0.6% 0.6% 0.6% 59.5% Share Chg % 0.1% 4.0% 0.7% -0.5% -0.1% -0.5% -0.1% 0.2% 0.0% 0.2% 0.4% -0.1% -0.1% -0.2% 0.2% 0.0% 0.0% -0.1% -0.2% -0.1% Note: Above share % refers only to requests from Smartphones 21% 50% 19% 18% 11% 50% 10% Top Device Mfrs % of Requests Apple Nokia Samsung Motorola HTC SonyEricsson LG RIM Palm Kyocera Other(1) 40.4% 16.2% 9.9% 7.6% 5.1% 4.0% 2.4% 2.3% 1.2% 1.1% 9.8% Smartphone Traffic - Worldwide Smartphone Traffic Share WW Smartphone Requests by Mfr: Jan 10 2% 5% 2% 2% 47.1% Apple Nokia HTC Motorola RIM Palm Samsung Other WW Smartphone Requests by OS: Jan 10 2% 2% 1% 5% iPhone OS Android Symbian OS RIM OS webOS Windows Mobile OS Other Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large % Capable 67.9% 76.5% 74.4% 43.3% Share % 11.0% 11.1% 17.4% 60.5% Notes • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Samsung SCH R350 and HTC Droid Eris. • Some of the Samsung handsets include revised naming conventions. (1) Includes unclassified impressions and other manufacturers with < 2% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 8
Slide 9: United States Handset Data - January 2010 Requests: Top Device Mfrs Apple Samsung Motorola HTC RIM LG Kyocera Palm Nokia Huawei Other(1) 7,325,028,892 % of Requests Share Chg % 43.8% 14.7% 14.4% 8.8% 3.6% 2.9% 2.3% 1.7% 1.3% 1.3% 5.4% 7.3% -2.7% 0.1% -0.8% -0.7% -0.9% -0.5% -0.2% -0.4% -0.1% Top Handset Models Apple Apple Motorola HTC Samsung Motorola HTC Samsung HTC HTC RIM Palm Huawei Motorola Samsung Kyocera Samsung Samsung Samsung Samsung Total iPhone iPod touch Droid Dream SCH-R450 CLIQ Hero SCH R350 Magic Droid Eris BlackBerry 8300 Pre M750 RAZR V3 R560 S1300 Moment R430 SCH-R810 SCH R420 % of Requests 23.0% 20.8% 7.2% 3.1% 2.2% 2.1% 1.9% 1.8% 1.6% 1.6% 1.5% 1.3% 1.0% 1.0% 0.9% 0.9% 0.8% 0.7% 0.7% 0.6% 74.9% Share Chg % 0.4% 6.9% 1.4% -1.0% -1.0% 0.4% -0.2% 0.7% 0.0% 0.5% -0.3% -0.1% 0.0% -0.4% -0.2% -0.6% 0.2% -0.3% 0.0% -0.2% Note: Above share % refers only to requests from Smartphones 39% 47% 19% 47% 18% Smartphone Traffic - US Smartphone Traffic Share Smartphone Requests by Mfr: US 4% 7% 3% 2% 48.1% Apple Motorola HTC RIM Palm Samsung Other Smartphone Requests by OS: US 3% 2% 7% iPhone OS Android RIM OS webOS Windows Mobile OS Other 2% Total 100.0% Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large % Capable 51.1% 73.2% 62.3% 35.6% Share % 9.6% 7.2% 11.8% 71.5% Notes • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Samsung Moment and Samsung SCH-R810. • Some of the Samsung handsets include revised naming conventions. (1) Includes unclassified impressions and other manufacturers with < 1% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 9
Slide 10: United States Handset Data January 2010 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of Requests by Operator and Manufacturer - US 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Other Huawei Nokia Palm Kyocera LG RIM HTC Motorola Samsung Apple AT&T Wireless Notes Metro PCS Sprint PCS USA T Mobile USA Verizon Wireless USA • Other includes all manufacturers with less than 2.0% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 10
Slide 11: India Handset Data - January 2010 Requests: 777,810,402 Share Chg % -0.1% -0.3% 0.9% 0.9% 0.1% Top Handset Models Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Apple Nokia Nokia SonyEricsson Nokia Samsung Nokia Nokia Total 100.0% Nokia Total 3110c 5130 N70 7210 N2700 Classic N80 N73 6300 6233 N72 2626 iPhone 6600 6303 Classic W200i 5310 GT-S3310 5300 7610 5800 XpressMusic % of Requests 6.1% 5.9% 4.7% 3.7% 2.6% 2.5% 2.5% 2.5% 2.0% 1.6% 1.6% 1.6% 1.3% 1.2% 1.1% 1.1% 0.9% 0.9% 0.9% 0.9% 45.7% Share Chg % -0.3% 0.1% 0.6% 0.2% 0.6% -0.1% 0.0% -0.1% -0.1% 0.0% -0.1% 0.1% -0.1% 0.3% -0.1% 0.0% 0.2% 0.0% -0.1% 0.0% Note: Above share % refers only to requests from Smartphones 89% 88% Top Device Mfrs % of Requests Nokia SonyEricsson Samsung Motorola Apple Other (1) Smartphone Traffic - India Smartphone Traffic Share Smartphone Requests by Mfr: India 3% 2% 1%1% 5% Nokia Apple RIM Motorola HTC Other 59.7% 9.4% 7.5% 2.0% 1.9% 19.5% 28.7% Smartphone Requests by OS: India 2% 2% 1% <1% 6% Symbian OS iPhone OS RIM OS Windows Mobile OS Linux Smartphone OS Other Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large % Capable 76.3% 74.6% 84.8% 84.8% Share % 21.1% 22.3% 39.5% 17.1% Notes • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Samsung GT-S3310. (1) Includes unclassified impressions and other manufacturers with < 1% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 11
