Table of Contents. Location-Based Engagement 2-7. Responding to advertising 2. Usage of Mobile Apps 4. Mobile Shopping 5. Smartphone Owners 7

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2 Table of Contents Location-Based Engagement 2-7 Responding to advertising 2 Usage of Mobile Apps 4 Mobile Shopping 5 Smartphone Owners 7 Connected Device Trends and Adoption 8-10 U.S. Highlights 8 U.K. Highlights 9 Connection Highlights 10 Worldwide Location Highlights 11-13

3 Location-based engagement: Responding to advertising How likely are you to engage with an ad that is relevant to your location? Q % 13 % 57 % 38 % 46 % 30 % 46 % 11% Growth More likely Makes no difference Less likely More likely Makes no difference Less likely Source: JiWire,. Source: JiWire,. Key Insights on location based engagement: Eleven percent increase in users being more likely to engage with an ad that is relevant to their location since Q Five percent decrease of those who are less likely to engage when comparing to Q The MMA found that Nearly half of those who noticed any ads while using location-based services took at least some action, indicating that consumers respond well to ads through location-based services. *Source: U.S. Consumers Significantly More Likely To Respond To Location-Based Mobile Ads Than Other Mobile Ad Types. MMA. April 21, Accessed Dec, Source: JiWire,. 2

4 Location-based Engagement: Responding to Advertising Which of the following actions have you done in response to seeing a location specific message within an advertisement Do you check-in to locations through a mobile app? 34% 22% 20% 20% 23% No 64 % 18% 18% 17% Yes 36 % Clicked on ad Researched product Visited the store Visited advertiser website Visited advertiser website later Searched nearest location Made a purchase Never seen Source: JiWire,. Source: JiWire,. Key Insights on location-based engagement: Twenty percent of the on-the-go audience has visited a physical store location in response to seeing a location specific advertisement. Seventeen percent has made a purchase after seeing a location specific message within an ad. Overall, 77% of the audience has take some sort of action in response to seeing a location-specific message within an ad. 40% of men say they check-in to locations while only 29% of women check into locations. Source: JiWire,. 3

5 Location-based engagement: Usage of mobile apps How often do you use location-based apps on your mobile phone? What information are you interested in receiving within location-based services? 42% 42% 6 % 22 % 29 % 27% 26% 22% 21% 16 % 27 % 12% 10% 3% Multiple times a day Few times a week Few times a month Once a month Never Source: JiWire,. Source: JiWire,. Key Insights on usage of location based apps: According to the Pew Research Center s Internet & American Life project 4% of online adults use a service that allows them to share their location with friends and to find others who are nearby.* Seventy eight percent of on-the-go audience uses location-based apps at least once a month. In Q we reported that 39% of the on-the-go audience was most interested in coupons for nearby stores, while 36% wanted store locations. *Source: Location-based service users are more often young and mobile. Pew Internet. Nov. 4, Accessed Dec, Source: JiWire,. 4

6 Location-based Engagement: Mobile Shopping Which best explains your shopping behavior on a mobile phone? What is most likely to get you to visit a retail location? 53 % 29 % 26 % 24 % 21 % 18 % 29 % 26 % 25 % 16 % 13 % 11 % Researched product on mobile phone Researched product on mobile phone and later bought within store Purchase through mobile website Researched product on mobile phone then bought online at a later date Purchase through mobile app In-store price comparison Source: JiWire,. Promotions, sales, coupons Ability to price compare Store locations Product availability Ability to None hold a product Source: JiWire,. Men are more likely than women to make a purchase on a mobile device whether it be through a mobile website or mobile app. 28% of men compared to 18% of women made a purchase through a mobile website while 21% of men, compared to 14% of women made a purchase through a mobile app. Women are more likely to visit a retail store when coupons are involved, 59% compared to only 49% of men. Source: JiWire,. 5

7 Location-based engagement: Proximity Marketing Source: JiWire,. Source: JiWire,. Key Insights on proximity marketing: The average amount of time people are willing to travel gets farther if the discount is higher. A plurality of people (45%) aren't willing to travel at all for even a 10% discount; however, once the discount increases to 75%, a majority of people (65%) are willing to travel an hour or more. The discount level at which a majority of people are willing to travel 30 minutes is a little over 25%. To get the majority people to travel an hour, the discount would have to be between 50%-75%. Source: JiWire,. 6

