The document summarizes key findings from Nielsen's Q3 2011 report on mobile media usage in the U.S. Some key points: 1) Smartphone ownership has more than doubled over the past two years, with 44% of mobile subscribers now owning smartphones. Younger age groups have led adoption but ownership is growing across all ages. 2) Apple has the largest share of the U.S. smartphone market at 28.6% while Android has the largest operating system share at 44%. Application downloads are dominated by Android and Apple iOS devices. 3) Smartphone owners are engaging more with rich media like mobile video, games, and streaming music. Social networking and search engines are among the most

1. THE
STATE OF THE MEDIA Q3 2011
2 Source: Nielsen

2. MOBILE CONSUMERS
are social, always connected, and rely on their phones more than ever before.
KEY FINDINGS:
• The majority of 25–34 and 18–24 year olds now own smartphones
According to Nielsen’s monthly survey of 25,000 mobile consumers (which (64% and 53% respectively) and they have led in smartphone penetration
translates to 300,000 each year), 44 percent of U.S. mobile subscribers compared to other age groups since 2009.
now own a smartphone device, compared to 18 percent just two years ago, • Apple is the top smartphone manufacturer in the U.S. with 28.6 percent of
and these advanced devices are changing the way consumers interact with the smartphone market, and Android is the most favored operating system
their phones. by manufacturers, with the largest share of the smartphone market at
44 percent.
• The number of smartphone subscribers using the mobile Internet has
• 83 percent of all smartphone application downloaders use Android
grown 45 percent since 2010
or Apple iOS smartphone devices and they mostly discover apps by
• This quarter, 26.3 million mobile consumers viewed mobile video searching the top app stores and relying on recommendations.
• The majority of smartphone owners (62%) have downloaded apps on • Application usage varies by age on the Android platform—older
their devices and games are the top application category used in the past generations like games, such as Angry Birds, and rely on their mobile
30 days devices for productivity (e.g. Google properties). Younger folks will
use entertainment apps with social dimensions (e.g. Pandora, YouTube,
• Currently, 87 percent of app downloaders have used deal-of-the day Words with Friends) more than older segments.
websites, like Groupon or Living Social, and 54 percent of smartphone
• Younger groups send the most messages, but older segments present the
owners claim to use their mobile handsets frequently while shopping
greatest growth opportunities: In Q3 2011, teens 13-17 sent and received
Nielsen’s “State of the Media: The Mobile Media Report” provides a the most messages (an average of 3417 each month), but the number
snapshot of the current mobile media landscape and audiences in the U.S., of messages sent by those 55+ has more than doubled compared
and highlights the potential power of mobile commerce in the near future. to 2009.
• Marketers can now reach consumers while they shop: 49 percent of
mobile consumers say they frequently use their smartphones while
shopping.
• Social networking is increasingly popular on mobile devices: Android
smartphones and iPhone users spend more time engaging with the
Facebook application on their phones than any other mobile application.
2 Source: Nielsen Source: Nielsen 3

3. SMARTPHONE OWNERSHIP HAS MORE
THAN DOUBLED IN TWO YEARS
Two years ago, only 18 percent of mobile subscribers had smartphones and Today, nearly half of mobile subscribers in the U.S. own a smartphone
these smartphone audiences were more likely to be male. device and 51 percent of them are female.
Smartphone penetration 2009 Smartphone penetration 2011
Q3 2009, U.S. Mobile Insights, National Aug - Oct, 2011, U.S. Mobile Insights, National
FEATURE PHONE SMARTPHONE FEMALES MALES
82 56
18 44
45 55
2009 2011 51 49
#1 Device= Motorola Razr V3
#1 Device= Motorola Razr V3 #1 Device = Apple iPhone4
#1 Device = Apple iPhone4
PENETRATION BY AGE PENETRATION BY AGE
13-17 16% Those 25-34 and
13-17 40%
18-24 23%
18-24 have always
been the leading age
18-24 53%
groups in
25-34 28% smartphone 25-34 64%
penetration
35-54 19% 35-54 47%
55+ 10% 55+ 25%
4 Source: Nielsen Source: Nielsen 5

