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Q2 2013

#MobileMix

millennial medias

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MOBILE

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Q2 2013

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

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

MANUFACTURERS
Apple Samsung BlackBerry LG HTC Motorola Amazon Nokia SonyEricsson HUAWEI ZTE Asus Sony Kyocera Pantech

Q2 2013
39.32% 26.13% 6.76% 4.50% 3.94% 3.46% 2.06% 1.44% 1.41% 1.31% 1.22% 0.82% 0.68% 0.59% 0.41%

DEVICES
Apple iPhone Samsung Galaxy S Apple iPad Apple iPod Touch BlackBerry Curve Samsung Galaxy Tab Samsung Galaxy Note Amazon Kindle Fire LG Optimus Samsung Galaxy 5 BlackBerry Bold Motorola Droid RAZR Samsung Galaxy Ace BlackBerry Torch HTC Evo Samsung Within BlackBerry Bold Touch Samsung Galaxy Y LG Motion Google Nexus 7

Q2 2013
22.25% 9.81% 9.38% 7.60% 3.60% 2.78% 2.48% 2.06% 1.87% 1.72% 1.18% 1.10% 0.98% 0.92% 0.78% 0.68% 0.66% 0.65% 0.57% 0.52%

TYPE
Smartphone Smartphone Tablet Connected Device Smartphone Tablet Smartphone Tablet Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Smartphone Tablet

OS
iOS Android iOS iOS BlackBerry Android Android Android Android Android BlackBerry Android Android BlackBerry Android Android BlackBerry Android Android Android

Source: Millennial Media, Q2 2013.

Report Change

Source: Millennial Media, Q2 2013.

In past Mobile Mix reports, we have reported the Top 20 Mobile Phones on our platform, which included smartphones and feature phones. Going forward, a ranking of the Top 20 Devices on our platform will be reported instead. This will include smartphones, feature phones, tablets, and other connected devices in order to more accurately reect the evolving mobile device landscape.

REGIONAL SPOTLIGHT:

NORTH AMERICA
Average Time Spent per Day with Major Media by US Adults
In Hours & Minutes

Apple on Top

Apple remained the manufacturer with the largest share of impressions on our platform, growing to 39% of the total in Q2 (Chart A). Apple also had three of the top four devices on our platform, each from a dierent device category (Chart B).

Samsung Strong

2010 TV Radio Print Online Mobile 4:24 1:36 0:50 2:22 0:24

2013 4:31 1:26 0:32 2:19 2:19

Growth 3% -10% -36% -2% 488%

Samsung continued to see the second largest share of impressions on our platform, growing to 26% this quarter (Chart A). Samsung had seven of the Top 20 Devices on our platform in Q2 (Chart B), fueled by the globally popular Galaxy Line. The Samsung Galaxy Note continued to gain consumer adoption, and grew 44% to account for 2.5% of total platform impressions this quarter.

Amazon Steady

Amazon saw the seventh largest share of impressions on our platform in Q2 (Chart A), maintaining its position from Q1. Impressions from all versions of the Amazon Kindle Fire were the eighth largest on our platform (Chart B).

According to a new study by eMarketer, this year will be the rst time that U.S. adults spend more time with digital online and mobile properties than TV. Online media consumption was slightly down from 2010, while mobile grew almost 500%, with people spending almost two hours more on mobile.
Source: eMarketer, July 2013.

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Device & OS Mix


Device Mix
Q2 2013 Ranked by Impressions CHART C

OS Mix
CHART D Q2 2012 Q2 2013

Ranked by Impressions CHART E

CHART F

5% 7% 19% 70% 74%

4% 1% 7% 15% 51% 34% 46%

Q2 2012

25%

42%

Smartphones Non-Phone Connected Devices Feature Phones

Android iOS BlackBerry OS Windows Symbian


Source: Millennial Media, Q2 2013 / Q2 2012.

Source: Millennial Media, Q2 2013 / Q2 2012.

Evolving Device Mix

Smartphones accounted for 70% of total platform impressions in Q2 2013 (Chart C), remaining steady from Q1. While the percentage of smartphone impressions has changed from the same quarter a year ago (Chart D), the volume of total smartphone impressions continues to increase. This change in the mix of device impressions on our platform reects the shifts in consumer adoption and use of mobile devices.

REGIONAL SPOTLIGHT:

EMEA
Q2 2013

Top Manufacturers

Tablet Growth

Impressions from non-phone connected devices grew six percentage points from the same quarter a year ago to account for 25% of total platform impressions in Q2 (Chart C), remaining steady from Q1. As the new list of the Top 20 Overall Devices on our platform (Chart B) shows, non-phone connected devices such as tablets, e-readers, and gaming devices have grown, and can reach a dierent set of mobile users.

