Merck Moving Beyond Passwords: FIDO Paris Seminar.pptx
Q3 2011 - Webinar Report
1. A GLOBAL VIEW OF MOBILE ADVERTISING:
Quarter 3, 2011 Webinar
InMobi Mobile Insights - Network Data
October 25th, 2011
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2. ABOUT THE RESEARCH
Project Background
After launching in 2007 in Asia, InMobi quickly grew to become the world's largest independent
mobile advertising network. In the third quarter of 2011, we served 138.4 billion impressions in 165
markets worldwide. With a physical presence in 5 continents, over 5,500 publisher partners, and a
broad, independent market footprint, InMobi is well positioned to provide an objective,
comprehensive, and representative view of the mobile advertising market.
Research Objectives
We have three goals with this research:
1. Help educate the market. Statistics and information about the state of mobile
advertising are lacking in most regions of the world.
2. Track consumer opinions regarding mobile advertising. With any emerging
medium, the consumer perspective is critical to overall market success. We see
a need for trending across regions in this area.
3. Collaborate with industry thought leaders to increase market insight and improve
information quality ongoing. As a global independent company, we value
partnerships that will strengthen our understanding of the market. Researchers,
thought-leaders, and analysts are encouraged to contact us and apply for full
partner access.
Contact Information
www.inmobi.com/research
research@inmobi.com
Twitter: @inmobi
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3. CONTENTS
InMobi Q3 Research Webinar Content
• Q3 Network Research Highlights
• Africa
• Asia Pacific
• Central & South America
• Europe
• Middle East
• North America
• Key Insights & Global Trends
• Smartphone growth leader
• Advertisers & Smartphones
• Android is King
• Global Monetization
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4. NETWORK DATA
Specifications
Data in this report are sourced from our global mobile advertising network which served 138.4 billion
impressions in the third quarter of 2011. With 165 countries receiving over 50.4 billion impressions in
September, we are able to claim one of the broadest and most representative networks in the world. Exact
specifications are as follows:
• Global Available Impressions in Quarter 3, 2011: 138.4 billion
• Regions Represented: Africa, Asia Pacific, Europe, Middle East, North America, and South America
• Countries Represented: 131 countries with over 10 million impressions per month
• Base Measure: Available Impressions
• Time Periods: Q2 2011 (April – June 2011), Q3 2011 (July – September 2011)
Representation
InMobi is committed to an independent and transparent leadership position in mobile advertising. With that in mind,
the following issues are present in this data.
Mobile Advertising Market Definition: This report covers mobile display advertising only including both Mobile Web
(WAP) and APP. SMS/Text and Search are NOT included in this synopsis.
Scale and Time In Market: Representation within the network is a function of the both scale and time in market.
Readers can expect more fluctuation and variance in younger, smaller markets for the company.
Publisher Mix: As with any ad network, market representation is a function of the publisher mix. We have over
5,500 publishers of all sizes and content types, but changes to the publisher mix in a given market could impact the
data.
Advertiser Mix: Similar to publisher mix, the advertiser mix could impact the numbers in our network, although to a
much lesser extent than publishers.
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5. MEASURES AND TERM DEFINITIONS
Measures:
Available Impressions: The total number of ads requests made to the InMobi network
% Share (of Available Impressions): The % of total available impressions in the specified region allocated to the inventory type, device,
manufacturer, or OS under analysis.
Global Development Index: An index of the % share of the inventory type, device, manufacturer, or OS under analysis in the specified
region or country relative to that same inventory type, device, manufacturer, or OS share globally.
Regional Development Index: Global Development Index: An index of the % share of the inventory type, device, manufacturer, or OS
under analysis in the specified country relative to that same inventory type, device, manufacturer, or OS share in the relevant region.
% Chg: The percentage change in absolute value between two different time periods.
Pt Chg: The difference between two share percentages for an inventory type, device, manufacturer, or OS under analysis in different time
periods.
Definitions:
Smartphone: Any impression served to an iPhone OS, Android OS, RIM OS, webOS, Windows Mobile OS, Linux Smartphone OS, Palm
OS, Nokia N & E Series Phones, or Samsung Bada.
Advanced: Any impression served to any OS or handset not included in the smart phone definition above.
Mobile Web: Any impression served using Wireless Application Protocol (WAP) which is an open international standard for application-
layer network communications in a wireless-communication environment.
App (Application): Any impressions served to a mobile application resident on the consumer mobile device.
Carrier: The mobile network operator (MNO), carrier service provider (CSP), wireless service provider, wireless carrier, or cellular
company providing service for mobile phone subscriber served the impression.
