1. by Nobot Inc.
Japanese iPhone/Android users survey
07/2011
Copyright © 2011 Nobot Inc. All Rights Reserved. Nobot Inc.

2. 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 : 06/10/2011 ~ 06/18/2011
Survey Method : A banner displayed inside the application
which directed users to the survey page.
Surveyed Area : All countries
Target Demographic : iPhone/Android users using the application
Valid Responses : 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. 2

3. Age and Gender
<iPhone Users> <Android Users>
25% 20% 15% 10% 5% 0% 0% 5% 10% 15% 20% 25%
～10s, ～10s,
10.1% 10.4%
20s, 19.3%
20s, 17.9%
Male Male
30s, 18.8% 30s, 21.5%
69.5%
男性 71.9%
男性
40s, 16.5%
40s, 16.1%
50s, 4.5% 50s, 4.2%
60s～, 60s～,
0.7% 1.4%
～10s, ～10s,
2.7% 2.8%
20s, 13.5% 20s, 12.7%
Female Female
30s, 7.4% 30s, 7.5%
30.5%
女性 28.1%
女性
40s, 5.6% 40s, 4.5%
50s, 0.9% 50s, 0.5%
60s～, 60s～,
0.4% 0.0%
Copyright © 2011 Nobot Inc. All Rights Reserved. 3

4. Professions
<iPhone Users> <Android Users>
100%
5.2% 4.2%
4.5%
6.7%
Others
80% 19.6%
20.9%
Homemaker
60%
40% Student
67.3% 71.7%
20%
Employed
0%
Copyright © 2011 Nobot Inc. All Rights Reserved. 4

5. Marriage Status, Residence
Q. Are you married now? Q. Tell us about your residence.
100% 100% 0.4% 1.9%
4.3% 4.7%
16.8% Other
16.3%
80% 80%
52.0%
60.3% Never Corporate
housing/dormitory
married
60% 60% 34.5%
37.6%
Home owned by self
40% 40%
Married
Rental
(including
divorced/wid
48.0% owed)
20% 20% 43.9%
39.7% 39.5%
Home owned by the
family
0% 0%
<iPhone Users> <Android Users> <iPhone Users> <Android Users>
Copyright © 2011 Nobot Inc. All Rights Reserved. 5

6. Individual income, Household income
Q. Tell us about your own annual income. Q. Tell us about the income of all
members of your family.
100% 3.4% 2.6% 100%
2.7% 1.2% 17.5% 17.3%
I don't know I don't know
16.8%
16.4%
80% 80%
10.5% 10.2%
10 million Yens 10 million Yens or
or more more
60% 60%
47.1% 50.6% Less than 10
30.0% 29.1% Less than 10
million Yens million Yens
40% 40%
Less than 5 Less than 5 million
million Yens Yens
35.7% 36.4%
20% 20%
Less than 1 Less than 1 million
30.5% 28.8% million Yens Yens
6.3% 7.1%
0% 0%
<iPhone Users> <Android Users> <iPhone Users> <Android Users>
Copyright © 2011 Nobot Inc. All Rights Reserved. 6

7. Viewing of ads inside free apps
Q. How much do you look at ads displayed inside free apps?
<iPhone Users> <Android Users>
100%
11.2% 11.1%
Never before
80%
32.2%
37.4% Few times
60%
Sometimes
40%
37.6%
34.1%
Often
20%
Every time
13.0% 15.8%
0% 4.3% 3.3%
Copyright © 2011 Nobot Inc. All Rights Reserved. 7

8. About your clicking the ads in free apps
Q. How often do you click ads on free apps?
<iPhone Users> <Android Users>
100%
14.6% 15.1%
Never before
80%
Few times
60% 51.3% 49.4%
Sometimes
40%
Often
20% 28.5% 30.0%
Every time
3.1% 4.3%
0% 2.5% 1.2%
Copyright © 2011 Nobot Inc. All Rights Reserved. 8

9. Number of free apps downloads
Q. About how many free apps do you download each month?
<iPhone Users> <Android Users>
100% 3.1% 2.8%
3.1% 1.9%
9.7% More than 31
11.4%
80%
21-30
30.0%
30.3%
60% 11-20
6-10
40%
50.4% 55.0% 1-5
20%
0
0% 1.6% 0.7%
Copyright © 2011 Nobot Inc. All Rights Reserved. 9

