Greystripe, Inc. Mobile Advertising Insights Report: Health and Dating using the iphone and ipod Touch Q4 2009

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1 Greystripe, Inc. Mobile Advertising Insights Report: Health and Dating using the iphone and ipod Touch Q Date Published: February 2010 Author: Katie Berk Marketing Manager Phone: Fax:

2 Summary During the fourth quarter of 2009, Greystripe did an in-depth exploration of our iphone users, focusing on their health and dating behavior using their device. We also examined the differences between the iphone and the ipod touch user. We offer targeting to our advertisers based on age, gender, location, and device; and while advertisers already have a strong understanding of when they want to use the age, gender, and location targeting, targeting by device is not as well understood. In order to take full advantage of device targeting, we continue to collect specific audience information about iphone versus ipod touch users which is included in this report. Greystripe believes understanding the mobile audience is key to the future of the mobile advertising industry. In order to continue to grow the free, ad-supported model in mobile, advertisers need to understand the mobile audience. This understanding helps create successful campaigns which in turn drive a long term commitment to mobile advertising. As the leading rich media mobile advertising network, Greystripe is committed to providing ongoing data to the mobile industry and to advertisers about users of free mobile content. The Data This report is based on data gathered from Greystripe users during the fourth quarter of 2009 (October 1 through December 31). Statistics are based on surveys run in our network during this time period. The sample size is specified for each of these questions. Unless otherwise stated, all data is based on our U.S. iphone and ipod user base. For more information about reaching Greystripe s unique mobile audience for your brand or client contact us at sales@greystripe.com.

3 Consumer Demographics: iphone and ipod Touch Users IPHONE AND IPOD TOUCH USERS IPHONE USERS IPOD TOUCH USERS TYPE OF DEVICE 60% of our audience uses the iphone, while 40% use the ipod touch. GENDER DISTRIBUTION Both devices have an attractive balance of male vs female users. 3 of 9 Copyright 2010 Greystripe, Inc. All rights reserved.

4 IPHONE AND IPOD TOUCH USERS IPHONE USERS IPOD TOUCH USERS AGE BREAKDOWN ipod touch users skew younger with 45% below the age of 25, compared to 13% of iphone users. HOUSEHOLD INCOME iphone users earn more with 33% earning above $100,000, compared to 15% of ipod touch users. EDUCATION LEVEL iphone and ipod touch users tend to be highly educated with only 20% having never attended college. 4 of 9 Copyright 2010 Greystripe, Inc. All rights reserved.

5 IPHONE AND IPOD TOUCH USERS IPHONE USERS IPOD TOUCH USERS PURCHASING DECISION MAKER iphone users are 17% more likely to be involved in household purchasing decisions than ipod Touch users. RACE iphone and ipod Touch users have a similar breakdown by race. NUMBER OF CHILDREN iphone users are 14% more likely to have children than ipod Touch users. 5 of 9 Copyright 2010 Greystripe, Inc. All rights reserved.

6 Consumer Behavior: Health IPHONE AND IPOD TOUCH USERS IPHONE USERS IPOD TOUCH USERS HEALTH- RELATED INQUIRIES iphone users are 16% more likely to use their device for health-related inquiries than ipod Touch users. HEALTH APPS Among those who use their devices for health related inquiries, fitness apps are the mostly commonly downloaded type of app. 6 of 9 Copyright 2010 Greystripe, Inc. All rights reserved.

7 IPHONE AND IPOD TOUCH USERS IPHONE USERS IPOD TOUCH USERS HEALTH SITES Among those who use their devices for health related inquiries, fitness sites are also the most commonly accessed sites on the computer. HEALTH SEARCHES Among those who use their devices for health related inquiries, outdoor actives are the most popular. 7 of 9 Copyright 2010 Greystripe, Inc. All rights reserved.

8 Consumer Behavior: Dating IPHONE AND IPOD TOUCH USERS IPHONE USERS IPOD TOUCH USERS DATING APPS 51% of iphone and ipod touch users use their device to help plan dates. DATING APPS iphone and ipod touch users find social networking apps are most useful when planning a date. 8 of 9 Copyright 2010 Greystripe, Inc. All rights reserved.

9 IPHONE AND IPOD TOUCH USERS IPHONE USERS IPOD TOUCH USERS REACHING SIGNIFICANT OTHERS While iphone and ipod touch users can contanct their significant others in multiple ways using their device, calling is still the most popular way. About Greystripe Greystripe is the leading rich media mobile advertising network delivering brand advertising to mobile applications across iphone, Android and over 1400 Java feature phones. Greystripe s network of over 2000 mobile applications gives brands the ability to communicate their advertising message to a unique mobile audience, developers to gain advertising revenue by serving ads through their games, and consumers to play high-quality games for free. Greystripe reaches millions of mobile users by powering over 180 Catalog distribution partners, through its online and mobile portal GameJump.com and deliver ad-supported apps through the iphone App Store, the Android Marketplace, and Nokia's Ovi Store. Greystripe was named the E-Tech CTIA award winner for the Mobile Marketing/Mobile Advertising category in 2009, AlwaysOn OnMedia 100 winner in 2009, AlwaysOn Global 100 winner in 2008, Red Herring Global 100 winner in 2007 and the Under the Radar Best in Show: Mobility winner in of 9 Copyright 2010 Greystripe, Inc. All rights reserved.