Inmobi Mobile Ad Network Research Europe Q2 2011

8/6/2019 Inmobi Mobile Ad Network Research Europe Q2 2011

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A GLOBAL VIEW OF MOBILE ADVERTISING:Europe Regional Summary Q2 2011

InMobi Mobile Insights - Network Data

Release date: July 18 2011


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ABOUT THE RESEARCH

Project Background

After launching in 2007 in Asia, InMobi quickly grew to become the world's largest independent

mobile advertising network. In the second quarter of 2011, we served 104.9 billion impressions in

165 markets worldwide. With a physical presence in 5 continents, over 5,000 publisher partners,and a broad, independent market footprint, InMobi is well positioned to provide an objective,

comprehensive, and representative view of the mobile advertising market.

Research Objectives

We have three goals with this research:

1. Help educate the market. Statistics and information about the state of mobileadvertising are lacking in most regions of the world.

2. Track consumer opinions regarding mobile advertising. With any emergingmedium, 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 improveinformation quality ongoing. As a global independent company, we valuepartnerships that will strengthen our understanding of the market. Researchers,

thought-leaders, and analysts are encouraged to contact us and apply for full

partner access.

Contact Informationwww.inmobi.com/research

[email protected]

Twitter: @inmobi

Beginning July 2011, InMobi is moving towards

quarterly data views which will highlight broader

industry trends and provide an overview of the

global mobile advertising market.


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NETWORK DATA

Data in this report are sourced from our global mobile advertising network which served 104.9 billionimpressions in the second quarter of 2011. With 165 countries receiving over 1 million impressions

monthly, we are able to claim one of the broadest and most representative networks in the world. Exact

specifications are as follows: Global Available Impressions in Quarter 2, 2011: 104.9 billion

Regions Represented: Africa, Asia Pacific, Europe, Middle East, North America, and South America Countries Represented: 114 countries with over 10 million impressions per month

Base Measure: Available Impressions

Reports: Market Summary, Manufacturer Share, OS Share, and Top Handsets & Connected Devices

Time Periods: Q1 2011 (January March 2011), Q2 2011 (April June 2011)

Comparisons: Q2 2011 versus Q1 2011

InMobi 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 over

5,000 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 a

much lesser extent than publishers.

Specifications

Representation


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Available Impression Volume & Composition

Q1 2011 Q2 2011 % Chg

Global

DevelopmentIndex

Total 8,884,632,942 10,758,744,734 21.1% na

Smartphone 4,960,465,597 6,513,197,379 31.3% 142

Advanced 3,924,167,345 4,245,547,355 8.2% 63

WAP 6,483,847,844 8,096,659,821 24.9% 90

App 2,400,785,098 2,662,084,913 10.9% 148

EUROPE SUMMARY

Q2 showed continued mobile adgrowth in Europe on the InMobinetwork, growing by over 21%.

" InMobi now serves over 10.7 billionimpressions a quarter in Europe. The

volume of mobile impressions in Europesignifies the reach mobile devices can offerlocal, regional and global brands.

Smartphone growth is pacing the

market, growing by over 1.5 billionimpressions over the quarter.

" Smartphones grew at 31.3%, whileadvanced phones at 8.2%. As smartphones

are growing at much faster pace it underlinesthe rich mobile media consumption andusage by Europeans.

Apple passes Nokia to becomethe #1 device manufacturer by

mobile ads in Europe.

" After a strong Q2, Apple now represents19.5% of all InMobi ads in Europe.

European Regional Profile: Q2 2011

Source: InMobi Mobile Insights Network Research, Q2 2011


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EUROPE

Android continues to grow and remains the top mobile platform in the region, but lost

-5.0 share points in Q2. iPhone OS and RIM OS capture share from Android in Q2 as

they grow quicker.

" Q4 2010 and Q1 2011 showed Android growth far outpacing the market, but that trend has been reversed in Q2. This ispartially driven by the strength of the Apple iPad.

" The top three OS platforms (Android, iPhone OS, RIM OS) represent 3 out of every 5 ad impressions delivered in Europe.

Europe OS Share: Q2 2011

Available Impressions

25%

19%

16%

13%

7%

20%

Android

iPhone OS

RIM OS

Symbian OS

Nokia OS

Others

OS Impressions % Share Pt Chg

Global

Development

Index

Android 2,675,674,932 24.9% -5.0 174

iPhone OS 2,097,075,868 19.5% +3.3 142

RIM OS 1,694,120,668 15.7% +6.1 240

Symbian OS 1,358,640,253 12.6% -0.3 65

Nokia OS 798,025,861 7.4% -0.8 36

Others 2,135,207,151 19.8% -3.3 n/a



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EUROPE

Europe Manufacturer Share: Q2 2011

Available Impressions

19%

19%

17%

16%

10%

6%

4%

2%

6% Apple

Nokia

Samsung

RIM

HTC

SonyEricsson

LG

Motorola

Others

Manufacturer Impressions % Share Pt Chg

Global

Development

Index

Apple 2,097,075,868 19.5% +3.3 142

Nokia 2,009,664,803 18.7% -0.9 47

Samsung 1,880,540,476 17.5% -0.0 116

RIM 1,694,120,668 15.7% +6.1 240

HTC 1,099,364,514 10.2% -4.2 199

SonyEricsson 661,730,747 6.2% -1.9 96

LG386,777,573

3.6%-0.5

87Motorola 236,007,399 2.2% -1.7 68

Others 693,462,684 6.4% -0.2 n/a

Apple becomes the #1 mobile phone manufacturer by share of ad impressions in Q2." Apple gains +3.3 share points while Nokia lost -0.9 share points." RIM continues to perform well in Europe, capturing an additional +6.1 share points in Q2." Devices from 5 manufacturers (Apple, Nokia, Samsung, RIM and HTC) in Europe represent 80% of all mobile ads in the

region.



