AdMob Mobile Metrics Dec 09

AdMob Mobile Metrics Report
AdMob serves ads for more than 15,000 mobile Web sites 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.
December 2009
Find archived reports and sign up for future report notifications at metrics.admob.com.
December 2009
New and Noteworthy

The December 2009 AdMob Mobile Metrics Report breaks down, by region, trended manufacturer share across all mobile devices, smartphone OS share, and the top handsets and smartphones in the AdMob network.
Regional highlights include:
• Africa: Nokia’s share remained fairly steady in 2009, generating more than 50% of requests throughout the year. In Q4, Samsung and Sony Ericsson devices generated 18% and 9% of requests, respectively. Symbian
was the dominant smartphone OS generating 87 percent of smartphone requests and accounting for nine of the top 10 smartphones in Q4 2009.
• Asia: Nokia continues to be the leading manufacturer in Asia by a wide margin with 53% of requests in Q4 2009. After launching in several countries in Asia in 2009, the iPhone had a strong Q4 and doubled its share
of smartphone requests to 27%.
• Eastern Europe: Nokia’s share decreased slightly throughout the year to 35% in Q4 2009. Apple, Sony Ericsson, and Samsung devices generated 23%, 12% and 9% of requests, respectively. Eight of the top 10
smartphones in the region were Nokia devices, including the 6300, N70, and N95.
• Latin America: Several device manufacturers had significant share in Q4 2009, Apple led with 39%, Nokia had 15% and Sony Ericsson had 11% of device requests. The Sony PlayStation Portable was the number
three device in December 2009. Although it only generated 8% of smartphone requests, RIM had three of the top 10 smartphones in the region.
• North America: In Q4 2009, Apple lead with 40% followed by Samsung with 17% and Motorola with 11%. The iPhone generated 54% of smartphone requests in Q4 2009. Android share grew throughout the year
reaching 27% in Q4 2009, by far its highest penetration in any region.
• Oceania: Apple’s share increased dramatically throughout 2009 and its devices are responsible for the vast majority of requests in the region. The top 10 smartphones in Q4 2009 included the Apple iPhone, HTC
Magic, HTC Hero, BlackBerry 9000 and six different Nokia models.
• Western Europe: Apple made strong gains in manufacturer share in 2009. In Q4 2009 the Apple iPhone and iPod touch generated more than half of total requests from the region at the expense of Nokia, Samsung,
and Sony Ericsson. Android had a strong Q4 2009 and generated 8% share of smartphone requests, second only to North America in penetration.
* 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 of requests received from a particular handset; it is a measure of relative mobile Web and application usage and does not represent handset sales. Please visit this blog post for more information on how to
interpret the Metrics report: http://metrics.admob.com/2009/10/placing-admob-metrics-in-context/.
Contents
Feature Section - Worldwide Manufacturer Share by Region
Feature Section - Worldwide Smartphone Operating System Share by Region
Feature Section - Regional Data (7 Pages)
Ad Request by Geography
Worldwide: Manufacturer and Device Share
United States: Manufacturer and Device Share / Operator Handset Mix
India: Manufacturer and Device Share / Operator Handset Mix
Indonesia: Manufacturer and Device Share / Operator Handset Mix
United Kingdom: Manufacturer and Device Share / Operator Handset Mix
Philippines: Manufacturer and Device Share / Operator Handset Mix
South Africa: Manufacturer and Device Share / Operator Handset Mix
Methodology
Find previous reports and sign up for future report notifications at metrics.admob.com. 2
December 2009
Feature Section: Manufacturer Share by Region
This feature section compares manufacturer share by region for Q4 2009; trended data is available for each region along with top devices in page 5-11. As a reminder, AdMob
share is a measure of relative mobile Web and application usage, and does not represent the number of unique devices in a given region. (1)
Highlights
* On a worldwide basis, Nokia lost ground to Apple throughout 2009. Nokia's share of requests in the AdMob network declined from 33% in Q4 2008 to 18% in Q4 2009.
However, differences exist between regions as Nokia is still the largest device manufacturer by share of requests in Africa, Asia and Eastern Europe.
* Increased worldwide availability of the iPhone and iPod touch has lead to Apple's share of requests increasing from 9% in Q4 2008 to 36% in Q4 2009. Apple is the leading
manufacturer in Latin America, Western Europe, North America, and Oceania in the AdMob Network.
* HTC share increased from 1% in Q4 2008 to 6% in Q4 2009 due to success of its Android devices in North America and Western Europe.
* RIM, manufacturer of Blackberry devices, saw its worldwide manufacturer share remain steady in the past year at 3%.
Manufacturer Share, Regional Manufacturer Share, Worldwide

All Devices, Q4 2009 All Devices, Q409
100%
16% 5% 6%
10% 13%
18% 16%
90% 3% 3% 5%
5% 6%
9% 8% 5% 3%
80% 4%
4% 11% 4% 4%
12% 9%
70% 3% 11%
8% Other
3% 13%
Apple
Share of Requests
18% 11% RIM

