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millennial medias
T H E
MOBILE
D E VI CE
I NDE X
September 2012
MANUFACTURERS
Apple Samsung Research In Motion Ltd. HTC Motorola LG Microsoft Nokia HUAWEI Amazon NTT DoCoMo Acer Kyocera Pantech KDDI
Q2 2012
31.38% 21.97% 13.49% 8.79% 6.97% 5.25% 3.31% 1.58% 1.53% 1.03% 0.45% 0.39% 0.38% 0.20% 0.17%
DEVICES
Apple iPhone BlackBerry Curve Samsung Galaxy S BlackBerry Torch BlackBerry Bold Samsung Galaxy 5 LG Optimus Motorola Droid RAZR Samsung Vibrant Galaxy S HTC Desire Samsung Galaxy Ace BlackBerry Pearl HTC Evo BlackBerry Bold Touch HTC Droid Incredible Samsung Droid Charge Samsung Admire Samsung Fascinate Motorola Droid X Samsung Galaxy Mini
Q2 2012
15.84% 4.96% 3.49% 3.00% 2.97% 2.91% 2.41% 2.05% 1.70% 1.59% 1.51% 1.44% 1.31% 1.18% 1.17% 0.91% 0.90% 0.90% 0.77% 0.75%
TYPE
Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone
OS
iOS BlackBerry OS Android BlackBerry OS BlackBerry OS Android Android Android Android Android Android BlackBerry OS Android BlackBerry OS Android Android Android Android Android Android
Insights:
Apple continues to be the leading device manufacturer on our platform, representing 31% of the impression share (Chart A), up from the previous quarter. Apple iPhone maintained its position as the number one mobile phone on our platform with nearly 16% of the impression share (Chart B). Samsung represented 22% of impressions (Chart A), maintaining the number two spot on our Top 15 Manufacturers. Samsungs total phone impressions showed growth in Q2, with eight phones on the top 20 list for a combined impression share of 13% (Chart B), almost double that of Q1. All Samsung phones rose in position compared to Q1, with a number of new entrants to the top 20 list, including the Samsung Galaxy 5 (i-550 Europa), available outside the United States. RIM was the third device manufacturer on our platform, with 13% of the impression share (Chart A). The same ve BlackBerry devices were in the Top 20 Mobile Phones, for a combined impression share of 14% (Chart B). HTC moved to the number four position on the Top 15 Manufacturers ranking (Chart A) for total device impression share of 9%. In Q2, HTC had two phones on the Top 20 Mobile Phones list for a combined impression share of 4% (Chart B). Motorola moved to number ve on the Top 15 Manufacturers ranking in Q2 with 7% of the overall impressions (Chart A). Two Motorola devices held positions on the Top 20 Mobile Phones ranking (Chart B).
millennial medias
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7%
17%
FEATURE PHONES
19%
SMARTPHONES
74%
17%
SMARTPHONES
66%
Source: Millennial Media, Q2 2012. Smartphone data does not include what could be considered Smartphones running proprietary Operating Systems, e.g. Samsung Instinct, LG Vu.
Source: Millennial Media, Q2 2011 Smartphone data does not include what could be considered Smartphones running proprietary Operating Systems, e.g. Samsung Instinct, LG Vu.
Insights:
Smartphones led the Device Mix with 74% of impressions (Chart C). Smartphone impressions as a percentage of all activity grew from Q1 to Q2 2012, and the mix of overall Smartphone impressions grew 8 percentage points from the same quarter a year ago (Chart D). The share of impressions from Non-Phone Mobile Devices grew 2 percentage points in Q2 2012 from the same quarter a year ago (Chart D). Android led the OS Mix on our platform with 46% of the impressions (Chart E), largely driven by their increased market share over the past year. 14 of the Top 20 Mobile Phones in Q2 were phones running an Android OS (Chart B). The increasing number of Android-based devices, by dierent manufacturers, at a range of price points helps increase adoption of these devices. iOS represented 34% of the OS Mix on our platform (Chart E), growing slightly from the previous quarter. iOS devices continue to be market leaders in their categories: mobile phones and tablets.