4. SMARTPHONE DEVICES INVITE USERS TO The number of smartphone users engaged in rich media activities has
increased substantially. Nearly twice as many smartphone subscribers are
ENGAGE IN RICH MEDIA ACTIVITIES downloading (up 83%) and playing games (up 95%) compared to last year.
Streaming online music or radio is the third fastest growing activity among
The growing popularity of smartphones has also led to a dramatic rise in smartphone users.
mobile video. While 23 million mobile subscribers viewed video on their
phones in 2010, 31 million use mobile video today—a 35% increase.
Smartphone subscribers engaged in rich media
activities other than mobile video (in millions)
U.S. mobile video viewers (in millions) Q3 2011, Last 30 Days, U.S. Mobile Insights, National
Q3 2011, U.S. Mobile Video Survey Q3 2011 Year-over-Year Growth
Q3 2010
MOBILE VIDEO FEATURE PHONE MOBILE VIDEO SMARTPHONE
MOBILE VIDEO VIEWER PENETRATION Mobile internet 39 57 45%
12% 13% 14% Application (App) downloads 32 49 53%
10% 11% 7
6
5
7
7
26 Game downloads 19 35 83%
24
22
18
16
Streaming online music
18 29 66%
or mobile radio
Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011
Full track music downloads 11 18 65%
Online game playing 8 16 95%
6 Source: Nielsen Source: Nielsen 7

5. SMARTPHONE BATTLE FOR MARKET Apple, the only company manufacturing smartphones with the iOS
operating system, is clearly the top smartphone manufacturer in the
SHARE ENSUES IN THE MOBILE United States with 28.6 percent of the smartphone market.
ECOSYSTEM Other leading smartphone manufacturers include HTC, whose Android
phones represent 15.8 percent of the smartphone market and whose
In 2009, RIM’s Blackberry smartphone was the most popular mobile Windows Mobile/WP7 devices account for 4.2 percent of the market;
device. Today, the fight for operating system market share is between and Motorola, whose Android devices are owned by 10.7 percent of
Android OS and Apple iOS smartphones. Android—the operating system smartphone consumers.
favored by several different manufacturers—has the largest share of the
smartphone market (44.2%).
Manufacturer operating system share-smartphones
Aug-Oct 2011, U.S. Mobile Insights, postpaid mobile subscribers
HTC
HTC HTC <1%
15.8% 4.2%
Nokia Samsung
Samsung 1.6% <1%
10.4% Apple RIM Blackberry HP
28.6% 17.0% 1.9%
Samsung
Motorola <1%
10.7% Other
Other
<1% <1%
Other Motorola
7.3% <1% Other
<1%
%
%
6%
2%
3%
1.3
ws S %
on %
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do ebO 1.6
Ph 2.0
8.
4.
17
5.
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ile
S
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Ph
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Bl
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Pa Sy
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pl
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Ap
8 Source: Nielsen Source: Nielsen 9

6. SMARTPHONE OPERATING SYSTEM
CHOICE VARIES BY AGE GROUP
Android OS and Apple iOS smartphones are popular across all age groups.
Although penetration of Android OS and Apple iOS smartphones tend to be
slightly higher among those 18–24 and 25–34, older audiences are beginning
to own devices previously dominated by younger groups.
Smartphone OS penetration by age group
Aug- Oct 2011, U.S. Mobile Insights, National
ANDROID APPLE iOS RIM BLACKBERRY WINDOWS MOBILE WINDOWS 7 OTHER
18-24 47 29 12 6 2 4
ANDROID 47 29 14 5 13
25-34
35-44 44 29 18 5 23
45-54
LEADS IN EACH 40 26 24 5 1 4
55-64
AGE GROUP 43 27 19 6 1 4
65+ 39 32 16 7 1 5
10 Source: Nielsen Source: Nielsen 11