6% 9% 3% Nokia
60% Sony
4% 36% Samsung
LG 4%
50% 17% Motorola
15% SonyEricsson HTC
53%
6%
40% 35% 83% HTC SonyEricsson
68% Motorola 6% LG
30% 54% Samsung RIM
Nokia 11% Other
20% 39% 40% 18%
Apple
10% 23%
15%
0%
Africa Asia Latin America Western Europe Eastern Europe North America Oceania
(1) AdMob serves ads into applications on the iPhoneOS, Android and webOS platforms. Please see the final page of this report or visit metrics.admob.com for more information on our methodology.
• Worldwide Share is based on the geographic distribution of requests in the AdMob Network. Please see page 12 for more information on the geographic distribution of our requests.
December 2009
Feature Section: Operating System Share by Region
This feature section compares smartphone Operating System share by region for Q4 2009; trended data is available for each region along with smartphones in pages 5-11.
As a reminder, AdMob share is a measure of relative mobile Web and application usage, and does not represent the number of unique devices in a given region. AdMob
currently serves ads into iPhone, Android, and webOS applications.(1)
Highlights
* Although smartphones represented only 14% of mobile devices shipped in 2009, (2) smartphones generated 39% of worldwide traffic on the AdMob network in 2009.
* The iPhone OS dominated the North American, Australian and Western European markets. Over that same time period, Apple shipped an incremental 26M iPhone units. (3)
The majority of iPhone requests are generated inside applications.
* Symbian is the most popular operating system in Africa and Asia, and continues to have a significant market share in Eastern Europe and Latin America. In all regions other
than North America and Western Europe, at least 5 of the top 10 smartphones run Symbian.
* Android traffic in the AdMob network has grown dramatically over the last year in North America and Western Europe. In Q4 2008, traffic from Android devices represented
only 1% of overall smartphone traffic, compared to 16% in Q4 2009.
Operating System Share, Regional Operating System Share, Worldwide

Smartphones Only, Q4 2009 Smartphones Only, Q4 2009
100% 3%
6% 4% 3% 6%
8% 3%
90% 8%
10%
2%
10%
80% 3% 1%
Other
70% 28% 43%
27% webOS 6%
Share of Requests
iPhone OS
60% 69%
Windows Mobile OS Symbian OS
87% 16% Android

50% RIM OS
92% RIM OS
Android
51%
40% 78% Windows Mobile OS
30% Symbian OS 21% webOS

56% 54%
51% iPhone OS Other
20%
27%
10%
8%
0%
Africa Asia Latin America Western Eastern North Oceania
Europe Europe America
(1)
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 was not included in this analysis because it is not a phone.
(2)
Gartner 2009 Press Release: http://www.gartner.com/it/page.jsp?id=1256113
(3)
Gene Munster/Piper Jaffray Apple Research Note dated 1/6/2010.
Africa Handset Data - 2009
Top Devices, December 2009

Handset Manufacturer Share, Africa Brand Model % of Requests Share Chg %(1)
All Devices, 2009 Nokia 3110c 3.8% -0.5%
100%
9% 10% 10% 10% Samsung E250 3.7% 0.3%
90% 3%
5% 5% 5% 4%
3% Nokia N70 3.2% -0.8%
80% 8% 8% 8% 9%
70% Nokia 6300 3.0% -0.1%
14% 14% Other
Share of Requests
16%
18%
60% Apple Apple iPhone 2.4% 0.9%
50% Motorola
Nokia 6120c 2.3% -0.5%
LG
40%
SonyEricsson Samsung M620 1.9% 0.9%
30% 60% 58% 60% Samsung
54%
Nokia
Nokia N73 1.7% -0.1%
20%
10%
LG KS360 1.6% 0.8%
0% Motorola V360 1.5% 0.2%
Q1,09 Q2,09 Q3,09
Q1, Q2, Q3, Q4 Q4,09 Total 25.0%
Top Smartphones, December 2009

Operating System Share, Africa Brand Model % of Requests Share Chg %(1)
Smartphone Only, 2009 Nokia N70 10.8% -2.3%
100%
3% 4% 4% Nokia 6300 10.3% -0.2%
90% 8%
Apple iPhone 8.2% 3.0%
80%
70%
Nokia 6120c 7.7% -1.4%
Share of Requests
60% Other Nokia N73 5.8% -0.2%

Windows Mobile OS
50%
93% 93% 93%
Nokia N95 4.8% -0.6%
87% RIM OS
40% Nokia N80 3.7% -1.8%
iPhone OS
30% Symbian OS
Nokia N81 3.0% -0.5%
20%
Nokia 5800 XpressMusic 2.6% 0.4%
10%
0%
Nokia 6630 2.3% -0.7%
Q1,09 Q2,09 Q3,09 Q4,09 Total 59.2%
Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 1.6 billion requests from Africa in Q4 2009. In December 2009, smartphone traffic share was 28%. Please see page 26 for our definition of a smartphone.
(1)
Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
Asia Handset Data - 2009

Handset Manufacturer Share, Asia Brand Model % of Requests Share Chg %(1)
All Devices, 2009 Apple iPhone 15.2% 8.4%
100%
15%
Nokia N70 3.8% -0.8%
15% 18% 18%
90%
3%
Apple iPod touch 3.4% 0.8%
80% 3%
17% 15%
70%
12% 11% Nokia 3110c 3.0% -0.7%
Share of Requests
4% 5% 8%
60% 15% Other Nokia 5130 2.6% 1.2%
50% Samsung
Nokia 6300 2.2% -0.7%
SonyEricsson
40%
Apple Nokia N80 2.0% -0.6%
30% 62% 62% 59% Nokia
53% Nokia N73 1.9% -0.2%
20%
10%
Nokia N95 1.8% -0.7%
0% Nokia 6120c 1.7% -0.2%
Q1,09 Q2,09 Q3,09
Q1, Q2, Q3, Q4 Q4,09 Total 37.6%

