A COMPREHENSIVE LOOK BACK AT MOBILE DEVICE TRENDS

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#MobileMix

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Device & Manufacturer Data

Top 15 Manufacturers (all devices)
Ranked by Impressions CHART A
RANK
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

MANUFACTURERS
Apple Samsung BlackBerry (Research In Motion, Ltd. ) HTC Motorola LG HUAWEI ZTE SonyEricsson Nokia Amazon Kyocera Pantech Sony Acer

2012
31.20% 22.32% 11.50% 8.03% 6.83% 5.08% 1.60% 1.35% 1.27% 1.23% 1.08% 0.40% 0.33% 0.33% 0.33%

2012

CHART B
RANK
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

MANUFACTURERS
Apple Samsung HTC BlackBerry (Research In Motion, Ltd. ) Motorola LG HUAWEI Nokia Sanyo Kyocera SonyEricsson Private Label ZTE Pantech Sony

2011
26.35% 16.80% 14.11% 12.84% 9.65% 6.14% 2.22% 1.64% 0.84% 0.74% 0.62% 0.51% 0.40% 0.30% 0.27%

2011

Source: Millennial Media, 2011-2012.

Insights:
Apple maintained its position as the leading device manufacturer on our platform in 2012 (Chart A). Apples impression share increased to 31% of the Top 15 Manufacturers impressions on the Millennial Media platform, up from 26% last year (Chart B). Apple introduced a number of new products in 2012, including the iPhone 5 and a new operating system, iOS 6. Samsung was again the number two device manufacturer on our platform in 2012 (Chart A). Samsungs impression share grew year-over-year to represent 22% of total impressions on our platform, compared to 17% in 2011 (Chart B). Samsung continued to release new devices, both smartphones and tablets, in their globally popular Galaxy line. The adoption of these new devices contributed to their overall increase in impression share on our platform. Amazon was the eleventh largest device manufacturer on our platform, which showed big growth to move into the Top 15 Manufacturers in 2012 (Chart A). Amazon released their Kindle Fire tablet in late 2011. The popularity of that device grew throughout 2012, and has continued to be the third largest tablet on our platform each quarter. In Q3 2012, Amazon released a newer version of this device, the Kindle Fire HD, which may continue both device and manufacturer growth into 2013. Acer moved into the Top 15 Manufacturers on our platform for the rst time (Chart A). Acers line of Iconia tablets were consistently in the Top 5 Tablets on our platform throughout the year.

CAMPAIGN HIGHLIGHT: BUICK

GOAL: Raise brand awareness among a tech-savvy, early-adopter audience by being the rst brand to advertise on the new iPad mini. STRATEGY: Buick, with their agency Carat, purchased the entire iPad mini inventory on the Millennial Media platform for the rst week after the devices release in order to target young, tech-savvy consumers. Buick has a history of being a mobile innovator; the brand ran a similar campaign with a similar goal when the Verizon iPhone rst became available. As a result, Buick succeeded in promoting their brand to their target audience, with an above average CTR from certain content channels. Having Buick be the rst brand that consumers saw on their new iPad mini was a tremendous opportunity for us to raise awareness with the tech-savvy, early adopter audience.
~ Craig Bierley, Director, Advertising & Promotions Buick/GMC at General Motors

To download the full campaign summary, visit www.millennialmedia.com/advertise/campaign-successes

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Device & Manufacturer Data

Top 20 Mobile Phones
Ranked by Impressions CHART C
RANK
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

DEVICES
Apple iPhone Samsung Galaxy S BlackBerry Curve Motorola Droid RAZR BlackBerry Torch BlackBerry Bold Samsung Galaxy 5 LG Optimus HTC Desire Samsung Galaxy Ace Samsung Droid Charge Samsung Vibrant Galaxy S HTC Evo BlackBerry Pearl HTC Droid Incredible ZTE Score BlackBerry Bold Touch Samsung Within Samsung Admire Samsung Fascinate

2012
15.59% 4.24% 3.91% 2.01% 1.92% 1.88% 1.79% 1.77% 1.37% 1.25% 1.12% 1.08% 1.07% 0.96% 0.94% 0.87% 0.82% 0.72% 0.72% 0.61%