7. SEARCH ENGINES AND SOCIAL Google and Facebook lead in mobile reach on both Android and
Apple iOS. In order to rank mobile websites by active reach, that is,
NETWORKING WEBSITES ARE by the percentage of Android or iOS smartphones owners who used
POPULAR AMONG ANDROID the mobile website within the past 30 days, Nielsen analyzed usage
data from its proprietary device meters on the smartphones of the
SMARTPHONE AND iPHONE OWNERS thousands of consumer panelists who agreed to be a part of Nielsen’s
ongoing Smartphone Analytics research.
Top 10 mobile websites by active reach
September 2011, Nielsen Smartphone Analytics, Device Metering Data
APPLE iOS ANDROID
92% 86% 63% 54% 44% 44% 41% 37% 27% 25%
AOL YouTube MSN/ PayPal
Twitter.com Yahoo! Amazon Wikipedia
Google Facebook Media WindowsLive/
Network Bing
92% 66% 37% 26% 24% 18% 17% 16% 15% 13%
Wikipedia YouTube Amazon Sprint ESPN MSN/ eBay
Yahoo! Digital WindowsLive/
Google Facebook Network Bing
12 Source: Nielsen Source: Nielsen 13

8. SMARTPHONE APPLICATION DOWNLOADS Percentage of smartphone owners who have
ARE DOMINATED BY ANDROID AND iOS downloaded an app in the last 30 days
Q3 2011, Nielsen Mobile Applications Playbook
SMARTPHONES DEVICES
Smartphone app downloaders report having an average of 33 apps
on their mobile phone, up 22 percent since 2010. Apple iPhone app
Q3 2011, Nielsen Mobile Applications Playbook 44 apps on their phones, while those
downloaders have an average of
2011
with Android OS smartphones report having an average of 32. Percentage of smartphone owners who have
downloaded an app in the last 30 days
71% 49%
These insights were gatheredU.S. smartphone consumers13+ years who have
of all from survey respondents age use Q3 2011, Nielsen Mobile Applications Playbook
app-and-media friendly iPhones
downloaded an application to their device in the past 30 days. 4% ANDROID
or Android-based smartphones
Q3 2011, Nielsen Mobile Applications Playbook
2011
71% 49%
of all U.S. smartphone consumers use
83%
app-and-media friendly who downloaded
of those iPhones 4% ANDROID
smartphone apps in the past 30
or Android-based smartphones
days use iPhone or Android 37% 34% APPLE iOS
smartphones
83%
of those who downloaded
smartphone apps in the past 30
days use iPhone or Android 37% 34% APPLE iOS
smartphones
CHILDREN AND SPOUSES ARE GETTING INTO THE "APP" ACTION 32% 11% RIM BLACKBERRY
Respondents with children who downloaded apps
32%
27%
reported that 27% of apps on their phones were
CHILDREN AND SPOUSES ARE GETTING INTO THE "APP" ACTION 11% RIM BLACKBERRY
downloaded by their offspring
Respondents with children who downloaded apps 18% 3% WINDOWS MOBILE
27%
reported that 27% of appsfor their phones were
Spouses account on 13% of the app
13% downloaded by their offspring place in the last
downloads that took
18% 3% WINDOWS MOBILE
30 daysaccount forsignificantapp
Spouses on their 13% of the other’s phone
13% downloads that took place in the last 5% <1%
1% PALM OS
10
30 days on their significant other’s phone
Those survey respondents who had children reported that 5% <1%
1% PALM OS
1% 1% SYMBIAN OS
10
10.1 was the respondents who hadtheir children began
Those survey average age that children reported that
downloading apps age that their children began SYMBIAN OS
10.1 was the average on a parent's phone
1% 1%
downloading apps on a parent's phone
14 Source: Nielsen Source: Nielsen 15