Operating System Share, Asia Brand Model % of Requests Share Chg %(1)
Smartphone Only, 2009 Apple iPhone 32.6% 16.8%
100%
7%
Nokia N70 8.1% -2.7%
10%
90% 14%
27% Nokia 6300 4.7% -1.9%
80%
70%
Nokia N80 4.3% -1.7%
Share of Requests
Other
60% Nokia N73 4.2% -0.9%
Windows Mobile OS
50% RIM OS Nokia N95 3.9% -1.9%
91% 88%
40% 83% Android
69%
Nokia 6120c 3.6% -0.8%
iPhone OS
30%
Symbian OS Nokia 6600 2.6% -1.0%
20%
Nokia 7610 2.5% -0.2%
10%
0%
Nokia 5800 XpressMusic 2.3% -0.2%
Q1,09 Q2,09 Q3,09 Q4,09 Total 68.7%
Notes
• We received 6.6 billion requests from Asia in Q4 2009. In December 2009, smartphone traffic share was 46%. Please see page 26 for our definition of a smartphone.
(1)
Latin America Handset Data - 2009

Handset Manufacturer Share, Latin America Brand Model % of Requests Share Chg %(1)
All Devices, 2009 Apple iPod touch 21.8% 4.1%
100%
11% 9% 11% 16% Apple iPhone 19.0% 7.0%
90%
4%
4%
4%
4% 4% 4%
4%
Sony PSP 9.3% 0.0%
80% 4%
10% 7% 6% Other
70% 15% Nokia 5530 XpressMusic 2.1% 2.0%
7% 8% 8% RIM
Share of Requests
60% 13% 11% LG Nokia N95 2.0% -0.3%

16% 15%
50% Samsung
15%
Motorola RAZR V3 1.4% -0.7%
17% Motorola
40%
21%
20% Sony SonyEricsson W580i 1.2% -1.6%
30% SonyEricsson
Nokia
LG MX380 1.1% -0.6%
20% 39%
34%
25% 28% Apple Nokia 5800 XpressMusic 1.0% 0.5%
10%
0% RIM BlackBerry 8300 0.7% -0.3%

Q1,09 Q2,09 Q3,09
Q1, Q2, Q3, Q4 Q4,09 Total 59.6%

Operating System Share, Latin America Brand Model % of Requests Share Chg %(1)
100%
9% 7% 6% 6% Nokia 5530 XpressMusic 6.1% 5.6%
90% 8% 8%
7%
9% Nokia N95 5.7% -3.1%
80%
70% 29% 28%

31%
Share of Requests
40% Other
60% RIM BlackBerry 8300 2.0% -1.9%
Android
50% Windows Mobile OS RIM BlackBerry 8100 1.5% -1.5%
40% RIM OS
Nokia E71 1.5% -0.4%
Symbian OS
30% 56% 56%
50% iPhone OS RIM BlackBerry 8520 1.4% 1.3%
20% 44%
Nokia E63 1.3% 0.6%
10%
0%
Motorola CLIQ 1.1% 1.1%
Q1,09 Q2,09 Q3,09 Q4,09 Total 78.6%
Notes
• We received 1.2 billion requests from Latin America in Q4 2009. In December 2009, smartphone traffic share was 34%. Please see page 26 for our definition of a smartphone.
(1)
Western Europe Handset Data - 2009

Handset Manufacturer Share, Western Europe Brand Model % of Requests Share Chg %(1)
100%
12% 12% 8% Apple iPod touch 17.4% 2.7%
12%
90% 3% 3% 5%
3% 3% 3%
7%
4% HTC Hero 2.2% 1.2%
80% 10% 5%
14%
6%
70%
6%
4% 8% Other HTC Magic 1.4% -0.5%
9%
Share of Requests
Sony
60% 15% 14% Sony PSP 1.2% -2.7%
LG
50% 21% SonyEricsson HTC Dream 1.2% -0.6%
40% Samsung
68%
Nokia N95 1.0% -1.5%
HTC
30%
55%
52% Nokia Nokia 5800 XpressMusic 0.8% -0.5%
20% 39% Apple
10%
Samsung GT S5230 0.7% 0.1%
0% Palm Pre 0.6% 0.6%
Q1,09 Q2,09 Q3,09
Q1, Q2, Q3, Q4 Q4,09 Total 80.2%

Operating System Share, Western Europe Brand Model % of Requests Share Chg %(1)
100%
HTC Hero 3.2% 1.5%
90% 10%
23%
19%
8% HTC Magic 2.0% -1.1%
80%
36%
70%
6% HTC Dream 1.8% -1.3%
Other
Share of Requests
60% Windows Mobile OS Nokia N95 1.5% -2.8%

webOS
50% Nokia 5800 XpressMusic 1.2% -1.0%
RIM OS
40% 78% Palm Pre 0.9% 0.9%
70%
Symbian OS
69%
30% 57% Android
Samsung Galaxy 0.6% 0.4%
20% iPhone OS
RIM BlackBerry 9000 0.5% -0.3%
10%
0%
Nokia N97 0.4% -0.3%
Q1 Q2 Q3 Q4 Total 91.5%
Notes
• We received 3.7 billion requests from Western Europe in Q4 2009. In December 2009, smartphone traffic share was 66%. Please see page 26 for our definition of a smartphone.
(1)
Eastern Europe Handset Data - 2009

