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MPression Monthly Update

4th Screen Advertising
January 2010

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

MPression Update

Volumes

On Portal Vs Off Portal

Traffic Trends and CTR

Demographics

Operators

Handset Manufacturers

Data and Connection Speeds

Mobile Advertising Part of Mobile Interactive Group (MIG). All rights reserved
MPression Update: Volumes

MPression Traffic
250.00%
Strong growth in MPression
traffic
200.00%

150.00%

% Growth
December volumes 234%
higher than at the beginning of
100.00%
the year

50.00%

0.00%

Mprression Total Traffic Figures

Mobile Advertising Part of Mobile Interactive Group (MIG). All rights reserved
On Portal vs. Off Portal: Traffic Trends

MPression Traffic
100%
Increasing trend of users
90%
spending more time off portal
80%

70%

60%

% Total
50% of MPression usage was 50%
off portal in the first half of this 40%
On Portal
Off Portal
year compared to over 75% in 30%
the second half 20%

10%

0%

Mprression Total Traffic Figures

Mobile Advertising Part of Mobile Interactive Group (MIG). All rights reserved
On Portal vs. Off Portal: Demographics

100% 100%
90% 90%
80% 80%
70% 70%
55+
60% 60%
% Total

% Total
45-54
50% Female 50% 35-44
40% Male 40% 25-34
30% 30% 18-24
20% 20% 13-17
10% 10%
0% 0%
On Portal Off Portal On Portal Off Portal
ComScore MMetrics Nov09 ComScore MMetrics Nov09

Off portal sites are more male 68% of off portal mobile internet users
dominated than on portal are aged 34 or under as opposed to
56% of on portal users

Mobile Advertising Part of Mobile Interactive Group (MIG). All rights reserved
On Portal vs. Off Portal: Operator Handset Manufacturers

Traffic by Operator
100%
O2 users have the strongest 90%
tendency to browse off portal
80%

70% Other
Tesco
60%
Orange users are the most likely 3

% Total
50% Virgin Mobile
to stay on portal
T-Mobile
40%
Orange
30% Vodafone
O2
20%

10%

0%
On Portal Off Portal
ComScore MMetrics Nov09

Mobile Advertising Part of Mobile Interactive Group (MIG). All rights reserved
On Portal vs. Off Portal: Handset Manufacturers

Traffic by Handset Manufacturer
100%
Motorola users have the
90% Other
strongest propensity to stay on O2
80%
portal Sendo
70% Sharp
Sagem
60%
Palm

% Total
50% RIM
Apple (iPhone) users are most
Apple
likely to browse off portal 40%
LG
As majority of iPhones are on O2, 30% Sony Ericsson
this ties in with O2 users being the Siemens
20%
most prevalent off portal users Samsung
10% Nokia
Motorola
0%
On Portal Off Portal
ComScore MMetrics Nov09

Mobile Advertising Part of Mobile Interactive Group (MIG). All rights reserved
On Portal vs. Off Portal: Data Package and Connection

100% 100%

90% 90%

80% 80%

70% 70%

60% 60%

% Total
% Total

Non-3G or Unknown
50% Data (unlimited) 50% Subscribers
40% Data (limited) 40% 3G Subscribers

30% 30%

20% 20%

10% 10%

0% 0%
On Portal Off Portal On Portal Off Portal
ComScore MMetrics Nov09 ComScore MMetrics Nov09

Off portal users are more likely to have Handsets with faster connections are
an unlimited data package than on more prominent in off portal usage
portal than on portal

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

An increasing proportion of mobile internet traffic is moving away from the
operators portals. Key reasons for this are:

Increasing number of unlimited data packages
The perceived cost of mobile internet usage is a major barrier to users browsing away from free on
portal content

Increasing speed of handset connections
The latest handsets are enabled with faster internet connections allowing users to browse more
pages

Known brands developing mobile sites
As more known brands such as Tesco, Virgin, Bauer and Facebook develop off portal mobile sites,
users are becoming more confident in browsing away from their operators portals

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