9. FACEBOOK AND GOOGLE PROPERTIES ALSO
DOMINATE ANDROID SMARTPHONE
APPLICATION USAGE ACROSS AGE GROUPS
Mobile application reach by age
September 2011, Nielsen Smartphone Analytics, Device Metering Data,
18-24 25-34 35-44
Android Market 89% Android Market 92% Android Market 95%
Facebook 80% Facebook 81% Facebook 77%
Google Search 77% Gmail 80% Gmail 77%
Gmail 70% Google Maps 79% Google Search 75%
Google Maps 70% Google Search 78% Google Maps 73%
YouTube 64% YouTube 56% YouTube 51%
Pandora Radio 30% Angry Birds 29% Angry Birds 35%
Advanced Task Killer Free 26% Pandora Radio 28% Quickoffice 30%
Words With Friends 25% Quickoffice 27% Advanced Task Killer Free 24%
Angry Birds 22% Advanced Task Killer Free 26% Amazon AppStore 24%
Quickoffice 20% Words With Friends 22% Words With Friends 21%
The Weather Channel 17% Amazon AppStore 22% Yahoo! Mail 20%
Adobe Reader 16% Adobe Reader 22% Pandora Radio 20%
Amazon AppStore 14% The Weather Channel 18% Adobe Reader 20%
Yahoo! Mail 13% Yahoo! Mail 17% The Weather Channel 17%
To rank mobile apps by active reach, that is, by the percentage of Android owners who used the app within the past 30 days, Nielsen analyzed usage data from its proprietary device
meters on the smartphones of the thousands of consumer panelists 18 years and older who agreed to be a part of Nielsen’s ongoing Smartphone Analytics research.
16 Source: Nielsen Source: Nielsen 17

10. The
Augus
APPLICATION DOWNLOADERS TOP 50 APPS ACCOUNT FOR THE
DISCOVER NEW APPS BY SEARCHING MAJORITY OF TIME SPENT ON ANDROID
TOP APP STORES AND RELYING ON SMARTPHONES
RECOMMENDATIONS Proportion of time spent Distribution of time spent
on web/apps—Android in apps—Android
HOW DO APPLICATION DOWNLOADERS Ga
DISCOVER NEW APPS? Top 10 tha
Apps
Q3 2011, Nielsen Mobile Applications Playbook, Past 30 Day App Downloaders 69% 44%
11-20
Web 7%
HOW DO APPLICATION DOWNLOADERS 31% 4% 21-30
63%
Searching the DISCOVER NEW APPS? 3% 31-40
Application Store Q3 2011, Nielsen Mobile Applications Playbook, Past 30 Day App Downloaders 2% 41-50
40%
Friend/Family 53% All Other
61%
63%
Searching the
ge number of paid app Application Store
t 30 days by category 17% 53%
Third Party Website Friend/Family September 2011, Nielsen Smartphone Analytics, Device Metering Data
21% 61%
0.17 15%
Third Party Website
17%
21%
Of the 69 percent of the time spent
Apps Promoting other Apps
0.08 on Android applications, users spend 53 percent
21% 15%
0.03
Apps Promoting other Apps
21% interacting within those in the top 50.
0.04 Newspaper/Magazine/Radio 9% 9%
17%
Newspaper/Magazine/Radio
17%
.02
3%
Sync Software ( iTunes, etc) 3% The top 50 apps are always changing
.02 Sync Software ( iTunes, etc) 17%
August-September, Nielsen Smartphone Analytics, Device Metering Data
17% 6%
01 Television Advertisement 13%
01 Television Advertisement 6% Lost more than 3 places
13%
In-App Advertisement * 9%
13% New to top 50
1
9% homepage 10% 14%
1 In-App Advertisement *
Device
8% 22%
1 13% 6%
Carrier Homepage
0.03 10% 5%
Device homepage Proportion of time spent
Email Tips from my Carrier Distribution of time spent
0.02 8% 5%
on web/apps—Android in apps—Android 14%
01 Carrier Homepage 6% Other 3% 50% Within 3 places
0.02 5% Gained more
Top 10 than 3 places
1 Email Tips from my Carrier
1
5% Apps
69% 44%
1 11-20
Other Web ANDROID MARKET STORE 7%
iOS APP STORE App developers shouldn’t be discouraged,
1
3%
31% 4% 21-30 the top 50 apps are always changing. In fact,
3% 31-40 1/5th were new to the top 50 list in September.
These mobile application insights come from a survey of nearly 5,000 respondents 13+ 2% 41-50
40%
who reported having downloaded a mobile application to their device in the past 30 days.
All Other
ANDROID MARKET STORE iOS APP STORE
September 2011, Nielsen Smartphone Analytics, Device Metering Data
18 Source: Nielsen Of the 69 percent of the time spent Source: Nielsen 19
on Android applications, users spend 53 percent

