Hitwise Mobile Client Release FAQ February 2013

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1 Hitwise Mobile Client Release FAQ February 2013 About Hitwise Mobile Mobile is one of the most dynamic aspects of the Internet today. Understanding the way consumers use the Internet from mobile devices is vital for any online business to optimize its online marketing strategy. Experian Marketing Services is excited to launch Hitwise Mobile a new product providing insights into mobile consumer behavior. Hitwise Mobile is based on an industry-leading data sample from 3G/4G and Wi-Fi sources, covering Internet usage from mobile devices which include both smartphones and tablets. We have applied our rigorous data quality processes including sampling, data cleansing and weighting to ensure that this sample meets our high standards of representation. 1. What is Hitwise Mobile? Hitwise Mobile is a new Experian Marketing Services product which provides data on mobile Internet activity based on both Wi-Fi and 3G/4G data samples. This release of Hitwise Mobile delivers Rankings data for websites accessed via 3G/4G and Wi-Fi on mobile devices (including both smartphones and tablets). 2. Who are our data providers for Hitwise Mobile? Our data providers are a mix of existing ISP data partners and specific mobile data partners, providing us with both 3G/4G and wireless data. Our mobile data providers allow us to access on-device measurement which gives great insight into usage of the Internet on both smartphones and tablets. This is combined with Wi-Fi data from our existing ISP partners for a comprehensive view of the mobile space. 3. What types of devices do we collect data from? Our 3G/4G data sample includes data collected from iphones, ipads, Android phones and Android tablets. Currently our 3G/4G sample does not include data collected from Windows phones or Blackberry devices however, we do collect data from these devices as part of our Wi-Fi sample. Our Wi-Fi sample covers all types of devices, including iphones, Windows phones, Blackberry devices, Android phones and Android tablets. Hitwise Mobile provides a combined view of data from all of these mobile devices. 4. What is the size of our data sample? In Australia, our sample is comprised of over 100,000 users.

2 5. What proportion of our sample is 3G/4G vs. Wi-Fi? At this stage we are not in a position to reliably estimate the proportion of 3G/4G vs. Wi- Fi. There are a number of variables to consider such as page views, sessions, devices and numbers of users, all of which provide different counts. 6. Where does our 3G/4G data come from? Hitwise does not disclose the names of our data partners, however our 3G/4G measurement is sourced from third party providers who measure activity directly on smartphones and tablets. These data providers are also responsible for recruiting the panel of users. 7. Are there any known skews in the type of person participating in the 3/4G panel? No, there are no known skews. 8. What markets is Hitwise Mobile available in? Hitwise Mobile is available in Australia, the US and the UK. 9. Do the data and capabilities for Hitwise Mobile vary by market? No they are the same in all three markets (Australia, US and UK). 10. How much does Hitwise Mobile cost? Please contact your local sales management for more information on pricing for Hitwise Mobile. 11. What features and metrics are available as part of Hitwise Mobile? For the initial release of Hitwise Mobile, we are providing Rankings data on visits to websites from mobile devices (including both smartphones and tablets). Rankings are reported for one week, four-week, and 12-week rolling periods as well as monthly periods, and are available for the Visits Share, Page Views and Average Visit Time metrics. 12. Is Rankings available for all Hitwise industries? Not all some smaller industries are excluded due to lack of data depth. Please see Appendix 1 for a full list of available industries. 13. Why can t we publish daily Rankings data? The data depth is not sufficient for us to report daily Rankings for this release, but we will consider it for future releases. 14. How much historical data is available? Historical data is available from September 2012.

3 15. What features are planned for future releases of Hitwise Mobile? Planning for the product roadmap is currently underway and we are evaluating our options for the development of new features for Hitwise Mobile. 16. Within our Wi-Fi sample, how do we determine what is a visit from a mobile device and what is a visit from a computer (e.g. laptop or desktop)? We collect data on the user agent for each visit which enables us to determine the device used to access a website. 17. What is a user agent? A user agent is a software client or application which initiates a request to a web server or other Internet application. Web browsers such as Safari are user agents. User agents can usually be identified with a characteristic string which provides detailed information on the device and software used to make the request. 18. Can we track mobile application activity? Not at this time, but this may be planned for a future release. 19. Can we segment our mobile data by the device used (e.g. iphone vs. Android phone)? Not at this time, but this may be planned for a future release. 20. How do we define mobile browsing and how are mobile browser visits treated in our data? Mobile browsing includes visits to websites from a mobile browser, such as Chrome, Internet Explorer, Safari or Firefox. Mobile browsing also includes visits to websites via a browser from within an application. For example, if a user is accessing a Facebook application and clicks a link that appears in their Facebook news feed, they will be directed to that link via a browser within the Facebook application. This is referred to as in-app browser activity. Please note that in-app browser activity is distinct from application activity. In the example above, the use of the Facebook application itself is application activity, but clicking the link and opening a site using the application s browser is in-app mobile browser use. All browser visits are grouped together in our data. 21. How do we determine whether a visit comes from a mobile browser or an in-app browser? We have developed proprietary software to differentiate types of mobile traffic, including in-app browser vs. browser activity, based on user agents.

