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  • 1

    Copyright © 2010 The Nielsen Company. Confidential and proprietary.

    Title of Presentation Copyright © 2011 The Nielsen Company. Confidential and proprietary.

    All About Android Thank you for joining us. We will begin shortly.

    United States: (877) 337-7133 International: (706) 679-7822 Access Code: 92788489

    Note: A recording of today’s webinar will be posted on Nielsen.com next week

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  • 2

    Copyright © 2010 The Nielsen Company. Confidential and proprietary.

    Title of Presentation Copyright © 2011 The Nielsen Company. Confidential and proprietary.

    All About Android September 15th, 2011

    Monica Bannan VP of Mobile Media Nielsen

    Don Kellogg Director of Telecom Research & Insights Nielsen

    Presented by

    United States: (877) 337-7133 International: (706) 679-7822 Access Code: 92788489

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  • 3

    Copyright © 2011 The Nielsen Company. Confidential and proprietary.

    Agenda

    The Rise of the Smartphone

    Why Android Matters

    Latest Android Usage Trends

    United States: (877) 337-7133 International: (706) 679-7822 Access Code: 92788489

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  • 4

    Copyright © 2011 The Nielsen Company. Confidential and proprietary.

    Smartphones have come a long way in the last five years

    • There was no iPhone, no Android devices

    • Smartphone penetration was in the single digits (and they weren’t that ‘smart’)

    • No ‘Apps’

    • Phones were for phone calls

    United States: (877) 337-7133 International: (706) 679-7822 Access Code: 92788489

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  • 5

    Copyright © 2011 The Nielsen Company. Confidential and proprietary.

    The march of smartphone adoption continues

    Smartphone Penetration US Mobile Insights, National

    United States: (877) 337-7133 International: (706) 679-7822 Access Code: 92788489

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  • 6

    Copyright © 2011 The Nielsen Company. Confidential and proprietary.

    More consumers are engaging in media rich activities than ever before

    Smartphone Subscribers Engaged in Rich Media Activities (Millions) Last 30 Days, US Mobile Insights, National

    Year-over-year growth

    All About Android United States: (877) 337-7133 International: (706) 679-7822 Access Code: 92788489

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  • Why Android Matters

  • 8

    Copyright © 2011 The Nielsen Company. Confidential and proprietary.

    In Q2 2011, Android and iOS devices accounted for ~80% of all smartphone purchases in the US

    Operating System Share of Recent Smartphone Acquirers US Mobile Insights, National

    All About Android United States: (877) 337-7133 International: (706) 679-7822 Access Code: 92788489

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  • 9

    Copyright © 2011 The Nielsen Company. Confidential and proprietary.

    Who are you reaching on each platform? While iOS and Android are similar, significant differences exist