2012

CHART D
RANK
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

DEVICES
Apple iPhone Blackberry Curve Motorola Droid LG Optimus Blackberry Bold HTC Evo Samsung Galaxy S Motorola Droid X HTC Desire Samsung Epic Galaxy S Blackberry Torch HTC Droid Incredible HUAWEI Ascend HTC G2 Touch Hero Samsung Nexus S Samsung Freedom BlackBerry Pearl Samsung Fascinate Motorola Milestone BlackBerry Storm

2011
14.67% 5.89% 2.85% 2.79% 2.79% 2.61% 2.45% 2.39% 2.11% 1.81% 1.69% 1.47% 1.16% 1.14% 1.09% 1.01% 0.82% 0.74% 0.69% 0.67%

2011

Source: Millennial Media, 2011-2012.

Insights:
The Apple iPhone was again the top mobile phone on our platform in 2012, accounting for 16% of impressions (Chart C) a 72% increase in impressions year-over-year from 2011 (Chart D). Apple released the iPhone 5 in Q3 of 2012 which featured a thinner design with a larger screen, and included Apples new operating system, iOS 6. Samsung had eight phones in the Top 20 Mobile Phones list on the Millennial Media platform in 2012 (Chart C), up from ve phones last year (Chart D). In 2012, these eight Samsung phones also accounted for twice the impression share than in 2011, for a total of 12% (Chart C). The Samsung Galaxy S line of smartphones grew 182% year-over-year to move up ve spots to the number two position on our platform in 2012. The tablets showing the most impressions on the Millennial Media platform in 2012 are shown in Chart E. Despite dozens of new entrants to the tablet market, the Apple iPad remained the number one tablet on our platform in 2012, and in the mobile market. Throughout the year, the Amazon Kindle Fire remained the third largest tablet that we saw impressions from on our platform. Amazon also released the Amazon Kindle Fire HD in Q3 2012.

Top 5 Tablets
1

Ranked by Impressions CHART E

Apple iPad*

Samsung Galaxy Tab*

Amazon Kindle Fire*

Acer Iconia

Motorola Xoom

* Ranked in the top 20 among all mobile devices

Source: Millennial Media, 2012.

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Device & OS Data

Connected Device Mix
Ranked by Impressions CHART F CHART G

2012

20% 5% 75%
Smartphones Feature Phones Non-Phone Connected Devices

15%

2011

17% 68%

Source: Millennial Media, 2011-2012. Smartphone data does not include what could be considered Smartphones running proprietary Operating Systems, e.g. Samsung Instinct, LG Vu.

Insights:
Smartphones were the leading devices on our platform in 2012, increasing 7 percentage points to account for 75% of total platform impressions (Charts F & G). All of the Top 20 Mobile Phones on the Millennial Media platform this year were smartphones (Chart C). Non-Phone Connected Devices increased 5 percentage points year-over-year to represent 20% of impressions on our platform (Charts F & G). The growth of this category is largely attributed to the increased adoption of tablet devices. In 2012, the OS mix on our platform remained relatively unchanged from 2011 (Charts H & I). The Android operating system led the OS mix on our platform, representing 48% of impressions (Chart H). While this was relatively at year-over-year, Android devices accounted for 14 of the Top 20 Mobile Phones on our platform, up from 13 in 2011. iOS was the second largest OS on our platform in 2012 with 32% of the impression share, relatively at year-over-year from 2011 (Charts H & I). Despite the slight change in overall percent share, all iOS impressions came from just a few Apple products, which were market leaders in their categories.

OS Mix
2012

Ranked by Impressions CHART H

CHART I

3% 1% 16% 48% 32%

2% 1% 16% 47% 33%

2011

Android iOS BlackBerry OS Windows Symbian

Source: Millennial Media, 2011-2012.

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Mobile Developer Trends

Tablet OS Mix
Ranked by Impressions CHART J

1% 13%

Android iOS BlackBerry OS

41% 58%

5% 5% 6% 26%

45%

Samsung Amazon Motorola Acer Asus Others

Source: Millennial Media, 2012.