Handset Manufacturer Share, Eastern Europe Brand Model % of Requests Share Chg %(1)
100%
13% 14% 15%
Nokia 6300 2.8% -0.2%
90% 16%
3% 3% 3% 3%
Apple iPod touch 2.4% 0.5%
80% 9% 9%
10% 9%
70% Nokia N70 1.8% -0.2%
17% 15% Other
Share of Requests
14% 12%
60% HTC Nokia N95 1.7% -0.1%
50% 14% LG
17% 18% 23% Nokia N73 1.6% -0.2%
Samsung
40%
SonyEricsson Nokia N80 1.2% -0.2%
30% Apple
44% Nokia
Nokia 3110c 1.1% -0.1%
20% 41% 39% 35%
10%
Nokia E51 1.1% -0.1%
0% SonyEricsson K800i 1.1% -0.2%
Q1,09 Q2,09 Q3,09
Q1, Q2, Q3, Q4 Q4,09 Total 36.2%

Operating System Share, Eastern Europe Brand Model % of Requests Share Chg %(1)
100%
4% Nokia 6300 6.5% -1.1%
90%
Nokia N70 4.1% -1.0%
80%
70% 55% 52% 43% Nokia N95 4.0% -0.6%

60%
Share of Requests
60% Other Nokia N73 3.7% -0.8%

Windows Mobile OS
50% Nokia N80 2.7% -0.8%
Android
40% Nokia E51 2.6% -0.4%
Symbian OS
30% iPhone OS
51% Nokia 5800 XpressMusic 2.0% 0.4%
20% 42% 44%
37%
Nokia 6120c 2.0% -0.2%
10%
0%
HTC Hero 1.5% 1.0%
Q1,09 Q2,09 Q3,09 Q4,09 Total 79.0%
Notes
• We received 661 million requests from Eastern Europe in Q4 2009. In December 2009, smartphone traffic share was 40%. Please see page 26 for our definition of a smartphone.
(1)
North America Handset Data - 2009

Handset Manufacturer Share, North America Brand Model % of Requests Share Chg %(1)
100%
10% 7% 10% 7% Apple iPod touch 15.8% 5.4%
90% 3% 3%
3% 3% 3%
4% 4%
3%
4% 4% Other Motorola Droid 5.4% 5.4%
80% 5%
6% 5% 5%
Huawei
70% 7%
3% 5% 9% HTC Dream 4.0% -1.3%
5% Nokia
Share of Requests
3% 12%
11% Samsung R450 3.0% -2.1%
60% 11% Palm
18%
50% 17% Kyocera
17% HTC Hero 2.0% 2.0%
20% LG
40% 16% RIM RIM BlackBerry 8300 1.8% -0.8%
30% HTC
Motorola
Motorola CLIQ 1.6% 1.6%
20% 42% 40%
30% 34%
Samsung HTC Magic 1.6% 0.3%
10%
Apple
0% Palm Pre 1.4% -2.6%
Q1,09 Q2,09 Q1, Q2, Q3, Q4 Q3,09 Q4,09 Total 59.8%

Operating System Share, North America Brand Model % of Requests Share Chg %(1)
Smartphone Only, 2009 Apple iPhone 48.5% -0.3%
100%
7%
3%
3% 3% Motorola Droid 11.3% 11.3%
90% 3% 7% 6% 3%
12%
6% 10% HTC Dream 8.3% -5.2%
80% 14%
13%
70% Other HTC Hero 4.2% 4.2%
8% 27%
20%
Share of Requests
Palm OS
60% 14% RIM BlackBerry 8300 3.7% -2.7%
Hiptop OS
4%
50% Windows Mobile OS Motorola CLIQ 3.4% 3.3%
40% webOS
HTC Magic 3.2% -0.1%
65% RIM OS
30%
51% 54% 54% Android Palm Pre 2.9% -7.2%
20% iPhone OS
HTC Droid Eris 2.2% 2.2%
10%
0%
Samsung Moment 1.1% 1.1%
Q1,09 Q2,09 Q3,09 Q4,09 Total 88.8%
Notes
• We received 16.4 billion requests from North America in Q4 2009. In December 2009, smartphone traffic share was 46%. Please see page 26 for our definition of a smartphone.
(1)
Oceania Handset Data - 2009

Handset Manufacturer Share, Oceania Brand Model % of Requests Share Chg %(1)
100%
13% 10% 6% Apple iPod touch 21.1% 1.2%
16%
90% 4%
5% 3% 6% Nokia N95 0.7% -0.7%
80% 8% 4% 5%
70%
7% 8% 12% Sony PSP 0.5% -0.2%
Share of Requests
11% Other
60% 18% Nokia 6300 0.4% -0.4%
LG
50% 22% SonyEricsson Nokia 6120c 0.4% -0.1%
40% 83% Samsung
Nokia E71 0.4% -0.3%
67% Nokia
30%
52% Apple HTC Magic 0.3% -0.1%
20% 38%
10%
ZTE T6 0.3% -0.2%
0% LG KS360 0.3% -0.9%
Q1,09 Q2,09 Q3,09
Q1, Q2, Q3, Q4 Q4,09 Total 88.5%

