new mobile mix™ tracks & reports mobile device trends … · 2011. 2. 6. · the mobile...

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MOBILE MIX™ TRACKS & REPORTS MOBILE DEVICE TRENDS

NOVEMBER 2010DEVICE & MANUFACTURER DATADEVICE OS & CARRIER MIXMOBILE DEVELOPER TRENDS

NOVEMBER 2010

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

November 2010 Findings:

Apple, the leading device manufacturer on our network for the last fourteen months, represented 25% of the Top 15 Manufac-turers impression share in November (Chart A).

Samsung held the number two position in the Top 15 Manufacturers in November (Chart A). This can be attributed to Samsung having the highest number of devices in the Top 30 Mobile Device Rankings in November, including the debut of the Samsung Acclaim (Chart B). Motorola maintained the number three position in the Top 15 Manufacturers for the second consecutive month and held a 15% impression share (Chart A). The two newest Motorola devices, the Droid 2 and the Droid X, both moved up the Top 30 Mobile Device list in November, with the Droid 2 up seven spots from last month (Chart B).

RIM devices represented five of the Top 30 Mobile Devices on our network, with a combined impression share of 11% in November (Chart B).

Three Connected devices, which are defined as non-phone Wi-Fi devices, placed in the Top 30 Mobile Devices for the second consecutive month. The Apple iPod Touch moved up one position to take the over the number two position this month (Chart B).

Smartphones accounted for 19 of the Top 30 Mobile Devices in November (Chart B).

Top 15 Manufacturers (all devices)

Source: Millennial Media, 11/10.

CHART A

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

Apple

Samsung

Motorola

Research In Motion Ltd. (RIM)

HTC

LG

Nokia

Sanyo

Kyocera

Sony Ericsson

Sony

Palm

HUAWEI

Pantech

Danger

25.00%

17.30%

15.33%

12.41%

6.24%

5.37%

1.99%

1.83%

1.24%

1.05%

0.96%

0.84%

0.83%

0.45%

0.23%

Rank Manufacturers November

Top 30 Mobile Devices*

Source: Millennial Media, 11/10.*Includes non-phone Wi-Fi devices such as iPod Touch, Sony PSP, Nintendo DS, and Amazon Kindle.

CHART B

Phones

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

November

Device & Manufacturer Data

Rank

Apple iPhone

Apple iPod Touch

Motorola Droid

BlackBerry Curve

Samsung Freeform (SCH-R350)

Samsung Vibrant Galaxy S

Apple iPad

BlackBerry Bold 2

Motorola Droid X

Sanyo Incognito (SCP-6760)

Motorola Droid 2

Samsung Messager II

HTC MyTouch Magic

Samsung Moment

Motorola Cliq (MB200)

BlackBerry Storm

Cricket MSGM8

Motorola Clutch (i465)

HTC Espresso

HTC G2 Touch Hero

BlackBerry Tour

Sony PSP

BlackBerry Bold

LG Ally

Samsung Acclaim

HTC Aria

Samsung Smooth

HTC G1 Dream

LG Imprint

Samsung SCH-R451

14.28%

8.96%

7.48%

7.16%

2.53%

1.85%

1.76%

1.59%

1.49%

1.27%

1.26%

1.20%

1.17%

1.14%

1.03%

1.02%

0.94%

0.93%

0.92%

0.86%

0.83%

0.77%

0.70%

0.69%

0.69%

0.67%

0.63%

0.62%

0.62%

0.62%

Smartphone

Connected Device

Smartphone

Smartphone

Feature Phone

Smartphone

Connected Device

Smartphone

Smartphone

Feature Phone

Smartphone

Feature Phone

Smartphone

Smartphone

Smartphone

Smartphone

Feature Phone

Feature Phone

Smartphone

Smartphone

Smartphone

Connected Device

Smartphone

Smartphone

Smartphone

Smartphone

Feature Phone

Smartphone

Feature Phone

Feature Phone

iOS

iOS

Android

BlackBerry OS

BREW

Android

iOS

BlackBerry OS

Android

Java

Android

BREW

Android

Android

Android

BlackBerry OS

Java

Java

Android

Android

BlackBerry OS

PSP OS

BlackBerry OS

Android

Android

Android

BREW

Android

Proprietary

Java

Type OS

Automotive in-market intenders access mobile content one to three times per month as they research their new car purchases. Download Millennial Media’s October S.M.A.R.T™ and find out how to develop marketing strategies to reach the highly-engaged mobile consumer.

Source: Millennial Media S.M.A.R.T™ Report, October 2010.

Did you know 51% of consumers say they are more likely to buy from retailers that have a mobile site, but fewer than 5% of retailers have such a site? ~eMarketer, November 23, 2010.

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T H E M O B I L E D E V I C E I N D E XNOVEMBER 2010

iOSAndroid OSRIM OSWindows OSSymbianOther


Smartphones accounted for 58% of the Smartphone, Feature Phone & Connected Device Impression Share in November. (Chart A).

Feature Phones and Connected Devices experienced a 1% and 2% increase in impression share month-over-month, respectively. Together, they represented 42% of impressions in November demonstrating the diversity of mobile devices on our network (Chart A).

iOS and Android share the top spot on our Smartphone OS Mix, each with 38% of the impressions, followed by RIM with a 19% impression share (Chart B).