8 Location-based engagement: Smartphone owners Do you currently own a smartphone that supports mobile apps 29 % Of those who own an app-enabled phone: 63 % More likely to engage with an ad that is relevant to their loca-on 84 % Have par-cipated in some sort of shopping behavior on a mobile phone 7 % 64 % 93 % have used an loca-on- based app 36 % Use loca-on- based apps mul-ple -mes a day 46 % Check- in to loca-ons Yes No, but plan to purchase No Source: JiWire,. 50 % Want store loca-on informa-on within loca-on- based services 48 % Nearby points of interest informa-on within loca-on- based services Key Insights on mobile adoption: Of the on-the-go audience, 64% have a smartphone that supports mobile apps When asked in Q1 2010, 55% of respondents had a smartphone. In an article on CNN.com Tech they found that only 17% of Americans own a smartphone.* Mobile Marketing Association Luth Research Survey Finds 10 Percent of Cell Phone Owners Use Location Services at Least Once a Week. ** Comparatively, 88% of the on-the-go audience uses location-based apps at least once a week. Those who own a smartphone are much more likely to take advantage of location-based services. *Source: Most Americans still don t have smartphones. CNN.com Tech. Sept. 20, Accessed Dec, Source: U.S. Consumers Significantly More Likely To Respond To Location-Based Mobile Ads Than Other Mobile Ad Types. MMA. April 20, Accessed Dec Source: JiWire,. 7

9 Connected Device Trends and Adoption: U.S. Highlights Top 10 Mobile Device: Top Mobile OS: Q4 Mobile Device Top 10 % of Ad Requests Q3 % Change in Market Share Q4 Mobile Device OS % of Ad Requests Q3 % Change in Market Share 1 Apple iphone 43.9% % 2 Apple ipod Touch 27.2% 2-0.2% 3 Apple ipad 18.5% 3-2.8% 4 LG Optimus 0.8% n/a + 0.8% 5 BlackBerry Torch 0.6% % 6 HTC Evo 0.5% % 7 Samsung Captivate 0.5% % 8 HTC Droid Incredible 0.4% % 9 BlackBerry Bold 0.4% 6-0.1% 10 HTC Desire 0.4% % 1 ios 89.5% 1-1.3% 2 Android 7.7% % 3 RIM 1.8% % 4 Symbian 0.3% % 5 Windows Mobile 0.2% 6-0.1% 6 WebOS 0.2% % 7 PSP 0.2% 7-0.1% 8 Windows Phone 0.1% % Source: JiWire,. Source: JiWire,. Key Insights on Mobile Devices: Apple iphone continues to dominate top 10 device list seeing largest growth in Q4, although Android devices see strong growth as well. Apple iphone is the only Apple device to gain market share while the ipod touch and ipad lose market share in Q4. All Android devices in the top 10 increased their market share in. Android OS continues to steal marketshare from ios in the fourth quarter of ios loses 1.3% marketshare in Q4, following a 2.3% decrease in Q3. Marking the first time the ios marketshare has been below 90%, due primarily to the growth of Android OS. Note: JiWire measurement includes all mobile devices in order to provide a complete view of how the on-the-go audience is connecting outside of the home and office. * OS: Operating System. Source: JiWire,. 8

10 Connected Device Trends and Adoption: U.K. Highlights Top 10 Mobile Device: Top Mobile OS: Q4 Mobile Device Top 10 % of Ad Requests Q3 % Change in Market Share Q4 Mobile Device OS % of Ad Requests Q3 % Change in Market Share 1 Apple iphone 65.3% % 2 Apple ipod Touch 13.8% 2-0.4% 3 Apple ipad 4.6% 3-1.2% 4 HTC Desire 3.6% % 5 Samsung Galaxy 2.0% 5-0.1% 6 HTC Wildfire 1.5% % 7 BlackBerry Curve 1.4% 6-0.1% 8 BlackBerry Bold 0.6% 8-0.5% 9 BlackBerry Torch 0.5% n/a + 0.5% 10 Sony Xperia 0.5% n/a + 0.5% 1 ios 83.7% % 2 Android 12.3% 2-0.5% 3 RIM 3.3% 3-0.3% 4 Symbian 0.3% 5-0.3% 5 Windows Mobile 0.3% 4-0.4% 6 webos 0.1% 6-0.1% 7 PSP 0.0% % 8 Linux Smartphone 0.0% % Source: JiWire,. Source: JiWire,. Key Insights on Mobile Devices: Strong growth among a myriad of devices in the U.K. in. Top 5 U.K. devices remain the same from Q to. BlackBerry Torch and Sony Xperia move into the top 10 devices at the nine and ten spot respectively. BlackBerry Torch and Sony Xperia move into the top 10 devices with 0.5% growth in marketshare. ios dominates within the U.K. market in : ios gains 1.6% marketshare while all other OS lose marketshare or stay consistent from Q3 to. Note: JiWire measurement includes all mobile devices in order to provide a complete view of how the on-the-go audience is connecting outside of the home and office. * OS: Operating System. Source: JiWire,. 9

