1. The Next Big Things:
Mobile Internet & Applications - Gaining Momentum
THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™

2. Agenda
About Us
Mobile Media Overview
Mobile Internet
Mobile Content & Apps
Mobile Advertising
Summary & Questions
© comScore, Inc. Proprietary and Confidential. 2

3. What We Do….
We provide a digital marketing intelligence platform that helps our customers make better-
informed business decisions and implement more effective digital business strategies
■ Computer measurement:
• 2MM opt-in panelists, 1MM in the US, who have given
permission to have their Internet usage tracked.
• Our consumer panel is a representative cross-section of the
U.S. population and across ISPs as well as worldwide regions
and individual countries
• We also have permission to survey panelists, match to third-
party databases, and append offline data
■ Mobile Measurement (m:metrics):
• Provides a comprehensive understanding of mobile phone
owner characteristics and behavior.
• Connects mobile consumer behavior, content
merchandising, and device capabilities to provide the most
comprehensive, trusted mobile market intelligence in the
industry.
■ Our products and solutions provide our customers deep
insights into consumer and competitor behavior, both online
and offline
© comScore, Inc. Proprietary and Confidential. 3

4. 360°
View of the Mobile Consumer w. MobiLens
• Online survey ties specific handset models to individual consumers.
• Detailed demographic and behavioral data can be linked to technology and carrier programming.
• Technical capabilities of every handset in market: >7,000
• Monthly census of operator content portals: 2,000+ publishers, 15,000+ titles
• Intelligent survey of 10,000+ US mobile phone owners every month.
Device Data
What devices are out there and
what can they do?
Consumer Data
Collating multiple sources Who uses which devices
OEM specs, WURFL, UAProf and what do they do with
them?
Intelligent online survey
driven by device ownership
and carrier offers
Content Data
What content & services
are offered by whom in
what model?
Automated probing &
scraping of carrier decks
© comScore, Inc. Proprietary and Confidential. 4

5. comScore Mobile Clients Define the Mobile Ecosystem
2008 Q1
© comScore, Inc. Proprietary and Confidential. 5

6. Agenda
About Us
Mobile Media Overview
Mobile Internet
Mobile Content & Apps
Mobile Advertising
Summary & Questions
© comScore, Inc. Proprietary and Confidential. 6

7. What are consumers doing with their phones? A lot more then
just making calls (finally)
Mobile Media defined anyone who browses, downloads or uses an application
Mobile Phone Activity by Media Activity
Mobile
Media, 35.3%
Just Voice, 37.0%
SMS (and not
mobile
media), 27.7%
Product: MobiLens
Data: Three month average ending Jan 09
Country: US
© comScore, Inc. Proprietary and Confidential. 7 N= 35,629

8. Put Another Way ….
6 in 10 phone owners use non-voice services
Nearly 4 in 10 phone owners use mobile media
(excludes those who use only text)
Product: MobiLens
Data: Three month average ending Jan 09
Country: US
© comScore, Inc. Proprietary and Confidential. 8 N= 35,629

9. Mobile Browsers, Application Users and Downloader's (mobile
media users) are steadily growing.
Over 35% of mobile users are now using a media service that connects to the network (other than
SMS, MMS or voice).
% Mobile Media Users
40.0%
35.3%
35.0%
30.0% 28.5%
25.0%
% Penetration
20.0%
15.0%
10.0%
5.0%
0.0%
200801 200802 200803 200804 200805 200806 200807 200808 200809 200810 200811 200812 200901
Product: MobiLens
Data: Three month average ending Jan 09
Country: US
© comScore, Inc. Proprietary and Confidential. 9 N= 35,629