OS (Operating System): The system software (programs and data) running on the mobile devices that manages the hardware and
provides common services for execution of various application software receiving the impression.
Handsets and Connected Device: The make and model of the mobile device receiving the impression.
Manufacturer: The OEM manufacturer of the mobile device receiving the impression.
Other: An aggregation of any remaining impressions not specifically detailed previously. Typically an aggregation of everything under 1%
share.
InMobi Regional Definitions:
InMobi defines all regions per Wikipedia with the following modifications:
“Asia Pacific” includes the 15 Oceania countries as listed in Wikipedia.
“South America” includes South & Central Americas as listed in Wikipedia.
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6. GLOBAL SUMMARY
The global mobile ad ecosystem
continues its significant growth,
increasing ad impressions by 32.6%
from Q2 2011 to Q3 2011.
" The InMobi network gained nearly 34 billion ad
requests in Q3 2011. Continued significant
growth in the global mobile ecosystem highlights
the healthy mix of increasing consumer mobile
usage, advertiser adoption and publisher focus
on mobile advertising.
Smartphone impression growth far
outpaces advanced phones.
Smartphones now represent 43% of
all mobile ads on the InMobi
network.
" 52% growth in impressions on Smartphones over
the past quarter clearly underlines the shift
towards Smartphone usage among consumers
globally.
Available Impression Volume & Composition
Q2 2011 Q3 2011 % Chg In-application advertising continues
Total 104,334,888,661 138,351,025,951 32.6% to grow quickly, although it only
Smartphone 39,314,783,903 59,979,601,147 52.6% represents 21% of all mobile ads on
Advanced 65,020,104,758 78,371,424,804 20.5%
the InMobi network.
Mobile Web 86,948,843,684 109,314,697,724 25.7% " In application ads are highly utilized in only a few
App 17,386,044,977 29,036,328,227 67.0% key markets across the globe. Globally, most
mobile ads are still delivered in the mobile web
experience, which is platform agnostic.
Source: InMobi Mobile Insights – Network Research, Q3 2011
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7. GLOBAL
Global OS Share: Q3 2011
Available Impressions
OS Impressions % Share Pt. Chg
Android
21%
Android 31,095,406,496 22.5% +7.2
22%
Nokia OS
Nokia OS 25,183,777,402 18.2% -1.8
Symbian OS
Symbian OS 24,348,191,250 17.6% -1.5
iPhone OS
10%
iPhone OS 15,222,377,217 11.0% -3.8
RIM OS
18%
RIM OS 13,269,885,290 9.6% +3.6
Others
11%
Others 29,231,388,297 21.1% -3.7
18%
The Android OS gained 7.2 share points and surpassed both the leading operating
systems, Nokia and Symbian.
" Although iPhone OS gained significant traction in Q2 2011, Android OS growth has outpaced all the leading OS’s on the
InMobi network over the past quarter.
" Ad impressions are fairly well distributed across the top 4 mobile platforms. Android is controlling over 22% of impression
share.
Source: InMobi Mobile Insights – Network Research, Q3 2011
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8. GLOBAL
Global Manufacturer Share: Q3 2011
Available Impressions
1%
3%
Manufacturer Impressions % Share Pt. Chg
6%
Nokia
Nokia 49,491,045,378 35.8% -3.2
Samsung
4%
Samsung 24,747,590,276 17.9% +3.1
Apple
6%
36%
Apple 15,222,377,217 11.0% -3.8
RIM
RIM 13,269,885,290 9.6% +3.6
6%
HTC
HTC 8,190,274,125 5.9% +0.9
SonyEricsson
10%
SonyEricsson 7,872,153,468 5.7% -1.5
LG
LG 5,700,658,465 4.1% +0.1
Motorola Motorola 3,648,747,769 2.6% -0.5
11%
18%
DoCoMo DoCoMo 1,962,380,787 1.4% +1.3
Others
Others 8,245,913,176 6.0% +0.1
Nokia holds the top manufacturer spot by global ad impressions, holding a commanding
35.8% share of impressions.
" Samsung gained 3.1 share points to surpass Apple and secure the 2nd spot in the manufacturer category.
