January 2010: Android Handset Mix

iPhone vs. Android US Map

| A

ndro

id H

and

set

Mix

MY

XE

R’S

BO

OM

BO

X R

EP

OR

Tb

oom

box

.myx

er.c

om

Since 2005, Myxer has been delivering mobile entertainment to

consumers on every major mobile device platform and carrier network.

To date, we’ve delivered more than a billion ringtones, wallpapers, videos,

games, and applications over the mobile internet to an active community

of millions.

This monthly report provides a transparent view into the behavior of our

users in order to reveal trends and consumer preferences we believe

are relevant to those involved in the quickly evolving mobile, music, and

advertising industries.

We hope you enjoy, and are able to gain a great deal of insight from this

and the coming reports we will be publishing. This truly is an exciting

time for the many industries involved in the rapidly changing mobile

landscape and Myxer is pleased to contribute to the ever growing pool of

knowledge in the space.

-Myk Willis

Founder and CEO, Myxer

| A

ndro

id H

and

set

Mix

boo

mb

ox.m

yxer

.com

MY

XE

R’S

BO

OM

BO

X R

EP

OR

T

Table of Contents

Overview / Report Insights .............................................. 2

Android Handset Mix

Gender Mix........................................................................ 3

Average Downloads by Gender ........................................ 4

Age Breakdown ................................................................ 5

Genre Preferences............................................................. 6

Average Time on Site........................................................ 7

iPhone / Android Comparison

U.S. Map: User concentration by State ............................ 8

About Myxer and Methodology ........................................ 9

1

| A

ndro

id H

and

set

Mix

MY

XE

R’S

BO

OM

BO

X R

EP

OR

Tb

oom

box

.myx

er.c

om

2

Overview

In this month’s BoomBox Report we will focus on the Android handset mix on Myxer. Currently there

are over 350,000 unique registered users on the Myxer platform using one of the 13 supported Android

handsets. For the purposed of this report we have narrowed our focus to 9 of the 13 devices. The

reason being is that four of the devices (HTC Magic, Samsung Galaxy, Motorola Backflip, and HTC

Tattoo) have comparatively low volumes of traffic and we do not believe the sample size is large enough

to report on. Although these devices are not represented in the graphs that follow it is still relevant

to mention these devices, as they are supported by Myxer’s delivery platform but have yet to gain

significant traction.

We are also excited to publish a map showing the concentration of users on the iPhone and Android

operating systems throughout the United States. Over one million Android and iPhone users were

tracked across the United States and a state by state comparison was made to determine which

operating system controlled the majority of each state. We will revisit this map on a quarterly basis in

order to show the trending growth of the Android OS in comparison to iPhone and to see which states

and region each operation system is more or less relevant.

• 75% of registered Myxer users with the Google’s Nexus One phone are Male.

• On every Android handset seen by Myxer the average woman downloads more mobile

entertainment than the average man.*

• Google’s Nexus One has the largest percentage (54%) of registered Android users over the age of 24.

• Motorola DROID users on Myxer consume the least amount of mobile entertainment, with

the average user downloads 4 pieces of content per month. This is compared to users on the

Samsung Behold II who initiated over 14 downloads a month.

• iPhone has more registered Myxer users than Android users in 37 states.

Reports Insights

*This trend is not exclusive to Android devices, but is common among many of the handsets seen by Myxer.

| A

ndro

id H

and

set

Mix

MY

XE

R’S

BO

OM

BO

X R

EP

OR

Tb

oom

box

.myx

er.c

om

Android Handset Mix - Gender Mix

• Google’s Nexus One is the ‘manliest’ of all the Android Handsets. 75% of registered Myxer users with the Nexus One phone are Male.

• The Samsung Behold II and the HTC myTouch both have the largest percentage of female user’s on Myxer, with 67% of users on each handset being female.

3

Gender Mix on Android HandsetsMyxer Platform - January 2010

FemaleMale

0% 25% 50% 75% 100%

75%

57%

47%

43%

42%

39%

35%

33%

33%

25%

43%

53%

57%

58%

61%

65%

67%

67%

Google Nexus One

Motorola Droid

HTC Hero

HTC Droid Eris

Samsung Moment

HTC Dream (G1)

Motorola CLIQ

HTC myTouch

Samsung Behold II

| A

ndro

id H

and

set

Mix

MY

XE

R’S

BO

OM

BO

X R

EP

OR

Tb

oom

box

.myx

er.c

om

4

Android Handset Mix - Average Downloads by Gender

• In January 2010 the average woman downloaded more mobile entertainment than the average man across every single Android device.

• Motorola DROID users are the least active consumers on the Android operating system, with the average user consuming 4 pieces of mobile entertainment per month.

• Users on the Samsung Behold II handset initiate the largest number of downloads of any of the Android handsets, consuming an average of 14 pieces of content per month per user.

Average Monthly Downloads by Gender - Android HandsetsMyxer Platform - January 2010

0

4

8

12

16

Dream (G

1)

Behold

IIHero

Momen

t

myTouc

h

CLIQDROID

Droid E

ris

Nexus

One

Female

Male

| A

ndro

id H

and

set

Mix

MY

XE

R’S

BO

OM

BO

X R

EP

OR

Tb

oom

box

.myx

er.c

om

5

Android Handset Mix - Age Breakdown

• HTC’s Dream (G1) seems to be the handset of choice for the younger demographic. 57% of the downloads Myxer sees from HTC Dream handset are initiated from users who are between the age of 18 and 24. This is the largest percentage of users in this age demographic on any Android device on Myxer.

• Google’s Nexus One has the largest percentage (54%) of users over the age of 24.

