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A GLOBAL VIEW OF MOBILE ADVERTISING: North America Regional Summary Quarter Ending July 2011 InMobi Mobile Insights - Network Data Release date: August 17, 2011
ABOUT THE RESEARCHProject BackgroundAfter launching in 2007 in Asia, InMobi quickly grew to become the worlds largest independentmobile advertising network. In the quarter ending in July of 2011, we served 113 billionimpressions in 165 markets worldwide. With a physical presence in 5 continents, over 5,000publisher partners, and a broad, independent market footprint, InMobi is well positioned to providean objective, comprehensive, and representative view of the mobile advertising market.Research ObjectivesWe have three goals with this research:1. Help educate the market. Statistics and information about the state of mobile advertising are lacking in most regions of the world.2. Track consumer opinions regarding mobile advertising. With any emerging medium, the consumer perspective is critical to overall market success. We see a need for trending across regions in this area.3. Collaborate with industry thought leaders to increase market insight and improve information quality ongoing. As a global independent company, we value partnerships that will strengthen our understanding of the market. Researchers, thought-leaders, and analysts are encouraged to contact us and apply for full partner access. Beginning July 2011, InMobi has moved towards Contact Information quarterly data views which will highlight broader www.inmobi.com/research industry trends and provide an overview of the firstname.lastname@example.org global mobile advertising market. Twitter: @inmobi
NETWORK DATASpecificationsData in this report are sourced from our global mobile advertising network which served 113 billionimpressions in the quarter ending in July of 2011. With 165 countries receiving over 1 million impressionsmonthly, we are able to claim one of the broadest and most representative networks in the world. Exactspecifications are as follows:• Global Available Impressions during May - July, 2011: 113 billion• Regions Represented: Africa, Asia Pacific, Europe, Middle East, North America, and South America• Countries Represented: 165 countries with over 1 million impressions per month• Base Measure: Available Impressions• Reports: Market Summary, Manufacturer Share, OS Share, and Top Handsets & Connected Devices• Time Periods: QE April 2011 (February – April 2011), QE July2011 (May- July 2011)• Comparisons: QE April 2011 versus QE July 2011RepresentationInMobi is committed to an independent and transparent leadership position in mobile advertising. With that in mind,the following issues are present in this data.Mobile Advertising Market Definition: This report covers mobile display advertising only including both WAP andAPP. SMS/Text and Search are NOT included in this synopsis.Scale and Time In Market: Representation within the network is a function of the both scale and time in market.Readers can expect more fluctuation and variance in younger, smaller markets for the company.Publisher Mix: As with any ad network, market representation is a function of the publisher mix. We have over5,000 publishers of all sizes and content types, but changes to the publisher mix in a given market could impact thedata.Advertiser Mix: Similar to publisher mix, the advertiser mix could impact the numbers in our network, although to amuch lesser extent than publishers.
NORTH AMERICA SUMMARY North America ad impression growth of 35% outpaces Global ad growth of 22% in the quarter ending July 2011 across the InMobi network. " InMobi now serves over 20.8 billion impressions per quarter in North America. The volume of mobile impressions in North America signifies the reach mobile devices can offer local, regional and global brands. Mobile ad growth was mostly driven by smartphones, which grew by 42.6% versus a 13.4% growth among advanced phone ad impressions in QE July. " Smartphones gained over 4.8 billion impressions over the last quarter and now represent 78% of all mobile ads in the region. With nearly 4 of 5 ads on smartphones in North America, brands Available Impression Volume & Composition have ample opportunity to market effectively Global through this mass-reach medium. QE April 2011 QE July 2011 % Chg Development Index 50% of ads in North America are 15,466,851,895 20,878,864,162 35.0% n/a Total now in a native mobile application.Smartphone 11,461,253,994 16,338,381,570 42.6% 164Advanced 4,005,597,901 4,540,482,592 13.4% 37 " In-App impressions grew by 40% over the quarter to match the share of Mobile Web impressions inMobile Web 8,008,706,372 10,429,870,433 30.2% 61 North America. Total impressions are equally App 7,458,145,523 10,448,993,729 40.1% 286 distributed across both the Mobile Web and Native Applications. Source: InMobi Mobile Insights – Network Research, QE July 2011