10. Number of paid apps downloads
Q. About how many paid apps do you download each month?
<iPhone Users> <Android Users>
0.2% 1.0%
100% 0.2% 0.5%
4.5% 1.4%
More than 31
29.2%
80%
21-30
53.1%
60% 11-20
6-10
40%
68.6%
1-5
20% 41.9%
0
0%
Copyright © 2011 Nobot Inc. All Rights Reserved. 10

11. Regarding action taken after reading the advertisement
Q: After viewing/clicking the advertisement, what did you do next?
0% 10% 20% 30% 40% 50% 60%
Carried out an Internet search 16.6%
19.6%
Visited the product/service website in order 15.9% iPhone
to find out more 15.4% Android
Looked for information on web forums 8.5%
8.0%
Took steps towards purchasing/applying 7.4%
4.7%
Introduced it on Twitter or Facebook 1.3%
1.2%
Other 3.1%
3.1%
No action taken 51.8%
49.9%
Copyright © 2011 Nobot Inc. All Rights Reserved. 11

12. Regarding your purchasing experience
Q. Have you ever purchased anything using a smartphone?
<iPhone Users> <Android Users>
100%
5.4% more than 10
16.8% 1.9%
3.1% 12.5%
80%
6-9
18.6%
60% 23.8%
3-5
20.4%
40%
1-2
56.0%
41.0%
20%
0
0%
Copyright © 2011 Nobot Inc. All Rights Reserved. 12

13. Regarding what you have bought
Q. Please tell us what you have bought using a smartphone.
0% 5% 10% 15% 20% 25% 30% 35% 40%
Cosmetics / Perfume 5.6%
4.7%
Fashion 13.2%
10.6%
Books / CDs / DVDs 34.1%
20.8%
Consumer electronics / TVs / PCs 16.1%
13.7%
Food / Drinks / Alcohol 11.4%
5.7%
Furniture / Interior Furnishings 5.2%
3.5%
Health Foods 4.3%
1.9%
Kids / Babies 4.3%
1.9%
Pets / Flowers 2.2%
0.7%
5.4% iPhone
Sports / Outdoors 4.0%
Android
Travel / Tickets 11.7%
4.3%
Others 9.9%
7.6%
Copyright © 2011 Nobot Inc. All Rights Reserved. 13

14. Regarding Social Media You Often Use
Q. Regarding Social Media You Often Use
0% 10% 20% 30% 40% 50% 60%
17.3%
mobage
31.0%
20.6%
GREE
30.7%
46.4%
mixi
47.8%
54.5%
Twitter
45.6%
30.3%
Facebook
18.7%
1.6%
LinkedIn
0.5% iPhone
Android
19.7%
Nothing
21.7%
Copyright © 2011 Nobot Inc. All Rights Reserved. 14

15. Apps Categories
Q. What categories of apps do you use frequently?
0% 10% 20% 30% 40% 50% 60% 70% 80%
Entertainment 41.5%
39.2%
Education 16.8%
5.7%
Games 68.6%
51.5%
Healthcare & Fitness 9.2%
6.1%
Productivity 39.5%
32.9%
Photography 34.8%
16.5%
Sports 7.0%
6.4%
Social Networking 33.2%
27.9%
Weather 40.6%
40.2%
Books 10.3%
4.0%
Navigation 22.2%
20.1%
News 31.6%
41.8%
Business 15.0%
11.1%
Finance 3.8%
5.0%
Music 28.7%
28.4%
Medical 4.7%
2.8%
Utilities 18.6%
13.9%
12.6%
iPhone
Lifestyle 9.5%
Travel 8.5% Android
6.4%
Reference 18.2%
19.1%
Copyright © 2011 Nobot Inc. All Rights Reserved. 15

16. Security of Android
Q. What do you think about security of Android?
2.1%
Very concerned
11.1%
18.6%
Somewhat concerned
23.3% Neither concerned or
unconcerned
Not very concerned
44.8%
Not concerned at all
Copyright © 2011 Nobot Inc. All Rights Reserved. 16