10. One of the major reasons for mobile media growth is the
improvement in device technology.
Nearly 50% of users who have a mobile device that is 6 months old or less now use mobile media
(browsing, downloading or application usage).
As devices improve a greater % of people use media services when they get a new handset.
% of users with 6 months old device or less who are mobile
media users
60.0%
48.2%
50.0%
40.0% 38.0%
% Penetration
30.0%
20.0%
10.0%
0.0%
200801 200802 200803 200804 200805 200806 200807 200808 200809 200810 200811 200812 200901
Product: MobiLens
Data: Three month average ending Jan 09
Country: US
© comScore, Inc. Proprietary and Confidential. 10 N= 35,629

11. The internet took off when people moved from dial-up to
broadband. Mobile will be the same.
When the network speed gets faster (3G) and cost come under control (data plans) people are more
likely to use more mobile media services.
80.1% of unlimited data plan subscribers are mobile media users.
49.3% of 3G device owners are mobile media users (35.3% of total market are mobile media users).
Growth of market enablers
35.0%
30.0%
25.0%
% Penetration
20.0%
15.0%
10.0%
5.0%
0.0%
200801 200802 200803 200804 200805 200806 200807 200808 200809 200810 200811 200812 200901
Unlimited Data Plan Subscribers 3G Device Owners
Product: MobiLens
Data: Three month average ending Jan 09
Country: US
© comScore, Inc. Proprietary and Confidential. 11 N= 35,629

12. There are many services available on mobile devices.
Understanding their ranking by popularity gives context.
SMS, camera and messaging services popular.
Mobile games top mobile content genre.
Strong growth in all categories, notice connected services, e.g. browsing, e-mail and IM.
Year on Year
Ranking Activity # of Users % Users
Growth
Total Market 230,000,000 5.0%
1 Sent text message to another phone 131,850,414 57.3% 25.7%
2 Took photos 102,637,691 44.6% 27.5%
3 Mobile Media Users (browsers, downloader’s or apps users) 81,197,792 35.3% 30.1%
4 Used network services for sending photos/videos 70,526,366 30.7% 46.8%
5 Sent photo directly to another phone 64,836,829 28.2% 46.6%
6 Changed to native ringtone 64,006,803 27.8% 23.4%
7 SMS Ads: Number received in month 57,372,866 24.9% 36.4%
8 Changed to native graphics 57,181,097 24.9% 33.0%
9 Played games 56,325,549 24.5% 19.6%
10 Set graphics with camera 55,347,818 24.1% 22.4%
11 News/info via browser 45,909,797 20.0% 59.7%
12 Transferred photo to PC 45,874,895 19.9% 48.0%
13 Captured video 40,872,968 17.8% 54.5%
14 Used email (work or personal) 40,710,038 17.7% 54.2%
15 Sent photo via email 39,514,195 17.2% 55.1%
16 News/info via SMS 32,383,204 14.1% 114.9%
17 Used major instant messaging service 31,887,456 13.9% 85.8%
18 Made own ringtone 28,916,467 12.6% 35.4%
19 Sent video directly to another phone 25,939,241 11.3% 81.7%
20 Listened to music on mobile phone 25,002,843 10.9% 71.0%
Product: MobiLens
Data: Three month average ending Jan 09
Country: US
© comScore, Inc. Proprietary and Confidential. 12
N= 35,629

13. Different services are used by different demographics.
Mobile media users older and more female than many think
Younger demographics creating their own ringtones, using social networking and listening to music.
Mobile internet services skew 60% male and average age 32 years old.
Mobile content more even gender split .
Unlimited data plan subscribers average age over 35.
55.0%
Purchased a Ringtone
Played a game
50.0%
Unlimited Data Plan
Made own ringtone Subscriber
Mobile Media Users
45.0%
Social Networking
Downloaded a Song OTA
% Female
Ringback Subscriber
40.0% Used email
Listened to music Purchased a game
Browsed for News and Info Used an application
35.0%
Higher on chart = more female Watched on-demand video
30.0%
Further to right = older
Size of bubbles = # of users
Watched broadcast TV
25.0%
25.0 27.0 29.0 31.0 33.0 35.0
Median Age
Product: MobiLens
Data: Three month average ending Jan 09
Country: US
© comScore, Inc. Proprietary and Confidential. 13
N= 35,629

