admob mobile metrics seasia q409

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AdMob Mobile Metrics Report - Southeast Asia

Q4 2009

Find other reports at metrics.admob.com.

AdMob serves ads for more than 15,000 mobile Web sites and applications around the world. AdMob stores and analyzes the data from everyad request, impression, and click and uses this to optimize ad matching in its network. This report offers a snapshot of its data to provide insightinto trends in the mobile ecosystem in Southeast Asia.



AdMob Mobile Metrics Report - Southeast AsiaQ4 2009

New and Noteworthy

This Mobile Metrics Highlights Report breaks down, by country, trended manufacturer share across all mobile devices, smartphone OS share, and the top handsets and smartphones in the AdMob Southeast Asia network.

Highlights from the Report include:

• Singapore, Hong Kong and Vietnam grew the fastest on the AdMob network in 2009. Their average monthly traffic growth rate over the 12 month period was 458%.

• The top 3 countries, India, Indonesia and Australia generated over 72% of traffic in the region in Q4 2009, while the bottom 3 countries, Malaysia, Singapore and Hong Kong accounted for 8% of traffic.

• Within Southeast Asia, Nokia had the leading manufacturer share (52%), followed by Apple (15%) and SonyEricsson (12%) based on Q4 2009 traffic. The remaining 10 manufacturers accounted for 21% of traffic.

• Traffic from smartphone devices in Southeast Asia represented 40% of overall traffic in Q4 2009. Singapore had the highest traffic from smartphone devices at 77% of Q4 2009 traffic and Vietnam had the lowest at 22%.

• Symbian OS is the most popular operating system in the region and accounted for 77% of smartphone traffic in Q4 2009. The iPhone OS came in second at 19% of Q4 2009 smartphone traffic. Combined, they represented

96% of smartphone traffic in Southeast Asia.

• The iPhone OS is most dominant in Australia, Singapore and Hong Kong with a respective December 2009 market share of 93%, 84% and 76%. The 3 countries are responsible for 69% of the region's iPhone traffic. Based on

December 2008 data, Symbian OS gave up considerable market share over 2009 in Australia, Singapore and Hong Kong (losing 39%, 29% and 16% in monthly traffic share, respectively).

• The Nokia N70 smartphone has a deeply entrenched position in Southeast Asia based on December 2009 data. The N70 is the most popular smartphone device in Indonesia, Philippines and India. In Malaysia, Thailand and

Vietnam, the N70 is the most popular Symbian OS smartphone device.

* Visit our metrics blog at metrics.admob.com for more commentary on the Mobile Metrics Report or to sign up for future reports.

AdMob publishes the Mobile Metrics Report to provide a measure of mobile Web and application usage from our network of more than 15,000 mobile Web sites and applications. AdMob share is calculated by the percentage ofrequests received from a particular handset; it is a measure of relative mobile W eb and application usage and does not represent handset sales. Please visit this blog post for more information on how to interpret the Metricsreport: http://metrics.admob.com/2009/10/placing-admob-metrics-in-context/.

AdMob's definition of a Smartphone is a phone that has an identifiable Operating System. Although it runs the iPhone OS, the Apple iPod touch is not included in the definition because it is not a phone.

Contents

Southeast Asia Overview

India: Handset Data

Indonesia: Handset Data

Australia: Handset Data

Philippines: Handset Data

Thailand: Handset Data

Vietnam: Handset Data

Malaysia: Handset Data

Singapore: Handset Data

Hong Kong: Handset Data

Methodology

Find previous reports and sign up for future report notifications at m etrics.admob.com. 2



Southeast Asia Overview - Q4 2009Requests: -

Country Requests % of Requests % Share Change(1)

India 1,726,038,901 36.2% 3.0%

Indonesia 1,272,346,420 26.7% -1.6%

Australia 473,846,631 9.9% 4.2%

Philippines 459,196,161 9.6% -9.7%

Thailand 249,642,430 5.2% 0.2%

Vietnam 220,445,790 4.6% 2.3%

Malaysia 131,210,334 2.8% -0.1%

Singapore 123,063,716 2.6% 0.8%

Hong Kong 113,446,310 2.4% 1.0%

Total 4,769,236,693 100.0%

Notes(1)Share change calculated as percent of Q4 2009 requests less percent of Q3 2009 requests.

