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AdMob Mobile Metrics Report

AdMob serves ads for more than 23,000 mobile websites 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.

May 2010

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Ad Requests by Geography - May 2010
Requests: 20,649,968,468
Country Requests % of Requests % Share Change Monthly Growth in Traffic Since May 2009- -Regions
Oct 2008 Regions
United States 8,313,623,169 40.3% -1.3% 3.5
5.0
India 2,051,594,085 9.9% 0.5% 4.5
Indonesia 1,099,740,910 5.3% 0.9% 3.0

2009
Oct 2008
4.0
United Kingdom 627,711,013 3.0% -0.2% North America
Africa

to May
3.5
2.5 AsiaAsia
Canada 447,846,295 2.2% -0.3%

Relative to
Western
Eastern Europe
Europe
3.0

Traffic Relative
Japan 433,957,624 2.1% 0.3% Africa
Latin America
2.0
2.5 Latin
North America
America
France 399,301,532 1.9% -0.1%
Eastern
Australia Europe
& Oceania

Traffic
China 388,871,546 1.9% 0.0% 2.0 Oceania
Western Europe
1.5
Mexico 341,201,254 1.7% -0.3% 1.5
Vietnam 326,367,461 1.6% 0.3%
1.0
(1) (2)
Other Countries 6,219,753,579 30.1% May Jun Dec
Oct Nov Jul Aug Feb
Jan Sep Mar
Oct April
Nov May
Dec June
Jan June
Feb Aug
MarSept
Apr OctMay
Total 20,649,968,468 100.0%

Region Requests % of Requests % Share Change


North America 8,762,111,620 42.4% -1.6%
Asia 6,431,681,640 31.1% 2.4%
Western Europe 2,004,204,228 9.7% 0.0%
Africa 1,390,899,589 6.7% -0.1%
Latin America 881,753,239 4.3% -0.5%
Eastern Europe 472,697,948 2.3% 0.1%
Oceania(3) 290,123,815 1.4% -0.2%
Other (2) 416,496,389 2.0%
Total 20,649,968,468 100.0%

Notes
• Month-over-month share change calculated as % of current month requests less percent of prior month requests.
(1)
Other includes 82 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.

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Worldwide Handset Data - May 2010

Top Devices, May 2010


Device Manufacturer Share, Worldwide Brand Model % of Requests Share Chg %(1)
All Devices Apple iPhone 18.8% -0.4%
100%
12% 13% 13% 14%
Apple iPod Touch 11.0% -1.5%
90%
4% 3% 3% Motorola Droid 3.2% -0.3%
80% 4% 5% 5%
6% 6% Other
70% 8%
5% 5% Samsung SCH R350 1.6% 0.1%
8% 7% 7% LG
Share of Requests

60% 11% 10% 11%


RIM Nokia 5130 1.5% 0.1%
11%
SonyEricsson
50% 15%
HTC Magic 1.4% 0.0%
18% HTC
22% 23%
40% Motorola Nokia 3110c 1.4% 0.0%
30% Samsung
Nokia
Nokia N70 1.2% 0.0%
20% 40% 37%
32% 30% Apple HTC Hero 1.1% -0.1%
10%
Nokia 6300 1.1% 0.0%
0%
Feb-10 Mar-10 Apr-10
Q1, Q2, Q3, Q4 May-10 Total 42.2%

Top Smartphones, May 2010


Operating System Share, Worldwide Brand Model % of Requests Share Chg %(1)
Smartphone Only Apple iPhone 39.9% -1.7%
100%
4% 5%
Motorola Droid 6.8% -0.7%
6% 6%
90%
18%
HTC Magic 2.9% -0.1%
80% 21%
23% 24%
Nokia N70 2.5% 0.0%
70% Other
Share of Requests

60% 24% webOS HTC Hero 2.4% -0.3%


25%
25% 26% Windows Mobile OS
50% Nokia 6300 2.3% 0.0%
RIM OS
40% Symbian OS HTC Dream 2.1% -0.5%
30% Android
50%
Motorola CLIQ 1.8% -0.3%
46% iOS
20% 42% 40%
HTC Droid Eris 1.8% -0.1%
10%
Samsung Moment 1.5% 0.0%
0%
Feb-10 Mar-10 Apr-10 May-10 Total 64.1%

Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 20.6 billion requests Worldwide in May 2010. In May 2010, smartphone traffic share was 46%. Please see page 10 for our definition of a smartphone.
(1)
Share change calculated as percent of May 2010 requests less percent of April 2010 requests.