" Outside of the top 3 manufacturers, the global ad impression market is considerably fragmented across the remaining 5
major manufacturers
Source: InMobi Mobile Insights – Network Research, Q3 2011
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9. GLOBAL
Global Handset and Connected Device Detail: Q3 2011
Handset Impressions % Share Pt Chg
Apple iPhone 4 5,703,047,167 4.1% +0.7
RIM BlackBerry 8520 4,119,025,675 3.0% +0.6
Nokia 6300 2,503,775,917 1.8% -0.4
Nokia 5233 2,360,111,627 1.7% +0.3
RIM BlackBerry 9800 2,356,015,544 1.7% +1.2
Nokia 3110c 2,106,099,465 1.5% -0.5
Apple iPod Generation IV 2,018,186,153 1.5% +0.5
Apple iPad I 1,910,102,922 1.4% +0.2
HTC 001HT 1,868,878,125 1.4% +1.3
Nokia C3-00 1,860,928,144 1.3% +0.0
Nokia C1-01 1,747,778,250 1.3% +0.5
Nokia N73 1,744,569,994 1.3% -0.2
RIM BlackBerry 9700 1,705,622,822 1.2% +0.5
RIM BlackBerry 9300 1,674,867,330 1.2% +0.6
Samsung GT-I9000 1,641,743,468 1.2% -0.0
The Apple iPhone 4 gained 0.7 share points to remain the top device globally. 6 of the
top 15 handsets are Nokia devices.
" The Apple iPhone 4 is the top device by share of impressions.
" The top 10 handsets are mostly smartphones, once again underlining the rich opportunity for advertisers to reach audiences
at scale with rich experiences.
Source: InMobi Mobile Insights – Network Research, Q3 2011
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16. EUROPE COUNTRY DETAIL
%
Growth
%
Smartphone
1)
Spain
105%
1)
France
87%
2)
France
102%
2)
Germany
86%
3)
UK
64%
3)
UK
84%
4)
Italy
60%
4)
Spain
78%
5)
Germany
-‐9%
5)
Italy
72%
Share
Share
Top
Manufacturer
1)
Germany
1)
Germany
France
Apple
2)
France
2)
France
Germany
Apple
3)
Spain
3)
Italy
Italy
Samsung
4)
Italy
4)
UK
Spain
RIM
5)
UK
5)
Spain
UK
Apple
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20. ASIA PACIFIC COUNTRY DETAIL
%
Growth
%
Smartphone
1)
Taiwan
120%
1)
Japan
99%
2)
China
99%
2)
Taiwan
96%
3)
Hong
Kong
49%
3)
China
93%
4)
Japan
45%
4)
Australia
85%
5)
Malaysia
37%
4)
Singapore
85%
6)
India
35%
6)
Hong
Kong
82%
7)
Singapore
30%
7)
Malaysia
50%
8)
Indonesia
1%
8)
Indonesia
16%
9)
Australia
0%
9)
India
13%
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21. ASIA PACIFIC COUNTRY DETAIL
Share
Share
Top
Manufacturer
1)
Taiwan
1)
Singapore
Australia
Apple
2)
Japan
2)
Australia
China
Apple
3)
China
3)
China
Hong
Kong
Samsung
4)
Hong
Kong
4)
Japan
India
Nokia
5)
Singapore
5)
Hong
Kong
Indonesia
Nokia
6)
Malaysia
6)
Malaysia
Japan
Apple
7)
Australia
7)
Taiwan
Malaysia
Nokia
8)
Indonesia
8)
Indonesia
Singapore
Apple
9)
India
9)
India
Taiwan
HTC
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25. AFRICA COUNTRY DETAIL
%
Growth
%
Smartphone
1)
Kenya
43%
1)
South
Africa
29%
2)
Nigeria
42%
2)
Nigeria
11%
3)
South
Africa
20%
3)
Kenya
8%
Share
Share
Top
Manufacturer
1)
Kenya
1)
South
Africa
Kenya
Nokia
2)
South
Africa
2)
Kenya
Nigeria
Nokia
3)
Nigeria
3)
Nigeria
South
Africa
Nokia
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26. CENTRAL & SOUTH AMERICA SUMMARY
Source: InMobi Mobile Insights – Network Research, Q3 2011
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27. CENTRAL & SOUTH AMERICA SUMMARY
Source: InMobi Mobile Insights – Network Research, Q3 2011
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28. CENTRAL & SOUTH AMERICA SUMMARY
Source: InMobi Mobile Insights – Network Research, Q3 2011
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33. ASIA LEADS SMARTPHONE GROWTH
Number
of
Smartphone
Impressions
by
Region
(billions)
Asia
North
America
Europe
Middle
East
South
America
Africa
Total:
Oct
'09
2.1bn
Total:
Oct
'10
7.2bn
Total:
Sep
'11
35%
31%
18%
6%
4%
4%
23.2bn
(100%)
Asia
is
the
largest
region
based
on
number
of
Smartphone
impressions
Source: InMobi Mobile Insights – Network Research, Q3 2011
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34. TOP MARKETS BY NUMBER OF TOTAL IMPRESSIONS
Q2
(billions)
Q3
(billions)
Fastest
Growing
Markets,
Q2
–
Q3
1.