Operating System Share, Oceania Brand Model % of Requests Share Chg %(1)
100%
6% Nokia N95 0.9% -1.2%
90% 15%
27% Nokia 6300 0.6% -0.7%
80%
37%
70%
Nokia 6120c 0.6% -0.2%
Share of Requests
Other
60% Nokia E71 0.5% -0.6%
Windows Mobile OS
50% RIM OS HTC Magic 0.5% -0.2%
92%
40% 82% Android
70%
HTC Hero 0.4% 0.3%
Symbian OS
30% 58%
iPhone OS Nokia E63 0.4% -0.1%
20%
RIM BlackBerry 9000 0.3% -0.2%
10%
0%
Nokia N97 0.3% 0.0%
Q1,09 Q2,09 Q3,09 Q4,09 Total 96.8%
Notes
• Oceania is defined by Australia, New Zealand and several islands in the Pacific Ocean.
• We received 520 million requests from Oceania in Q4 2009. In December 2009, smartphone traffic share was 69%. Please see page 26 for our definition of a smartphone.
(1)
Ad Requests by Geography - December 2009
Requests: 11,492,970,435
Country Requests % of Requests % Share Change Dec 2008
Monthly Growth in Traffic Since Oct 2008 -- Regions
Regions
United States 5,545,002,921 48.2% -4.5% 3.0
5.0
India 627,319,269 5.5% 0.3% 4.5
Indonesia 485,976,668 4.2% 0.2%
Oct 2008
2.5
4.0
United Kingdom 446,677,144 3.9% -0.4% North
Africa America
toDec
3.5 Asia
Canada 332,531,128 2.9% 0.7%
Relative to
2.0 Western Europe
Eastern Europe
Traffic Relative
3.0
South Africa 264,572,444 2.3% 0.2% Africa
Latin America
France 253,889,139 2.2% -0.2% 2.5 Latin

NorthAmerica
America
Traffic
Eastern
AustraliaEurope
& Oceania
Mexico 219,269,837 1.9% 0.7% 1.5
2.0 Australia & Oceania
Western Europe
Australia 188,077,237 1.6% 0.1% 1.5

Germany 175,692,271 1.5% 0.0% 1.0
Other Countries (1) (2) 2,953,962,377 25.7% Dec Jan Dec
Oct Nov Feb Mar
Jan Apr
Feb May Jun May
Mar April Jul June
Aug June
Sep Aug
Oct Sept
Nov Dec
Oct
Total 11,492,970,435 100.0%
Region Requests % of Requests % Share Change

North America 5,877,856,788 51.1% -3.8%
Asia 2,444,090,287 21.3% 1.7%
Western Europe 1,345,709,456 11.7% -0.4%
Africa 645,597,427 5.6% 1.0%
Latin America 478,844,468 4.2% 1.2%
Eastern Europe 235,684,884 2.1% -0.2%
Oceania(3) 206,953,293 1.8% 0.2%
Other (2) 258,233,832 2.2%
Total 11,492,970,435 100.0%
Notes
• Month-over-month share change calculated as % of current month requests less percent of prior month requests.
(1)
Other includes 60 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.
Worldwide Handset Data - December 2009
Requests: 11,492,970,435
Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - Worldwide
Apple 36.3% -2.0% Apple iPhone 24.1% -2.7% Smartphone Traffic Share 46.8%
Nokia 17.6% 1.3% Apple iPod touch 12.2% 0.6% WW Smartphone Requests by Mfr: Dec 09
2%
Samsung 11.2% 0.1% Motorola Droid 2.7% 1.0% 2% 1%
Motorola 7.5% 0.9% HTC Dream 2.2% -0.7% 5%

Apple
8% Nokia
HTC 5.5% -0.3% Samsung R450 1.5% -0.3% HTC
SonyEricsson 4.2% 0.1% HTC Hero 1.4% 0.0% 11%

Motorola
RIM
51%
LG 2.8% -0.2% Nokia N70 1.1% 0.0% Palm
Samsung
RIM 2.6% -0.5% HTC Magic 1.0% 0.0% Other
20%
Kyocera 1.3% -0.1% RIM BlackBerry 8300 1.0% -0.3%
Sony 1.1% 0.5% Sony PSP 1.0% 0.4%
Palm 1.0% 0.1% Nokia 3110c 1.0% 0.1% WW Smartphone Requests by OS: Dec 09
Other Motorola CLIQ 0.9% 0.4% 2% 2% 1%
9.1%
Palm Pre 0.8% 0.2% 5%
iPhone OS
Nokia 6300 0.8% 0.1% Symbian OS
19%
Android
Motorola RAZR V3 0.8% -0.2%
RIM OS
51%
Nokia N95 0.7% 0.0% Windows Mobile OS
webOS
Nokia 5130 0.7% 0.1% Other
20%
Kyocera S1300 0.7% -0.2%
Nokia N73 0.6% 0.0%
Nokia N80 0.6% 0.0% Note: Above share % refers only to requests from Smartphones
Total 100.0% Total 55.6%
Handset Capabilities % Capable
Supports Polyphonic Ringtones 66.8%
Supports Streaming Video 74.6%
Able to Download Video Clips 75.1%
Supports WAP Push Messages 46.9%
MMA Standard Screen Size Share %

Notes Small 12.5%
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. Medium 12.0%
• New models in Top 20: Motorola CLIQ. Large 17.8%
• The share change percentage for the HTC Hero and HTC Magic refect updated handset classifcation. X-Large 57.7%
(1)
Includes unclassified impressions and other manufacturers with < 2% share.
United States Handset Data - December 2009
Requests: 5,545,002,921
Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - US
Apple 36.5% -5.0% Apple iPhone 22.6% -4.5% Smartphone Traffic Share 46.3%
Samsung 17.4% 1.3% Apple iPod touch 13.9% -0.5% US Smartphone Requests by Mfr: Dec 09
Motorola 14.2% 2.9% Motorola Droid 5.7% 2.4% 2% 3%
HTC 9.6% 0.3% HTC Dream 4.2% -0.8% 4%