11. Coupon App Downloaders
SOCIAL + LOCAL + MOBILE:
Specific Deal-of-the-Day Websites Used
The promise of mobile marketing is its ability to reach the right consumer, Q3 2011, Nielsen Mobile Applications Playbook, Past 30 Day Discount/
79%
Coupon App Downloaders
at the right time, and in the right place—including at the very moment
and point of purchase. The potential power of mobile is further magnified Groupon
when you consider that smartphone users spent most of the time on
social networking applications, like Facebook, when interacting with their
devices. The term “So-Lo-Mo” (for social, local, mobile) has been coined
to refer to this opportunity.
The insights presented below were collected from a survey of nearly
79% Groupon
5,000 respondents 13+ who have downloaded an application to their Living
device in the past 30 days.
48% Social
Deals
Living
So-Lo-Mo 48% Social
Deals
Whether Used Deal-of-the-Day Websites
Q3 2011, Nielsen Mobile Applications Playbook, Past 30 Day Discount/ 9% Yelp Daily Deals
Coupon App Downloaders So-Lo-Mo
Whether Used Deal-of-the-Day Websites
Q3 2011, Nielsen Mobile Applications Playbook, Past 30 Day Discount/ 7% BuyWithMe Daily Deals
9% Yelp
NO Coupon App Downloaders
13%
5% 7% BuyWithMe
Other
NO
13% 4%
87% Groupalia
5% Other
YES 2%
Jasmere.com
4%
87% 1%
Groupalia
YES 1% Weforia 2%
Jasmere.com
Group Swoop
1%
1% Weforia
Group Swoop
20 Source: Nielsen Source: Nielsen 21

12. SO-LO-MO SAVES A MARRIAGE:
(Hypothetical example for illustrative purposes only)
How Bob scored a last minute anniversary present and celebratory
DINNER
He checks Groupon for coupons to
dinner armed with his smartphone and a few key mobile apps.
go to dinner
He asks his wife’s closest friends for help: a gift and romantic dinner are a must. Groupon is the 8th most
used application on Apple
iOS, 22 percent of users
18+ visited it in the last
GIFT
30 days and 12.7 percent
Shopkick is a mobile retail on Android1
app and shopping rewards
network.
He launches Yelp to check
restaurant reviews
Heads to the nearest department store and collects Shopkick points Active reach of Yelp
on Android is 6.5
(called kicks) just by walking in the store percent and 11.6
48 percent of He makes a percent for Apple
mobile shoppers take reservation using users 1
Overwhelmed by the options at the store, he takes pictures of a product Open Table
pictures of several accessories and texts his wife’s friends and send details to friends
18 percent of 35-44 and family while at a
year-olds with an store or mall
2
Android device have
used the Barcode They give a thumbs up
Scanner app in the for a handbag and scarf
past 30 days, this is
In the past 30 days, 10.2 HAPPY WIFE TWEETS
more than the 14
percent of those 18+ utilized
percent of those 25-34
He scans the barcodes on the products to make sure the price is reasonable ShopKick on their iPhone
ABOUT THE BEST HUSBAND
and 12 percent of EVER AND RAVES ABOUT THE
devices, while 4.5 percent did
those 18-24 who have
on their Android phones1 ROMANTIC RESTAURANT
done the same
BOB RECOMMENDS SHOPKICK
He completes VIA HIS FACEBOOK STATUS AND
He is directed to an eBay link where the the purchase Uses Shopkick's new "buy and collect" program (links your
price of the handbag is cheaper credit/debit card once and pay as usual with your Visa card), to TELLS BILL TO USE IT FOR HIS
in-store WIFE’S UPCOMING BIRTHDAY
purchase the handbag and banks even more kicks
He uses the eBay mobile application
to complete the transaction Uses the “kicks” collected to get a
discount on the scarf
17 percent of 34-54 year-olds
used eBay Mobile in the last
30 days1
22 Source: Nielsen Source: Nielsen 23

