Mobile STAT

Simple Targeting & Audience Trends

Monthly Report

July 2011

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 contin-
ued 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 diffi-
cult 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% 38%

35% 33%

30%
June 2011
25%
22%

20%

15%

10%
5%
5%
1% 1%
0%
Android iOS Blackberry Symbian webOS Other

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

.78%
.8%
.7%
.6% .57%
Average .47% .50%
.5% .52% .44%
.4% .36%
.3%
.2%
.1%
0%
Android iOS Blackberry OS Symbian webOS Other

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.

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 Simple Targeting & Audience Trends | June 2011

Mobile Trends

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

1%
Marketplace Click Destinations
We saw significant growth in click
to Web campaings from May to 19% Click to Web
June, which we attribute to more
2% Click to Call
advertisers building mobile sites.
78%
Click to Download

Click to iTunes

Targeting Percent of Premium Campaigns Using

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

Handset

Feature

5% 10% 15% 20% 25%

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 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 hand-
set manufacturers and even within individual
manufacturers’ product lines, we decided to
look at the advertising performance of Android
handsets by OEM for the first half of 2011.
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.

Android Handset Click-Through Rates H1 2011 Average

.6% .54%
.5%
.39% .40%
.4%
.32%
.3%
.21%
.2%

.1%

0%
HTC Motorola Samsung LG SonyEricsson

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% .23%
.20% .20%
.20%
.17%

.15%

.10%

.05%

0%
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 Although not pictured here, Hawaii is a state that
and local to help them reach consumers, we falls in the iOS camp, and Alaska over-indexes for
decided to examine the regionality of Android, both Android and iOS.
and see where the true Android patriots reside.

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.
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Cambridge, MA 02141
Phone: +1.617.301.4550
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