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AdMob serves ads for more than 15,000 mobile Web sites and applications around the world. AdMob stores and analyzes the data from every
ad request, impression, and click and uses this to optimize ad matching in its network. This report offers a snapshot of its data to provide insight
into trends in the mobile ecosystem in Southeast Asia.
Q4 2009
• Within Southeast Asia, Nokia had the leading manufacturer share (52%), followed by Apple (15%) and SonyEricsson (12%) based on Q4 2009 traffic. The remaining 10 manufacturers accounted for 21% of traffic.
• Traffic from smartphone devices in Southeast Asia represented 40% of overall traffic in Q4 2009. Singapore had the highest traffic from smartphone devices at 77% of Q4 2009 traffic and Vietnam had the lowest at 22%.
• Symbian OS is the most popular operating system in the region and accounted for 77% of smartphone traffic in Q4 2009. The iPhone OS came in second at 19% of Q4 2009 smartphone traffic. Combined, they represented
96% of smartphone traffic in Southeast Asia.
• The iPhone OS is most dominant in Australia, Singapore and Hong Kong with a respective December 2009 market share of 93%, 84% and 76%. The 3 countries are responsible for 69% of the region's iPhone traffic. Based on
December 2008 data, Symbian OS gave up considerable market share over 2009 in Australia, Singapore and Hong Kong (losing 39%, 29% and 16% in monthly traffic share, respectively).
• The Nokia N70 smartphone has a deeply entrenched position in Southeast Asia based on December 2009 data. The N70 is the most popular smartphone device in Indonesia, Philippines and India. In Malaysia, Thailand and
Vietnam, the N70 is the most popular Symbian OS smartphone device.
* Visit our metrics blog at metrics.admob.com for more commentary on the Mobile Metrics Report or to sign up for future reports.
AdMob publishes the Mobile Metrics Report to provide a measure of mobile Web and application usage from our network of more than 15,000 mobile Web sites and applications. AdMob share is calculated by the percentage of
requests received from a particular handset; it is a measure of relative mobile Web and application usage and does not represent handset sales. Please visit this blog post for more information on how to interpret the Metrics
report: http://metrics.admob.com/2009/10/placing-admob-metrics-in-context/.
AdMob's definition of a Smartphone is a phone that has an identifiable Operating System. Although it runs the iPhone OS, the Apple iPod touch is not included in the definition because it is not a phone.
Contents
Southeast Asia Overview
Methodology
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Southeast Asia Overview - Q4 2009
Requests: -
Handset Manufacturer Share, Southeast Asia Ad Requests by Country, Southeast Asia
All Devices, Q4 2009 Country Requests % of Requests % Share Change
(1)
1.0
Notes
(1)
Share change calculated as percent of Q4 2009 requests less percent of Q3 2009 requests.
• Other includes unclassified impressions and other manufacturers with < 1% share.
• For this report, Southeast Asia includes India, Indonesia, Australia, Philippines, Thailand, Vietnam, Malaysia, Singapore and Hong Kong.
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India Handset Data - Q4 2009
10%
Nokia N2700 Classic 2.1% 1.9%
0% Nokia 2626 1.8% -0.7%
Sep-09 Oct-09 Nov-09
Q1, Q2, Q3, Q4 Dec-09 Total 33.4%
70%
Nokia N73 8.7% -0.2%
Share of Requests
Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 1.7 billion requests from India in Q4 2009. In December 2009, smartphone traffic share was 28%. Please see page 13 for our definition of a smartphone.
(1)
Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
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Indonesia Handset Data - Q4 2009
10%
Nokia 2600c 2.0% 0.0%
0% Nokia N73 1.9% 0.0%
Sep-09 Oct-09 Nov-09
Q1, Q2, Q3, Q4 Dec-09 Total 25.5%
70%
Nokia E63 7.1% 2.5%
Share of Requests
Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 1.3 billion requests from Indonesia in Q4 2009. In December 2009, smartphone traffic share was 33%. Please see page 13 for our definition of a smartphone.
(1)
Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
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Australia Handset Data - Q4 2009
10%
LG KS360 0.3% -1.0%
0% HTC Magic 0.3% -0.1%
Sep-09 Oct-09 Q1, Q2, Q3, Q4 Nov-09 Dec-09 Total 91.4%
70%
Nokia 6120c 0.6% -0.2%
Share of Requests
Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 473.8 million requests from Australia in Q4 2009. In December 2009, smartphone traffic share was 72%. Please see page 13 for our definition of a smartphone.
(1)
Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
Find previous reports and sign up for future report notifications at metrics.admob.com. 6
Philippines Handset Data - Q4 2009
10%
Nokia 6300 2.1% -1.4%
0% Nokia 6600 2.0% -0.4%
Sep-09 Oct-09 Nov-09
Q1, Q2, Q3, Q4 Dec-09 Total 34.4%
70%
Nokia 6680 6.3% 1.1%
Share of Requests
Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 459.2 million requests from Philippines in Q4 2009. In December 2009, smartphone traffic share was 44%. Please see page 13 for our definition of a smartphone.
