AdMob Mobile Metrics Report AdMob serves ads for more than 23,000 mobile websites 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 monthly report offers a snapshot of its data to provide insight into trends in the mobile ecosystem.
May 2010
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Ad Requests by Geography - May 2010 Requests:
20,649,968,468
Country
Requests
% of Requests
% Share Change
Monthly Growth in Traffic Since May 2009- -Regions Regions Oct 2008
8,313,623,169
40.3%
-1.3%
3.5 5.0
India
2,051,594,085
9.9%
0.5%
Indonesia
1,099,740,910
5.3%
0.9%
4.5 3.0 4.0
United Kingdom
627,711,013
3.0%
-0.2%
Canada
447,846,295
2.2%
-0.3%
Japan
433,957,624
2.1%
0.3%
France
399,301,532
1.9%
-0.1%
China
388,871,546
1.9%
0.0%
Mexico
341,201,254
1.7%
-0.3%
326,367,461
1.6%
0.3%
6,219,753,579
30.1%
20,649,968,468
100.0%
Vietnam Other Countries Total Region
(1) (2)
% of Requests
% Share Change
North America
8,762,111,620
42.4%
-1.6%
Asia
6,431,681,640
31.1%
2.4%
Western Europe
2,004,204,228
9.7%
0.0%
Africa
1,390,899,589
6.7%
-0.1%
Latin America
881,753,239
4.3%
-0.5%
Eastern Europe
472,697,948
2.3%
0.1%
Oceania(3)
290,123,815
1.4%
-0.2%
Total
416,496,389
2.0%
20,649,968,468
100.0%
North America Africa
3.5 2.5
AsiaAsia Western Europe Eastern Europe
3.0
Africa Latin America
2.0 2.5
Latin America North America
Eastern Europe Australia & Oceania
2.0 1.5 1.5
Oceania Western Europe
1.0 May Jun Dec Jul Oct Nov
Requests
Other (2)
2009 Oct 2008 to May Relative to Traffic Traffic Relative
United States
Aug Feb Sep Mar Oct April Nov May Dec June Jan June Feb Aug MarSept Apr OctMay Jan
Notes • Month-over-month share change calculated as % of current month requests less percent of prior month requests. (1) Other includes 82 countries having more than 10 million requests. (2)
Other includes unclassified requests where the country of origin could not be determined. Targeted ads were not shown to these requests.
(3)
Oceania is defined by Australia, New Zealand and several islands in the Pacific Ocean.
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2
Worldwide Handset Data - May 2010 Top Devices, May 2010
Share of Requests
13%
13%
14%
8%
3% 5% 5% 7%
3% 5% 5% 7%
10%
11%
11%
4% 6%
70%
8%
60%
11%
18%
Other LG RIM SonyEricsson HTC
22%
40%
23%
Motorola Samsung
30% 40%
-0.4%
Apple
iPod Touch
11.0%
-1.5%
Motorola
Droid
3.2%
-0.3%
Samsung
SCH R350
1.6%
0.1%
Nokia
5130
1.5%
0.1%
HTC
Magic
1.4%
0.0%
Nokia
3110c
1.4%
0.0%
Nokia
N70
1.2%
0.0%
HTC
Hero
1.1%
-0.1%
Nokia
6300
1.1%
0.0%
Apple
4% 6%
20%
18.8%
All Devices 12%
15%
iPhone
Model
80%
50%
Share Chg %(1)
Brand
100% 90%
% of Requests
Device Manufacturer Share, Worldwide
Nokia 37%
32%
Apple
30%
10% 0%
Feb-10
Mar-10
Q1, Q2, Q3, Q4 Apr-10
May-10
Total
42.2%
Top Smartphones, May 2010 % of Requests
Share Chg %(1)
39.9%
-1.7%
Droid
6.8%
-0.7%
HTC
Magic
2.9%
-0.1%
Nokia
N70
2.5%
0.0%
webOS
HTC
Hero
2.4%
-0.3%
Windows Mobile OS
Nokia
6300
2.3%
0.0%
HTC
Dream
2.1%
-0.5%
Motorola
CLIQ
1.8%
-0.3%
HTC
Droid Eris
1.8%
-0.1%
Samsung
Moment
1.5%
0.0%
Operating System Share, Worldwide
Brand
Model
Smartphone Only
Apple
iPhone
Motorola
100% 90% 80%
4%
5%
18%
21%
6%
6%
23%
24%
Share of Requests
70% 60%
Other 24%
25%
50%
25%
26%
RIM OS
40%
Symbian OS
30%
Android 50%
20%
46%
42%
40%
10%
iOS
0%
Feb-10
Mar-10
Apr-10
May-10
Total
64.1%
Notes â&#x20AC;˘ Other includes unclassified impressions and other manufacturers with < 1% share. â&#x20AC;˘ We received 20.6 billion requests Worldwide in May 2010. In May 2010, smartphone traffic share was 46%. Please see page 10 for our definition of a smartphone. (1)
Share change calculated as percent of May 2010 requests less percent of April 2010 requests.