9% Apple
RIM 4.2% -0.6% Samsung R450 3.2% -0.3% HTC
Motorola
LG 3.8% -0.2% HTC Hero 2.1% 0.1% 47%
RIM
15% Palm
Kyocera 2.8% 0.1% RIM BlackBerry 8300 1.9% -0.4% Samsung
Other
Palm 1.9% 0.2% Motorola CLIQ 1.7% 0.8%
20%
Nokia 1.7% 0.0% HTC Magic 1.6% 0.3%
Huawei 1.4% 0.8% Kyocera S1300 1.5% -0.2%
Other (1) 6.6% 0.2% Palm Pre 1.4% 0.3% US Smartphone Requests by OS: Dec 09
Motorola RAZR V3 1.3% -0.3% 3% 1% 2%
3%
HTC Droid Eris 1.1% 0.8%

9% iPhone OS
Samsung R350 1.1% 1.1% Android
RIM OS
Samsung R560 1.1% 0.1% 46%
webOS
Huawei M750 1.1% 0.7% Windows Mobile OS

Hiptop OS
Samsung R430 1.1% -0.1% 36% Other
Samsung R420 0.8% 0.0%

Samsung U350 0.8% 0.3%
Motorola QA30 0.7% 0.1% Note: Above share % refers only to requests from Smartphones

Notes Small 12.5%
• New models in Top 20: HTC Droid Eris, Samsung R350, Huawei M750 and Samsung U350. Large 13.1%
(1)
United States Handset Data
December 2009
Operator Handset Mix

Operator breakdown and visibility into manufacturer share by Operator.
Share of Requests by Operator and Manufacturer - US
100%
90%
80%
Other
70%
Huawei
Nokia
60%
Palm
50%
Kyocera
LG
40% RIM
HTC
30% Motorola
Samsung
20% Apple
10%
0%
AT&T Wireless Metro PCS Sprint PCS USA T Mobile USA Verizon Wireless USA
Notes
• Other includes all manufacturers with less than 2.0% share.
India Handset Data - December 2009
Requests: 627,319,269
Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - India
Nokia 59.8% -1.4% Nokia 3110c 6.4% -0.4% Smartphone Traffic Share 28.1%
SonyEricsson 9.7% -0.6% Nokia 5130 5.8% 0.4% Smartphone Requests by Mfr: India
Samsung 6.5% 0.5% Nokia N70 4.2% -0.3% 1% 1% 3%
Apple 1.8% 0.2% Nokia 7210 3.5% 0.0% 5%
Motorola 1.1% -0.1% Nokia 6300 2.6% -0.1% Nokia
Other (1) 21.0% Nokia N80 2.5% -0.1% Apple

HTC
Nokia N73 2.5% -0.3% Motorola
Other
Nokia 6233 2.2% -0.3%
90%
Nokia N2700 Classic 2.1% 0.5%
Nokia 2626 1.8% -0.1%
Nokia N72 1.6% -0.1% Smartphone Requests by OS: India
2% 1%
Apple iPhone 1.5% 0.2% 1%
Nokia 6600 1.4% -0.1% 5%
SonyEricsson W200i 1.2% -0.1% Symbian OS
Nokia 5310 1.1% 0.0% iPhone OS

Windows Mobile OS
Nokia 7610 1.0% 0.0% Linux Smartphone OS
Other
Nokia 3500 Classic 1.0% 0.0%
Nokia 5300 1.0% -0.1% 91%

Nokia 6303 Classic 0.9% 0.3% Note: Above share % refers only to requests from Smartphones

Notes Small 21.9%
• New models in Top 20: Nokia 5800 XpressMusic and Nokia 6303 Classic. Large 36.0%
(1)
Includes unclassified impressions and other manufacturers with < 1% share. X-Large 20.4%
India Handset Data
December 2009

Share of Requests by Operator and Manufacturer - India
100%
90%
80%
70%
60%
Motorola
50%
Apple
Samsung
40% SonyEricsson
Nokia
30%
20%
10%
0%
Tata Indicom India Vodafone India Idea Cellular India
Notes
• Other includes all manufacturers with less than 1% share.

• The chart above reflects November 2009 data.
Indonesia Handset Data - December 2009
Requests: 485,976,668
Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - Indonesia
Nokia 57.4% -1.1% Nokia N70 4.2% -0.1% Smartphone Traffic Share 33.1%
SonyEricsson 24.2% -1.0% Nokia 6600 2.8% -0.2% Smartphone Requests by Mfr: Indonesia
2%
Samsung 1.9% 0.1% Nokia 5130 2.8% -0.1% 3%3%
3%
Nexian 1.3% 0.3% Nokia 6300 2.5% 0.0%
Apple 1.1% 0.0% Nokia E63 2.4% 0.2% Nokia
RIM 1.0% 0.1% Nokia 7610 2.4% -0.1% RIM

SonyEricsson
(1)
Other 12.9% Nokia 3110c 2.3% 0.0% Apple
Other
SonyEricsson W200i 2.2% -0.1%
89%
Nokia 2600c 2.0% 0.0%
Nokia N73 1.9% -0.1%
Nokia 2630 1.8% 0.0% Smartphone Requests by OS: Indonesia
Nokia 3230 1.6% -0.1% 2% <1%
3% 3%
Nokia 6120c 1.6% -0.1%

