This document summarizes key mobile device and app trends from Q1 2013 based on data from Millennial Media's mobile advertising platform: - Android surpassed iOS, accounting for 52% of impressions. Samsung was the top manufacturer and the Galaxy S was the most popular device. - iOS remained the #2 OS with impressions growing 6% year-over-year. The iPhone was still the most popular device and iPad the top tablet. - Tablet impressions grew as more consumers used multiple mobile devices. While iOS tablets led, Android tablet impressions grew 96% led by Samsung and Amazon devices. - Games remained the top app category though music and entertainment rose as people streamed more on mobile. News

1. #MobileMix
Q1 2013
Device & Manufacturer Data
Device & OS Mix
Mobile DeveloperTrends
Android Spotlight

2. Device & Manufacturer Data
millennial media’s
T H E M O B I L E D E V I C E I N D E X
Q1 2013
1
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Apple
Samsung
BlackBerry
HTC
LG
Motorola
Amazon
SonyEricsson
Nokia
HUAWEI
ZTE
Asus
Kyocera
Sony
Pantech
36.87%
26.96%
6.47%
4.82%
4.52%
4.36%
2.19%
1.64%
1.39%
1.39%
1.07%
0.85%
0.60%
0.53%
0.51%
RANK MANUFACTURERS Q1 2013
2
DEVICES Q1 2013RANK TYPE OS
1
2
3
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5
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7
8
9
10
11
12
13
14
15
16
17
18
19
20
Apple iPhone
Samsung Galaxy S
BlackBerry Curve
Samsung Galaxy 5
LG Optimus
Samsung Galaxy Note
Motorola Droid RAZR
Samsung Galaxy Ace
BlackBerry Bold
HTC Evo
BlackBerryTorch
Samsung GalaxyY
SamsungWithin
HTC Desire
SamsungVibrant Galaxy S
BlackBerry BoldTouch
Samsung Galaxy Nexus
Motorola Droid X
HTC One X
LG Motion
20.41%
8.71%
3.26%
2.30%
1.89%
1.72%
1.31%
1.30%
1.15%
1.00%
0.88%
0.78%
0.69%
0.66%
0.64%
0.61%
0.57%
0.51%
0.48%
0.46%
Smartphone
Smartphone
Smartphone
Smartphone
Smartphone
Smartphone
Smartphone
Smartphone
Smartphone
Smartphone
Smartphone
Smartphone
Smartphone
Smartphone
Smartphone
Smartphone
Smartphone
Smartphone
Smartphone
Smartphone
iOS
Android
BlackBerry OS
Android
Android
Android
Android
Android
BlackBerry OS
Android
BlackBerry OS
Android
Android
Android
Android
BlackBerry OS
Android
Android
Android
Android
Source: Millennial Media, Q1 2013.
Source: Millennial Media, Q1 2013.
Top 15 Manufacturers (all devices)
Ranked by Impressions
CHART A
Top 20 Mobile Phones
Ranked by Impressions
CHART B
Visit www.millennialmedia.com/mobile-intelligence/mobile-mix to sign up
Source: Millennial Media, Q1 2013.
Top 5Tablets on the Millennial Media Platform
By Impressions
CHART C
Apple iPad*
1
Samsung GalaxyTab*
2
Amazon Kindle Fire*
3
AsusTransformer Pad
5
Google NexusTablet
4
* Ranked in the top 20 among all mobile devices
The Google Nexus 7Tablet
GREW126%
from the previous quarter
to enter ourTop 5Tablets.
Apple Remains Dominant
Apple was the top manufacturer on our platform in Q1 (Chart A).
The Apple iPhone also continued to be the number one mobile
phone on our platform in Q1 2013 (Chart B). Impressions from all
models of the iPhone grew 28% from the previous quarter.
Samsung Rising
Samsung remained the second largest manufacturer on our
platform in Q1 2013 (Chart A), with impressions up 19% from the
previous quarter.The Samsung Galaxy Note is the first“phablet”(a
smartphone with a screen size generally 5 to 8 inches in diagonal)
to enter ourTop 20 Mobile Phones.The Galaxy Note grew 67%
through the quarter to become the sixth largest mobile phone on
our platform (Chart B).
Amazon HitsTopTen
Amazon rose to the number seven spot of the top manufacturers
on our platform (Chart A), whose impressions grew 125% from the
previous quarter.The growth of impressions from non-phone
connected devices, such as tablets and e-readers, overall helped
propel Amazon into the top ten.
Tablets are Key to Growth
The Apple iPad was the tablet from which we saw the largest
number of impressions on our platform in Q1 2013, followed by
the Samsung GalaxyTab, and the Amazon Kindle Fire (Chart C).
Manufacturers with the leading tablets on our platform have also
seen larger growth in overall impressions than those without a
leading tablet device (Charts A & C).