14. Top mobile media devices dominated by touch screens
Top 6 devices =
9.3% of mobile
media users,
Top 20 devices
= 21.4% of
mobile media
users
Rim, Apple and
LG most
prominent OEMs
Apple = 5.7%
and Blackberry =
9.6% of mobile
media users
2 RAZR’s still in
the top devices
Product: MobiLens
Data: Three month average ending Jan 09
© comScore, Inc. Proprietary and Confidential. 14
Country: US
N= 35,629

15. Agenda
About Us
Mobile Media Overview
Mobile Internet
Mobile Apps
Mobile Advertising
Summary & Questions
© comScore, Inc. Proprietary and Confidential. 15

16. Mobile Internet Services Booming
Device technology, data speeds (3G) and data plans enable the mobile internet to take off, content
and services drive up-take.
Steep rises in mobile internet being spearheaded by social networking, 196.7% year on year growth.
Applications show second highest annual growth rate at 116.7%.
25.0%
20.0%
% Penetration
15.0%
10.0%
5.0%
0.0%
200801 200802 200803 200804 200805 200806 200807 200808 200809 200810 200811 200812 200901
News and Info via Browser News and Info via Application Social Networking E-mail (Work or Personal) IM
Product: MobiLens
Data: Three month average ending Jan 09
© comScore, Inc. Proprietary and Confidential. 16
Country: US
N= 35,629

17. Information snacking genres dominate mobile browsing with
search being the entry point.
Transactional mobile browsing starting to show, e.g. bank accounts, auction sites, electronic
payments and online auctions.
Local information also prominent, e.g. maps, movie listings, business directories, traffic , etc
The combination of local services and transactions will bring about new business models.
Strong web brands continue extend their dominance on mobile
Top Mobile Browsing Genres (excluding social networking)
Shopping guides
Electronic payments
Comics or humor
Dating service
Gaming information
General reference
Bank accounts
Business directories
Tech news
Movie information
Entertainment news
News
Web search
0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000
Users
Product: MobiLens
Data: Three month average ending Jan 09
© comScore, Inc. Proprietary and Confidential. 17
Country: US
N= 35,629

18. Traditional Media Assets Translating Well on Mobile
Top 10 Mobile Web News Brands, by Gender, US
comScore MobiLens, October 2008
Male Female
1. CNN 1. CNN
2. ESPN 2. Yahoo!
3. Yahoo! 3. The Weather Channel
4. The Weather Channel 4. Google
5. FOX 5. FOX
6. Google 6. ABC News
7. CBS 7. AOL
8. MSNBC 8. MSNBC
9. ABC News 9. CBS
10. NFL.com 10. ESPN
© comScore, Inc. Proprietary and Confidential. 18
18

19. Mobile Web Data coupled with comScore’s PC Web Data
Yellowpages.com expands its reach by 6% with its mobile website
Cross-Platform
Website Reach
DIRECTORIES % mobile users accessing % PC users accessing Site visitation lift
(increase in Internet site visitor
WEB SITE USAGE content via PC content via mobile device base due to mobile visitation)
64% 2% 1%
28% 1% 4%
43% 4% 6%
Business Directories
64% 5% 3%
Category
Product: Cross Media Panel
Data: Feb 09
© comScore, Inc. Proprietary and Confidential. 19
Country: US

20. Multimedia Uptake Drives Viral Interactions,
Connection to PC…..
Take Photos in a Month (91mm) Listen to Music in a Month (21mm)
Sources of Music on Mobile
Captured Videos (41mm) Handsets
Product: MobiLens
Data: Three month average ending Dec 09
Country: US
N= 35,629
© comScore, Inc. Proprietary and Confidential. 20

21. Agenda
About Us
Mobile Media Overview
Mobile Internet
Mobile Apps
Mobile Advertising
Summary & Questions
© comScore, Inc. Proprietary and Confidential. 21

