Millennial Media's Q2 2013 Mobile Mix Report

#MobileMix

Q2 2013

Device & Manufacturer Data

millennial media’s

T H E M O B I L E D E V I C E I N D E XQ2 2013

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

Apple

Samsung

BlackBerry

LG

HTC

Motorola

Amazon

Nokia

SonyEricsson

HUAWEI

ZTE

Asus

Sony

Kyocera

Pantech

39.32%

26.13%

6.76%

4.50%

3.94%

3.46%

2.06%

1.44%

1.41%

1.31%

1.22%

0.82%

0.68%

0.59%

0.41%

RANK MANUFACTURERS Q2 2013

2

DEVICES Q2 2013RANK TYPE OS

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2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

Apple iPhone

Samsung Galaxy S

Apple iPad

Apple iPod Touch

BlackBerry Curve

Samsung Galaxy Tab

Samsung Galaxy Note

Amazon Kindle Fire

LG Optimus

Samsung Galaxy 5

BlackBerry Bold

Motorola Droid RAZR

Samsung Galaxy Ace

BlackBerry Torch

HTC Evo

Samsung Within

BlackBerry Bold Touch

Samsung Galaxy Y

LG Motion

Google Nexus 7

22.25%

9.81%

9.38%

7.60%

3.60%

2.78%

2.48%

2.06%

1.87%

1.72%

1.18%

1.10%

0.98%

0.92%

0.78%

0.68%

0.66%

0.65%

0.57%

0.52%

Smartphone

Smartphone

Tablet

Connected Device

Smartphone

Tablet

Smartphone

Tablet

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Smartphone

Tablet

iOS

Android

iOS

iOS

BlackBerry

Android

Android

Android

Android

Android

BlackBerry

Android

Android

BlackBerry

Android

Android

BlackBerry

Android

Android

Android

Source: Millennial Media, Q2 2013.


Top 15 Manufacturers (all devices)Ranked by ImpressionsCHART A

Top 20 DevicesRanked by ImpressionsCHART B

Visit www.millennialmedia.com/mobile-intelligence/mobile-mix to sign up

Report ChangeIn past Mobile Mix reports, we have reported the Top 20 Mobile Phones on our platform, which included smartphones and feature phones. Going forward, a ranking of the Top 20 Devices on our platform will be reported instead. This will include smartphones, feature phones, tablets, and other connected devices in order to more accurately reflect the evolving mobile device landscape.

Apple on TopApple remained the manufacturer with the largest share of impressions on our platform, growing to 39% of the total in Q2 (Chart A). Apple also had three of the top four devices on our platform, each from a different device category (Chart B).

Samsung StrongSamsung continued to see the second largest share of impressions on our platform, growing to 26% this quarter (Chart A). Samsung had seven of the Top 20 Devices on our platform in Q2 (Chart B), fueled by the globally popular Galaxy Line. The Samsung Galaxy Note continued to gain consumer adoption, and grew 44% to account for 2.5% of total platform impressions this quarter.

Amazon SteadyAmazon saw the seventh largest share of impressions on our platform in Q2 (Chart A), maintaining its position from Q1. Impressions from all versions of the Amazon Kindle Fire were the eighth largest on our platform (Chart B).

According to a new study by eMarketer, this year will be the first time that U.S. adults spend more time with digital online and mobile properties than TV. Online media consumption was slightly down from 2010, while mobile grew almost 500%, with people spending almost two hours more on mobile.

Average Time Spent per Day with Major Media by US AdultsIn Hours & Minutes

TV

Radio

Print

Online

Mobile

4:24

1:36

0:50

2:22

0:24

4:31

1:26

0:32

2:19

2:19

3%

-10%

-36%

-2%

488%

2010 2013 Growth

REGIONAL SPOTLIGHT:

NORTH AMERICA

Source: eMarketer, July 2013.

Device & OS Mix


T H E M O B I L E D E V I C E I N D E X

3Visit www.millennialmedia.com/mobile-intelligence/mobile-mix to sign up

Evolving Device MixSmartphones accounted for 70% of total platform impressions in Q2 2013 (Chart C), remaining steady from Q1. While the percentage of smartphone impressions has changed from the same quarter a year ago (Chart D), the volume of total smartphone impressions continues to increase. This change in the mix of device impressions on our platform reflects the shifts in consumer adoption and use of mobile devices.

Tablet GrowthImpressions from non-phone connected devices grew six percentage points from the same quarter a year ago to account for 25% of total platform impressions in Q2 (Chart C), remaining steady from Q1. As the new list of the Top 20 Overall Devices on our platform (Chart B) shows, non-phone connected devices such as tablets, e-readers, and gaming devices have grown, and can reach a different set of mobile users.

OS Mix CrunchAndroid remained the largest operating system on our platform, growing five percentage points year-over-year to account for 51% of the total platform (Charts E & F). iOS grew eight percentage points year-over-year to account for 42% of our total platform impressions in Q2 (Charts E & F). Android and iOS now account for 93% of total platform impressions, a mix that reflects market trends on device sales.

Device MixRanked by ImpressionsCHART C CHART D

70%

25%

5%

74%

19%

Source: Millennial Media, Q2 2013 / Q2 2012.

SmartphonesNon-Phone Connected DevicesFeature Phones

Q2 2013 Q2 2012

OS MixRanked by ImpressionsCHART E CHART F

51%

7%7%

42%

1%4%

46%

15%

34%

Source: Millennial Media, Q2 2013 / Q2 2012.