Touch & QWERTY devices grew 2% month-over-month with approximately 29% share of impressions in the November Device Input Mix (Chart C).

Wi-Fi experienced a 2% increase month-over-month to 21%, demonstrating the growth of impressions being driven by connected devices on our network (Chart D).

Device OS & Carrier MixSmartphone OS MixBy Impressions

CHART A CHART B

Smartphone, Feature Phone & Connected Device Impression Share

Source: Millennial Media, 11/10.Smartphone data does not include what could be considered Smartphones running proprietary Operating Systems, e.g. Samsung Instinct, LG Vu.Millennial Media defines a Connected Device to be a handheld device which can access the mobile web but is not a mobile phone includes iPod Touch, Sony PSP, Nintendo DS, iPad, etc.

Carrier Mix CHART D


Wi-Fi (Multiple Carriers)VerizonSprint - NextelT-MobileOtherMetro PCSAT&TCricket

Device Input Mix CHART C


Touch ScreenTouch & QWERTYQWERTYKeypad

21%

19%

14%12%

11%

9%

8%6%

47%

29%

22%

2%

38%

38%

19%

2%2%1%

29% 58%

13%

SMARTPHONESFEATUREPHONES

CONNECTEDDEVICES

Visit mmDev, Millennial Media’s developer portal, to learn more and to download the latest SDKs at http://developer.millennialmedia.com.

HOLIDAY TIP FOR DEVELOPERS

NOVEMBER 2010



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

Mobile Developer Trends


Top Mobile Application CategoriesBy Impressions

GAMESMUSIC & ENTERTAINMENTSOCIAL NETWORKINGMAIL & MESSAGINGEDUCATION & EMPLOYMENTWEATHERMAPS & NAVIGATIONSPORTSAUTOMOTIVENEWS & CURRENT EVENTS

CATEGORIESNOVEMBER

123456789

10

4

54%39%

2%

3%

2%

Application Platform MixBy Revenue

Android OSiOS (iPhone, iPad, iPod Touch)

SymbianRIM OS (BlackBerry Devices)

Other OS

30%

25%

20%

15%

10%

5%

0%

New Application Platforms Publishers Plan to Support in 2011*

Source: Millennial Media, 11/10. Other category includes Java, Palm, Windows Mobile/Windows Phone 7, and Brew.

Source: State of the Apps Industry 2010 & 2009 Surveys; DIGIDAY, Stifel Nicolaus, Millennial Media.*New App Platforms is defined as platforms that were not previously supported by publishers.

29%

20% 20%

12%

6%8%

4%ANDROID IPAD WINDOWS

PHONE 7RIM IPHONE SYMBIAN PALM


Android applications represented 54% of the Application Platform Mix in November, averaging 10% growth month-over-month for the past four consecutive months (Chart A). Android was named the leading new platform publishers and developers plan to support (Chart B).

Windows Phone 7 tied for second place with Apple iPad as the new app platforms that publishers and developers plan to add to their suite of applications in 2011 (Chart B). We predict continued growth on these new application platforms in 2011 with the release of new devices and features.

The popularity of Gaming applications on our network continued as it remained the leading Application Category on our network and accounted for 28% of the application impressions in November (Chart C).

Music & Entertainment apps moved up to the number two position in November with 22% of the impression share. Within this category, Television & Movie app impressions have more than doubled month-over-month, but Music apps still lead the category with over 70% of the impression share (Chart C).

Automotive apps entered the Top Mobile Application Categories for the first time last month. Automotive app impressions more than tripled month-over-month, reflecting the increased use of mobile as consumers researched new auto purchases and end-of-year promotions (Chart C).

CHART A CHART B

CHART C

$$Did you know advertisers are spending more on mobile this holiday season than ever before? Across all platforms, expandable, interstitial and video interstitial ad units are in high demand.

Maximize your revenue opportunity today by including all ad type placements in your application.

5

About Millennial Media, Inc.

Millennial Media is the proven leader in mobile advertising. With the largest mobile media audience in the U.S., Millennial Media uniquely offers brand advertisers the only set of specific, scalable audiences. Our ability to reach, target and engage consumers is unparalleled. As an innovative technology leader, our mobile decisioning, serving, and mediation platforms are powering some of the largest companies in the media business today. The company is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers, all publishers seeking to maximize ad revenue, and all mobile operators seeking to further monetize their networks. For more information, please visit http://www.millennialmedia.com or follow us on Twitter @millennialmedia. To access our developer community, visit http://developer.millennialmedia.com.

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 network data from Millennial Media, Inc. Millennial Media partners with major carriers, media networks, and top-tier publishers to deliver the largest data set of any third-party U.S. mobile advertising network. As such, we are uniquely capable of reporting and analyzing the richest sets of carrier, device and campaign data collected over billions of monthly ad requests. Elevating and driving the whole mobile ecosystem forward is central to our company mission.

Visit www.millennialmedia.com/research to sign up to receive Millennial Media-related news including the Mobile Mix™ and the Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™ report.

For questions about the data in this report, or for recommendations for future reports, please contact us at [email protected].



T H E M O B I L E D E V I C E I N D E XNOVEMBER 2010

new mobile mix™ tracks & reports mobile device trends … · 2011. 2. 6. · the mobile...

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