Agency Update

Smart Phones (incl. iPhone)

January 2010

Mobile Advertising Part of Mobile Interactive Group (MIG). All rights reserved
Contents

Key Mobile Internet Trends

Total Users
Key Demographics

Mpression Smartphone Traffic

Smartphone Demographics
Age and Gender
House Hold Income and Region

Smartphone Usage

Mobile Advertising Part of Mobile Interactive Group (MIG). All rights reserved
Key Mobile Internet Trends: Total Users

15000000

Large growth in mobile internet users 14500000

in the second half 2009
14000000

13500000

20% increase in users from Jun-Nov

Users
2009 13000000

12500000

12000000

11500000

11000000
JUN JUL AUG SEP OCT NOV
2009 2009 2009 2009 2009 2009

ComScore MMetrics Nov09

Mobile Advertising Part of Mobile Interactive Group (MIG). All rights reserved
 Key Mobile Internet Trends: Key Demographics
Age House Hold Income
100% 100%
90% 90%
80% 80%
70% 70% £75,000+

% Users
55+
% Users

60% 60%
£65,000 - £74,999
50% 45-54 50%
40% 40% £55,000 - £64,999
35-44 30%
30% £45,000 - £54,999
20% 25-34 20%
10% £30,000 - £44,999
10% 18-24
0% £15,000 - £29,999
0%
13-17

NOV 2008

MAY 2009

AUG 2009

NOV 2009
SEP 2009
JAN 2009

MAR 2009
APR 2009
DEC 2008

FEB 2009

JUN 2009
JUL 2009

OCT 2009
Under £15,000

ComScore MMetrics Nov09 ComScore MMetrics Nov09

Mobile internet usage becoming Jump in high income mobile internet

mainstream users

47% increase in 35+ users since Nov 08 76% increase in users earning over
£45,000 since Nov08
35+ now 43% of total users (from 38% in
Nov 08) Now account for over 46% of users

Mobile Advertising Part of Mobile Interactive Group (MIG). All rights reserved
Mpression Smartphone Traffic

Figures for key Nokia, Blackberry and 140,000,000

Apple smartphones
120,000,000

Huge growth in Mpression smartphone 100,000,000

traffic since Jan09

Impressions
80,000,000

Total increase of 423% since January 09 Blackberry

60,000,000
Nokia
iPhone
Growth fuelled by iPhone 40,000,000

Traffic increase of 1,315%

20,000,000

Followed by Blackberry (522%) then -

Nokia (30%)

May
February

July
January

June
April

August

October
November
March

September
Mpression Monthly Traffic

Mobile Advertising Part of Mobile Interactive Group (MIG). All rights reserved
 Smartphone Demographics: Age and Gender
1,200,000 4,000,000 3,000,000 9,000,000

3,500,000 8,000,000
1,000,000 Nokia N97 2,500,000 Nokia N97
7,000,000

All Handsets Users

3,000,000
Smartphone Users

Smartphone Users

All Handset Users

800,000 Nokia N96 Nokia N96
2,500,000 2,000,000 6,000,000

600,000 2,000,000 Nokia N95 5,000,000 Nokia N95

1,500,000
1,500,000 4,000,000
400,000 Nokia 5800 Nokia 5800
1,000,000 XpressMusic 1,000,000 3,000,000 XpressMusic
200,000 iPhone 2,000,000 iPhone
500,000 500,000
1,000,000
0 0 All Handsets All Handsets
0 0
Female Male
ComScore MMetrics Aug09 ComScore MMetrics Aug09

Figures based on 5 key smartphones Smartphone users have strong skew

towards being male
Green line charts average mobile
internet users 32% of the smartphone users are female
(40% average)
Smartphone users more concentrated to
25-44

Mobile Advertising Part of Mobile Interactive Group (MIG). All rights reserved
 Smartphone Demographics: HHI and Region
1,200,000 4,500,000 100%
4,000,000 90% Yorkshire & Humberside
1,000,000 Nokia N97
Smartphones Users

West Midlands

All Handsets Users

3,500,000 80%
800,000 3,000,000 Wales
Nokia N96 70%
2,500,000 South West
600,000 60%

% Total
2,000,000 South East
Nokia N95
50% Scotland
400,000 1,500,000
1,000,000 Nokia 5800 40% Northern Ireland
200,000 XpressMusic North West
500,000 30%
iPhone North East
0 0 20%
London
All Handsets 10%
East Midlands
0%
East Anglia
All Handsets Smartphones
ComScore MMetrics Aug09 ComScore MMetrics Aug09

Smartphone users have higher HHI than Smartphone users high concentration in
the average Greater London

Over 13% earn more than £65,000 London users 19% of smartphone and
(opposed to 10% of average) 12% of average

Mobile Advertising Part of Mobile Interactive Group (MIG). All rights reserved
Smartphone Usage
Browse at Least Once per Month
70%
Smartphones defined by MMetrics as
Windows Mobile, latest Symbian, Palm, 60%
RIM, Apple and Google devices
50%

40%

% Users
Almost 65% of smartphone users use
the mobile internet at least once a month 30%
compared to 20% of non smartphones
20%

10%

0%
Smartphone Not Smartphone

ComScore MMetrics Nov09

Mobile Advertising Part of Mobile Interactive Group (MIG). All rights reserved
 Thank You
Oliver Watson

Analyst

4th Screen Advertising

+44 (0)20 7921 5538

Mobile Advertising Part of Mobile Interactive Group (MIG). All rights reserved