SEPTEMBER 2012 Device & Manufacturer Data Device & OS Mix Mobile Developer Trends Global Tablet Trends

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1 SEPTEMBER 0 Device & Manufacturer Data Device & OS Mix Mobile Developer Trends Global Tablet Trends

2 September 0 Device & Manufacturer Data Top Manufacturers (all devices) CHART A Top 0 Mobile Phones CHART B RANK MANUFACTURERS Q Apple Samsung Research In Motion Ltd. HTC Motorola LG Microsoft Nokia HUAWEI Amazon NTT DoCoMo Acer Kyocera Pantech KDDI.8%.%.% 8.%.%.%.%.8%.%.0% 0.% 0.% 0.8% 0.0% 0.% Apple continues to be the leading device manufacturer on our platform, representing % of the impression share (Chart A), up from the previous quarter. Apple iphone maintained its position as the number one mobile phone on our platform with nearly % of the impression share (Chart B). Samsung represented % of impressions (Chart A), maintaining the number two spot on our Top Manufacturers. Samsung s total phone impressions showed growth in Q, with eight phones on the top 0 list for a combined impression share of % (Chart B), almost double that of Q. All Samsung phones rose in position compared to Q, with a number of new entrants to the top 0 list, including the Samsung Galaxy (i-0 Europa), available outside the United States. RANK DEVICES Q 0 TYPE OS Apple iphone BlackBerry Curve Samsung Galaxy S BlackBerry Torch BlackBerry Bold Samsung Galaxy LG Optimus Motorola Droid RAZR Samsung Vibrant Galaxy S HTC Desire Samsung Galaxy Ace BlackBerry Pearl HTC Evo BlackBerry Bold Touch HTC Droid Incredible Samsung Droid Charge Samsung Admire Samsung Fascinate Motorola Droid X Samsung Galaxy Mini.8%.%.%.00%.%.%.%.0%.0%.%.%.%.%.8%.% 0.% 0.0% 0.0% 0.% 0.% ios DID YOU KNOW? Even though they are one of the leading mobile device manufacturers in the U.S., Samsung s U.S. sales represent about only about % of the company s global sales. Source: estimated from Business Insider chart, August 0. RIM was the third device manufacturer on our platform, with % of the impression share (Chart A). The same five BlackBerry devices were in the Top 0 Mobile Phones, for a combined impression share of % (Chart B). HTC moved to the number four position on the Top Manufacturers ranking (Chart A) for total device impression share of %. In Q, HTC had two phones on the Top 0 Mobile Phones list for a combined impression share of % (Chart B). Motorola moved to number five on the Top Manufacturers ranking in Q with % of the overall impressions (Chart A). Two Motorola devices held positions on the Top 0 Mobile Phones ranking (Chart B). A LOOK BACK... iphone S RELEASE When the iphone S was released in mid-october 0, impressions on our platform for this device grew 00% after one week, and grew over 800% after one full month of adoption. With the release of the iphone pending, it will be interesting to see how this new version stacks up against its predecessors. Source: Millennial Media, 0.

3 September 0 Device & OS Mix Device Mix Q 0 CHART C % FEATURE PHONES % NON-PHONE CONNECTED DEVICES % SMARTPHONES Device Mix Q 0 CHART D % NON-PHONE CONNECTED DEVICES % FEATURE PHONES % SMARTPHONES data does not include what could be considered s running proprietary Operating Systems, e.g. Samsung Instinct, LG Vu. Source: Millennial Media, Q 0 data does not include what could be considered s running proprietary Operating Systems, e.g. Samsung Instinct, LG Vu. s led the Device Mix with % of impressions (Chart C). impressions as a percentage of all activity grew from Q to Q 0, and the mix of overall impressions grew 8 percentage points from the same quarter a year ago (Chart D). The share of impressions from Non-Phone Mobile Devices grew percentage points in Q 0 from the same quarter a year ago (Chart D). led the OS Mix on our platform with % of the impressions (Chart E), largely driven by their increased market share over the past year. of the Top 0 Mobile Phones in Q were phones running an OS (Chart B). The increasing number of -based devices, by different manufacturers, at a range of price points helps increase adoption of these devices. OS Mix CHART E % % % % % ios Windows Symbian ios represented % of the OS Mix on our platform (Chart E), growing slightly from the previous quarter. ios devices continue to be market leaders in their categories: mobile phones and tablets. DID YOU KNOW? The majority of tablet owners are multi-platform users. 0% of ipad owners and 0% of Kindle Fire owners have a or Feature Phone from another OS provider. Source: comscore, June 0. Travelers are using their s and Connected Devices while away to search for local content and stay connected while on vacation. Travel grew 00% year-over-year on our platform in 0. To learn more download Millennial Media s Travel S.M.A.R.T. report. Visit to download now.