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3
United States Handset Data - May 2010 Top Devices, May 2010
Share of Requests
-1.5%
Apple
iPod Touch
15.9%
-1.7%
Motorola
Droid
7.5%
-0.5%
Samsung
SCH R350
3.9%
0.3%
HTC
Magic
2.7%
0.1%
HTC
Dream
2.1%
-0.4%
HTC
Droid Eris
2.1%
0.0%
HTC
Hero
2.0%
-0.1%
Motorola
CLIQ
2.0%
-0.3%
Samsung
Moment
1.7%
0.1%
Apple
12%
3% 3% 9% 15%
60%
13%
14%
3% 4%
3% 4%
3% 5%
10%
10%
10%
Other Kyocera
16%
15%
15%
16%
15%
LG RIM
15%
HTC
17%
40%
Motorola 30% 20%
17.2%
All Devices
70%
50%
iPhone
Model
10%
80%
Share Chg %(1)
Brand
100% 90%
% of Requests
Device Manufacturer Share, United States
Samsung 43%
38%
37%
Apple
34%
10% 0%
Feb-10
Mar-10
Q1, Q2, Q3, Q4Apr-10
May-10
Total
57.2%
Top Smartphones, May 2010 % of Requests
Share Chg %(1)
iPhone
35.3%
-2.7%
Motorola
Droid
15.4%
-0.8%
HTC
Magic
5.5%
0.2%
HTC
Dream
4.3%
-0.7%
HTC
Droid Eris
4.3%
0.0%
webOS
HTC
Hero
4.2%
-0.1%
RIM OS
Motorola
CLIQ
4.0%
-0.5%
Samsung
Moment
3.6%
0.2%
RIM
BlackBerry 8300
2.9%
0.1%
HTC
Incredible
2.0%
2.0%
Operating System Share, United States
Brand
Model
Smartphone Only
Apple
100% 90%
3% 7%
3% 7%
3% 9%
10%
45%
39%
38%
35%
3%
80% Share of Requests
70% 60%
Other Windows Mobile OS
50% 40%
iOS 30% 20%
42%
46%
47%
46%
10%
Android
0%
Feb-10
Mar-10
Apr-10
May-10
Total
81.5%
Notes • Other includes unclassified impressions and other manufacturers with < 1% share. • We received 8.3 billion requests from United States in May 2010. In May 2010, smartphone traffic share was 48%. Please see page 10 for our definition of a smartphone. (1)
Share change calculated as percent of May 2010 requests less percent of April 2010 requests.