13. AS DEVICE CAPABILITIES EVOLVE, SO DO YOUNGER GROUPS MESSAGE THE MOST,
THE WAYS IN WHICH PEOPLE INTERACT BUT OLDER SEGMENTS SHOW THE
DERS
THROUGH THEIR PHONES GREATEST GROWTH
According to Nielsen’s quarterly panel of more than 65,000 post-paid
ay App Downloaders Those 24 and under send and receive the greatest volume of messages,
mobile phone subscribers, 81 percent of today’s mobile phone users have and this trend has remained consistent over time. However, older folks are
sent or received messages in the last 30 days. In 2009, that figure was the fastest growing segment and have shown consistent growth overtime.
63%
75 percent. Actual usage data is gathered from post-paid mobile phone
subscribers and represent a monthly average of voice minutes used or
Compared to 2009, the number of messages sent and received has more
than doubled for those 55+.
53%
messages sent and received.
61%
Women are heavier mobile phone users than men Number of messages sent and received in the last 30 days
Q3 2011, Customer Value Metrics
when it comes to voice usage and messages, and this
has remained consistent overtime.
13-17 18-34 35-55 55+ % Change
from 2009
Voice minute and message usage by gender
Q3 2011, Customer Value Metrics 3729
3417
6%
2009 2011 3211 2842
2518 54%
voice minutes used
861
Across genders, voice
minute usage has
decreased by
679
-12% 771 605 1848
954
1143 77%
647
231
173
messages sent and received
99 134%
593 420 Q3
2009
Q3
2010
Q3
2011
+35% 802 604 +44% Source: Nielsen
iOS APP STORE
24 Source: Nielsen Source: Nielsen 25

14. GLOBAL MOBILE SNAPSHOT
U.S.: 49% of UK: Germany: Poland: China:
Russia
smartphone Smartphones: 30% of mobile Top smartphone 35 percent of Thailand:
40% of users mobile users use
owners frequently 38% Penetration users aged 16+ own feature: Calendar More women (56%)
received advertising mobile internet,
use devices 23.7 mean number smartphones, 85% (90% of all users)4 own smartphones
via text messages4 amounting to
simultaneously of apps4 of them are than men (44%)4
318 million
while shopping1 touchscreen4 connected users7
Argentina: Turkey: India:
Brazil: Egypt: 33% of Kuwait:
South Africa: Top smartphone Time Spent on Indonesia:
smartphones and Smartphone sales those 16–19 used 41% of smartphone smartphones: 2.5 hours
Over half of feature: Recording 96% of smartphone
multimedia phones grew 165% in 2011 mobile internet for video (85% of those users are 24–34, 26% per day and per user,
45–54 year users have a
represent 60 percent and represent 5.8% social networking, 16–24, 75% of those are 16–24 and 23% less than a quarter
olds act on pre-paid plan4
of the market3 of new devices while only 5% of 25–44 and 61% of are 35–444 on calls and messages,
mobile ads5
sold2 those 45+ have4 those 45+)4 40 percent online6
26 Source: Nielsen Source: Nielsen 27

