1. MOBILE MIX™ TRACKS & REPORTS MOBILE DEVICE TRENDS
JUNE 2011
DEVICE & MANUFACTURER DATA
DEVICE OS MIX
Q2 MOBILE DEVELOPER TRENDS
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2. millennial media’s
T HE MOBILE DE VI C E I NDE X
June 2011
Device & Manufacturer Data
Top 15 Manufacturers (all devices) Top 20 Mobile Phones
Ranked by Impressions Ranked by Impressions
CHART A CHART B
Rank Manufacturers June Rank Devices June Type OS
1 Apple 30.76% 1 Apple iPhone 16.19% Smartphone iOS
2 Samsung 14.94% 2 BlackBerry Curve 5.57% Smartphone BlackBerry OS
3 Research In Motion Ltd. (RIM) 11.76% 3 Motorola Droid 2.95% Smartphone Android
4 HTC 9.92% 4 Samsung Nexus S 2.71% Smartphone Android
5 Motorola 9.14% 5 BlackBerry Bold 2 1.99% Smartphone BlackBerry OS
6 LG 7.50% 6 HUAWEI Ascend 1.69% Smartphone Android
7 Nokia 2.70% 7 HTC Evo 1.69% Smartphone Android
8 HUAWEI 2.52% 8 Motorola Droid X 1.66% Smartphone Android
9 Sanyo 0.80% 9 Samsung Vibrant Galaxy S 1.47% Smartphone Android
10 SonyEricsson 0.72% 10 BlackBerry Torch 1.42% Smartphone BlackBerry OS
11 Kyocera 0.61% 11 Motorola Droid 2 1.37% Smartphone Android
12 Private Label 0.53% 12 LG Optimus S 1.32% Smartphone Android
13 Pantech 0.34% 13 HTC Droid Incredible 1.30% Smartphone Android
14 ZTE 0.24% 14 LG Optimus V 1.20% Smartphone Android
15 Sony 0.22% 15 HTC Desire 1.14% Smartphone Android
16 HTC MyTouch 4G Glacier 0.99% Smartphone Android
Source: Millennial Media, 6/11.
17 HTC G2 Touch Hero 0.88% Smartphone Android
18 Samsung Forte 0.82% Smartphone Android
19 HTC ThunderBolt 0.76% Smartphone Android
20 Samsung Epic Galaxy S 0.73% Smartphone Android
June 2011 Findings: Source: Millennial Media, 6/11.
Apple continued to be the leading device manufacturer on our
network in June, representing 30% of the Top 15 Manufacturers
impression share (Chart A). Apple iPhone maintained the
number one position on the Top 20 Mobile Phones ranking with Carrier Mix
16% of the impression share (Chart B). CHART C
2% 1%
Samsung grew 10% month-over-month and was the number 4%
two manufacturer on the Top 15 Manufacturers ranking for the 5% Wi-Fi Other
fifth consecutive month (Chart A). In June, the Samsung Nexus S 8% 34% (Multiple Carriers) Metro PCS
impressions more than doubled month-over-month and Verizon Cricket
moved to the number four position on the Top 20 Mobile 8% Sprint - Nextel Boost Mobile
Phones ranking (Chart B). T-Mobile TracFone
8% AT&T
12% 18%
HTC held the number four position and represented 10% of the
Top 15 Manufacturers impression share in June (Chart A). The Source: Millennial Media, 6/11.
Other includes Vodafone, Orange, TIM, Bell Canada, etc.
HTC Thunderbolt made its debut on the Top 20 Mobile Phone
ranking in the number 19 position (Chart B).
Device Input Mix
Wi-Fi experienced an 8% increase month-over-month with a CHART D
34% impression share of The Carrier Mix (Chart C). This increase is
largely tied to the increase in Connected Device impression 11%
growth on our network in June.
14% Touch Screen
Device Input Mix was relatively flat month-over-month. Touch Touch & QWERTY
Screen continued to lead the Device Input Mix on our network, 60% QWERTY
representing 60% of the impression share (Chart D). 15% Keypad
Source: Millennial Media, 6/11.
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3. millennial media’s
T HE MOBILE DE VI C E I NDE X
June 2011
Device OS Mix
Smartphone, Feature Phone & Smartphone OS Mix
Connected Device Impression Share Ranked by Impressions
CHART B
CHART A
3% 2%
17%
FEATURE
PHONES 15%
Android
iOS
18% RIM
CONNECTED
65% 54%
DEVICES Symbian
SMARTPHONES Windows
26%
Source: Millennial Media, 6/11. Source: Millennial Media, 6/11.
Smartphone data does not include what could be considered Smartphones running Other includes webOS, Danger, Nokia OS, Palm OS.
proprietary Operating Systems, e.g. Samsung Instinct, LG Vu. Millennial Media defines a
Connected Device as a handheld device that can access the mobile web, but is not a
mobile phone. Examples include Apple iPod Touch, Sony PSP, Nintendo DS, iPad, etc.
June 2011 Findings:
Smartphones led the Smartphone, Feature Phone & Connected
Device Impression Share mix, with 65% of the impression share Tablet Replacement Trends – Q2 2011
(Chart A). Percent who do the following less since getting a Tablet
CHART C
Connected Devices experienced a 13% growth month-over-
month and accounted for 18% of the Smartphone, Feature Phone 30%
and Connected Device Impression Share mix in June (Chart A).