Slide 12: India Handset Data January 2010 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of Requests by Operator and Manufacturer - India 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Other Apple Motorola Samsung SonyEricsson Nokia Requests Notes • Other includes all manufacturers with less than 1% share. Tata Indicom India Vodafone India Idea Cellular India Find previous reports and sign up for future report notifications at metrics.admob.com. 12
Slide 13: Indonesia Handset Data - January 2010 Requests: 623,823,484 Share Chg % -0.3% 0.0% 0.1% 0.3% 0.0% Top Handset Models Nokia Nokia Nokia Nokia Nokia SonyEricsson Nokia Nokia Nokia Nokia Nokia Nokia SonyEricsson Nokia Nokia Nokia SonyEricsson Nexian Nokia Total 100.0% SonyEricsson Total N70 5130 6600 6300 E63 W200i 3110c 7610 2600c N73 2630 6120c K310i E71 5300 3230 K510 NX G922 5200 K320i % of Requests 4.4% 2.8% 2.6% 2.5% 2.4% 2.4% 2.3% 2.2% 2.0% 1.9% 1.8% 1.6% 1.5% 1.5% 1.5% 1.4% 1.3% 1.3% 1.2% 1.1% 39.6% Share Chg % 0.2% 0.0% -0.3% 0.0% 0.1% 0.1% -0.1% -0.2% 0.0% 0.0% 0.0% 0.0% 0.2% -0.1% 0.0% -0.2% 0.1% 0.4% 0.0% 0.1% Note: Above share % refers only to requests from Smartphones 93% Symbian OS RIM OS iPhone OS Windows Mobile OS Other Nokia RIM SonyEricsson Apple Other Top Device Mfrs % of Requests Nokia SonyEricsson Samsung Nexian RIM Other (1) Smartphone Traffic - Indonesia Smartphone Traffic Share Smartphone Requests by Mfr: Indonesia 3% 2% 3% 2% 57.2% 24.2% 2.0% 1.7% 1.0% 13.9% 32.5% 90% Smartphone Requests by OS: Indonesia 3% 2% 2% <1% Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large % Capable 86.3% 76.8% 83.7% 89.6% Share % 27.7% 29.9% 28.4% 14.0% Notes • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Nexian NX G922 and SonyEricsson K320i. (1) Includes unclassified impressions and other manufacturers with < 1% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 13
Slide 14: Indonesia Handset Data January 2010 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of Requests by Operator and Manufacturer - Indonesia 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Other RIM Nexian Samsung SonyEricsson Nokia Excelcomindo (XL) Indonesia Satelindo (Indosat) Indonesia Telkomsel Indonesia Natrindo Indonesia Notes • Other includes all manufacturers with less than 1% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 14
Slide 15: United Kingdom Handset Data - January 2010 Requests: 628,453,460 Share Chg % 3.7% -0.9% -1.2% -0.6% -0.1% -0.4% 0.0% Top Handset Models Apple Apple HTC HTC Nokia HTC Samsung Nokia Palm RIM RIM LG Motorola RIM Nokia Nokia Nokia Total iPhone iPod touch Hero Dream N95 Magic GT S5230 5800 XpressMusic Pre BlackBerry 8900 BlackBerry 9000 KP500 CLIQ BlackBerry 8520 E71 6300 N97 % of Requests 45.3% 29.8% 2.4% 1.4% 0.7% 0.6% 0.6% 0.5% 0.5% 0.4% 0.4% 0.4% 0.4% 0.3% 0.3% 0.3% 0.3% 0.3% 0.3% 0.3% 85.3% Share Chg % -1.5% 5.2% -0.5% -0.7% -0.2% -0.1% 0.1% -0.1% -0.1% -0.1% -0.1% -0.2% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% -0.1% Note: Above share % refers only to requests from Smartphones 79% 10% 80% 8% Top Device Mfrs % of Requests Apple Nokia HTC SonyEricsson Samsung RIM LG Other (1) Smartphone Traffic - UK Smartphone Traffic Share Smartphone Requests by Mfr: UK 3% 3% 6% Apple HTC Nokia RIM Other 75.1% 4.8% 4.7% 4.1% 2.8% 1.8% 1.2% 5.6% 56.6% SonyEricsson K800i Smartphone Requests by OS: UK 3% 7% iPhone OS Android Symbian OS RIM OS Other <1% SonyEricsson W995 SonyEricsson W910i Total 100.0% Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large % Capable 83.9% 94.3% 93.5% 18.2% Share % 1.4% 1.8% 9.3% 87.5% Notes • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • No new models in Top 20. (1) Includes unclassified impressions and other manufacturers with < 1% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 15