NORTH AMERICANorth America OS Share: Quarter Ending July 2011 Available Impressions Global 11% Android OS Impressions % Share Pt Chg Development Index 5% iPhone OS Android 7,331,533,235 35.1% +1.0 212 35% RIM OS 7% iPhone OS 5,407,047,476 25.9% -2.4 196 Symbian OS RIM OS 3,244,071,664 15.5% +2.9 208 Nokia OS 16% Symbian OS 1,493,222,146 7.2% +0.4 38 Others Nokia OS 1,142,967,655 5.5% +1.6 28 Others 2,260,021,986 11.0% -3.5 n/a 26% Android remains the top mobile platform in the region by ad impressions and gained 2 billion impressions during the quarter ending in July 2011, while, iPhone OS gained 1 billion impressions. " Three fourths of all North America ad impressions are delivered across the top three – Android, iPhone OS, and RIM operating systems. " Nokia and Symbian OS which are top two global mobile platforms based on ad share, index extremely low in North America with global development indices of 28 and 38 respectively. Source: InMobi Mobile Insights – Network Research, QE July 2011
NORTH AMERICANorth America Manufacturer Share: Quarter Ending July 2011 Available Impressions Global 2% 2% Manufacturer Impressions % Share Pt Chg Development 6% Apple Index RIM Apple 5,407,047,476 25.9% -2.4 196 7% 26% Nokia RIM 3,244,071,664 15.5% +2.9 208 HTC Samsung Nokia 2,554,165,736 12.2% +2.5 32 8% Motorola HTC 2,516,597,105 12.1% -0.1 240 LG Huawei Samsung 1,954,824,623 9.4% -1.8 60 9% SonyEricsson Motorola 1,744,151,418 8.4% -2.0 279 16% Others LG 1,475,092,245 7.1% +1.0 171 12% Huawei 479,518,453 2.3% +0.0 281 12% SonyEricsson 328,756,724 1.6% -0.3 24 Others 1,174,638,719 5.6% +0.2 n/a Apple lost -2.4 share points in QE July 2011, regardless, Apple leads the next manufacturer, RIM, by 10.4 share points. " Among the top five manufacturers in North America, only RIM and Nokia managed to gain share during the QE July 2011. (RIM: +2.9 and Nokia: +2.5 share points) " Due to high smartphone penetration and usage rates in North America, Apple, RIM, HTC, and Motorola considerably over- index in North America when compared with their global share. Source: InMobi Mobile Insights – Network Research, QE July 2011
NORTH AMERICANorth America Handset and Connected Device Detail: Quarter Ending July 2011 Global Handset Impressions % Share Pt Chg Development Index Apple iPhone 2,774,450,081 13.3% -1.5 156 Apple iPod 2,244,239,217 10.7% -1.1 307 RIM BlackBerry 8520 987,057,968 4.7% +1.2 165 HTC PC36100 493,670,976 2.4% -1.4 428 RIM BlackBerry 9800 489,637,016 2.3% +1.7 260 HTC ADR6300 477,022,576 2.3% -0.1 434 Motorola DroidX 451,190,615 2.2% -0.8 426 Huawei M860 395,995,684 1.9% -0.0 434 Apple iPad 388,358,177 1.9% +0.2 159 LG LS670 375,052,141 1.8% -0.0 437 RIM BlackBerry 9700 334,670,030 1.6% +0.2 173 Motorola Droid 2 330,336,099 1.6% -0.2 427 RIM BlackBerry 9300 319,478,672 1.5% +0.8 175 HTC Desire HD 286,679,324 1.4% +0.6 224 Motorola Droid 274,514,868 1.3% -0.3 428While both the top two Apple devices lost market share, these devices continue toover-index in the NA when compared with their global share." All the top ten devices over-index considerably compared to their global share, underling the unique composition of smartphone devices in the North America mobile eco-system and thus the magnitude of rich-mobile advertising opportunity. Source: InMobi Mobile Insights – Network Research, QE July 2011