Insights:
The number of tablets from which we saw impressions on the Millennial Media platform grew signicantly in 2012, especially those running on an Android OS. As the number of Android-based tablets increased, the leading manufacturers from which we saw tablet impressions changed year-over-year (Chart J). Of the Android tablets we saw impressions from on our platform in 2012, Samsung was the leading manufacturer (45%). Amazon was the second leading Android tablet manufacturer from which we saw impressions (26%), showing over 500% growth from the previous year. Games were the number one application category on our platform in 2012, maintaining the position from 2011 (Chart K). The position of game applications on our platform mirrors that of app stores, such as iTunes and Google Play; Games are the number one application category in both of these app stores as well. Productivity & Tools applications moved to the number ve position on the Top Mobile Applications on the Millennial Media platform in 2012 (Chart K), up three spots from the previous year. As consumers time spent with mobile has increased, applications increasing the functionality of the smartphone have shown growth. For example, this can include utility applications such as ashlights, levels, and calendar integration features. Outside of the Top 10, Dating applications showed large year-over-year growth. As adoption of online dating sites grows, mobile applications to support those interfaces are also growing so users can keep in touch while away from their computer. Dating applications showed the most growth during the summer months of 2012, when Dating advertisers ran more campaigns to encourage people to be more social.

Top 10 Application Categories

Ranked by Impressions CHART K

2012
1 2 3 4 5 6 7 8 9 10

CATEGORIES
Games Music & Entertainment Mobile Social Media Communications Productivity & Tools Science & Technology Sports News Books & Reference Weather

2011
1 2 3 4 8 6 5 7

Source: Millennial Media, 2011-2012.

The January 2013 Special Mobile Mix Report takes a closer look at mobile game applications on the Millennial Media platform. We highlight key trends for mobile game applications, including how mobile users are engaging with these applications and on which devices. Visit www.millennialmedia.com/mobile-intelligence/mobile-mix to download now.

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New Device Introductions

2012 Device Introductions
CHART L

Nokia Lumia 900 JANUARY 2012

Samsung Galaxy S3 MAY 2012

Kindle Fire HD SEPTEMBER 2012

Samsung Galaxy Note II SEPTEMBER 2012

Apple iPhone 5 SEPTEMBER 2012

Nokia Lumia 920 NOVEMBER 2012

HTC One X APRIL 2012

Google Nexus 7 JUNE 2012

Windows Surface Tablet OCTOBER 2012

Apple iPad mini NOVEMBER 2012

Source: Public news outlets, 2012.

Insights:
In 2012, dozens of new smartphone and tablet devices entered the mobile market, in addition to new versions of existing devices. Chart L highlights a few of the key new devices that were introduced into the mobile market in 2012. In November 2012, the iPad mini entered the market as Apples rst 7-inch tablet. Within the rst few weeks after launch, impressions from the iPad mini on the Millennial Media platform grew at an average daily rate of 28%, outpacing the growth of the original Kindle Fire (19%) at its launch in November 2011. The Samsung Galaxy Note II was released in Q3 of 2012, an upgrade to the original Galaxy Note, one of the rst mobile phones considered a smartphone/tablet hybrid, which some term a phablet. The Galaxy Note is known for its larger, 5.3 inch screen and optional stylus. Impressions on the Millennial Media platform from the Galaxy Note II grew at an average of 20% a month after its introduction in 2012. Many industry analysts believe more of these phablet mobile devices will hit the market in 2013.

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About Millennial Media Millennial Media is the leading independent mobile advertising and data platform. Our technology, tools and services help app developers and mobile website publishers maximize their advertising revenue, acquire users and gain audience insights. Our platform also enables us to oer advertisers powerful Mobile Audience Solutions (MAS) that utilize our signicant scale, sophisticated targeting and uniquely engaging creative capabilities to deliver meaningful results.

About Millennial Medias Mobile Mix Millennial Medias Mobile Mix reports key advertising trends with a focus on mobile manufacturers, devices, operating systems, connected devices and more. Millennial Medias 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.

2013 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.

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