Mobile

STAT
July 2011

Simple Targeting & Audience Trends Monthly Report

The leader in targeted mobile advertising

Simple Targeting & Audience Trends | July 2011

Mobile Operating Systems
Android No. 1 For Another Month The prevailing mobile storyline of 2011 has been Android’s dominance. This dominance continued based on data pulled from over 83 million users on the Jumptap network. June 2011 data shows Android as the leading platform again this month, with 38% of the market. iOS comes in at second with 33% market share and Blackberry OS comes in third with 22%. The top three mobile operating systems control over 90% of the market, making it increasingly difficult for competing platforms to gain traction.

The smartphone market remains a highly competitive and volatile one, where each percentage of market share is hard-earned.

Mobile Operating System Market Share in Jumptap Network
45% 40% 35% 30% June 2011 25% 20% 15% 10% 5% 0% Android iOS Blackberry Symbian webOS Other 5% 1% 1% 22% 38% 33%

The leader in targeted mobile advertising

Simple Targeting & Audience Trends | July 2011

Mobile Operating System Click-Through Rates for H1 2011
iOS dominates CTR Another common theme of 2011 that continues this month is the lower interaction rates on Android as compared to the general mobile click-through average. Additionally, we have seen iOS CTRs consistently outperform industry averages.

Mobile Operating System Click-Through Rates
.8% .7% .6% .5% .4% .3% .2% .1% 0% Android iOS Blackberry OS Symbian webOS Other Average .52% .36% .47% .50% .44% .57% .78%

The uniformity of the iPhone’s browsing and app experiences generates higher advertising interaction. Updates of the Android and Blackberry OS platforms should strive for the same seamless experience.

The leader in targeted mobile advertising

Simple Targeting & Audience Trends | June 2011

Mobile Trends
Age We saw a rise in CTR among consumers under 34, and a slight decline for older users in June.
1.0% .8% .6% .4% .2% 0%
14-17 18-20 21-24 25-34 35-44 45-54 55-64 65-74 75-98
.25% .36% .31% .34% .37% .53% .39% .92% .87%

Marketplace Click Destinations We saw significant growth in click to Web campaings from May to June, which we attribute to more advertisers building mobile sites.

1%

19% 2% 78%

Click to Web Click to Call Click to Download Click to iTunes

Targeting Targeting usage rose to 61% of premium campaigns this month, up from 49% last month. Once again, feature targeting was the most popular targeting method.

Percent of Premium Campaigns Using Each Targeting Method
Country Age Location Handset Feature
5% 10% 15% 20% 25%

The leader in targeted mobile advertising

Simple Targeting & Audience Trends | July 2011

Android Handset Click-Through Rates for H1 2011
Because our primary focus at Jumptap is leveraging data to help our advertisers target efficiently, we have data at our fingertips that provides a deeper look at Android performance. Knowing the level of variation between handset manufacturers and even within individual manufacturers’ product lines, we decided to We found that Sony Ericsson Android users had the highest CTR at .54%. Coming in at second was LG with .40% CTR and Samsung in a close 3rd place with a .39% CTR. HTC achieved a .21% CTR. look at the advertising performance of Android handsets by OEM for the first half of 2011.

Android Handset Click-Through Rates H1 2011 Average
.6% .5% .4% .3% .2% .1% 0% HTC Motorola Samsung LG SonyEricsson .21% .39% .32% .40% .54%

We speculate Sony’s relatively high CTR is due to their positioning as a premium brand, but don’t rule out the role that usability, hardware and interface may have.

The leader in targeted mobile advertising

Simple Targeting & Audience Trends | July 2011

Android Handset Click-Through Rates for H1 2011 (cont.)
We also performed an industry first look into the performance of Android devices on the four national carriers for the first half of 2011 and found some interesting results. There weren’t any huge standouts by carrier except for the fact that AT&T Android users were slightly less likely to interact with mobile advertising.

Android Click-Through Rate By Carrier H1 2011 Average
.25% .20% .15% .10% .05% 0% .23% .20% .17% .20%

AT&T

Sprint

TMobile

Verizon

Advertising performance is relatively uniform across carriers despite any differences in customer demographics.

The leader in targeted mobile advertising

Simple Targeting & Audience Trends | July 2011

United States of Android
As advertisers increasingly look to combine mobile and local to help them reach consumers, we decided to examine the regionality of Android, and see where the true Android patriots reside. Although not pictured here, Hawaii is a state that falls in the iOS camp, and Alaska over-indexes for both Android and iOS.

States That Over-index Toward Android, iOS and Blackberry

Android dominance iOS dominance Blackberry dominance Neutral

There’s a clear pattern of Android over-indexing in the South and Southwest parts of the country with iOS doing well in the Northeast and Midwest states.

The leader in targeted mobile advertising

Simple Targeting & Audience Trends | July 2011

About MobileSTAT
MobileSTAT (Simple Targeting & Audience Trends) is a monthly glance into targeting and audience trends in mobile advertising. Jumptap takes a unique data driven approach to mobile advertising, enabling it to cultivate the insights contained in the report. MobileSTAT contains analysis of hundreds of gigabytes of log data, powered by the scalable, efficient Jumptap technology. Jumptap strives to make mobile advertising smart and simple, and MobileSTAT was designed to benefit the entire mobile ecosystem. To download a full copy of the Jumptap MobileSTAT report, visit: www.jumptap.com/STAT

Reporting Methodology The results of the Jumptap MobileSTAT reports are derived from large quantities of network data to identify targeting and audience trends. Jumptap uses proprietary algorithms to analyze and normalize this data. In some cases, when sufficient conditions are met, subsets of data may have been used as proxies to represent the overall network.

About Jumptap Jumptap is the leader in targeted mobile advertising. With an unmatched portfolio of technology patents, Jumptap’s data-driven solutions deliver the highest ROI for advertisers, and the best yield for publishers, across multiple platforms. The company partners with digital and media agencies, publishers, wireless carriers and brand advertisers, to deliver an array of mobile advertising solutions. For more information, visit www.jumptap.com and follow us on twitter at twitter.com/Jumptap

Jumptap, Inc. 10 Canal Park, 5th Floor Cambridge, MA 02141 Phone: +1.617.301.4550 Fax: +1.617.301.4599 www.jumptap.com

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The leader in targeted mobile advertising