NORTH AMERICANorth America Summary: Quarter Ending July 2011 Available Impression Volume & Composition Top 5 Manufacturers: % Share of Available Impressions QE April 2011 QE July 2011 % Chg QE April 2011 QE July 2011 Pt. Chg Total 15,466,851,895 20,878,864,162 35.0% Apple 28.3% 25.9% -2.4Smartphone 11,461,253,994 16,338,381,570 42.6% RIM 12.6% 15.5% +2.9Advanced 4,005,597,901 4,540,482,592 13.4% Nokia 9.7% 12.2% +2.5Mobile Web 8,008,706,372 10,429,870,433 30.2% HTC 12.2% 12.1% -0.1 App 7,458,145,523 10,448,993,729 40.1% Samsung 11.2% 9.4% -1.8 Top Countries within Region: % Share of Available Top 3 OS Systems: % Share of Available Impressions Impressions QE April 2011 QE July 2011 Pt. Chg QE July 2011 Pt. Chg Android 34.1% 35.1% +1.0 USA 73.3% -4.3 Canada 12.5% +2.7 iPhone OS 28.3% 25.9% -2.4 Mexico 12.4% +1.6 RIM OS 12.6% 15.5% +2.9 " InMobi North America network grew by 35% impressions during QE July 2011, mostly driven by smartphones. " Within the region, Canada and Mexico mobile ad growth was faster than in the USA. " Among the top three operating systems, Android gained 1.0 share point and RIM gained 2.9 share points. Source: InMobi Mobile Insights – Network Research, QE July 2011
MEASURES AND TERM DEFINITIONSMeasures:Available Impressions: The total number of ads requests made to the InMobi network% Share (of Available Impressions): The % of total available impressions in the specified region allocated to the inventory type, device,manufacturer, or OS under analysis.Global Development Index: An index of the % share of the inventory type, device, manufacturer, or OS under analysis in the specifiedregion or country relative to that same inventory type, device, manufacturer, or OS share globally.Regional Development Index: Global Development Index: An index of the % share of the inventory type, device, manufacturer, or OSunder analysis in the specified country relative to that same inventory type, device, manufacturer, or OS share in the relevant region.% Chg: The percentage change in absolute value between two different time periods.Pt Chg: The difference between two share percentages for an inventory type, device, manufacturer, or OS under analysis in different timeperiods.Definitions:Smartphone: Any impression served to an iPhone OS, Android OS, RIM OS, webOS, Windows Mobile OS, Linux Smartphone OS, PalmOS, Nokia N & E Series Phones, or Samsung Bada.Advanced: Any impression served to any OS or handset not included in the smart phone definition above.Mobile Web: Any impression served to a user that accesses the internet through a browser on a mobile device. This includes WAP basedaccess.App (Application): Any impressions served to a mobile application resident on the consumer mobile device.Carrier: The mobile network operator (MNO), carrier service provider (CSP), wireless service provider, wireless carrier, or cellularcompany providing service for mobile phone subscriber served the impression.OS (Operating System): The system software (programs and data) running on the mobile devices that manages the hardware andprovides common services for execution of various application software receiving the impression.Handsets and Connected Device: The make and model of the mobile device receiving the impression.Manufacturer: The OEM manufacturer of the mobile device receiving the impression.Other: An aggregation of any remaining impressions not specifically detailed previously. Typically an aggregation of everything under 1%share.InMobi Regional Definitions:InMobi defines all regions per Wikipedia with the following modifications:“Asia Pacific” includes the 15 Oceania countries as listed in Wikipedia.“South America” includes South & Central Americas as listed in Wikipedia.
NEXT STEPSThis data is part of a series of network reports that are released monthly.Additional regions and markets will be released throughout the quarter.Release ScheduleOnce a quarter InMobi will release a full data report which will include global, regional and countrydata views. The next full release is planned for mid October. Monthly data updates including keyinformation by market will be released via our mailing lists and website.While we move to a quarterly release schedule, we will still continue to releases insightful data onkey markets across regions on a monthly basis. These releases will shed light on emerging trendsand unique developments specific to those key markets.Open Source Research: Getting InvolvedObjective industry analysts and thought-leaders are encouraged to comment, question, andparticipate. We will be sure to consider and update the research based on feedback and questionsto improve the quality for all end users.To join our monthly research mailing list, contact us at Research@InMobi.comTo download the full reports, visit us at www.InMobi.com/research