22. App Stores: Everyone’s Doin’ It!
First 8 months of Apple App Store . . .
> 25,000 applications
800,000,000 downloads
Coming Soon . . .
Android Marketplace (Google) . . . Available now
SkyMarket (Microsoft Windows Mobile)
Blackberry App World (RIM)
Ovi Store (Nokia)
Others??
What will it take to match Apple’s success?
© comScore, Inc. Proprietary and Confidential. 22

23. Top 25 Apps by Penetration of iTunes App Users
Feb 2009
Top 25 Apps by Penetration of iTunes App Users
February 2009
Total – Home/Work/University Locations
Source: comScore iTunes App Report
Penetration of
Application Installs Category Developer
Tap Tap Revenge 32% Games Tapulous, Inc.
Backgrounds 27% Entertainment Stylem Media
Touch Hockey: FS5 26% Games FlipSide5, Inc.
Facebook 26% Social Networking Facebook, Inc.
Pac-Man 24% Games Namco
iBowl 24% Games SGN
MySpace Mobile 23% Social Networking MySpace.com
Google Earth 22% Travel Google Inc.
Labyrinth 22% Games Codify AB
Pandora 21% Music Pandora Media, Inc.
Flashlight 19% Utilities John Haney
Virtual Zippo Lighter 18% Lifestyle Moderati Inc. and Zippo Manufacturing Co.
Movies 18% News Flixster
Hangman 18% Games Jamsoft
Bubblewrap 18% Entertainment Orsome Software Ltd.
Lightsaber Unleashed 17% Entertainment Lucasfilm Ltd
Shazam 17% Music Shazam Entertainment Ltd.
Mazefinger 16% Games ngmoco
Cube Runner 16% Games Andy Qua
Sol Solitaire 15% Games Smallware LLC
Crazy Penguin Catapult 15% Games Digital Chocolate Inc.
Topple 15% Games ngmoco
Sudoku 14% Games Mighty Mighty Good Games
Remote 13% Entertainment Apple
© comScore, Inc. Proprietary and Confidential. 23

24. comScore’s iTunes App Store User Report
comScore tracks
Person downloads or Apps are tracked/managed in application portion of
purchases app Application portion of iTunes 1.0MM panelists in U.S.
comScore’s iTunes App Store User report is the only app report to:
• Profile consumers showing interest in particular apps and/or categories of apps
• Household demographics
• Online profiling
• Track cumulative iTunes app penetration by title, publisher, and category
• Provide a holistic view of the market, not just a portion of the market using a particular
analysis tool
• Use a transparent methodology
© comScore, Inc. Proprietary and Confidential. 24

25. iTunes App Store Users Profiling
Feb 2009
35% had a household income of more than $100,000 per year, 32% more likely than the
average online user
More than half (54%) of app users come from households making at least $75,000 per
year
At least 3X likelier than the average online user to visit gaming sites:
Gaming Sites Social/communication/entertainment sites:
• Ultimate-guitar.com • AOL Instant Messenger
• IGN Entertainment • Hulu
• GamStop • Twitter.com
• Addicting Games • Digg.com
• Xbox.com • iMeem
• Blizzard Entertainment • MTV.com
• SourceForge
• EA.com
© comScore, Inc. Proprietary and Confidential. 25

26. Facebook app install base are >5X more likely to be found on
collegeboard.com when browsing on their computer
Facebook iTunes App install base
Compared to the Average Internet User (Feb 2009)
5 Times More Likely to Visit:
4 Times More Likely to Visit:
3 Times More Likely to Visit:
2 Times More Likely to Visit:
© comScore, Inc. Proprietary and Confidential. 26

27. Agenda
About Us
Mobile Media Overview
Mobile Internet
Mobile Content & Apps
Mobile Advertising
Summary & Questions
© comScore, Inc. Proprietary and Confidential. 27