Age Breakdown - Android Handset MixMyxer Platform - January 2010

Age 13-17 Age 18-24 Age 25-34 Age 35-54 Age 55+

0% 25% 50% 75% 100%

6%

6%

6%

6%

5%

5%

6%

5%

3%

57%

56%

51%

50%

48%

46%

43%

42%

43%

28%

28%

32%

27%

33%

29%

33%

34%

36%

9%

9%

10%

16%

13%

18%

17%

18%

16%

HTC Dream (G1)

HTC myTouch

Motorola CLIQ

HTC Droid Eris

Samsung Behold II

Motorola DROID

Samsung Moment

HTC Hero

Google Nexus One

| A

ndro

id H

and

set

Mix

MY

XE

R’S

BO

OM

BO

X R

EP

OR

Tb

oom

box

.myx

er.c

om

6

Android Handset Mix - Downloads by Genre

• Motorola DROID users were the most diverse when it came to downloading different genre

types, consuming 64% of their content from the Rock, Comedy, Pop, Country, and Other

categories.

• 82% of downloads by the HTC Dream (G1) came from the Hip-Hop/R&B genre; the highest

percentage of Hip-Hop/R&B downloads by any Android handset on Myxer.

Downloads by Genre - Android Handset MixMyxer Platform - January 2010

0% 25% 50% 75% 100%

36%

41%

65%

66%

69%

73%

76%

76%

81%

9%

9%

7%

6%

7%

5%

4%

4%

3%

12%

10%

5%

5%

6%

3%

3%

3%

3%

5%

6%

4%

4%

3%

4%

4%

4%

3%

9%

10%

5%

5%

2%

3%

3%

3%

2%

29%

24%

14%

14%

13%

12%

10%

10%

8%

Motorola DROID

HTC Droid Eris

HTC Hero

Samsung Moment

Google Nexus One

Samsung Behold II

HTC myTouch

Motorola CLIQ

HTC Dream (G1)

Hip-Hip/R&B

Pop

Rock

Country

Comedy

Other

| A

ndro

id H

and

set

Mix

MY

XE

R’S

BO

OM

BO

X R

EP

OR

Tb

oom

box

.myx

er.c

om

7

Android Handset Mix - Average Time on Site

• Google’s Nexus One users were the least engaged Android users on Myxer’s mobile website. In

January 2010 the average user on the Nexus One handset spent less than 5 minutes downloading

mobile entertainment from Myxer mobile site.

• Visitors to Myxer’s mobile site using the HTC Dream (G1) handset spent the longest amount

of time downloading mobile content, on average staying to consume content for over 14 minutes.

Average Time on Site - Android Handset MixMyxer’s Mobile Site - January 2010

5

10

15

14.3

11.6

9.4 9.4 9.1 9.0

6.2 6.15.1

Dream (G

1)

Behold

II Hero

Momen

t

myTouc

hCLIQ

DROID

Droid E

ris

Nexus

One

min

min

min

| A

ndro

id H

and

set

Mix

MY

XE

R’S

BO

OM

BO

X R

EP

OR

Tb

oom

box

.myx

er.c

om

8

U.S. Map - User Concentration by State

• iPhone still rules when it comes to total number of registered handsets. Despite the rapid growth of Myxer users on the Android platform in recent months the iPhone still has a much larger base of registered users on Myxer, controlling 37 states.

• Of the 8 states controlled by Android, seven of them come from West and Midwest states including Arizona, Montana, Nebraska, New Mexico, North Dakota, South Dakota, and Wyoming.

• 5 states fall into the ‘swing state’ category, which means their was no clear winner as to which operating system dominated by number of registered users.

*A total of one million unique users from both the Android and iPhone operating systems were used to make this comparison.

We will update this map quarterly throughout the course of 2010 in order to gain insight into which states and regions are controlled by iPhone and Android.

User Concentration by State - iPhone/AndroidMyxer Platform - January 2010

Swing States

* Visit boombox.myxer.com for actual numbers* If % differential is <10% state is counted as a swing state

| A

ndro

id H

and

set

Mix

MY

XE

R’S

BO

OM

BO

X R

EP

OR

Tb

oom

box

.myx

er.c

om

9

About Myxer

Founded in 2005, Myxer has become a go-to consumer destination for mobile entertainment and

personalization– with one of the world’s largest catalogs of ringtones, wallpapers, videos, applications

and games. At www.myxer.com there are no hidden costs, no subscription fees and no surprises.

For content providers and consumers, Myxer’s mobile platform enables radically simple and quick

delivery of content. And for advertisers, Myxer offers a variety of high-impact offerings across the web

and mobile web, including the ability to deliver branded content. Named a Top Wireless Company

in 2009 by FierceWireless, as well as Best Music Service at the 2008 Mobile Entertainment Forum

and Best Consumer Messaging Application at the Global Messaging Awards 2008, Myxer’s unique

solutions continue to capture global and national attention. To learn more and see some of the exciting

applications, go to demo.myxer.com.

BoomBox Methodology

Since 2005, Myxer has cataloged demographic, handset, and carrier data for downloads served by

our platform. This data set covers over a billion downloads and 31 million unique individuals, and is

currently growing by some 90 million downloads each month. The overwhelming majority of Myxer

users are in the US.

Visitors to Myxer do not need to supply demographic information such as age and gender to use our

service. In instances where demographics are given in BoomBox, they refer to the pool of registered

users for whom that information is available.

Mobile entertainment downloads consist of ringtones, wallpapers, videos, and games delivered by the

Myxer platform.

By mining this data, we are able to uncover what we believe to be interesting trends in user behavior

and preferences, demographic changes, and carrier and handset usage. Myxer’s BoomBox Report is

our way of sharing this information with the industry as a whole.

Contact

Email questions and comments to boombox@myxer.com, or

visit boombox.myxer.com for more information and to subscribe to this monthly report.