4 22. Can we provide a breakdown of mobile browser vs. in-app browser activity? We are not offering this as a segmentation capability in Release 1. We will consider this for a future release. 23. How do we deal with data from devices which are tethered to a mobile connection? For example, a mobile device may use tethering to enable other devices (such as a laptop or additional mobile device) to connect to the Internet via the 3G or wireless connection of the mobile device. We are able to determine the type of device that is tethered to the mobile connection. If it is a mobile device (for example, a tablet which is tethered to the mobile connection of a smartphone) then we include this data in our sample as it is also considered to be mobile activity. If the device which is tethered to a mobile connection is not a mobile device (for example, a desktop or laptop which is tethered to the mobile connection of a smart phone), then it is excluded from our sample. 24. Does our data get weighted? Yes, we weight by region in Australia. 25. When are the latest weekly data builds made available? Hitwise Mobile data is built weekly, and the latest weekly data builds are available on Tuesday of each week. 26. What is the Hitwise Mobile classification policy? It is important to note that the Hitwise Mobile classification policy is different to the Hitwise Competitive Intelligence classification policy. In Hitwise Mobile, mobile websites are classified separately whereas in the Competitive Intelligence service, some mobile websites are grouped together with their parent websites. Please see your account manager for further information on the Hitwise Mobile classification policy. 27. What can I do if I forget my login details for Hitwise Mobile? If you forget your username or password, please contact your account manager.

5 Appendix 1: List of included industries The following industries are included in this release of Hitwise Mobile: Automotive Automotive - Classifieds Automotive - Dealerships Automotive - Manufacturers Automotive - Motorcycling Automotive - Motorsport Automotive - Recreation Aviation Aviation - Commercial Airlines Business and Finance Business and Finance - Accountancy Business and Finance - Agricultural Business and Finance - Banks and Financial Institutions Business and Finance - Book Publishers Business and Finance - Building and Construction Business and Finance - Business Directories Business and Finance - Business Information Business and Finance - Consultancies Business and Finance - Electronics Business and Finance - Employment and Training Business and Finance - Freight and Storage Business and Finance - Insurance Business and Finance - IT and Internet Business and Finance - Legal Business and Finance - Legal Firms Business and Finance - Manufacturing and Industrial Business and Finance - Marketing Business and Finance - Professional Associations Business and Finance - Property Business and Finance - Stocks and Shares Business and Finance - Telecommunications Business and Finance - Utilities Community Community - Humanitarian Community - Organisations Computers and Internet Computers and Internet - E-Greetings Computers and Internet - Electronics Computers and Internet - Services Computers and Internet - Graphics and Clip Art Computers and Internet - Hardware Computers and Internet - Hosting and Domain Registration Computers and Internet - Internet Advertising Computers and Internet - Portal Frontpages Computers and Internet - Paid to Surf Computers and Internet - Search Engines

6 Computers and Internet - Social Networking and Forums Computers and Internet - Software Computers and Internet - Web Development Education Education - Institutions Education - Reference Entertainment Entertainment - Television Entertainment - Animation and Comics Entertainment - Arts Entertainment - Books and Writing Entertainment - Competitions Entertainment - Gambling Entertainment - Games Entertainment - Humour Entertainment - Mobile Phones Entertainment - Movies Entertainment - Multimedia Entertainment - Nightlife Entertainment - Performing Arts Entertainment - Personalities Entertainment - Photography Entertainment - Radio Food and Beverage Food and Beverage - Brands and Manufacturers Food and Beverage - Lifestyle and Reference Food and Beverage - Restaurants and Catering Gambling Gambling - Lotteries Gambling - Poker Gambling - Sport Betting Government Government - National Government - State Government - Victoria Government - NSW Government - Local Government - Queensland Government - WA Government - SA Government - Tasmania Government - ACT Government - NT Health and Medical Health and Medical - Hospitals Health and Medical - Information Health and Medical - Organisations Health and Medical - Pharmaceutical and Medical Products Health and Medical - Pharmacies

7 Health and Medical - Primary and Specialist Health and Medical - Research Health and Medical - Health Insurance Health and Medical - Wellbeing Lifestyle Lifestyle - Beauty Lifestyle - Blogs and Personal Websites Lifestyle - Children's Sites Lifestyle - Dating Lifestyle - Environment Lifestyle - Family Lifestyle - Fashion Lifestyle - Gay and Lesbian Lifestyle - Hobbies and Crafts Lifestyle - House and Garden Lifestyle - New Age Lifestyle - Men's Sites Lifestyle - Pets and Animals Lifestyle - Politics Lifestyle - Religion Lifestyle - Weddings Lifestyle - Women's Sites Music Music - Bands and Artists Music - Companies News and Media News and Media - Community Directories and Guides News and Media - IT Media News and Media - Print News and Media - Weather Shopping and Classifieds Shopping and Classifieds - Apparel and Accessories Shopping and Classifieds - Appliances and Electronics Shopping and Classifieds - Auctions Shopping and Classifieds - Automotive Shopping and Classifieds - Baby Products Shopping and Classifieds - Books Shopping and Classifieds - Classifieds Shopping and Classifieds - Computers Shopping and Classifieds - Department Stores Shopping and Classifieds - Flowers and Gifts Shopping and Classifieds - Grocery and Alcohol Shopping and Classifieds - Health and Beauty Shopping and Classifieds - House and Garden Shopping and Classifieds - Intimate Apparel and Accessories Shopping and Classifieds - Music Shopping and Classifieds - Office Supplies Shopping and Classifieds - Rewards and Directories Shopping and Classifieds - Sport and Fitness

8 Shopping and Classifieds - Ticketing Shopping and Classifieds - Toys and Hobbies Shopping and Classifieds - Video and Games Shopping and Classifieds - Wholesale and Relationship Sales Sports Sports - Basketball Sports - Brands Sports - Cricket Sports - Cycling Sports - Fishing Sports - Golf Sports - Tennis Sports - Horse Racing Sports - Australian Rules Football Sports - Motorsport Sports - Rugby League Sports - Snow Sports Sports - Soccer Sports - Rugby Union Sports - Watersports Sports - Yachting and Boating Television Television - Fansites Television - Guides Television - Networks and Channels Television - Programmes Travel Travel - Agencies Travel - Cruises Travel - Destinations and Accommodation Travel - Maps Travel - Transport

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