OS Mix Crunch

Android remained the largest operating system on our platform, growing ve percentage points year-over-year to account for 51% of the total platform (Charts E & F). iOS grew eight percentage points year-over-year to account for 42% of our total platform impressions in Q2 (Charts E & F). Android and iOS now account for 93% of total platform impressions, a mix that reects market trends on device sales.

42% 41% 31% 18%


APPLE APPLE SAMSUNG SAMSUNG
Samsung saw big growth quarter-over-quarter on our platform in the EMEA region. Impressions from Samsung devices grew thirteen percentage points to become the second largest manufacturer on our platform in the region.
Source: Millennial Media, Q1 & Q2 2013.

Q1 2013

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Device & OS Mix


Tablet OS Mix by Device
Ranked by Impressions CHART H

1% 25%

Android iOS BlackBerry OS

44% 55% 3% 7% 28%

37%

Samsung Galaxy Tab Amazon Kindle Fire Google Nexus 7 Asus Transformer Pad All Others

Source: Millennial Media, Q2 2013.

REGIONAL SPOTLIGHT:

iOS Tablets Still on Top

ASIAPACIFIC
APAC Region: OS Mix
Ranked by Impressions

Of the tablet impressions on our platform in Q2, 55% were from iOS tablets, including all versions of the Apple iPad and iPad mini (Chart H). On our platform, over 80% of all Apple tablets are running iOS 6.1.

Q2 2013

Q2 2012

Android Diversity

44% of the tablet impressions on our platform were from Android tablets (Chart H), which saw impressions from a diverse mix of manufacturers. The Samsung Galaxy Tab has emerged as the largest Android tablet on our platform, which saw 37% of the Android tablet impressions on our platform in Q2, up from 35% in Q1.

3% 2%

2% 5% 7%

34%

60%

23%

64%

Google Nexus 7

As shown in Chart H, the Google Nexus 7 saw the fourth largest amount of tablet impressions on our platform, and was the third largest Android tablet (Chart H). While the Google Nexus 7 (7-inch screen) is a top tablet on our platform, impressions from the larger Google Nexus 10 (10-inch screen) grew 51% quarter-over-quarter.

Android iOS BlackBerry OS Symbian Windows

The OS Mix saw a big shift in the Asia-Pacic region year-over-year. In Q2 2013, Android made up 60% of the APAC impressions on our platform, down from 64% a year ago. iOS gained from this, growing nine percentage points year-over-year to account for 34% of APAC platform impressions.
Source: Millennial Media, Q2 2012 & Q2 2013.

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Mobile Developer Trends


Top 10 Application Categories
Ranked by Impressions CHART I Q2 2013
1 2 3 4 5 6 7 8 9 10

Communications Category Mix


Ranked by Impressions CHART J

CATEGORIES
Games Music & Entertainment Communications Mobile Social Media Productivity & Tools News Books & Reference Dating Weather Shopping & Retail

Q1 2013
1 2 3 4 5 6 7 8 10 NR

1%

9% 19% 38%
Text Messaging Call & Text Video Communications Instant Messaging Voice

33%
Source: Millennial Media, Q2 2013.

Source: Millennial Media, Q2 2013 & Q1 2013.

Strong Top Eight

The top eight application categories on our platform remained the same quarter-over-quarter (Chart I). These categories include some of the most popular apps in the app stores, which help these categories remain consistently popular with mobile users.

Constant Communication

MOBILE INTEL SERIES: RETAIL NOW AVAILABLE


Mobile consumers are becoming increasingly comfortable with shopping and spending on their mobile devices. In Millennial Medias recently-released Mobile Intel Series: Retail report, ndings show that consumers are using their devices to: Research goods and services available at each retailer Find store locations Search for retail promotions This guide is designed to help retail marketers including both traditional brick and mortar and solely online retailers discover insights into: who the mobile retail consumers are, how they are using their devices, and best practices for retail brands to reach and engage consumers. To download the free guide visit: www.millennialmedia.com/mobile-intelligence/mobile-intel-series

Communication apps were the third largest category on our platform in Q2 (Chart I). These applications have gained in popularity as consumers use communication applications to nd alternative methods of texting, calling, and messaging outside of network carrier options. As shown in the breakout of communications apps on our platform (Chart J), mobile users are most often looking for alternative ways to send and receive text messages. Communications apps maintain engaged mobile users throughout the summer and school-year.

Shopping & Retail Make Top Ten

In Q2, Shopping & Retail apps were a Top 10 Application Category for the rst time on our platform (Chart I). This category includes apps that help make shopping easier, such as QR code readers, shopping lists, price comparison tools, and branded applications for online and mobile retailers. For more information on how retail advertisers are leveraging mobile, see the callout on the Mobile Intel Series: Retail report.

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Q2 2013

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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