• Other includes unclassified impressions and other manufacturers with < 1% share.

• For t his report, Southeast Asia includes India, Indonesia, Australia, Philippines, Thailand, Vietnam, Malaysia, Singapore and Hong Kong.

Ad Requests by Country, Southeast Asia

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

T r a f f i c R e l a t i v e t o D e c 2 0 0 8

Monthly Growth in Traffic Since Dec 2008

Southeast Asia

India

Indonesia

Australia

Philippines

Thailand

Vietnam

Malaysia

Singapore

Hong Kong

52%

15%

12%

4%

<1%17%

Handset Manufacturer Share, Southeast Asia

All Devices, Q4 2009

NokiaApple

SonyEricsson

Samsung

Motorola

Other

77%

19%

2%1% 1% <1%

Operating System Share, Southeast Asia

Smartphone Only, Q4 2009

Symbian OS

iPhone OS

Windows Mobile OS

RIM OS

Android

Other

Find previous reports and sign up for future report notifications at metrics.admob.com. 3



India Handset Data - Q4 2009

Top Devices, December 2009

Brand Model % of Requests Share Chg %(1)

Nokia 3110c 6.4% -1.7%

Nokia 5130 5.8% 2.9%

Nokia N70 4.2% -0.6%Nokia 7210 3.5% 0.4%

Nokia 6300 2.6% -0.4%

Nokia N80 2.5% -0.5%

Nokia N73 2.5% -0.1%

Nokia 6233 2.2% -0.6%

Nokia N2700 Classic 2.1% 1.9%

Nokia 2626 1.8% -0.7%

Total 33.4%

Top Smartphones, December 2009


Nokia N70 14.5% -1.5%

Nokia 6300 8.9% -1.1%

Nokia N80 8.8% -1.2%

Nokia N73 8.7% -0.2%

Nokia N72 5.6% -0.8%

Apple iPhone 5.2% 2.8%

Nokia 6600 4.7% -1.3%

Nokia 7610 3.5% -0.1%

Nokia 5800 XpressMusic 3.2% 1.6%

Nokia N95 3.1% 0.2%

Total 66.3%

Notes


• We received 1.7 billion requests from India in Q4 2009. In December 2009, smartphone traffic share was 28%. Please see page 13 for our definition of a smartphone.

(1)Share change calculated as percent of December 2009 requests less percent of September 2009 requests.

94% 94% 92% 91%

2% 3% 5% 5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Sep-09 Oct-09 Nov-09 Dec-09

S h a r e

o f R e q u e s t s

Operating System Share, India

Smartphone Only

Other

Linux Smartphone OS

Windows Mobile OS

iPhone OS

Symbian OS

Q1, Q2, Q3, Q4

61% 63% 61% 60%

10%10% 10% 10%

5%6% 6% 7%

22% 19% 20% 21%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


S h a r e

o f R e q u e s t s

Handset Manufacturer Share, India

All Devices

Other

Motorola

Apple

Samsung

SonyEricsson

Nokia




Indonesia Handset Data - Q4 2009



Nokia N70 4.2% 0.0%

Nokia 6600 2.8% -0.3%

Nokia 5130 2.8% 1.6%Nokia 6300 2.5% -0.5%

Nokia E63 2.4% 0.9%

Nokia 7610 2.4% -0.1%

Nokia 3110c 2.3% -0.3%

SonyEricsson W200i 2.2% -0.6%

Nokia 2600c 2.0% 0.0%

Nokia N73 1.9% 0.0%

Total 25.5%



Nokia N70 12.6% -0.6%

Nokia 6600 8.5% -1.2%

Nokia 6300 7.3% -1.9%

Nokia E63 7.1% 2.5%

Nokia 7610 7.0% -0.7%

Nokia N73 5.6% -0.3%

Nokia 3230 4.7% -0.7%

Nokia 6120c 4.7% -0.5%

Nokia E71 4.7% 1.4%

Nokia N80 2.8% -0.3%

Total 65.0%

Notes


• We received 1.3 billion requests from Indonesia in Q4 2009. In December 2009, smartphone traffic share was 33%. Please see page 13 for our definition of a smartphone.