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4
United Kingdom Handset Data - May 2010 Top Devices, May 2010
Share of Requests
100%
6%
90%
4%
80%
7%
70%
6% 5%
iPhone
38.0%
0.3%
Model
All Devices
Apple
7%
7%
7%
Apple
iPod Touch
21.1%
-4.7%
4% 3% 7% 5% 6%
4% 4% 6% 6%
4% 4% 5%
SonyEricsson
Xperia X10i
4.3%
2.8%
HTC
Desire
4.1%
2.8%
HTC
Hero
3.1%
-0.1%
RIM
BlackBerry 8520
1.4%
0.1%
HTC
Dream
1.3%
-0.3%
Samsung
Galaxy Spica
1.0%
0.3%
Samsung
GT S5230
0.7%
-0.1%
RIM
BlackBerry 9700
0.7%
0.1%
8%
8%
Other
10%
LG Samsung RIM
50%
Nokia
40% 68%
Share Chg %(1)
Brand
60%
30%
% of Requests
Device Manufacturer Share, United Kingdom
66%
SonyEricsson
64%
59%
20%
HTC Apple
10% 0%
Feb-10
Mar-10
Q1, Q2, Q3, Q4 Apr-10
May-10
Total
75.6%
Top Smartphones, May 2010 % of Requests
Share Chg %(1)
58.8%
-5.1%
Xperia X10i
6.7%
4.2%
HTC
Desire
6.3%
4.2%
HTC
Hero
4.7%
-0.7%
Other
RIM
BlackBerry 8520
2.2%
0.0%
Symbian OS
HTC
Dream
2.0%
-0.7%
Samsung
Galaxy Spica
1.5%
0.4%
RIM
BlackBerry 9700
1.1%
0.1%
RIM
BlackBerry 8900
1.1%
-0.1%
HTC
Magic
1.0%
-0.2%
Operating System Share, United Kingdom
Brand
Model
Smartphone Only
Apple
iPhone
SonyEricsson
100% 90% 80%
11% 4% 11%
11%
8%
5%
7%
13%
Share of Requests
70%
19%
7% 7%
26%
60% 50% 40%
RIM OS 74%
70%
30%
Android 64%
59%
20% 10%
iOS
0%
Feb-10
Mar-10
Apr-10
May-10
Total
85.4%
Notes • Other includes unclassified impressions and other manufacturers with < 1% share. • We received 627 million requests from United Kingdom in May 2010. In May 2010, smartphone traffic share was 63%. Please see page 10 for our definition of a smartphone. (1)
Share change calculated as percent of May 2010 requests less percent of April 2010 requests.
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5
Indonesia Handset Data - May 2010 Top Devices, May 2010
15%
16%
Share of Requests
19%
21%
3% 3%
21%
3% 3%
20%
Other
20%
RIM Samsung
50%
Nexian
40%
SonyEricsson 56%
0.0%
Nokia
E63
3.4%
-0.1%
Nokia
N70
3.1%
0.0%
Nokia
6300
2.3%
-0.1%
Nokia
6600
2.2%
-0.4%
SonyEricsson
W200i
2.1%
0.1%
Nexian
NX G922
2.1%
0.1%
Nokia
3110c
1.9%
-0.2%
Nokia
7610
1.8%
-0.2%
Nokia
2600c
1.7%
0.0%
Nokia
60%
30%
3.7%
All Devices
3% 23%
5130
Model
80% 70%
Share Chg %(1)
Brand
100% 90%
% of Requests
Device Manufacturer Share, Indonesia
57%
55%
Nokia
52%
20% 10% 0%
Feb-10
Mar-10
Q1, Q2, Q3, Q4 Apr-10
May-10
Total
24.2%
Top Smartphones, May 2010
100% 90%
3% 3%
% of Requests
Share Chg %(1)
E63
11.7%
0.2%
Nokia
N70
10.4%
0.5%
Nokia
6300
7.8%
0.0%
Nokia
6600
7.3%
-0.9%
Other
Nokia
7610
6.2%
-0.4%
Windows Mobile OS
Nokia
E71
4.9%
-0.2%
Nokia
N73
4.1%
-0.2%
Nokia
3230
4.0%
-0.3%
Nokia
6120c
3.7%
-0.1%
Nokia
N80
2.6%
-0.5%
Operating System Share, Indonesia
Brand
Model
Smartphone Only
Nokia
3%
4%
4%
80% Share of Requests
70% 60% 50%
93%
93%
92%
91%
iOS
40%
RIM OS
30%
Symbian OS
20% 10% 0%
Feb-10
Mar-10
Apr-10
May-10
Total
62.6%
Notes â&#x20AC;˘ Other includes unclassified impressions and other manufacturers with < 1% share. â&#x20AC;˘ We received 1.1 billion requests from Indonesia in May 2010. In May 2010, smartphone traffic share was 29%. Please see page 10 for our definition of a smartphone. (1)
Share change calculated as percent of May 2010 requests less percent of April 2010 requests.