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EUROPE

Europe Handset and Connected Device Detail: Q2, 2011

Handset Impressions % Share Pt Chg

Global

DevelopmentIndex

Apple iPhone 1,399,838,332 13.0% +1.1 154

RIM BlackBerry 8520 716,887,354 6.7% +2.4 273

Samsung GT-I9000 512,298,343 4.8% -0.1 390

Apple iPod 461,017,014 4.3% +0.3 106

HTC Desire 457,267,727 4.3% -2.5 521

Apple iPad 236,220,521 2.2% +1.9 179

HTC Desire HD 220,641,939 2.1% -1.3 268

RIM BlackBerry 9700 201,046,701 1.9% +0.2 244

RIM BlackBerry 9300 188,512,521 1.8% +1.0 274

Nokia 6300 175,412,447 1.6% -0.6 73

RIM BlackBerry 9800 157,286,904 1.5% +0.9 283

Samsung GT-S5230 129,668,733 1.2% +0.5 438

Nintendo DSi 107,597,468 1.0% +0.0 329

HTC Droid Eris 103,958,535 1.0% +0.3 329

3 of the top 6 devices in the European mobile landscape by ad impressions are Apple

devices. The iPhone remains the #1 device in the region.

" RIM BlackBerry 8520 globally gained +0.8 share points, while in Europe it gained +2.4 share points to index considerablyhigher (Global Development Index : 273) in the region.

" A connected device, the Nintendo DSi, makes the top 15 devices in the region with over 100 million impressions in Q2 2011.



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EUROPE

Europe Summary: Q2, 2011

Top 5 Manufacturers: % Share of Available Impressions

Q1 2011 Q2 2011 Pt. Chg

Apple 16.2% 19.5% +3.3Nokia 19.6% 18.7% -0.9

Samsung 17.5% 17.5% -0.0

RIM 9.7% 15.7% +6.1

HTC 14.4% 10.2% -4.2

Top 3 OS Systems: % Share of Available Impressions

Q1 2011 Q2 2011 Pt. Chg

Android 29.8% 24.9% -5.0

iPhone OS 16.2% 19.5% +3.3

RIM OS 9.7% 15.7% +6.1

Available Impression Volume & Composition

Q1 2011 Q2 2011 % Chg

Total 8,884,632,942 10,758,744,734 21.1%

Smartphone 4,960,465,597 6,513,197,379 31.3%

Advanced 3,924,167,345 4,245,547,355 8.2%

WAP 6,483,847,844 8,096,659,821 24.9%

App 2,400,785,098 2,662,084,913 10.9%

Top Countries within Region: % Share of Available

Impressions

Q2 2011 Pt. Chg

United Kingdom 22.2% +3.9

Germany 12.4% -1.5

Spain 8.5% +1.5

Turkey 6.1% -0.9

Netherlands 6.0% +0.2

Romania 5.8% -0.5

France 5.8% -1.1

Italy 3.3% -0.2

Sweden 2.7% -0.7

Albania 2.4% -0.5

Russian Federation 2.3% -0.2

Belgium 1.9% -0.3

Greece 1.9% +0.6

Switzerland 1.9% +0.0

Serbia 1.7% +0.0

Poland 1.5% -0.0

Austria 1.4% -0.7

" The InMobi Europe network remains healthy,growing by 21% over the last 3 months.

" UK was the fastest growing mobile ad market inEurope, gaining +3.9 share points of regional adshare.

" Apple becomes the #1 manufacturer in Europe byad impressions.

" Android, the most popular mobile OS in Europe,controls a quarter of total impressions.



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MEASURES AND TERM DEFINITIONS

Measures: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 OS

under 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 time

periods.

Definitions:Smartphone: Any impression served to an iPhone OS, Android OS, RIM OS, webOS, Windows Mobile OS, Linux Smartphone OS, Palm

OS, 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.

WAP (Wireless Application Protocol): Any impression served using Wireless Application Protocol (WAP) which is an open international

standard for application-layer network communications in a wireless-communication environment.

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 cellular

company 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 and

provides 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.


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This 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 country

data views. The next full release is planned for mid October. Monthly data updates including key

information 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 on

key markets across regions on a monthly basis. These releases will shed light on emerging trends

and unique developments specific to those key markets.

Open Source Research: Getting InvolvedObjective industry analysts and thought-leaders are encouraged to comment, question, and

participate. We will be sure to consider and update the research based on feedback and questions

to improve the quality for all end users.

To join our monthly research mailing list, contact us [email protected]

To download the full reports, visit us at www.InMobi.com/research

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