95% 94% 93% 92%

3% 3%2% 3% 3% 3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


S h a r e

o f R e q u e s t s

Operating System Share, Indonesia

Smartphone Only

Windows Mobile OS

iPhone OS

RIM OS

Symbian OS

Q1, Q2, Q3, Q4

57% 57% 59% 57%

27% 27% 25% 24%

13% 13% 11% 13%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


S h a r e

o f R e q u e s t s

Handset Manufacturer Share, Indonesia

All Devices

Other

RIM

Apple

Nexian

Samsung

SonyEricsson

Nokia




Australia Handset Data - Q4 2009




Apple iPod Touch 20.4% 1.7%

Nokia N95 0.5% -0.7%Sony PlayStation Portable 0.5% -0.1%

Nokia 6300 0.5% -0.4%

Nokia 6120c 0.4% -0.1%

Nokia E71 0.4% -0.3%

ZTE T6 0.4% -0.2%

LG KS360 0.3% -1.0%

HTC Magic 0.3% -0.1%

Total 91.4%




Nokia N95 0.7% -1.1%

Nokia 6300 0.7% -0.7%

Nokia 6120c 0.6% -0.2%

Nokia E71 0.5% -0.6%


RIM BlackBerry 9000 0.3% -0.2%

HTC Hero 0.3% 0.3%

Nokia E63 0.3% -0.1%

Nokia N97 0.3% 0.0%

Total 97.4%

Notes


• We received 473.8 million requests from Australia in Q4 2009. In December 2009, smartphone traffic share was 72%. Please see page 13 for our definition of a smartphone.


88% 91% 93% 93%

9% 7% 4% 5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


S

h a r e

o f R e q u e s t s

Operating System Share, Australia

Smartphone Only

Other

RIM OS

Android

Symbian OS

iPhone OS

Q1, Q2, Q3, Q4

77%82%

87% 88%

8%

6%5% 5%

3%

10% 7% 6% 5%

3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


S h a r e

o f R e q u e s t s

Handset Manufacturer Share, Australia

All Devices

Other

LG

Samsung

Nokia

Apple




Philippines Handset Data - Q4 2009



Nokia N70 9.2% 2.5%

Nokia 6630 5.0% 2.0%

Apple iPod Touch 3.0% 0.3%Apple iPhone 3.0% 1.2%

Nokia 6680 2.8% 0.9%

Nokia 6120c 2.8% 0.5%

Nokia 3110c 2.6% -0.9%

Nokia N73 2.2% 0.3%

Nokia 6300 2.1% -1.4%

Nokia 6600 2.0% -0.4%

Total 34.4%



Nokia N70 20.2% 2.8%

Nokia 6630 10.9% 3.2%


Nokia 6680 6.3% 1.1%

Nokia 6120c 6.2% 0.1%

Nokia N73 4.8% -0.1%

Nokia 6300 4.5% -4.3%

Nokia 6600 4.5% -1.9%

Nokia N80 3.7% -0.2%

Nokia N95 3.7% -1.4%

Total 71.2%

Notes


• We received 459.2 million requests from Philippines in Q4 2009. In December 2009, smartphone traffic share was 44%. Please see page 13 for our definition of a smartphone.


94% 93% 90% 92%

5% 5% 8% 7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


S

h a r e

o f R e q u e s t s

Operating System Share, Philippines

Smartphone Only

Other

Windows Mobile OS

iPhone OS

Symbian OS

Q1, Q2, Q3, Q4

67% 67%62% 65%

8% 8%8%

7%

4% 5%7% 6%

3% 3% 3%

18% 18% 20% 19%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


S h a r e

o f R e q u e s t s

Handset Manufacturer Share, Philippines

All Devices

Other

Samsung

Apple

SonyEricsson

Nokia




Thailand Handset Data - Q4 2009




Nokia N70 11.0% 1.4%

Nokia N80 3.8% -2.1%Apple iPod Touch 3.2% 1.6%

Nokia 5800 XpressMusic 3.1% -1.2%

Nokia 6300 3.0% -0.4%

Nokia N72 2.8% 0.3%

Nokia 5130 2.7% 1.0%

Nokia N73 2.6% 0.1%

Nokia 3110c 2.3% -0.3%

Total 53.5%




Nokia N70 16.3% 0.9%

Nokia N80 5.6% -3.7%


Nokia 6300 4.4% -0.9%

Nokia N72 4.2% 0.2%

Nokia N73 3.9% -0.2%

Nokia N81 3.4% -2.1%

Nokia 6681 2.8% -0.1%


Total 75.8%

Notes


• We received 249.6 million requests from Thailand in Q4 2009. In December 2009, smartphone traffic share was 66%. Please see page 13 for our definition of a smartphone.