India
(24.3)
1.
India
(32.7)
1.
India
(+8.4)
2.
USA
(13.7)
2.
USA
(18.9)
2.
USA
(+5.1)
3.
Indonesia
(12.9)
3.
Indonesia
(13.0)
3.
Canada
(+2.4)
4.
Vietnam
(4.9)
4.
Vietnam
(4.6)
4.
UK
(+1.4)
5.
Japan
(3.1)
5.
Canada
(4.5)
5.
Japan
(+1.4)
6.
South
Africa
(2.6)
6.
Japan
(4.5)
6.
China
(+1.1)
7.
Nigeria
(2.3)
7.
UK
(3.6)
7.
Nigeria
(+1.0)
8.
Mexico
(2.3)
8.
Nigeria
(3.3)
8.
Spain
(+0.9)
9.
UK
(2.2)
9.
South
Africa
(3.1)
9.
Brazil
(+0.9)
10.
Canada
(2.1)
10.
Mexico
(2.8)
10.
Saudi
Arabia
(+0.8)
• 4
of
the
fastest
growing
markets
by
number
of
impressions
are
currently
not
in
the
top
10
• Growth
coming
from
emerging
markets
(India,
China,
Nigeria)
as
well
as
developed
ones
(UK,
Japan,
Canada)
Source: InMobi Mobile Insights – Network Research, Q3 2011
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35. TOP ADVERTISERS ARE FOLLOWING SMARTPHONES
Smartphone
Impression
Growth
(billions)
250
203
Fortune 1000 Advertisers - Global
138
Africa
South
America
Middle
East
62
Europe
37
North
America
25
3
4
8
Asia
2.1
2.7
3.5
4.7
7.2
11.4
14.0
18.3
23.2
Oct
'09
Jan
'10
Apr
'10
Jul
'10
Oct
'10
Jan
'11
Apr
'11
Jul
'11
Sep
'11
Source: InMobi Mobile Insights – Network Research, Q3 2011
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36. IN Q1 NOKIA OS HAD THE HIGHEST IMPRESSION SHARE
Share of Impressions,
Q1 2011
21.8%
19.8%
13.8%
10.0%
Source: InMobi Mobile Insights – Network Research, Q3 2011
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37. ANDROID BECOMES THE #1 GLOBAL OS
Share of Impressions, Share of Impressions, Q1-Q3
Q1 2011 Q3 2011 Change
21.8%
22.5%
8.7
19.8%
18.2%
3.6
13.8%
17.6%
2.2
10.0%
11.0%
1.0
Source: InMobi Mobile Insights – Network Research, Q3 2011
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38. IPHONE MAY BOOST IOS SHARE OVER NEXT 6 MONTHS
Mobile Subscribers Who Plan on Mobile Subscribers Who Plan on
Switching to iPhone 4S: Switching to iPhone 5:
27.9%
51.8%
11.1%
50.7%
10.8%
27.1%
Before the October 4th Apple iPhone announcement, 41% of
current mobile subscribers in North America intended to
buy an iPhone 5
Source: iPhone 5 and the Mobile Market, InMobi, September 27, 2011
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39. GLOBAL MONETIZATION DOES NOT DIFFER BY 10X
Mobile
MoneJzaJon
(eCPM)
&
Growth
Global
Y/Y
Change:
+84%
186
164
90
89
78
70
+176%
+186%
+21%
+674%
+94%
+117%
Y/Y
Change
Europe
North
Africa
South
Asia
Middle
America
America
Pacific
East
Source: InMobi Mobile Insights – Network Research, October 2011
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40. NEXT STEPS
This data is part of a series of network reports that are released monthly.
Additional regions and markets will be released throughout the quarter.
Release Schedule
Once a quarter InMobi will release a full data report which will include global, regional and country
data views. The next full release is planned for mid January. Infographics with monthly data will be
available in November and December. Monthly data updates including key information by market will
be released via our mailing lists and website.
While we move to a quarterly release schedule, we will still continue to release insightful data on key
markets across regions on a monthly basis. These releases will shed light on emerging trends and
unique developments specific to those key markets.
Open Source Research: Getting Involved
Objective industry analysts and thought-leaders are encouraged to comment, question, and
participate. We will be sure to consider and update the research based on feedback and questions
to improve the quality for all end users.
To join our monthly research mailing list, contact us at Research@InMobi.com
To download the full reports, visit us at www.InMobi.com/research
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