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United States Handset Data - May 2010

Top Devices, May 2010


Device Manufacturer Share, United States Brand Model % of Requests Share Chg %(1)
All Devices Apple iPhone 17.2% -1.5%
100%
10% 12% 13% 14%
Apple iPod Touch 15.9% -1.7%
90%
3%
3% 3% 3% 3%
Motorola Droid 7.5% -0.5%
80% 4% 4%
9% 5%

70%
10% 10% 10% Other Samsung SCH R350 3.9% 0.3%
Share of Requests

15% Kyocera
60% 16% 15%
15%
HTC Magic 2.7% 0.1%
LG
50% 15% RIM HTC Dream 2.1% -0.4%
15% 16%
17% HTC
40% HTC Droid Eris 2.1% 0.0%
Motorola
30%
Samsung HTC Hero 2.0% -0.1%
20% 43% Apple
38% 37% 34% Motorola CLIQ 2.0% -0.3%
10%
Samsung Moment 1.7% 0.1%
0%
Feb-10 Mar-10 Q1, Q2, Q3, Q4Apr-10 May-10 Total 57.2%

Top Smartphones, May 2010


Operating System Share, United States Brand Model % of Requests Share Chg %(1)
Smartphone Only Apple iPhone 35.3% -2.7%
100%
3% 3% 3% 3%
Motorola Droid 15.4% -0.8%
90% 7% 7% 9% 10%
HTC Magic 5.5% 0.2%
80%
HTC Dream 4.3% -0.7%
70%
39% Other
Share of Requests

45% 38% 35%


60% HTC Droid Eris 4.3% 0.0%
Windows Mobile OS
50% webOS HTC Hero 4.2% -0.1%
RIM OS
40% Motorola CLIQ 4.0% -0.5%
iOS
30% Samsung Moment 3.6% 0.2%
Android
46% 46% 47%
20% 42%
RIM BlackBerry 8300 2.9% 0.1%
10%
HTC Incredible 2.0% 2.0%
0%
Feb-10 Mar-10 Apr-10 May-10 Total 81.5%

Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 8.3 billion requests from United States in May 2010. In May 2010, smartphone traffic share was 48%. Please see page 10 for our definition of a smartphone.
(1)
Share change calculated as percent of May 2010 requests less percent of April 2010 requests.

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United Kingdom Handset Data - May 2010

Top Devices, May 2010


Device Manufacturer Share, United Kingdom Brand Model % of Requests Share Chg %(1)
All Devices Apple iPhone 38.0% 0.3%
100%
6% 7% 7% 7% Apple iPod Touch 21.1% -4.7%
90% 4% 4% 4% 4%
7%
3% 4% 4% SonyEricsson Xperia X10i 4.3% 2.8%
80% 7% 6% 5%
6%
70% 5%
5% 6% 8% Other HTC Desire 4.1% 2.8%
6% 8%
Share of Requests

10% LG
60% HTC Hero 3.1% -0.1%
Samsung
50% RIM RIM BlackBerry 8520 1.4% 0.1%
Nokia
40% HTC Dream 1.3% -0.3%
68% 66%
SonyEricsson
30% 64%
59%
HTC Samsung Galaxy Spica 1.0% 0.3%
20% Apple
Samsung GT S5230 0.7% -0.1%
10%
RIM BlackBerry 9700 0.7% 0.1%
0%
Feb-10 Mar-10 Apr-10
Q1, Q2, Q3, Q4 May-10 Total 75.6%

Top Smartphones, May 2010


Operating System Share, United Kingdom Brand Model % of Requests Share Chg %(1)
Smartphone Only Apple iPhone 58.8% -5.1%
100%
11% 8% 7% SonyEricsson Xperia X10i 6.7% 4.2%
11%
90% 7%
4% 5% 7% HTC Desire 6.3% 4.2%
80% 11%
13%
19% 26% HTC Hero 4.7% -0.7%
70%
Share of Requests

60% Other RIM BlackBerry 8520 2.2% 0.0%


Symbian OS
50% HTC Dream 2.0% -0.7%
RIM OS
40%
74% Android Samsung Galaxy Spica 1.5% 0.4%
70%
30% 64% iOS
59% RIM BlackBerry 9700 1.1% 0.1%
20%
RIM BlackBerry 8900 1.1% -0.1%
10%
HTC Magic 1.0% -0.2%
0%
Feb-10 Mar-10 Apr-10 May-10 Total 85.4%

Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 627 million requests from United Kingdom in May 2010. In May 2010, smartphone traffic share was 63%. Please see page 10 for our definition of a smartphone.
(1)
Share change calculated as percent of May 2010 requests less percent of April 2010 requests.