11 Connected Device Trends and Adoption: How people are connecting On average the mobile audience uses 1.6 devices to connect while on the go. What devices do you use to connect to Wi-Fi while on-the-go (outside the home or office) 63% 49% 19% 18% Laptop Smartphone Tablet Wi-Fi MP3 or Gaming Device Netbook 8% E-Reader 5% Source: JiWire,. Key Insights on mobile adoption: In Q2 2010, the on-the-go audience used on average1.2 devices to connect while on the go. In, the average grew to 1.6 devices being used to connect while on the go. When asked in Q2 2010, 89% said they connected on a laptop, 52% connected on a smartphone, 12% connected on a netbook, 9% said that they used a tablet (ipad), 11% on a gaming device or mp3 player, 3% on an E-Reader. Usage of tablets, Wi-Fi MP3 or gaming devices, and E-Readers increased in over Q Source: JiWire,. 10

12 Worldwide Location Highlights: Where people are getting connected Use of Public Wi-Fi: (% user visits by venue type) Venue % Change in Total Visits (Q to ) 14.2 % 5.8 % Hotel/Resort Hotels % 26.0 % 54.0 % Café Airport Airports % Cafés % Other Other % All Venues % Source: JiWire,. Source: JiWire,. Key Insights on Public Wi-Fi Visits: Overall growth of public Wi-Fi usage nearly doubles across all venues in 2010 over Cafés again have strongest growth with 89.2% and capture marketshare from hotels. Strong growth of public Wi-Fi usage across all venues continues to increase with 49.8% growth in. As venues move from paid to free models, as we ve seen a lot in 2010, we are seeing an increase in visits within these venues. Source: JiWire,. 11

13 Worldwide Location Highlights: Public Wi-Fi Locations Worldwide public Wi-Fi locations: Worldwide quarterly growth in public Wi-Fi locations 43.1 % 414, , , , , , , , , Source: JiWire,. Q Q Q *Base starting at 230,000 Source: JiWire,. Key Insights on Public Wi-Fi Locations Worldwide: Worldwide public Wi-Fi locations continue to grow through the final quarter of 2010: Annual growth of 43.1% in 2010 over Quarterly growth of 22.7% over Q Five year compound annual growth rate of 34.8%. Source: JiWire,. 12

14 Worldwide Location Highlights: Public Wi-Fi Locations Q4 Country # of Locations Q % Change (from Q3) 1 China 102, % 2 United States 93, % 3 France 30, % 4 South Korea 26, % 5 United Kingdom 26, % 6 Germany 14, % Public Wi-Fi business models: Worldwide 74.3 % 25.7 % Paid 1.7 % 72.6 % Free Public Wi-Fi business models: U.S % 7 Russia 14, % 8 Japan 12, % 9 Sweden 7, % 53.9 % 0.5 % 45.6 % Paid Free 10 Turkey 7, % Source: JiWire,. Source: JiWire,. Large public Wi-Fi networks partner, contributing to the huge growth in China and South Korea: With growth of 157.7% China moves ahead of the United States to claim the top spot for the first time. Additionally, South Korea has growth of over 100% in to move into the 4 th position. Minimal change between free and paid Wi-Fi Models in the fourth quarter of 2010: Paid locations grew 1.7% Worldwide, while free locations grew 0.5% within the U.S. Source: JiWire,. 13

15 JiWire is the leading mobile audience media company, combining location and audience data to deliver targeted advertising across premium locations and wireless devices. This Insights report provides a snapshot of usage trends and audience data over public Wi-Fi for the second quarter of This report is intended to highlight market trends for advertisers. JiWire s Location-Based Media Channel is comprised of more than 30,000 public Wi-Fi locations through partnerships with more than 30 leading wireless broadband telecommunications providers, with venues such as airports, hotels and cafés that serve more than 40 million unique users monthly. JiWire connects with the on-the-go audience across multiple devices from laptops, to smartphones, to tablets. JiWire s registry of public Wi-Fi locations includes more than 450,000 public Wi-Fi locations in 144 countries. JiWire has been reaching on-the-go audiences since For questions about this report, or for recommendations for future reports, please contact us at Insights@jiwire.com. Methodology: JiWire s Mobile Audience Insights Report is based on data from approximately 315,000 public Wi-Fi locations, as well as surveying more than 3,000 customers randomly selected across JiWire s Wi-Fi Media Channel in Oct 10 Dec 10. JiWire serves advertisements to over 30,000 public Wi-Fi locations in North America and we record data from every ad request. This report is based on the ad request data we collected from October December Quarterly public Wi-Fi location rankings and business model distributions are based on the final day of the quarter.