OS Mix
4% 1%
Travelers are using their Smartphones and Connected Devices while away to search for local content and stay connected while on vacation. Travel grew 200% year-over-year on our platform in 2012. To learn more download Millennial Medias Travel S.M.A.R.T. report. Visit www.millennialmedia.com/mobile-intelligence/smart-report to download now.
millennial medias
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CATEGORIES
GAMES MUSIC & ENTERTAINMENT SCIENCE & TECHNOLOGY MOBILE SOCIAL MEDIA COMMUNICATIONS WEATHER NEWS SPORTS BOOKS & REFERENCE AUTOMOTIVE
Source: Millennial Media, Q2 2012.
Q2 2012
1 2 3 4 5 6 7 8 9 10
Q1 2012
1 2 3 4 9 7 6
15X HIGHER
in Q2 over Q1
Source: Millennial Media, Q2 2012.
Impressions from Science & Technology and Books & Reference apps were
Insights:
Gaming applications held the number one position on the Top Mobile Application Categories (Chart F). There are tens of thousands of Game applications available, and with such a large number of mobile gaming entertainment to choose from, Games appeal to a broad range of mobile device users. Science & Technology and Books & Reference applications both trended upwards in the Top Mobile Applications Categories in Q2 (Chart F). The occurrence of year-end school exams in the second quarter likely contributed to the growth of these categories. Mobile Social Media was a Top Mobile Application Category on our platform in Q2 (Chart F). Within the category, yearbook, social sharing, and communications applications were strong. This increase in impressions was likely due to the end of the school season as well. Music & Entertainment remained a Top Mobile Application Category on our platform in Q2 (Chart F), with music players and downloads as the top apps in the category. TV guide and channel lineup applications trended strong in Q2, when end of season nales aired on primetime cable in May. Weather applications gained on our platform in Q2 (Chart F) where both national, as well as local weather service apps saw increased impressions. Weather apps have the unique position of being relevant year round, and of interest to a broad range of mobile users, regardless of device.
millennial medias
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Apple iPad*
53% 47%
51% 49%
43% 57%
5
iPad
Source: comScore, August 2012.
Android Tablet
Kindle Fire
Acer Iconia
Motorola Xoom
Insights:
Apple iPad, Samsung Galaxy Tab, and the Amazon Kindle Fire remained the top three tablets on the Millennial Media platform (Chart G). These tablets also ranked among the top 20 mobile devices on our platform in Q2. The second half of 2012 should bring new tablet devices into the market, and it will be interesting to see how the adoption of these new tablets aects the mobile device market. In Q2, Acer moved into the Top 5 Tablets on our platform (Chart G). Acer released their third tablet, the Android-based A700, at the end of the quarter. All three tablets in the Acer Iconia series feature built-in full-size USB drives and MicroSD card slots. The Motorola Xoom was the number ve tablet on our platform in Q2 (Chart G), and has consistently been a Top 5 Tablet on our platform every month since Q2 2011. On our platform, 95% of total tablet impressions were from a Wi-Fi network, supporting the idea that most tablet owners use their device at home or work where they have reliable Wi-Fi connections. According to a comScore study, tablet users are relatively equally split between genders, age, and household income, but Kindle Fire users tend to trend more female than other tablet device users (Chart H).
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About Millennial Media Millennial Media is the leading independent mobile advertising platform company. Our technology, tools and services help app developers and mobile website publishers to maximize their advertising revenue, acquire users for their apps and gain insight about their users. We oer advertisers signicant audience reach, sophisticated targeting capabilities and the ability to deliver rich and engaging ad experiences to consumers on their mobile connected devices. Visit www.millennialmedia.com for more information.
About Millennial Medias Mobile Mix Millennial Medias Mobile Mix reports key advertising trends with a focus on mobile manufacturers, devices, operating systems, connected devices and more. Millennial Medias 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.
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