MOBILE ADS. HUNT Mobile Ads Traffic Q2-2011

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1 HUNT Mobile Ads Traffic Q Report #2-2011

2 Intro Continuing with the quarterly reports from HUNT Mobile Ads, the leading mobile advertising network in Latin America and the Spanish speaking markets, we present the following Q2, 2011 report on mobile advertising in the region. In our previous report, for Q1, 2011 which we presented last May, we focused on the growth in the region, in respect to the traffic generated from mobile devices to mobile websites and applications. We also focused on the increasing penetration of smartphones, and projections of this growth over the next few years in the region. In this second report, we focus on a more demographic look at the traffic, describing further the users that fall within the HUNT Mobile Ad Network. Our main objective is to understand more about our users, and their behavior as they browse on mobile sites and applications within the HUNT Mobile Ad Network. About HUNT Mobile Ads HUNT Mobile Ads is the largest independent mobile advertising network with an exclusive focus on the US Hispanic and Latin American markets offering solutions to discover, create brands, and commercialize the mobile internet sector. Mobile devices are a fundamental communication platform and HUNT creates the tools so that any company in the region is able to maximize their possibilities with the mobile web. During 2010, a group of entrepreneurs with wide experience in the mobile field visualized the great opportunity to develop the business of mobile advertising in the region. HUNT Mobile Ads - Report # I 1

3 HUNT Mobile Ads Informe Q As previously mentioned, in the Q1 report, we analyzed the traffic generated during this period within the HUNT Mobile Advertising Network, by slicing the information in two ways. In the first analysis, we focused on the breakdown of actual handset devices, by identifying the brand of phone. The breakdown was as follows: 32% RIM (Blackberry), followed by Nokia 26%, and then Apple (iphone, ipod and ipad) with 12%. The second analysis we conducted was based upon countries and specific areas in the Latin American region from which users most frequently accessed the HUNT Network of mobile sites and apps, inventory which HUNT monetizes for mobile advertising campaigns. This data demonstrated that there was a high concentration of mobile traffic within our network in countries such as Mexico (42%) and Brazil (28%), and that the second largest area was OLA (Others Latam: Argentina, Chile, Colombia, Costa Rica, Panama and Venezuela) which represented 21% of the traffic generated within the HUNT Network, and finally ROLA (Rest of Latam: Bolivia, Ecuador, Honduras, Paraguay, Peru, Puerto Rico, Republica Dominicana and Uruguay), which represented 9% of the total traffic. Traffic comparison Q1 vs. Q2, within the Hunt Mobile Advertising Network Q1 28% BRA OLA MEX ROLA 21% 42% 9% VS 26% 39% 23% 12% Q2 OLA (Others LatAm: Argentina, Chile, Colombia, Costa Rica, Panamá y Venezuela) ROLA(Rest of LatAm: Bolivia, Ecuador, Honduras, Paraguay, Perú, Puerto Rico, Rep. Dominicana y Uruguay) Source: Traffic generated in 2011 within the Hunt Mobile Advertising network HUNT Mobile Ads - Report # I 2

4 In Q2 of 2011, and referring to the chart above which is based upon activity within the HUNT Mobile Advertising Network, we found that traffic from Andriod operating systems, including brands such as Motorola, Samsung, LG and Sony Ericsson, has grown, as well as the traffic coming from the IOS operating system, which includes the iphone, ipod Touch, and the ipad. This contrasted from our Q1 report, as we now see a decrease in traffic from Blackberry. We also noticed a sharp increase in traffic in the following countries: Argentina, Chile, Peru and Colombia, while Mexico and Brazil clearly maintained their leadership positions in terms of their number one and number two position. In this second report for Q2, we focus on an analysis of traffic generated within the HUNT Mobile Advertising Network, with a focus on our users...who are they? The main objective in this analysis is to understand more about who has been browsing on mobile sites and applications within the HUNT network, and how they have behaved. While not all of the mobile sites and applications within the HUNT Mobile Advertising Network report demographic information regarding their users, many of them do, and by focusing on this data, we have identified that during this period the main network traffic was generated by women (55%) while men accounted for 45%. Similarly these users were concentrated within the age group of 18 to 34 years old, and represented 67% of our traffic. Those under 18 years represented 17%, and those over 34 years the remaining 15%. This held true for both men and women in most countries, except for men between 25 and 50 years old in Venezuela, which accounted for 75% of traffic while those under 25 represented only 25%. TRAFFIC BEHAVIOR MEN VS. WOMEN 55.19% 17% 36% 31% 13% 2% o % AGES OF USERS of SITES and APPs BETWEEN 18 and 34 YEARS REPRESENTS 67% OF USERS HUNT Mobile Ads - Report # I 3

5 In regard to specific handsets preferences and navigation habits across the Hunt Mobile Network of sites and applications we can see, depending upon the country, the breakdown between men and women, as well as according to their age group, which particular phone they choose. For example, in Venezuela, the number one handset in terms of penetration across the majority of age groups is the Blackberry, (various models). 57% of the men in Venezeula which navigate across Hunt Mobile inventory use a Blackberry, in comparison to 68% of women. In Argentina, to compare yet another country, 45% of men within the HUNT Mobile Ad Network accessing mobile media chose the IOS operating system which includes models such as the iphone, ipod Touch and ipad, while 32% of women within the same network chose Nokia (Symbian), followed by Blackberry (RIM) 30%. While in Mexico, the Andriod ranks number one, mainly among women and can be found in various handsets such as LG and Samsung. And almost 32% of Mexican women in the Hunt Mobile Ad Network use phones with the Andriod operating system, followed by Nokia (Symbian) with 30%, meanwhile Mexican men are more inclined to use Nokia by 26%, almost the same penetration as the IOS (iphone, ipod, ipad) with 25%.. Overall in the region, taking into account the samples taken from Argentina, Brazil, Chile, Colombia, Mexico and Venuezuela, the traffic within the HUNT Mobile Ad Network has been distributed as follows: 29% of the men have turned to ios, with Symbian a close second at 26%. While women have chosen to naviget primarily with Symbian and then Andriod. HUNT Mobile Ads - Report # I 4

6 Traffic generated with the Hunt Mobile Ads Network Q2 Report 2011 TRAFFIC GENERATED BY OPERATING SYSTEM IN EACH COUNTRY Representes the usage of different operating systems in each of these countries across mobile sites and applications within the HUNT Mobile Advertising 27% 20% MEXICO ANDROID 26% ios 21% RIM 18% Others 36% CHILE ANDROID 27% ios 55% RIM 12% Others 7% TRAFFIC BY O.S. in 03% LATIN AMERICA 24% 27% ANDROID ios RIM Symbian Other COLOMBIA ANDROID 2% ios 37% RIM 51% Others 10% VENEZUELA ANDROID 2% ios 24% RIM Others 65% 10% BRASIL ANDROID 23% ios 30% RIM 21% Others 26% ARGENTINA ANDROID 6% ios 36% RIM 30% Others 28% MEN AND WOMEN, and THEIR CHOSEN O.S. 21% 29% 18% 26% 7% 25% 24% 21% 27% ANDROID ios RIM Symbian Other 3% TRAFFIC BEHAVIOR MEN VS. WOMEN 55.19% 44.81% 17% 36% 31% BETWEEN 18 and 34 YEARS REPRESENTS 67% OF USERS 13% 2% o + AGES OF USERS of SITES and APPs SOURCE: TRAFFIC ANALYZED WITHIN THE HUNT ADVERTISING NETWORK DURING Q2 (APR - JUN) HUNT Mobile Ads - Report # I 5

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