3. Device & OS Mix
millennial media’s
T H E M O B I L E D E V I C E I N D E X
Q1 2013
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Changing Device Mix
Smartphones accounted for 70% of total platform impressions
in Q1 2013 (Chart D).While their percentage of overall platform
impressions has decreased from the same quarter a year ago
(Chart E), the volume of total smartphone impressions on our
platform has increased.The mix of device impressions on our
platform is changing to reflect the growth in tablet and
non-phone connected devices.
Tablet Growth
Impressions from non-phone connected devices grew five
percentage points from the same quarter a year ago to
account for 25% of total platform impressions in Q1 2013
(Charts D & E).The increased adoption of these devices has
grown globally as more consumers add a second or third
mobile device to their lives.
OS Mix Steady
Android was the largest operating system on our platform,
growing four percentage points from the previous year to
account for 52% of the total impressions on our platform
(Charts F & G). iOS, which grew six percentage points from the
same quarter a year ago (Chart G), was the second largest
operating system on our platform (Chart F).The growth in
impressions from both Android and iOS devices is growing
market share at the expense of other operating systems.
The continued adoption of mobile
devices is changing how consumers
engage with consumer goods content,
whether in-store, on-the-go, or at home.
In Millennial Media’s recently-released
Mobile Intel Series: Consumer Goods
guide, findings show that consumers
are using their devices to:
• Research items for reviews and prices
• Find store locations
• Engage with their favorite brands
Mobile Intel Series: Consumer Goods provides insight into this mobile
audience, how they are using mobile to access content, and best
practices for how consumer goods brands can succeed in mobile
advertising.
To download the free guide visit:
www.millennialmedia.com/mobile-intelligence/mobile-intel-series
MOBILE INTEL SERIES:
CONSUMER GOODS
NOW AVAILABLE
Device Mix
Ranked by Impressions
CHART D CHART E
70%
25%
5%
75%
5%
20%
Source: Millennial Media, Q1 2013 / Q1 2012.
Smartphones
Non-Phone Connected Devices
Feature Phones
Q12013 Q12012
OS Mix
Ranked by Impressions
CHART F CHART G
52%
1% 1% 1%3%
7%
39%
49%
14%
33%
Source: Millennial Media, Q1 2013 / Q1 2012.
Android
iOS
BlackBerry OS
Windows
Symbian
Q12013 Q12012

4. The 2012Year in Review edition of
S.M.A.R.T. features a year-over-year look
at key global mobile advertiser trends,
with a focus on the top verticals,
campaign goals, and the most
frequently targeted audiences.
To download the free report visit:
www.millennialmedia.com/mobile-intelligence/smart-report
millennial media’s
T H E M O B I L E D E V I C E I N D E X
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Device & OS Mix
Tablet OS Mix by Device
Ranked by Impressions
CHART H
Source: Millennial Media, Q1 2013.
45%
54%
Android
iOS
BlackBerry OS
Samsung GalaxyTab
Amazon Kindle Fire
Google Nexus 7
AsusTransformer Pad
All Others
1%
35%
28%
7%
4%
26%
4
A LOOK BACK...
Source: Millennial Media, Q1 2013 & Q1 2010.
Millennial Media has
published over 75 Mobile
Intelligence reports since
2009.The mix of operating
systems has drastically
shifted from our first Mobile
Mix report in Q1 2010.
70%
14%
6%
52%
7%
39%
Q1 2010 Q1 2013
iOS
BlackBerry OS
Android
iOSTablets Remain in the Lead
Impressions from tablet devices on our platform grew
year-over-year as global adoption of these devices
continued. 54% of the tablet impressions on our platform
in Q1 came from the two iOS tablet devices (Chart H), the
Apple iPad and the iPad mini. Over three-quarters of
these tablets are running iOS 6.0 or higher.
Android Close, with Greater Diversity
Of the total tablet impressions on our platform, 45% were
from a diverse mix of Android tablets (Chart H), including
dozens of manufacturers and devices. Android tablet
impressions on our platform have grown 96% from the
same quarter a year ago. Of the Android tablet
impressions on our platform, Samsung was the leading
manufacturer and the Samsung GalaxyTab was the
largest device (35%), of which the 7-inch version saw the
most impressions.
Asus: New Entrant
As shown in Chart C, the AsusTransformer Pad saw the
fifth largest amount of impressions on our total platform,
and was the fourth largest Android tablet (Chart H).The
AsusTransformer Pad, released in Q3 of 2012, is sold as a
larger, 10-inch touch screen tablet with an attachable
keyboard for typing.