78% 78%73%

69%

17% 17%22% 28%

4% 4% 3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


S

h a r e

o f R e q u e s t s

Operating System Share, Thailand

Smartphone Only

Other

Windows Mobile OS

iPhone OS

Symbian OS

Q1, Q2, Q3, Q4

65% 65% 63% 62%

12% 12% 16% 22%

5% 5% 6%

5%3% 3%

13% 12% 10% 7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


S h a r e

o f R e q u e s t s

Handset Manufacturer Share, Thailand

All Devices

Other

i-mobile

SonyEricsson

Samsung

Apple

Nokia




Vietnam Handset Data - Q4 2009



Nokia 3110c 6.4% 0.4%

Nokia 6300 4.1% -0.3%

Nokia 6030 3.6% 0.1%Apple iPhone 3.6% -1.0%

Nokia N70 2.5% -0.8%

Nokia 2626 1.7% 0.2%

Nokia 5130 1.5% 0.7%

Nokia 7610 1.5% -0.5%

Philips 598 1.2% 0.1%

Nokia 5200 1.1% 0.2%

Total 27.2%



Nokia 6300 19.8% 2.6%

Apple iPhone 17.4% -0.4%

Nokia N70 12.2% -0.7%

Nokia 7610 7.0% -0.6%

Nokia N72 3.5% -0.2%

Nokia N81 3.1% -0.4%

Nokia N73 3.0% -0.1%

Nokia E63 2.1% 0.3%

Nokia 6120c 2.0% 0.3%

Nokia N95 1.9% 0.1%

Total 71.9%

Notes


• We received 220.4 million requests from Vietnam in Q4 2009. In December 2009, smartphone traffic share was 20%. Please see page 13 for our definition of a smartphone.


77% 75% 76% 78%

18% 20% 19% 18%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


S

h a r e

o f R e q u e s t s

Operating System Share, Vietnam

Smartphone Only

Other

Android

Windows Mobile OS

RIM OS

iPhone OS

Symbian OS

Q1, Q2, Q3, Q4

52% 50% 50% 49%

6%5% 5% 5%

6%6% 5% 4%

4%3%

4%4% 3%

3%

3%3% 3%

3%

25%29% 30%

33%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


S h a r e

o f R e q u e s t s

Handset Manufacturer Share, Vietnam

All Devices

Other

LG

Motorola

SonyEricsson

Apple

Samsung

Nokia




Malaysia Handset Data - Q4 2009




Apple iPod Touch 4.3% -0.4%

Nokia N70 4.2% -1.8%Nokia N95 2.9% -1.3%

Nokia N80 2.4% -0.5%


Nokia N81 2.0% -0.3%

SonyEricsson W910i 2.0% 0.1%

Nokia N73 1.6% -0.2%

Nokia 6120c 1.4% -0.4%

Total 46.0%




Nokia N70 7.4% -3.7%

Nokia N95 5.0% -2.5%

Nokia N80 4.2% -1.1%


Nokia N81 3.5% -0.7%

Nokia N73 2.7% -0.4%

Nokia 6120c 2.4% -0.8%

Nokia N82 2.2% -1.5%

Nokia E71 1.8% -0.5%

Total 73.6%

Notes


• We received 131.2 million requests from Malaysia in Q4 2009. In December 2009, smartphone traffic share was 56%. Please see page 13 for our definition of a smartphone.