(1)
Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
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Thailand Handset Data - Q4 2009
70% 12% 12% 16% 22% Apple iPod Touch 3.2% 1.6%
Share of Requests
Other
60% Nokia 5800 XpressMusic 3.1% -1.2%
i-mobile
50% SonyEricsson Nokia 6300 3.0% -0.4%
40% Samsung
Nokia N72 2.8% 0.3%
65% 65% 63% 62% Apple
30%
Nokia Nokia 5130 2.7% 1.0%
20%
10%
Nokia N73 2.6% 0.1%
0% Nokia 3110c 2.3% -0.3%
Sep-09 Oct-09 Nov-09
Q1, Q2, Q3, Q4 Dec-09 Total 53.5%
70%
Nokia 5800 XpressMusic 4.7% -2.3%
Share of Requests
Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 249.6 million requests from Thailand in Q4 2009. In December 2009, smartphone traffic share was 66%. Please see page 13 for our definition of a smartphone.
(1)
Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
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Vietnam Handset Data - Q4 2009
3% 3%
4% 3%
60% 6%
6% 5%
3% LG Nokia N70 2.5% -0.8%
6% 4%
50%
5% 5% 5% Motorola
Nokia 2626 1.7% 0.2%
SonyEricsson
40%
Apple Nokia 5130 1.5% 0.7%
30% Samsung
52% 50% 50% 49%
Nokia
Nokia 7610 1.5% -0.5%
20%
10%
Philips 598 1.2% 0.1%
0% Nokia 5200 1.1% 0.2%
Sep-09 Oct-09 Nov-09
Q1, Q2, Q3, Q4 Dec-09 Total 27.2%
70%
Nokia 7610 7.0% -0.6%
Share of Requests
Other
60% Nokia N72 3.5% -0.2%
Android
50% Windows Mobile OS Nokia N81 3.1% -0.4%
40% 78% RIM OS
77% 75% 76% Nokia N73 3.0% -0.1%
iPhone OS
30%
Symbian OS Nokia E63 2.1% 0.3%
20%
Nokia 6120c 2.0% 0.3%
10%
Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 220.4 million requests from Vietnam in Q4 2009. In December 2009, smartphone traffic share was 20%. Please see page 13 for our definition of a smartphone.
(1)
Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
Find previous reports and sign up for future report notifications at metrics.admob.com. 9
Malaysia Handset Data - Q4 2009
10%
Nokia N73 1.6% -0.2%
0% Nokia 6120c 1.4% -0.4%
Sep-09 Oct-09 Nov-09
Q1, Q2, Q3, Q4 Dec-09 Total 46.0%
Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 131.2 million requests from Malaysia in Q4 2009. In December 2009, smartphone traffic share was 56%. Please see page 13 for our definition of a smartphone.
(1)
Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
Find previous reports and sign up for future report notifications at metrics.admob.com. 10
Singapore Handset Data - Q4 2009
10%
Nokia E71 0.6% -1.0%
0% Nokia N95 0.5% -0.9%
Sep-09 Oct-09 Nov-09
Q1, Q2, Q3, Q4 Dec-09 Total 86.0%
70%
HTC Magic 1.1% -0.8%
Share of Requests
Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 123.1 million requests from Singapore in Q4 2009. In December 2009, smartphone traffic share was 78%. Please see page 13 for our definition of a smartphone.
(1)
Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
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Hong Kong Handset Data - Q4 2009
60% 22%
22% RIM Nokia 6120c 1.6% -1.5%
50% Samsung
SonyEricsson W595 1.4% 0.6%
HTC
40%
SonyEricsson Nokia N80 1.2% -1.2%
65%
30% 59% Nokia
50% 48%
Apple
SonyEricsson W910i 1.1% -1.2%
20%
10%
Nokia 5800 XpressMusic 0.9% -0.4%
0% SonyEricsson T700 0.8% -0.1%
Sep-09 Oct-09 Nov-09
Q1, Q2, Q3, Q4 Dec-09 Total 78.3%
Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 113.4 thousand requests from Hong Kong in Q4 2009. In December 2009, smartphone traffic share was 68%. Please see page 13 for our definition of a smartphone.
(1)
Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
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AdMob Mobile Metrics Report - Southeast Asia
Q4 2009
About AdMob
AdMob serves Graphical Banner and Text Link ads on mobile web pages for more than 15,000 mobile sites and applications. AdMob has served more than
100 billion ads since launching in January 2006. For each ad served, AdMob leverages handset and operator data, which enable demographic, device, and
operator targeting for advertisers.
Methodology
For every ad request AdMob analyzes information available in the user’s mobile browser. From this, AdMob determines device capabilities and more using
open source tools and a variety of proprietary techniques. The result is a snapshot of the devices viewing the more than 10 billion monthly ad requests and
impressions that flow through AdMob’s network. We believe this data will be valuable in identifying and tracking trends, evaluating market readiness and
more. AdMob also serves mobile ads into iPhone and Android applications. The traffic from these applications is included in the Metrics report.
There is no standard industry definition of a smartphone. AdMob's definition is based on Wikipedia: "A smartphone is a phone that runs complete operating
system software providing a standardized interface and platform for application developers" (http://en.wikipedia.org/wiki/Smartphone). AdMob classifies a
phone as a smartphone when it has an identifiable operating system and we continually update our list as new phones enter the market. Despite running the
iPhone OS, the iPod touch is not a phone, and thus not considered a smartphone based on this definition.
Ad Request Classification - For some handsets and operator networks, it is difficult to collect full handset data. AdMob categorizes these requests as
"unclassified" and does not serve targeted ads to these requests.
Please visit this blog post for more details on interpreting this report: http://metrics.admob.com/2009/10/placing-admob-metrics-in-context/
Questions
Email metrics@admob.com to receive future AdMob Mobile Metrics distributions or if you have any questions or feedback for future reports.
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