Nokia E71 1.6% 0.0% Symbian OS
Nokia 5300 1.5% 0.0% RIM OS

iPhone OS
SonyEricsson K310i 1.4% -0.1% Windows Mobile OS
Other
SonyEricsson K510 1.2% -0.1%
Nokia 5200 1.1% 0.0% 92%
Nokia 2626 1.1% -0.1%

SonyEricsson K530i 1.1% -0.1% Note: Above share % refers only to requests from Smartphones

Notes Small 27.4%
• No new models in Top 20. Large 28.3%
(1)
Indonesia Handset Data
December 2009

Share of Requests by Operator and Manufacturer - Indonesia

100%
90%
80%
70%
60% Other
RIM
50%
Apple
40%
Nexian
Samsung
30% SonyEricsson
Nokia
20%
10%
0%
Excelcomindo (XL) Indonesia Satelindo (Indosat) Telkomsel Indonesia Natrindo Indonesia
Indonesia
Notes
United Kingdom Handset Data - December 2009
Requests: 446,677,144
Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - UK
Apple 71.5% 7.1% Apple iPhone 46.8% -0.6% Smartphone Traffic Share 59.8%
HTC 5.9% -0.3% Apple iPod touch 24.6% 7.8% Smartphone Requests by Mfr: UK
Nokia 5.7% -0.9% HTC Hero 2.8% 0.3% 1% 2%
3%
SonyEricsson 4.6% -2.1% HTC Dream 2.1% -0.6% 6%
Samsung 2.9% -1.3% Nokia N95 0.8% -0.3% 10% Apple

RIM 2.2% -0.1% HTC Magic 0.7% -0.1% HTC
Nokia
LG 1.2% -0.7% Nokia 5800 XpressMusic 0.6% -0.2% RIM
(1) Palm
Other 6.1% Palm Pre 0.6% 0.3% Other
78%
RIM BlackBerry 9000 0.6% 0.0%
RIM BlackBerry 8900 0.5% 0.0%
Samsung GT S5230 0.5% -0.1% Smartphone Requests by OS: UK
SonyEricsson K800i 0.5% -0.2% <1% <1%
Motorola CLIQ 0.4% 0.1% 4%

7%
LG KP500 0.4% -0.2% 10%

iPhone OS
Android
Nokia N97 0.3% -0.1% Symbian OS
RIM OS
Nokia 6300 0.3% -0.1% webOS
RIM BlackBerry 8520 0.3% 0.1% Other

78%
SonyEricsson W910i 0.3% -0.2%
Nokia E71 0.3% 0.0%
SonyEricsson W995 0.3% -0.1% Note: Above share % refers only to requests from Smartphones

Notes Small 1.9%
• New models in Top 20: Palm Pre, Motorola CLIQ, RIM BlackBerry 8520 and Nokia E71. Large 10.0%
(1)
United Kingdom Handset Data
December 2009

Share of Requests by Operator and Manufacturer - United Kingdom

100%
90%
80%
70%
Other
60% LG
RIM
50% Samsung
SonyEricsson
40%
Nokia
HTC
30%
Apple
20%
10%
0%
Three UK O2 UK T-Mobile UK Orange UK Vodafone UK Jersey Telecom GB
Notes
Philippines Handset Data - December 2009
Requests: 160,553,714
Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - Philippines
Nokia 64.8% 2.4% Nokia N70 9.2% 0.5% Smartphone Traffic Share 44.0%
SonyEricsson 7.1% -0.5% Nokia 6630 5.0% 1.6% Smartphone Requests by Mfr: Philippines
2%
Apple 5.9% -1.2% Apple iPod touch 3.0% -0.5% 2% 2%
Samsung 3.2% 0.0% Apple iPhone 3.0% -0.7% 6%
Other (1) 19.1% Nokia 6680 2.8% 0.7% Nokia

Apple
Nokia 6120c 2.8% -0.4% Opera
Nokia 3110c 2.6% 0.1% SonyEricsson

Other
Nokia N73 2.2% -0.1%
88%
Nokia 6300 2.1% -0.2%
Nokia 6600 2.0% 0.6%
Nokia 2600c 1.7% -0.1% Smartphone Requests by OS: Philippines
Nokia N80 1.7% 0.2% 1% 1%
6%
Nokia N95 1.7% -0.4%
Nokia 2630 1.2% -0.1%
Symbian OS
Nokia 6070 1.2% 0.0% iPhone OS
Windows Mobile OS
Nokia 6020 1.2% 0.3%
Other
Nokia 7210 1.2% -0.3%
Nokia 5800 XpressMusic 1.1% -0.1% 92%
Nokia 5130 1.1% -0.1%

Nokia 1680c 1.1% 0.0% Note: Above share % refers only to requests from Smartphones

Notes Small 20.3%
• New models in Top 20: Nokia 6020. Large 28.0%
(1)
Philippines Handset Data
December 2009

Share of Requests by Operator and Manufacturer - Philippines

100%
90%
80%
70%
60%
Other
50% Samsung
Apple
40% SonyEricsson
Nokia
30%
20%
10%
0%
Globe Telecom Philippines Smart Communications Philippines
Notes