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Indonesia Handset Data - May 2010

Top Devices, May 2010


Device Manufacturer Share, Indonesia Brand Model % of Requests Share Chg %(1)
All Devices Nokia 5130 3.7% 0.0%
100%
Nokia E63 3.4% -0.1%
15% 16% 19%
90% 21%
Nokia N70 3.1% 0.0%
80% 3% 3%
3% 3%
70%
3% Nokia 6300 2.3% -0.1%
23% 21%
Share of Requests

20% Other
60% 20% Nokia 6600 2.2% -0.4%
RIM
50% Samsung SonyEricsson W200i 2.1% 0.1%
Nexian
40% Nexian NX G922 2.1% 0.1%
SonyEricsson
30% 57%
56% 55% 52% Nokia Nokia 3110c 1.9% -0.2%
20%
Nokia 7610 1.8% -0.2%
10%
Nokia 2600c 1.7% 0.0%
0%
Feb-10 Mar-10 Apr-10
Q1, Q2, Q3, Q4 May-10 Total 24.2%

Top Smartphones, May 2010


Operating System Share, Indonesia Brand Model % of Requests Share Chg %(1)
Smartphone Only Nokia E63 11.7% 0.2%
100%
3%
3% 3% 4%
Nokia N70 10.4% 0.5%
4%
90%
Nokia 6300 7.8% 0.0%
80%
Nokia 6600 7.3% -0.9%
70%
Share of Requests

60% Other Nokia 7610 6.2% -0.4%


Windows Mobile OS
50% Nokia E71 4.9% -0.2%
93% 93% 92% 91% iOS
40% RIM OS Nokia N73 4.1% -0.2%
30% Symbian OS
Nokia 3230 4.0% -0.3%
20%
Nokia 6120c 3.7% -0.1%
10%
Nokia N80 2.6% -0.5%
0%
Feb-10 Mar-10 Apr-10 May-10 Total 62.6%

Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 1.1 billion requests from Indonesia in May 2010. In May 2010, smartphone traffic share was 29%. Please see page 10 for our definition of a smartphone.
(1)
Share change calculated as percent of May 2010 requests less percent of April 2010 requests.

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Philippines Handset Data - May 2010

Top Devices, May 2010


Device Manufacturer Share, Philippines Brand Model % of Requests Share Chg %(1)
All Devices Nokia N70 7.2% -0.1%
100%
Apple iPod Touch 4.6% 0.3%
90% 19% 22% 21% 21%
Apple iPhone 3.3% 0.6%
80% 4%
4% 4% 4%
70% 7%
7%
Nokia 6630 3.1% 0.0%
7% 7%
Share of Requests

6% Other
60%
7% 7% 8% Nokia 3110c 2.7% 0.0%
Sony
50% Samsung Nokia 6120c 2.2% 0.1%
SonyEricsson
40% Nokia 5130 2.0% 0.2%
Apple
30% 63% 59% 59% 58% Nokia Nokia 6300 2.0% -0.2%
20%
Nokia N73 2.0% -0.1%
10%
Sony PlayStation Portable 1.8% -0.4%
0%
Feb-10 Mar-10 Apr-10
Q1, Q2, Q3, Q4 May-10 Total 30.9%

Top Smartphones, May 2010


Operating System Share, Philippines Brand Model % of Requests Share Chg %(1)
Smartphone Only Nokia N70 18.7% -0.2%
100% 3% 3%
6% 7% 7%
Apple iPhone 8.6% 1.5%
9%
90%
Nokia 6630 8.0% 0.0%
80%
Nokia 6120c 5.7% 0.3%
70%
Share of Requests

60% Nokia 6300 5.1% -0.4%


Other
50% Nokia N73 5.1% -0.3%
92% 91% 90% 88%
iOS
40% Symbian OS Nokia 6680 4.5% -0.3%
30% Nokia 5800 XpressMusic 4.2% 0.2%
20%
Nokia N80 3.9% -0.3%
10%
Nokia N95 3.3% -0.1%
0%
Feb-10 Mar-10 Apr-10 May-10 Total 67.2%

Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 275 million requests from Philippines in May 2010. In May 2010, smartphone traffic share was 37%. Please see page 10 for our definition of a smartphone.
(1)
Share change calculated as percent of May 2010 requests less percent of April 2010 requests.