    18%   16%   13%   16%   11%  

    27%   27%   24%  

    26%  

    13%  

    22%   23%   23%  

    22%  

    15%  

    17%   15%   20%   17%  

    20%  

    12%   12%   15%   13%  

    24%  

    5%   6%   5%   6%   18%  

    Android  OS   Apple  iPhone  OS   RIM  BlackBerry   OS  

    All  Smartphones   Feature  Phones  

    Age  by  OperaHng  System  

    Ages  65+  

    Ages  55-­‐64  

    Ages  45-­‐54  

    Ages  35-­‐44  

    Ages  25-­‐34  

    Ages  18-­‐24  

    49%   51%   50%   50%   48%  

    51%   49%   50%   50%   52%  

    Android  OS   Apple  iPhone   OS  

    RIM   BlackBerry  OS  

    All   Smartphones  

    Feature   Phones  

    Gender  by  OperaHng  System  

    Female  

    Male  

    5%   3%   3%   4%   7%   13%  

    7%   10%   11%   16%  

    12%   9%   10%  

    11%   14%  

    20%  

    17%   19%   19%  

    20%  

    16%  

    16%   16%   15%  

    14%  

    27%   39%   36%  

    32%   18%  

    9%   9%   7%   9%   11%  

    Android  OS   Apple  iPhone  OS   RIM  BlackBerry   OS  

    All  Smartphones   Feature  Phones  

    Income  by  OperaHng  System  

    Decline  to  answer  

    100k  +  

    75k-­‐100k  

    50k-­‐75k  

    35k-­‐50k  

    15k-­‐35k  

    <  15k   3%   1%   2%   2%   3%  

    11%   8%   8%   10%   16%  

    29%   23%   22%  

    26%   28%  

    36%  

    37%   40%   37%  

    33%  

    21%   30%   28%   25%  

    20%  

    Android  OS   Apple  iPhone   OS  

    RIM   BlackBerry  OS  

    All   Smartphones  

    Feature   Phones  

    EducaHon  by  OperaHng  System  

    Greater  than  BA/BS  

    Associate/BA/BS  degree  

    Some  college  

    HS  graduate  

    Some  HS  or  less  

    All About Android United States: (877) 337-7133 International: (706) 679-7822 Access Code: 92788489

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  • 10

    Copyright © 2011 The Nielsen Company. Confidential and proprietary.

    Nokia   2%  

    RIM  BlackBerry   20%  

    Apple   28%  

    Other   6%  

    Other   1%  

  • 11

    Copyright © 2011 The Nielsen Company. Confidential and proprietary.

    Different consumers use different brands of smartphone

    7%  

    4%  

    4%  

    4%  

    19%  

    14%  

    9%  

    12%  

    14%  

    14%  

    9%  

    12%  

    21%  

    21%  

    17%  

    20%  

    11%  

    12%  

    17%  

    18%  

    19%  

    25%  

    34%  

    25%  

    9%  

    9%  

    8%  

    9%  

    Other  

    Samsung  

    Motorola  

    HTC  

    <  15k   15k-­‐35k   35k-­‐50k   50k-­‐75k   75k-­‐100k   100k  +   Decline  to  answer  

    Android Operating System Share – Postpaid Smartphone Owners

    Income Distribution by Handset Manufacturer- Android

    All About Android United States: (877) 337-7133 International: (706) 679-7822 Access Code: 92788489

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  • 12

    Copyright © 2011 The Nielsen Company. Confidential and proprietary.

    Apps are important to smartphone purchasers

    Importance of Available Apps when making Smartphone Purchase

    All About Android United States: (877) 337-7133 International: (706) 679-7822 Access Code: 92788489

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  • 13

    Copyright © 2011 The Nielsen Company. Confidential and proprietary.

    15%  

    6%  

    5%  

    10%  

    6%  

    13%  

    9%  

    16%  

    18%  

    50%  

    53%  

    3%  

    4%  

    6%  

    7%  

    7%  

    9%  

    11%  

    12%  

    19%  

    46%  

    66%  

    Sync  SoVware  (  iTunes,  etc)  

    Email  Tips  from  my  Carrier  

    Carrier  Homepage  

    Television  AdverHsement  

    Other  

    Newspaper/Magazine/Radio  

    Device  homepage  

    Apps  PromoHng  other  Apps  

    Third  Party  Website  

    a  Friend/Family  

    Searching  the  ApplicaHon  Store  

    Method  of  ApplicaHon  Discovery   Android  Market  Store   iOS  App  Store  

    7%  

    4%  

    13%  

    21%  

    15%  

    26%  

    39%  

    43%  

    6%  

    6%  

    8%  

    14%  

    16%  

    27%  

    37%  

    41%  

    AlphabeHcally  

    Other  

    App  Recommended  by  App  Store  

    Featured  App  

    User  RaHng  

    Specific  App  

    Most  Popular  Apps  

    Category  

    Search  ApplicaHon  Store  By...  

    Android  Market  Store   iOS  App  Store  

    The market is the main vehicle of Android discovery iOS users are more likely to search by featured or recommended

    All About Android United States: (877) 337-7133 International: (706) 679-7822 Access Code: 92788489

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  • 14

    Copyright © 2011 The Nielsen Company. Confidential and proprietary.

    Importance of Ratings & Reviews Past 30 Day Android App Downlo