1. Industry updates on key mobile trends
WEEK ENDING 8/31/2012
1

2. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 8/31/2012
Mobile Trends
 Apple won in Samsung patent dispute, and was awarded $1.05 billion in damages.
– Apple’s victory increases pressure on smartphone makers around the world to create handsets that stand apart from the
iPhone and deliver more choices for consumers in a $219.1 billion market.
 According to an eMarketer report, “College Students Put Mobile Marketers to the Test,” mobile devices are
considered necessities by today’s undergrads; they are extensions of their digital existence and personality.
Additional report highlights include:
– College students are five times more likely than a typical smartphone owner to check in to a retail location. The top three
reasons they checked in were to get a special deal (78%), earn loyalty points (68%) and alert friends to their location (59%).
– Nearly 7 in 10 college students reported being annoyed by mobile ads—and the most likely kind they reported seeing were
text ads.
– More than a third of all smartphone and tablet owners, and over half of college students said they paid attention to video ads
because they found them to be more enjoyable than other mobile ads.
2

3. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 8/31/2012
Mobile Trends (cont.)
 According to a new report from mobile ad technology provider Velti, Android gained steam as an advertising
platform in July, taking share of ad impressions away from iOS for the first time this year. Android's share of
impressions was 42%, up from 38% in June while iOS' share decreased from 62% to 58% during the same
period. Additional report highlights include:
– The iPhone had a 27% share of impressions in July, down from 31% in June and the iPod touch a 19% share, down from 22%.
– iPads still dominate with 90% of tablet impressions. Apple released the new iPad in China on July 20 and, in the first
week, saw traffic jump 150%.
– The Samsung Galaxy Tab 10.1 had 24% of impressions, the Asus Eee Pad Transformer Prime 12%, the Acer Iconia A500 9%
and the Samsung Galaxy Tab 8.9 4%.
3