Slide 16: United Kingdom Handset Data January 2010 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of Requests by Operator and Manufacturer - United Kingdom 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Other LG RIM Samsung SonyEricsson HTC Nokia Apple Three UK O2 UK T-Mobile UK Orange UK Vodafone UK Jersey Telecom GB Notes • Other includes all manufacturers with less than 1% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 16
Slide 17: Philippines Handset Data - January 2010 Requests: 244,831,621 Share Chg % -3.3% 5.5% -0.3% 0.5% 0.2% Top Handset Models Nokia SonyEricsson Nokia Apple Nokia Apple Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Sony Total 100.0% Nokia Total N70 W580i 6630 iPod touch 6120c iPhone N73 6680 3110c 6300 N95 N80 5800 XpressMusic 5130 7210 3120c 6600 2600c PSP E63 % of Requests 8.6% 6.0% 4.1% 2.9% 2.8% 2.7% 2.4% 2.3% 2.2% 2.1% 1.7% 1.5% 1.3% 1.3% 1.3% 1.3% 1.3% 1.3% 1.2% 1.1% 49.3% Share Chg % -0.5% 5.9% -0.9% -0.1% 0.0% Nokia Top Device Mfrs % of Requests Nokia SonyEricsson Apple Samsung Sony Other (1) Smartphone Traffic - Philippines Smartphone Traffic Share 2% 3% 6% 61.5% 12.5% 5.6% 3.6% 1.2% 15.6% 41.3% Smartphone Requests by Mfr: Philippines -0.2% 0.2% -0.6% -0.3% 0.1% 0.1% -0.2% 0.2% 0.2% 0.1% 0.2% -0.8% -0.4% 0.2% 0.1% 92% 89% Apple SonyEricsson Other Smartphone Requests by OS: Philippines 1% 6% 1% Symbian OS iPhone OS Windows Mobile OS Other Note: Above share % refers only to requests from Smartphones Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large % Capable 85.3% 77.2% 91.1% 81.3% Share % 16.8% 25.6% 36.3% 21.4% Notes • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: SonyEricsson W580i, Nokia 3120c, Nokia E63 and Sony PSP. • SonyEricsson devices reflected considerable month-over-month growth largely due to revised handset classifications. (1) Includes unclassified impressions and other manufacturers with < 1% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 17
Slide 18: Philippines Handset Data January 2010 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of Requests by Operator and Manufacturer - Philippines 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Other Sony Opera Samsung Apple SonyEricsson Nokia Globe Telecom Philippines Smart Communications Philippines Notes • Other includes all manufacturers with less than 1% share. • SonyEricsson reflected considerable month-over-month growth largely due to revised handset classifications. Find previous reports and sign up for future report notifications at metrics.admob.com. 18
Slide 19: South Africa Handset Data - January 2010 Requests: 288,822,564 Share Chg % -0.1% 0.3% 0.0% -0.2% -0.9% 0.0% 0.2% Top Handset Models Samsung Samsung LG Nokia Motorola Samsung Samsung Samsung Samsung SonyEricsson LG Nokia Samsung Apple Samsung Nokia Nokia Nokia Nokia Total 100.0% Samsung Total SGH E250 SGH-M620 KS360 N70 V360 SGH J750 SGH-J700 SGH E250i GT-S5233A W350i KG290 2630 SGH-E370 iPhone SGH D900i 5000d 6300 N73 1680c SGH-B100 % of Requests 5.8% 3.8% 3.7% 3.0% 2.9% 2.5% 2.4% 2.3% 2.1% 1.9% 1.6% 1.5% 1.5% 1.4% 1.3% 1.3% 1.3% 1.3% 1.2% 1.1% 43.6% Share Chg % -0.6% -0.3% 0.0% 0.0% -0.5% 0.0% -0.2% 0.3% 0.5% 0.2% -0.3% 0.0% 0.0% 0.2% 0.0% 0.0% 0.0% 0.1% 0.0% -0.1% Note: Above share % refers only to requests from Smartphones 81% 7% Symbian OS RIM OS iPhone OS Windows Mobile OS Other Top Device Mfrs % of Requests Samsung Nokia SonyEricsson LG Motorola RIM Apple Other (1) 36.1% 35.2% 8.0% 7.5% 4.6% 1.7% 1.6% 5.4% Smartphone Traffic - South Africa Smartphone Traffic Share 3% 2% 1% 22.3% Smartphone Requests by Mfr: South Africa 3% 6% 7% Nokia RIM Apple Samsung HTC SonyEricsson Other 78% Smartphone Requests by OS: South Africa 1% 5% 6% Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large % Capable 70.1% 69.5% 88.0% 94.8% Share % 36.9% 17.2% 35.6% 10.3% Notes • Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • No new models in Top 20. • Some of the Samsung handsets include revised naming conventions. (1) Includes unclassified impressions and other manufacturers with < 1% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 19