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6
Philippines Handset Data - May 2010 Top Devices, May 2010
Share of Requests
80% 70%
19% 4% 7% 6%
60%
7.2%
-0.1%
Apple
iPod Touch
4.6%
0.3%
Apple
iPhone
3.3%
0.6%
Nokia
6630
3.1%
0.0%
Nokia
3110c
2.7%
0.0%
Nokia
6120c
2.2%
0.1%
Nokia
5130
2.0%
0.2%
Nokia
6300
2.0%
-0.2%
Nokia
N73
2.0%
-0.1%
Sony
PlayStation Portable
1.8%
-0.4%
All Devices
Nokia
22%
21%
21%
4% 7%
4% 7%
4% 7%
7%
7%
8%
Other Sony Samsung SonyEricsson
40% 63%
N70
Model
50%
30%
Share Chg %(1)
Brand
100% 90%
% of Requests
Device Manufacturer Share, Philippines
Apple 59%
59%
58%
Nokia
20% 10% 0%
Feb-10
Mar-10
Q1, Q2, Q3, Q4 Apr-10
May-10
Total
30.9%
Top Smartphones, May 2010 Operating System Share, Philippines Smartphone Only 100% 6%
90%
7%
3% 7%
3% 9%
% of Requests
Share Chg %(1)
18.7%
-0.2%
iPhone
8.6%
1.5%
Nokia
6630
8.0%
0.0%
Nokia
6120c
5.7%
0.3%
Nokia
6300
5.1%
-0.4%
Nokia
N73
5.1%
-0.3%
Nokia
6680
4.5%
-0.3%
Nokia
5800 XpressMusic
4.2%
0.2%
Nokia
N80
3.9%
-0.3%
Nokia
N95
3.3%
-0.1%
Brand
Model
Nokia
N70
Apple
80% Share of Requests
70% 60% 50%
Other 92%
91%
90%
40%
88%
iOS Symbian OS
30% 20% 10% 0%
Feb-10
Mar-10
Apr-10
May-10
Total
67.2%
Notes â&#x20AC;˘ Other includes unclassified impressions and other manufacturers with < 1% share. â&#x20AC;˘ We received 275 million requests from Philippines in May 2010. In May 2010, smartphone traffic share was 37%. Please see page 10 for our definition of a smartphone. (1)
Share change calculated as percent of May 2010 requests less percent of April 2010 requests.
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7
India Handset Data - May 2010 Top Devices, May 2010
21%
Share of Requests
60%
10% 9%
0.7%
Nokia
3110c
5.9%
-0.2%
Nokia
N2700 Classic
4.8%
0.8%
Nokia
7210
3.8%
0.0%
Nokia
N70
3.1%
-0.2%
Nokia
6300
2.4%
0.0%
Nokia
N73
1.8%
-0.1%
Nokia
N80
1.7%
-0.2%
Nokia
6233
1.7%
0.0%
Samsung
GT-S3310
1.7%
0.1%
Nokia 20%
24%
20%
9% 9%
9%
8%
11%
11%
Other LG SonyEricsson
40%
Samsung 59%
7.0%
All Devices
50%
30%
5130
Model
80% 70%
Share Chg %(1)
Brand
100% 90%
% of Requests
Device Manufacturer Share, India
59%
56%
60%
Nokia
20% 10% 0%
Feb-10
Mar-10
Q1, Q2, Q3, Q4 Apr-10
May-10
Total
33.8%
Top Smartphones, May 2010 Operating System Share, India Smartphone Only 100% 90%
4% 5%
3% 4%
3%
4% 3%
% of Requests
Share Chg %(1)
N70
13.1%
-0.6%
Nokia
6300
10.0%
0.0%
Nokia
N73
7.4%
-0.3%
Nokia
N80
7.1%
-0.8%
Nokia
5233
6.1%
2.0%
Nokia
N72
5.8%
-0.1%
Nokia
5800 XpressMusic
4.1%
0.4%
Nokia
6600
3.6%
-0.5%
Nokia
E63
3.4%
0.1%
Nokia
7610
3.2%
-0.2%
Brand
Model
Nokia
80% Share of Requests
70% 60% Other
50% 91%
93%
94%
93%
40%
iOS Symbian OS
30% 20% 10% 0%
Feb-10
Mar-10
Apr-10
May-10
Total
63.7%
Notes â&#x20AC;˘ Other includes unclassified impressions and other manufacturers with < 1% share. â&#x20AC;˘ We received 2.1 billion requests from India in May 2010. In May 2010, smartphone traffic share was 23%. Please see page 10 for our definition of a smartphone. (1)
Share change calculated as percent of May 2010 requests less percent of April 2010 requests.