28. Mobile related industries dominate mobile banner advertising.
In the long tail however there are many non mobile sectors using mobile banner advertising. Of the
509 mobile banner advertisers tracked 118 were from non-mobile related sectors.
Top 20 industry sectors using mobile banner advertising
(Blue bars indicate mobile industry; Red bars non-mobile industries)
Communications Equipment
Food Retail
Automotive Retail
Internet Software & Services
Application Software
Leisure Facilities
Wireless Telecommunication Services
Consumer Finance
Leisure Products
Hotels, Resorts & Cruise Lines
Education Services
Specialized Consumer Services
Mobile Music & Video
Automobile Manufacturers
Mobile Social Media
Movies & Entertainment
Mobile Personalization
Mobile Games
Broadcasting & Cable TV
Mobile Publishing
0 20 40 60 80 100 120
Product: Ad Metrix Mobile
Data: Jan 09
© comScore, Inc. Proprietary and Confidential. 28 Country: US

29. Advertisers Proctor & Gamble are taking notice
Over 300 different creatives
Product Advertised: Covergirl Wetslicks, Always Infinity, Dayquil, and Nyquil
English and Spanish language campaigns
Ads ran on over 70 of the 400 mobile websites MMetrics monitors
Product: Ad Metrix Mobile
Data: Dec 08
© comScore, Inc. Proprietary and Confidential. 29 Country: US

30. SMS Ads – Consumer Interaction is Substantial
SMS Campaign Interaction
60,000,000
50,000,000
40,000,000
30,000,000
Number of Mobile Subscribers who
20,000,000 received at least 1 SMS
advertisement
10,000,000
0
Nov-07 Number of respondents
Dec-07
Jan-08
Feb-08
Mar-08
Apr-08 S2
May-08
Jun-08
Jul-08 S1
Aug-08
Sep-08
Oct-08
Nov-08
For November 2008, 16% of mobile subscribers who received
an SMS advertisement responded to at least one ad
© comScore, Inc. Proprietary and Confidential. 30

31. UK: Mobile Media Audience Receptive to Advertising
“I’m tempted to buy products I’ve seen advertised”
% of media consumers who agree
35
30
25
TV
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es
s
a
io
et
or
er
em
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rn
do
in
ap
te
az
m
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in
ut
sp
In
C
ag
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ile
ew
M
ob
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Source: TGI M:Metrics 2008 – Base: All GB adults (aged 15+)
© comScore, Inc. Proprietary and Confidential. 31

32. Interacting with the Flash ad significantly increases purchase intent
% who would consider purchasing Axe
Total By Gender
∆ Lift +15
% Lift: +25%
74%
59% 61% 59%
52%
∆ Lift +13 48% 48%
% Lift: +21%
∆ Lift +2
The campaign was
% Lift: +3%
most successful at
increasing purchase
intent among males
Control Exposed - No Exposed - Interacted Male Female Male Female
Interaction
Q4. Which of these men’s shower brands, if any, would you consider purchasing? % selecting Axe
Control Test
Base: Test N=2447. Control N=943. Exposed – No interaction N=2321. Exposed – Interacted N=126
Indicates significant difference at 95% confidence
© comScore, Inc. Proprietary and Confidential. 32

33. Agenda
About Us
Mobile Media Overview
Mobile Internet
Mobile Content & Apps
Mobile Advertising
Summary & Questions
© comScore, Inc. Proprietary and Confidential. 33

34. So In Summary
Newer phones, faster networks, and more unlimited data plans
continue to enable growth in mobile content and applications
Current economic conditions slow growth, but won’t stop it
Mobile extends reach of online and doesn’t necessarily
cannibalize
Mobile apps are all the rage and provide significant opportunity
Challenging to break out of the pack
Opportunity for branding
Progressive advertisers are at least testing, and in some cases
requiring, mobile in their media mix…because mobile works!
© comScore, Inc. Proprietary and Confidential. 34

35. Thank You.
THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™
For more information, please contact
comScore Mobile info@comscore.com