Slide 20: South Africa Handset Data January 2010 Operator Handset Mix Operator breakdown and visibility into manufacturer share by Operator. Share of Requests by Operator and Manufacturer - South Africa 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Other Apple RIM Motorola LG SonyEricsson Nokia Samsung MTN South Africa Vodacom South Africa Notes • Other includes all manufacturers with less than 1% share. Find previous reports and sign up for future report notifications at metrics.admob.com. 20
Slide 21: AdMob Mobile Metrics Report January 2010 About AdMob AdMob serves Graphical Banner and Text Link ads on mobile web pages for more than 15,000 mobile sites and applications. AdMob has served more than 100 billion ads since launching in January 2006. For each ad served, AdMob leverages handset and operator data, which enable demographic, device, and operator targeting for advertisers. About AdMob Mobile Metrics AdMob stores and analyzes the data from every ad request, impression, and click and uses this to optimize ad serving. Every day, we see ad requests from more than 160 countries. We share some of this data for use by the AdMob community. Publishers want to better understand mobile data use by operator and by device to target their content and optimize their site performance. Advertisers want to understand demographics and device capabilities as they plan their campaigns. AdMob’s Mobile Metrics report represents our attempt to provide usage information for the use of the community. Methodology For every ad request AdMob analyzes information available in the user’s mobile browser. From this, AdMob determines device capabilities and more using open source tools and a variety of proprietary techniques. The result is a snapshot of the devices viewing the more than 10 billion monthly ad requests and impressions that flow through AdMob’s network. We believe this data will be valuable in identifying and tracking trends, evaluating market readiness and more. AdMob also serves mobile ads into iPhone and Android applications. The traffic from these applications is included in the Metrics report. There is no standard industry definition of a smartphone. AdMob's definition is based on Wikipedia: "A smartphone is a phone that runs complete operating system software providing a standardized interface and platform for application developers" (http://en.wikipedia.org/wiki/Smartphone). AdMob classifies a phone as a smartphone when it has an identifiable operating system and we continually update our list as new phones enter the market. Despite running the iPhone OS, the iPod touch is not a phone, and thus not considered a smartphone based on this definition. Limits of this Data Representativeness - AdMob does not claim that this information will be necessarily representative of the mobile Web as a whole or of any particular countrymarket. AdMob’s traffic is driven by publisher relationships and may be influenced accordingly. Because the data is pulled across ads served on more than 15,000 sites and applications, we feel the data will be useful and may help inform business decision making. Ad Request Classification - For some handsets and operator networks, it is difficult to collect full handset data. AdMob categorizes these requests as "unclassified" and does not serve targeted ads to these requests. Please visit this blog post for more details on interpreting this report: http://metrics.admob.com/2009/10/placing-admob-metrics-in-context/ Questions Email metrics@admob.com to receive future AdMob Mobile Metrics distributions or if you have any questions or feedback for future reports. Email metrics@admob.com to sign up for future reports. Find previous reports and other resources at metrics.admob.com. 21