OCTOBER 2010 DEVICE & MANUFACTURER DATA DEVICE & OS CARRIER MIX GLOBAL SNAPSHOT. Visit to sign up

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1 MOBILE MIX TRACKS & REPORTS MOBILE DEVICE TRENDS OCTOBER 00 DEVICE & MANUFACTURER DATA DEVICE & OS CARRIER MIX GLOBAL SNAPSHOT

2 OCTOBER 00 Device & Manufacturer Data Top Manufacturers (all devices) CHART A Top 0 Mobile Devices* CHART B Rank Manufacturers October 0 Apple Samsung Motorola Research In Motion Ltd. (RIM) HTC LG Nokia Sanyo Sony Ericsson Kyocera Sony Palm (HP) HUAWEI Pantech Danger (MSFT).%.0%.%.%.%.%.0%.%.0%.%.0% 0.% 0.% 0.% 0.% October 00 Findings: Apple, the leading device manufacturer on our network for the last thirteen months, represented % of the Top Manufacturers impression share in October (Chart A). Motorola became the number three manufacturer and held a % impression share (Chart A). Two new Motorola devices, the Droid and the Droid X both made their entrance into the Top 0 Mobile Device list (Chart B). RIM devices represented six of the Top 0 Mobile Devices on our network, with the BlackBerry Curve taking over the number two position this month from the Motorola Droid (Chart B). Device manufacturer Samsung experienced the highest growth percentage (~%) among manufacturers in October (Chart A). This growth is largely tied to three new devices: Vibrant Galaxy S, Samsung Smooth and Samsung SCH-R (Chart B). New, this month! We expanded the reporting on our mobile phones to include s, which is defined as a non-phone Wi-Fi device. s Apple ipod Touch, Apple ipad and the Sony PSP made up of the Top 0 Mobile Devices on our network (Chart B). s accounted for 0 of the Top 0 Mobile Devices in October and represented over 0% impression share in October (Chart B). Rank Phones Apple iphone BlackBerry Curve Apple ipod Touch Motorola Droid Samsung Freeform (SCH-R0) BlackBerry Bold Samsung Vibrant Galaxy S HTC MyTouch Magic Apple ipad Motorola Cliq (MB00) Motorola Droid X Sanyo Incognito (SCP-0) Samsung Moment BlackBerry Storm Samsung Messager II Motorola Clutch (i) HTC Espresso Motorola Droid HTC G Touch Hero BlackBerry Tour HTC G Dream Sony Ericsson Experia Sony PSP Cricket MSGM BlackBerry Bold Palm Pre HTC Droid Eris LG Ally Samsung Smooth Samsung SCH-R October.%.%.%.%.%.%.%.%.%.%.0%.0%.%.%.% 0.% 0.% 0.0% 0.0% 0.% 0.% 0.% 0.0% 0.% 0.% 0.% 0.% 0.% 0.% 0.% *Includes non-phone Wi-Fi devices such as ipod Touch, Sony PSP, Nintendo DS, ipad, and Amazon Kindle. Type OS BREW PSP OS Palm OS Brew DID YOU KNOW? A recent study by InsightExpress revealed that banner ads on mobile websites generate the highest click through rates and lowest annoyance factor InsightExpress Digital Consumer Portrait According to InsightExpress, % of moms use the Mobile Internet once a week in 00 vs. 0% in 00 (a 0% increase). To target your next mobile campaign, find out how moms are using their mobile phones on the go and at home. Click here to download Millennial Media s September S.M.A.R.T and learn more on how advertisers are targeting their mobile marketing campaigns. Source: Millennial Media S.M.A.R.T. Report, September 00

3 OCTOBER 00 Device OS & Carrier Mix, & Impression Share* CHART A OS Mix CHART B % % % CONNECTED DEVICES % FEATURE PHONES % SMARTPHONES % 0% % % OS RIM OS Other Windows OS Symbian *Impression share percentages only refer to impressions from s in the U.S. data does not include what could be considered s running proprietary Operating Systems, e.g. Samsung Instinct, LG Vu. Millennial Media defines a 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. Device Input Mix CHART C October 00 Findings: impression share increased % month-over-month and accounted for % of the mobile phone impression share in October. This increase demonstrates the continued rapid consumer adoption of s (Chart A). % % % % Touch Screen Touch & QWERTY QWERTY Keypad impression share increased % month-overmonth and represented % of the, and mix (Chart A). is now tied with as the largest OS on our network, with an % increase month-over-month and % impression share on our network (Chart B). For the first time, Symbian was featured in our OS Mix and had a % impression share on our network last month. The Device Input Mix remained relatively static month-overmonth, with Touch Screen and Touch & QWERTY devices making up % of the total impressions on our network (Chart C). The Carrier Mix continued to demonstrate a growth in diversity of the mobile web with no carrier having more than % of the total impressions on our network (Chart D). Carrier Mix CHART D % % % % % % % % Wi-Fi (Multiple Carriers) Verizon Sprint - Nextel T-Mobile Other Metro PCS AT&T Cricket

4 OCTOBER 00 Global Snapshot Top 0 Countries Ranked by Impressions CANADA UNITED STATES UNITED KINGDOM 0 NETHERLANDS FRANCE CHINA SOUTH KOREA SINGAPORE INDONESIA AUSTRALIA Top 0 Global Mobile Application Categories Ranked by Impressions RANK 0 Top Sales by OS - 00 Ranked by Revenue RANK Source: Gartner/eMarketer 0/0. CATEGORIES GAMES SOCIAL NETWORKING MAIL & MESSAGING MUSIC ENTERTAINMENT WEATHER SPORTS EDUCATION & EMPLOYMENT NEWS & CURRENT EVENTS HEALTH & FITNESS OS SYMBIAN ANDROID RIM WINDOWS MILLENNIAL FACT MILLENNIAL MEDIA REACHES MOBILE USERS IN OVER 0 COUNTRIES. Global Device & OS Quick Stats* requests grew % month-over-month. Since January, has grown %. Apple requests increased % month-over-month. Since January, Apple has increased %. RIM requests increased % month-over-month. Since January, RIM has increased %. ipad requests grew % month-over-month. *, RIM and impressions reflect a combination of U.S. and Non-U.S. impressions. MILLENNIAL FACT IMPRESSIONS OUTSIDE OF THE U.S. ON OUR NETWORK HAVE GROWN 0% FASTER THAN U.S. IMPRESSIONS.

5 OCTOBER 00 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 or follow us on To access our developer community, visit 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. 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

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