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CATEGORIES
Games
Music & Entertainment
Communications
Mobile Social Media
Productivity &Tools
News
Books & Reference
Dating
Sports
Weather
Top 10 Application Categories
Ranked by Impressions
CHART I
Q42012Q12013
Source: Millennial Media, Q1 2013 & Q4 2012.
Music & Entertainment Category Mix
Ranked by Impressions
CHART J
Source: Millennial Media, Q1 2013.
51%
38%
7%
Music & Radio
Humor
Photo &Video
Personalization
4%
millennial media’s
T H E M O B I L E D E V I C E I N D E X
Q1 2013
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Mobile DeveloperTrends
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With SDK 5.0 you can:
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Take Advantage of iOS 6 Capabilities
Games Still Going Strong
Games was the largest application category from which we saw
impressions on our platform (Chart I), maintaining its position from
the previous quarter.The mobile audience who plays mobile game
applications is a large, diverse group that often belongs to multiple
behavioral audiences, since gamers tend to be heavily engaged
with their mobile device.
Music & Entertainment On the Go
Music & Entertainment maintained its number two position of the
top application categories on our platform (Chart I). As shown in
the breakout of Music & Entertainment applications on our
platform (Chart J), the largest sub-categories, Music & Radio and
Humor applications, have experienced growth with the increased
popularity of streaming radio applications, and“just-for-fun”humor
apps.
Sports Aiming High
Sports applications were the ninth largest app category from
which we saw impressions on our platform in Q1 (Chart I). In
Europe, Sports channel impressions surged on days Premier
League and UEFA Champions League games were played. Daily
volumes in Sports applications were three times higher than
average on these days.
Seasonal Storms Draw Mobile Users
News andWeather were the number six and ten positions of the
top application categories on our platform (Chart I). During the
winter months of Q1, consumers used mobile to stay informed
with real-time news and weather updates when snow storms
threatened their area. During snow storm“Nemo”in New England,
impressions fromWeather applications grew 40% throughout the
week. In March, when the UK experienced its worst snowfall in 30
years, News impressions soared 80% as mobile kept users
up-to-date with breaking news on the storm and its impact.

6. 46%
Android surpassed
iOS in December 2010
to become the largest
OS on our platform,
growing to
of total platform
impressions that year.
Source: Millennial Media, Q1 2013.
2Xyear-over-year.
Impressions
from Amazon
devices on our
platform grew
Source: Millennial Media, Q1 2012 & Q1 2013.
26%of Android tablet
impressions are
from the Amazon
Kindle Fire.
Source: Millennial Media, Q1 2013.
96%year-over-year.
Impressions from Android
tablet devices grew
Source: Millennial Media, Q1 2012 & Q1 2013.
Source: comScore MobiLens, March 2013,
3-month average.
46%of Android smartphone
users have a 4G device.
56%year-over-year.
Impressions from
Samsung devices on
our platform grew
Source: Millennial Media, Q1 2012 & Q1 2013.
>1.5MAndroid devices are being
activated every day.
Source: Google, April 2013.
millennial media’s
T H E M O B I L E D E V I C E I N D E X
Q1 2013
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Android Spotlight
6
60%of Android users have
a HHI over $50k / year.
Source: comScore MobiLens,
March 2013, 3-month average.
56%of Android users are
over the age of 35.
Source: comScore MobiLens,
March 2013, 3-month average.
700K
There are approximately
apps in the Google Play store.
Source: Google, October 2012.
Source: comScore MobiLens,
March 2013, 3-month average.
25%of iPad owners also
own an Android
smartphone.

7. millennial media’s
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Q1 2013
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About Millennial Media
Millennial Media is the leading independent mobile advertising and data platform. Our technology, tools and
services help app developers and mobile website publishers maximize their advertising revenue, acquire users and
gain audience insights. Our platform also enables us to offer advertisers powerful Mobile Audience Solutions (MAS)
that utilize our significant scale, sophisticated targeting and uniquely engaging creative capabilities to deliver
meaningful results.
About Millennial Media’s Mobile Mix™
Millennial Media’s Mobile Mix™ reports key advertising trends with a focus on mobile manufacturers, devices,
operating systems, connected devices and more. Millennial Media’s 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. As the leading independent mobile advertising and data platform, we are capable of reporting
and analyzing data collected over tens of billions of monthly ad requests. Elevating and driving the whole mobile
ecosystem forward is central to our company mission.
For questions about the data in this report, or for recommendations for future reports,
please contact us at research@millennialmedia.com.
©2013 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.