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8
South Africa Handset Data - May 2010 Top Devices, May 2010 Device Manufacturer Share, South Africa All Devices 100% 90%
Share of Requests
80%
% of Requests
Share Chg %(1)
Samsung
SGH E250
4.6%
-0.4%
7%
7%
7%
Samsung
SGH E250i
3.2%
0.0%
4% 8%
4% 7%
4% 6%
3% 3% 6%
Nokia
5130
2.9%
0.6%
8%
8%
8%
8%
LG
KS360
2.8%
-0.3%
Samsung
SGH-M620
2.7%
-0.3%
Samsung
GT S5233A
2.6%
0.2%
Nokia
N70
2.6%
-0.1%
Motorola
V360
2.1%
-0.4%
Nokia
N2700 Classic
1.8%
0.3%
Apple
iPhone
1.8%
0.4%
Other Apple
60% 35%
RIM
30%
32%
34%
Motorola LG
40%
SonyEricsson 30% 20%
Model
6%
70%
50%
Brand
Samsung 41%
39%
36%
37%
Feb-10
Mar-10
Nokia
10% 0% Q1, Q2, Q3, Q4 Apr-10
May-10
Total
27.1%
Top Smartphones, May 2010
100% 90% 80%
% of Requests
Share Chg %(1)
N70
9.9%
-1.2%
Apple
iPhone
6.7%
1.0%
Nokia
E63
6.6%
0.6%
RIM
BlackBerry 8520
6.3%
1.2%
Nokia
6300
5.9%
-0.5%
Windows Mobile OS
Nokia
5800 XpressMusic
5.5%
0.1%
iOS
Nokia
N73
4.0%
-0.3%
Nokia
N97
3.5%
1.4%
Nokia
6210
3.4%
-0.1%
Nokia
6110
3.2%
-0.3%
Operating System Share, South Africa
Brand
Model
Smartphone Only
Nokia
4% 6%
4% 7%
5% 6%
4% 7%
8%
7%
8%
10%
Share of Requests
70% Other 60%
Android
50% 40%
81%
80%
80%
77%
30%
RIM OS Symbian OS
20% 10% 0%
Feb-10
Mar-10
Apr-10
May-10
Total
54.9%
Notes â&#x20AC;˘ Other includes unclassified impressions and other manufacturers with < 1% share. â&#x20AC;˘ We received 229 million requests from South Africa in May 2010. In May 2010, smartphone traffic share was 26%. Please see page 10 for our definition of a smartphone. (1)
Share change calculated as percent of May 2010 requests less percent of April 2010 requests.
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9
AdMob Mobile Metrics Report May 2010 About AdMob AdMob is one of the world's largest mobile advertising networks, serving billions of mobile banner and text ads a month across a wide range of leading mobile Web sites and applications. AdMob helps advertisers connect with a relevant audience of consumers on mobile devices and gives publishers the ability to effectively monetize their mobile traffic. Incorporated in April 2006, AdMob provides the tools, data, and business models fueling the explosive growth of mobile media in more than 160 countries and territories worldwide.
About AdMob Mobile Metrics AdMob serves ads for more than 23,000 mobile websites 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. AdMob’s monthly report offers a snapshot of its data to provide insight into trends in the mobile ecosystem.
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.
Limits of this Data Representativeness - AdMob does not claim that this information will be necessarily representative of the mobile Web as a whole or of any particular country-market. AdMob’s traffic is driven by publisher relationships and may be influenced accordingly. Because the data is pulled across ads served on more than 23,000 sites and applications, we feel the data will be useful and may help inform business decision making. 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 if you have any questions or feedback for future reports.
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