INDUSTRY UPDATES ON
KEY MOBILE TRENDS
WEEK ENDING 5/11/2012

TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 5/11/2012
 Mobile Trends
o 74% of US tablet owners use their devices at home. (Viacom)
─ Outside the home, tablet owners were most likely to use their devices while waiting at
an airport, or in an airplane.
─ Meanwhile, a low percentage of respondents (36%) used their devices in a store,
suggesting that tablets do not have the same mobile shopping draw as smartphones.
o In March, 78 million adults visited Facebook's app or website on their smartphones.
(comScore) Additional findings include:
─ Google sites led as the top property on iOS, Android and RIM devices, reaching 96.9%
of the U.S. mobile audience, followed by Facebook, Yahoo sites and Amazon sites.
─ On Android, Google Android Market App was #1 (93.2% reach), followed by the
Google Search app (84.1%), Maps (74.5%), Gmail (71.4%), and then Facebook (68.9%).
─ The newly hot Pinterest reached 7.5 million smartphone visitors who engaged with the
brand for nearly an hour.
© Performics. Proprietary and Confidential. 2

TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 5/11/2012
 Mobile Trends (cont.)
o Facebook has launched its own app store to promote mobile programs that operate using
the social network.
─ Apps which use Facebook’s log-in system Connect are eligible to be included in the
new app
o As of March, 50% of US mobile subscribers own smartphones, up 3% from December 2011.
Also, Q1 2012 data shows that smartphone penetration is greatest amongst Asian
Americans, yet other ethnicities follow closely. (Nielsen)
─ Hispanic=57%
─ White=44% African
─ American=54%
─ Asian American=67%
© Performics. Proprietary and Confidential. 3