25%
Android maintained its position as the leading Smartphone OS on 29%
our network for the seventh consecutive month with 54% of 27% 27%
20%
impression share in June (Chart B). 23%
New this Month! We expanded the reporting to include 15% 19%
highlights from InsightExpress’ Mobile Consumer Research study.
The study reported on the shift in mobile device usage trends over 10%
the last quarter.
5%
In Q2 2011, consumers increasingly used tablets for activities where
they had previously used other technologies (i.e., TVs, PCs,
eReaders). Since they acquired tablets, 27% of consumers reduced 0%
the time they browsed on the internet on their computer, 29% WATCH BROWSE THE WATCH EMAIL ON USE MY
SHOWS/MOVIES INTERNET ON VIDEOS ON MY COMPUTER eREADER
checked their email less frequently on their computer, and 23% ON MY TV MY COMPUTER MY COMPUTER
used their eReader less frequently. Video viewing behavior also
shifted, as 27% watched fewer videos on their computer and 19%
Source: InsightExpress’ Digital Consumer Portrait, Q2 2011.
watched fewer shows or movies on their TV (Chart C).
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4. millennial media’s
T HE MOBILE DE VI C E I NDE X
June 2011
Q2 Mobile Developer Trends
Application Platform Mix Top 10 Mobile Application Categories
Q2 2011 – Ranked by Revenue Q2 2011 – Ranked by Impressions
CHART A CHART B
1%
RANK CATEGORIES
9%
1 GAMES
Apple (iPhone, iPod Touch, iPad) 2 MUSIC & ENTERTAINMENT
3 MOCIAL MOBILE SOCIAL NETWORKING
49% Android
4 COMMUNICATIONS
RIM (BlackBerry Devices)
5 WEATHER
Other 6 NEWS
41%
7 SPORTS
8 HEALTH & FITNESS
9 TRAVEL & LOCAL
10 SCIENCE & TECHNOLOGY
Source: Millennial Media, 6/11. Source: Millennial Media, 6/11.
Other includes Windows Phone 7, Symbian, Palm.
Q2 2011 Findings: Did You Know?
The number of mobile app downloads are expected
iOS grew 12% quarter-over-quarter and represented 49% of the
to reach 33 billion worldwide by 2014.
Application Platform Mix, ranked by revenue, in Q2 2011. (Chart A).
Source: eMarketer, 5/11.
Android represented 41% of the Application Platform Mix in Q2
2011, a 14% growth quarter-over-quarter (Chart A).
Gaming applications were the leading Application Category on
our network in Q2 2011, representing 27% of the application
impressions (Chart B).
Music & Entertainment application impressions grew 13%
quarter-over-quarter (Chart B). Within the Music & Entertainment
category, Music & Audio applications accounted for two-thirds of
the impressions in Q2 2011 (Chart B). NEW FEATURES NOW AVAILABLE!
An expanded version of our
developer portal is now available.
It’s packed with new features and
tools to help you manage and
grow your business.
Global OS Quick Stats Highlights Include:
• My Apps Dashboard, which provides a snapshot of your apps,
iOS impressions grew 18% quarter-over-quarter. account activity and news
Android impressions grew 11% quarter-over-quarter. • House Ads to help you promote your apps
RIM impressions grew 29% quarter-over-quarter. • Improved reporting including Country/Carrier breakdowns
• New design and improved performance
Symbian impressions grew 13% quarter-over-quarter.
• Improved help and support documentation
Windows Phone 7 impressions grew 31% quarter-over-quarter. • A feedback tool to allow you to share your thoughts and insights
Source: Millennial Media, 6/11.
Visit www.mmdev.com to learn more.
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5. millennial media’s
T HE MOBILE DE VI C E I NDE X
June 2011
About Millennial Media, Inc.
Millennial Media is the leading independent mobile advertising and data company. As an independent company,
Millennial Media commands an impressive share of the mobile display advertising market. The company’s
technology, tools and services also power some of the largest companies in the media business today. Millennial
Media is committed to growing the mobile advertising marketplace by becoming the preferred partner to all
advertisers seeking to reach mobile consumers, all application and media developers seeking to maximize ad
revenue, and all mobile operators seeking to further monetize their networks. The company has received numerous
industry awards including the 2010 OnMedia Top Private Company in Digital Media and the 2010 Stevie for the Most
Innovative Company Maryland. For more information, please visit http://www.millennialmedia.com, join our
Facebook community, or follow us on Twitter @millennialmedia.
About Millennial Media’s Mobile Mix™
Millennial Media’s Mobile Mix™ reports key advertising trends with a focus on mobile manufacturers, devices,
operating systems, connected devices and more. Millennial Media’s 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 network data from Millennial Media,
Inc. Millennial Media partners with major carriers, media networks, and top-tier publishers to deliver the largest data
set of any third-party U.S. mobile advertising network. As such, we are uniquely capable of reporting and analyzing
the richest sets of carrier, device and campaign data collected over billions of monthly ad requests. Elevating and
driving the whole mobile ecosystem forward is central to our company mission.
Visit www.millennialmedia.com/research to sign up to receive Millennial Media-related news including the
Mobile Mix ™ report, the Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™ report, and the newly
released Mobile Intel Series.
For questions about the data in this report, or for recommendations for future reports, please contact us at
research@millennialmedia.com.
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