15. FOOTNOTES
PAGE(S)
4 Nielsen, U.S. Mobile Insights, National (Q3 2009) 20-21 Nielsen, Applications Playbook (Q3 2011). Nielsen’s Applications Playbook Q3 2011 is based on
a survey of 4,705 mobile subscribers who reported having downloaded a mobile app in the past
5 Nielsen, U.S. Mobile Insights, National (Aug-Oct 2011) 30 days. The respondents completed an online, self-administered survey in September and
early October 2011.
6 Nielsen, U.S. Mobile Video Survey (Q3 2011)
22-23 Nielsen, Smartphone Analytics, Device Metering Data (Sept 2011). Nielsen analyzed mobile
7 Nielsen, U.S. Mobile Insights, National (Q3 2011) usage data within the past 30 days from its proprietary device meters on the smartphones
of the thousands of consumer panelists 18 years and older who agreed to be part of Nielsen’s
8-9 Nielsen, U.S. Mobile Insights, National (Aug-Oct 2011) ongoing Smartphone Analytics research.
10-11 Nielsen, U.S. Mobile Insights, National (Aug-Oct 2011) The Mobile Shopping Framework Study (June 2010). Syndicated report based on a survey of
8,384 Internet shoppers ages 13-64.
12-13 Nielsen, Smartphone Analytics, Device Metering Data (Sept 2011). Nielsen analyzed mobile
usage data within the past 30 days from its proprietary device meters on the smartphones 24-25 Nielsen, Customer Value Metrics (Q3 2011).
of the thousands of consumer panelists 18 years and older who agreed to be part of Nielsen’s
ongoing Smartphone Analytics research. 26-27 1. U.S.: Nielsen, Mobile Connected Device Report (Q3 2011). Nielsen’s Mobile Connected
Device Report is based on a survey of 7,692 respondents who own a Tablet, e-Reader, Portable
14-15 Nielsen, Applications Playbook (Q3 2011). Nielsen’s Applications Playbook Q3 2011 is based on Media Player, Smartphone, or Netbook. The respondents completed an online,
a survey of 4,705 mobile subscribers who reported having downloaded a mobile app in the past self-administered survey in September and early October 2011.
30 days. The respondents completed an online, self-administered survey in September and 2. Brazil: Q1 2011, Nielsen Mobile Retail Index
early October 2011. 3. Argentina:Q3 2011, Nielsen Mobile Retail Index
4. United Kingdom, Germany, Poland, Russia, Egypt, Turkey, Kuwait, Thailand
16-17 Nielsen, Smartphone Analytics, Device Metering Data (Sept 2011). Nielsen analyzed mobile and Indonesia: Q3 2011, Nielsen Smartphone Insights
usage data within the past 30 days from its proprietary device meters on the smartphones 5. South Africa: 2011, Nielsen Mobile Insights (Base = those who use mobile phones n=1965)
of the thousands of consumer panelists 18 years and older who agreed to be part of Nielsen’s 6. India: July 2011-Dec 2011, Nielsen Smartphone Analytics, Device Metering Data
ongoing Smartphone Analytics research. 7. China: July 2011, China Internet Network Information Center
18 Nielsen, Applications Playbook (Q3 2011). Nielsen’s Applications Playbook Q3 2011 is based on
a survey of 4,705 mobile subscribers who reported having downloaded a mobile app in the past
30 days. The respondents completed an online, self-administered survey in September and
early October 2011.
19 Nielsen, Smartphone Analytics, Device Metering Data (Sept 2011). Nielsen analyzed mobile
usage data within the past 30 days from its proprietary device meters on the smartphones
of the thousands of consumer panelists 18 years and older who agreed to be part of Nielsen’s
ongoing Smartphone Analytics research.
Copyright © 2011 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are
trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service
names are trademarks or registered trademarks of their respective companies. 11/4136
28 29