• The chart above reflects November 2009 data.
South Africa Handset Data - December 2009
Requests: 264,572,444
Top Device Mfrs % of Requests Share Chg % Top Handset Models % of Requests Share Chg % Smartphone Traffic - South Africa
Samsung 36.2% 1.9% Samsung E250 6.5% -0.2% Smartphone Traffic Share 21.7%
Nokia 34.9% -1.1% Samsung M620 4.1% 0.4% Smartphone Requests by Mfr: South Africa
SonyEricsson 8.0% -0.7% LG KS360 3.6% 0.2% 2% 1% 1%
3%
LG 7.7% 0.4% Motorola V360 3.4% -0.4% 6%

Nokia
Motorola 5.5% -0.5% Nokia N70 3.0% -0.3% 8% RIM
Apple
RIM 1.7% 0.4% Samsung J700 2.6% -0.1%
Samsung
Apple 1.3% -0.2% Samsung J750 2.5% 0.1% HTC

SonyEricsson
(1)
Other 4.8% Samsung E250i 2.0% 0.6% Other
79%
LG KG290 1.9% 0.0%
SonyEricsson W350i 1.7% 0.0%
Samsung GT-S5233A 1.6% 0.5% Smartphone Requests by OS: South Africa
Nokia 2630 1.5% 0.0% 1% <1%
4%
Samsung E370 1.5% 0.0% 6%
Samsung D900i 1.3% -0.2% 8%

Symbian OS
RIM OS
Nokia 5000d 1.3% -0.1%
iPhone OS
Nokia 6300 1.3% -0.1% Windows Mobile OS

Android
Apple iPhone 1.2% -0.2% Other
Nokia N73 1.2% 0.0% 81%
Nokia 1680c 1.2% 0.1%

Samsung B100 1.1% 0.0% Note: Above share % refers only to requests from Smartphones

Notes Small 38.9%
• New model in Top 20: Nokia 2630. Large 34.3%
(1)
South Africa Handset Data
December 2009

Share of Requests by Operator and Manufacturer - South Africa

100%
90%
80%
70%
Other
60% Apple
RIM
50% Motorola
LG
40%
SonyEricsson
Nokia
30%
Samsung
20%
10%
0%
MTN South Africa Vodacom South Africa
Notes
December 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, and
operator 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 from
more 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 defintion 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
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 thie 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 to receive future AdMob Mobile Metrics distributions or if you have any questions or feedback for future reports.
Email metrics@admob.com to sign up for future reports. Find previous reports and other resources at metrics.admob.com. 26

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AdMob Mobile Metrics Report

New and Noteworthy

Feature Section - Worldwide Smartphone Operating System Share by Region

Feature Section - Regional Data (7 Pages)

Worldwide: Manufacturer and Device Share

United States: Manufacturer and Device Share / Operator Handset Mix

India: Manufacturer and Device Share / Operator Handset Mix

Indonesia: Manufacturer and Device Share / Operator Handset Mix

United Kingdom: Manufacturer and Device Share / Operator Handset Mix

Philippines: Manufacturer and Device Share / Operator Handset Mix

South Africa: Manufacturer and Device Share / Operator Handset Mix

Manufacturer Share, Regional Manufacturer Share, Worldwide

18% 11% RIM

Operating System Share, Regional Operating System Share, Worldwide

87% 16% Android

30% Symbian OS 21% webOS

Top Devices, December 2009

Top Smartphones, December 2009

60% Other Nokia N73 5.8% -0.2%

Top Devices, December 2009

Top Smartphones, December 2009

Top Devices, December 2009

60% 13% 11% LG Nokia N95 2.0% -0.3%

0% RIM BlackBerry 8300 0.7% -0.3%

Top Smartphones, December 2009

70% 29% 28%

Top Devices, December 2009

Top Smartphones, December 2009

60% Windows Mobile OS Nokia N95 1.5% -2.8%

Top Devices, December 2009

Top Smartphones, December 2009

70% 55% 52% 43% Nokia N95 4.0% -0.6%

60% Other Nokia N73 3.7% -0.8%

Top Devices, December 2009

Top Smartphones, December 2009

Top Devices, December 2009

Top Smartphones, December 2009

France 253,889,139 2.2% -0.2% 2.5 Latin

Australia 188,077,237 1.6% 0.1% 1.5

Region Requests % of Requests % Share Change

Motorola 7.5% 0.9% HTC Dream 2.2% -0.7% 5%

SonyEricsson 4.2% 0.1% HTC Hero 1.4% 0.0% 11%

MMA Standard Screen Size Share %

HTC 9.6% 0.3% HTC Dream 4.2% -0.8% 4%

HTC Droid Eris 1.1% 0.8%

Huawei M750 1.1% 0.7% Windows Mobile OS

Samsung R420 0.8% 0.0%

MMA Standard Screen Size Share %

Operator Handset Mix

Share of Requests by Operator and Manufacturer - US

• Other includes all manufacturers with less than 2.0% share.

Apple 1.8% 0.2% Nokia 7210 3.5% 0.0% 5%

Motorola 1.1% -0.1% Nokia 6300 2.6% -0.1% Nokia

Other (1) 21.0% Nokia N80 2.5% -0.1% Apple

Nokia 6600 1.4% -0.1% 5%

SonyEricsson W200i 1.2% -0.1% Symbian OS

Nokia 5310 1.1% 0.0% iPhone OS

Nokia 5800 XpressMusic 0.9% 0.1%

MMA Standard Screen Size Share %

Operator Handset Mix

Share of Requests by Operator and Manufacturer - India

• Other includes all manufacturers with less than 1% share.

RIM 1.0% 0.1% Nokia 7610 2.4% -0.1% RIM

Nokia 6120c 1.6% -0.1%