74% 75%

57% 57%

23% 22%

40% 40%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


S

h a r e

o f R e q u e s t s

Operating System Share, Malaysia

Smartphone Only

Other

Windows Mobile OS

iPhone OS

Symbian OS

Q1, Q2, Q3, Q4

46% 48%40% 38%

18% 15% 28%27%

21% 23%20% 22%

15% 15% 12% 12%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


S h a r e

o f R e q u e s t s

Handset Manufacturer Share, Malaysia

All Devices

Other

SonyEricsson

Apple

Nokia




Singapore Handset Data - Q4 2009




Apple iPod Touch 12.6% -9.2%

Sony PlayStation Portable 1.3% -2.2%RIM BlackBerry 9000 1.2% 0.0%

HTC Hero 1.1% 0.9%


Nokia E63 0.9% -1.3%

HTC Dream 0.6% 0.1%

Nokia E71 0.6% -1.0%

Nokia N95 0.5% -0.9%

Total 86.0%





HTC Hero 1.3% 1.0%


Nokia E63 1.1% -2.3%

HTC Dream 0.8% -0.1%

Nokia E71 0.8% -1.8%


Nokia N95 0.6% -1.6%

Nokia E51 0.5% -0.9%

Total 92.0%

Notes


• We received 123.1 million requests from Singapore in Q4 2009. In December 2009, smartphone traffic share was 78%. Please see page 13 for our definition of a smartphone.


70%

73%81% 84%

21% 17%10%

9%3% 5% 6% 3%4% 3% 3% 3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


S

h a r e

o f R e q u e s t s

Operating System Share, Singapore

Smartphone Only

Windows Mobile OS

RIM OS

Android

Symbian OS

iPhone OS

Q1, Q2, Q3, Q4

67% 67%

77% 79%

15% 14%

9% 9%4%

5%3%4% 4%

3%4%5% 6% 4% 3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


S h a r e

o f R e q u e s t s

Handset Manufacturer Share, Singapore

All Devices

Other

Sony

SonyEricsson

RIM

HTC

Nokia

Apple




Hong Kong Handset Data - Q4 2009




Apple iPod Touch 12.1% 0.4%

HTC Hero 3.6% 2.6%HTC Magic 2.6% -0.4%

Nokia 6120c 1.6% -1.5%

SonyEricsson W595 1.4% 0.6%

Nokia N80 1.2% -1.2%

SonyEricsson W910i 1.1% -1.2%


SonyEricsson T700 0.8% -0.1%

Total 78.3%




HTC Hero 5.2% 3.5%


Nokia 6120c 2.3% -2.9%

Nokia N80 1.7% -2.2%


Nokia 6300 0.9% -1.2%


Nokia N70 0.6% -0.8%

RIM BlackBerry 9000 0.6% 0.0%

Total 92.8%

Notes


• We received 113.4 thousand requests from Hong Kong in Q4 2009. In December 2009, smartphone traffic share was 68%. Please see page 13 for our definition of a smartphone.


63% 61%

71%76%

26%24%

14%12%

7% 12% 13% 10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


S

h a r e

o f R e q u e s t s

Operating System Share, Hong Kong

Smartphone Only

Other

RIM OS

Android

Symbian OS

iPhone OS

Q1, Q2, Q3, Q4

50% 48%

59%65%

22%22%

15%

12%

13%13%

10%9%

5% 8%9%

7%

8% 8% 5% 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


S h a r e

o f R e q u e s t s

Handset Manufacturer Share, Hong Kong

All Devices

Other

RIM

Samsung

HTC

SonyEricsson

Nokia

Apple




AdMob Mobile Metrics Report - Southeast AsiaQ4 2009

About AdMob

AdMob serves Graphical Banner and Text Link ads on mobile web pages for more than 15,000 mobile sites and applications. AdMob has served more than

100 billion ads since launching in January 2006. For each ad served, AdMob leverages handset and operator data, which enable demographic, device, andoperator targeting for advertisers.

About AdMob Mobile Metrics

AdMob stores and analyzes the data from every ad request, impression, and click and uses this to optimize ad serving. Every day, we see ad requests frommore than 160 countries. We share some of this data for use by the AdMob community. Publishers want to better understand mobile data use by operator

and by device to target their content and optimize their site performance. Advertisers want to understand demographics and device capabilities as they plan

their campaigns. AdMob’s Mobile Metrics report represents our attempt to provide usage information for the use of the community.

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 aphone as a smartphone when it has an identifiable operating system and we continually update our list as new phones enter the market. Despite running theiPhone 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

15,000 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 [email protected] to receive future AdMob Mobile Metrics distributions or if you have any questions or feedback for future reports.

Email [email protected] to sign up for future reports. Find previous reports and other resources at metrics.admob.com. 13

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