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India Handset Data - May 2010

Top Devices, May 2010


Device Manufacturer Share, India Brand Model % of Requests Share Chg %(1)
All Devices Nokia 5130 7.0% 0.7%
100%
Nokia 3110c 5.9% -0.2%
90% 21% 24% 20% 20%
Nokia N2700 Classic 4.8% 0.8%
80%
9% 8% Nokia 7210 3.8% 0.0%
10%
70% 9%
Share of Requests

11% 11%
9% 9% Other Nokia N70 3.1% -0.2%
60%
LG
50% Nokia 6300 2.4% 0.0%
SonyEricsson
40% Samsung Nokia N73 1.8% -0.1%
30% 59% 59% 60% Nokia
56% Nokia N80 1.7% -0.2%
20%
Nokia 6233 1.7% 0.0%
10%
Samsung GT-S3310 1.7% 0.1%
0%
Feb-10 Mar-10 Apr-10
Q1, Q2, Q3, Q4 May-10 Total 33.8%

Top Smartphones, May 2010


Operating System Share, India Brand Model % of Requests Share Chg %(1)
Smartphone Only Nokia N70 13.1% -0.6%
100% 4% 3% 3%
5% 4%
4%
3% Nokia 6300 10.0% 0.0%
90%
Nokia N73 7.4% -0.3%
80%
Nokia N80 7.1% -0.8%
70%
Share of Requests

60% Nokia 5233 6.1% 2.0%


Other
50% Nokia N72 5.8% -0.1%
91% 93% 94% 93% iOS
40% Symbian OS Nokia 5800 XpressMusic 4.1% 0.4%
30% Nokia 6600 3.6% -0.5%
20%
Nokia E63 3.4% 0.1%
10%
Nokia 7610 3.2% -0.2%
0%
Feb-10 Mar-10 Apr-10 May-10 Total 63.7%

Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 2.1 billion requests from India in May 2010. In May 2010, smartphone traffic share was 23%. Please see page 10 for our definition of a smartphone.
(1)
Share change calculated as percent of May 2010 requests less percent of April 2010 requests.

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South Africa Handset Data - May 2010

Top Devices, May 2010


Device Manufacturer Share, South Africa Brand Model % of Requests Share Chg %(1)
All Devices Samsung SGH E250 4.6% -0.4%
100%
6% 7% 7% 7% Samsung SGH E250i 3.2% 0.0%
90% 4% 4% 3%
4% 3%
8% 7% 6% 6%
Nokia 5130 2.9% 0.6%
80%
8% 8% 8% 8%
70%
Other LG KS360 2.8% -0.3%
Share of Requests

Apple
60% Samsung SGH-M620 2.7% -0.3%
30% RIM
35% 34% 32%
50% Motorola Samsung GT S5233A 2.6% 0.2%
LG
40% Nokia N70 2.6% -0.1%
SonyEricsson
30%
Samsung Motorola V360 2.1% -0.4%
20% 37% 39% 41% Nokia
36%
Nokia N2700 Classic 1.8% 0.3%
10%
Apple iPhone 1.8% 0.4%
0%
Feb-10 Mar-10 Apr-10
Q1, Q2, Q3, Q4 May-10 Total 27.1%

Top Smartphones, May 2010


Operating System Share, South Africa Brand Model % of Requests Share Chg %(1)
Smartphone Only Nokia N70 9.9% -1.2%
100%
4% 4% 5% 4% Apple iPhone 6.7% 1.0%
90% 6% 7% 6% 7%
8% 7% 8% 10%
Nokia E63 6.6% 0.6%
80%
RIM BlackBerry 8520 6.3% 1.2%
70%
Other
Share of Requests

60% Nokia 6300 5.9% -0.5%


Android
50% Windows Mobile OS Nokia 5800 XpressMusic 5.5% 0.1%
iOS
40% 81% 80% 80% 77% Nokia N73 4.0% -0.3%
RIM OS
30% Nokia N97 3.5% 1.4%
Symbian OS
20%
Nokia 6210 3.4% -0.1%
10%
Nokia 6110 3.2% -0.3%
0%
Feb-10 Mar-10 Apr-10 May-10 Total 54.9%

Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 229 million requests from South Africa in May 2010. In May 2010, smartphone traffic share was 26%. Please see page 10 for our definition of a smartphone.
(1)
Share change calculated as percent of May 2010 requests less percent of April 2010 requests.

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AdMob Mobile Metrics Report
May 2010

About AdMob
AdMob is one of the world's largest mobile advertising networks, serving billions of mobile banner and text ads a month across a wide range of leading mobile Web sites and applications.
AdMob helps advertisers connect with a relevant audience of consumers on mobile devices and gives publishers the ability to effectively monetize their mobile traffic. Incorporated in April
2006, AdMob provides the tools, data, and business models fueling the explosive growth of mobile media in more than 160 countries and territories worldwide.

About AdMob Mobile Metrics


AdMob serves ads for more than 23,000 mobile websites 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. AdMob’s monthly report offers a snapshot of its data to provide insight into trends in the mobile ecosystem.

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 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 23,000 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 metrics@admob.com if you have any questions or feedback for future reports.

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