AndroidiOSBlackBerry OSWindowsSymbian

Q2 2013 Q2 2012

Q2 2013

42% 41%31% 18%

Q2 2013 Q1 2013

APPLE APPLE

SAMSUNG SAMSUNG

Top Manufacturers

REGIONAL SPOTLIGHT:

EMEA

Source: Millennial Media, Q1 & Q2 2013.

Samsung saw big growth quarter-over-quarter on our platform in the EMEA region. Impressions from Samsung devices grew thirteen percentage points to become the second largest manufacturer on our platform in the region.

Source: Millennial Media, Q2 2012 & Q2 2013.

REGIONAL SPOTLIGHT:

ASIAPACIFIC




Device & OS Mix

2%3%

60%34%

5%2%

64%23%

7%

AndroidiOSBlackBerry OSSymbianWindows

Tablet OS Mix by Device Ranked by ImpressionsCHART H


4

iOS Tablets Still on TopOf the tablet impressions on our platform in Q2, 55% were from iOS tablets, including all versions of the Apple iPad and iPad mini (Chart H). On our platform, over 80% of all Apple tablets are running iOS 6.1.

Android Diversity44% of the tablet impressions on our platform were from Android tablets (Chart H), which saw impressions from a diverse mix of manufacturers. The Samsung Galaxy Tab has emerged as the largest Android tablet on our platform, which saw 37% of the Android tablet impressions on our platform in Q2, up from 35% in Q1.

Google Nexus 7As shown in Chart H, the Google Nexus 7 saw the fourth largest amount of tablet impressions on our platform, and was the third largest Android tablet (Chart H). While the Google Nexus 7 (7-inch screen) is a top tablet on our platform, impressions from the larger Google Nexus 10 (10-inch screen) grew 51% quarter-over-quarter.

AndroidiOSBlackBerry OS

Samsung Galaxy TabAmazon Kindle FireGoogle Nexus 7Asus Transformer PadAll Others

44%

55%

1%

3%

25%

28%

7%

37%

The OS Mix saw a big shift in the Asia-Pacific region year-over-year. In Q2 2013, Android made up 60% of the APAC impressions on our platform, down from 64% a year ago. iOS gained from this, growing nine percentage points year-over-year to account for 34% of APAC platform impressions.

Q2 2013

APAC Region: OS MixRanked by Impressions

Q2 2013 Q2 2012

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2

3

4

5

6

7

8

9

10

1

2

3

4

5

6

7

8

10

NR

CATEGORIES

Games

Music & Entertainment

Communications

Mobile Social Media

Productivity & Tools

News

Books & Reference

Dating

Weather

Shopping & Retail

Top 10 Application CategoriesRanked by ImpressionsCHART I

Q1 2013Q2 2013

Source: Millennial Media, Q2 2013 & Q1 2013.

Communications Category Mix Ranked by ImpressionsCHART J


38%

33%

19%

9%

Text MessagingCall & TextVideo CommunicationsInstant MessagingVoice

1%




Mobile Developer Trends

5

Strong Top EightThe top eight application categories on our platform remained the same quarter-over-quarter (Chart I). These categories include some of the most popular apps in the app stores, which help these categories remain consistently popular with mobile users.

Constant CommunicationCommunication apps were the third largest category on our platform in Q2 (Chart I). These applications have gained in popularity as consumers use communication applications to find alternative methods of texting, calling, and messaging outside of network carrier options. As shown in the breakout of communications apps on our platform (Chart J), mobile users are most often looking for alternative ways to send and receive text messages. Communications apps maintain engaged mobile users throughout the summer and school-year.

Shopping & Retail Make Top TenIn Q2, Shopping & Retail apps were a Top 10 Application Category for the first time on our platform (Chart I). This category includes apps that help make shopping easier, such as QR code readers, shopping lists, price comparison tools, and branded applications for online and mobile retailers. For more information on how retail advertisers are leveraging mobile, see the callout on the Mobile Intel Series: Retail report.

Q2 2013

Mobile consumers are becoming increasingly comfortable with shopping and spending on their mobile devices. In Millennial Media’s recently-released Mobile Intel Series: Retail report, findings show that consumers are using their devices to:

• Research goods and services available at each retailer

• Find store locations

• Search for retail promotions

This guide is designed to help retail marketers – including both traditional brick and mortar and solely online retailers – discover insights into: who the mobile retail consumers are, how they are using their devices, and best practices for retail brands to reach and engage consumers.

To download the free guide visit: www.millennialmedia.com/mobile-intelligence/mobile-intel-series

MOBILE INTEL SERIES: RETAILNOW AVAILABLE



Visit www.millennialmedia.com/mobile-intelligence/mobile-mix to sign up 6

About Millennial Media

Millennial Media is the leading independent mobile advertising and data platform. Our technology, tools and services help app developers and mobile website publishers maximize their advertising revenue, acquire users and gain audience insights. Our platform also enables us to offer advertisers powerful Mobile Audience Solutions (MAS) that utilize our significant scale, sophisticated targeting and uniquely engaging creative capabilities to deliver meaningful results.

About Millennial Media’s Mobile Mix™

Millennial Media’s Mobile Mix™ reports key advertising trends with a focus on mobile manufacturers, devices, operating systems, connected devices and more. Millennial Media’s 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 [email protected].

©2013 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.

Q2 2013

Millennial Media's Q2 2013 Mobile Mix Report

Technology

Transcript of Millennial Media's Q2 2013 Mobile Mix Report