4 September 0 Mobile Developer Trends Top 0 Mobile Application Categories CHART F CATEGORIES Q 0 Q 0 GAMES MUSIC & ENTERTAINMENT SCIENCE & TECHNOLOGY MOBILE SOCIAL MEDIA COMMUNICATIONS WEATHER NEWS SPORTS BOOKS & REFERENCE AUTOMOTIVE 8 0 Impressions from Science & Technology and Books & Reference apps were X HIGHER in Q over Q Gaming applications held the number one position on the Top Mobile Application Categories (Chart F). There are tens of thousands of Game applications available, and with such a large number of mobile gaming entertainment to choose from, Games appeal to a broad range of mobile device users. Science & Technology and Books & Reference applications both trended upwards in the Top Mobile Applications Categories in Q (Chart F). The occurrence of year-end school exams in the second quarter likely contributed to the growth of these categories. Mobile Social Media was a Top Mobile Application Category on our platform in Q (Chart F). Within the category, yearbook, social sharing, and communications applications were strong. This increase in impressions was likely due to the end of the school season as well. Music & Entertainment remained a Top Mobile Application Category on our platform in Q (Chart F), with music players and downloads as the top apps in the category. TV guide and channel lineup applications trended strong in Q, when end of season finales aired on primetime cable in May. Weather applications gained on our platform in Q (Chart F) where both national, as well as local weather service apps saw increased impressions. Weather apps have the unique position of being relevant year round, and of interest to a broad range of mobile users, regardless of device. MOBILE INTEL SERIES: ENTERTAINMENT NOW AVAILABLE The increased adoption of s and Non-Phone Connected Devices has changed how consumers can access entertainment content both in their homes and on-the-go. In Millennial Media s recently-released Mobile Intel Series: Entertainment guide, findings show that the mobile audience is made up of consumers who are using their devices to: Access movie information including viewing trailers & purchasing tickets on-the-go Check and watch TV content while engaging with mobile devices at the same time Purchase DVD, gaming, and digital content. Mobile entertainment users also over-indexed on & Tablet ownership. To learn more about how consumers are accessing entertainment content on all of their devices and becoming multi-screen viewers, download Millennial Media s newest Mobile Intel Series: Entertainment guide. Visit to download the free guide.

5 September 0 Global Tablet Trends Top Tablets on the Millennial Media Platform By Impressions CHART G Demographic Profile of U.S. Tablet Users by Model June 0 CHART H Apple ipad* Samsung Galaxy Tab* Amazon Kindle Fire* % % % % % % ipad Tablet Kindle Fire Source: comscore, August 0. Acer Iconia Motorola Xoom * Ranked in the top 0 among all mobile devices Apple ipad, Samsung Galaxy Tab, and the Amazon Kindle Fire remained the top three tablets on the Millennial Media platform (Chart G). These tablets also ranked among the top 0 mobile devices on our platform in Q. The second half of 0 should bring new tablet devices into the market, and it will be interesting to see how the adoption of these new tablets affects the mobile device market. In Q, Acer moved into the Top Tablets on our platform (Chart G). Acer released their third tablet, the -based A00, at the end of the quarter. All three tablets in the Acer Iconia series feature built-in full-size USB drives and MicroSD card slots. The Motorola Xoom was the number five tablet on our platform in Q (Chart G), and has consistently been a Top Tablet on our platform every month since Q 0. On our platform, % of total tablet impressions were from a Wi-Fi network, supporting the idea that most tablet owners use their device at home or work where they have reliable Wi-Fi connections. According to a comscore study, tablet users are relatively equally split between genders, age, and household income, but Kindle Fire users tend to trend more female than other tablet device users (Chart H). DID YOU KNOW? The average selling price of tablets continues to decrease. Research by Business Insider shows that the average price of a tablet has come down more than $0 since the first tablet, the Apple ipad, was introduced in 00. Source: Business Insider, August 0. A LOOK BACK... Amazon Kindle Fire Launch When the Amazon Kindle Fire was released in November 0 it showed strong signs of consumer adoption; impressions from the device grew at an average daily rate of % in the first weeks after launch. Source: Millennial Media, 0.

6 September 0 About Millennial Media Millennial Media is the leading independent mobile advertising platform company. Our technology, tools and services help app developers and mobile website publishers to maximize their advertising revenue, acquire users for their apps and gain insight about their users. We offer advertisers significant audience reach, sophisticated targeting capabilities and the ability to deliver rich and engaging ad experiences to consumers on their mobile connected devices. Visit for more information. 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 research@millennialmedia.com. 0 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.