AdMob Mobile Metrics Report - Southeast Asia

Transcription

1 AdMob Mobile Metrics Report - Southeast Asia 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 report offers a snapshot of its data to provide insight into trends in the mobile ecosystem in Southeast Asia. Q Find other reports at metrics.admob.com.

2 AdMob Mobile Metrics Report - Southeast Asia Q New and Noteworthy This Mobile Metrics Highlights Report breaks down, by country, trended manufacturer share across all mobile devices, smartphone OS share, and the top handsets and smartphones in the AdMob Southeast Asia network. Highlights from the Report include: Singapore, Hong Kong and Vietnam grew the fastest on the AdMob network in Their average monthly traffic growth rate over the 12 month period was 458%. The top 3 countries, India, Indonesia and Australia generated over 72% of traffic in the region in Q4 2009, while the bottom 3 countries, Malaysia, Singapore and Hong Kong accounted for 8% of traffic. Within Southeast Asia, had the leading manufacturer share (52%), followed by (15%) and (12%) based on Q traffic. The remaining 10 manufacturers accounted for 21% of traffic. Traffic from smartphone devices in Southeast Asia represented of overall traffic in Q Singapore had the highest traffic from smartphone devices at 77% of Q traffic and Vietnam had the lowest at 22%. is the most popular operating system in the region and accounted for 77% of smartphone traffic in Q The came in second at 19% of Q smartphone traffic. Combined, they represented 96% of smartphone traffic in Southeast Asia. The is most dominant in Australia, Singapore and Hong Kong with a respective December 2009 market share of 9, 84% and 76%. The 3 countries are responsible for 69% of the region's iphone traffic. Based on December 2008 data, gave up considerable market share over 2009 in Australia, Singapore and Hong Kong (losing 39%, 29% and 16% in monthly traffic share, respectively). The N70 smartphone has a deeply entrenched position in Southeast Asia based on December 2009 data. The N70 is the most popular smartphone device in Indonesia, Philippines and India. In Malaysia, Thailand and Vietnam, the N70 is the most popular smartphone device. * 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: AdMob's definition of a Smartphone is a phone that has an identifiable Operating System. Although it runs the, the ipod touch is not included in the definition because it is not a phone. Contents Southeast Asia Overview India: Handset Data Indonesia: Handset Data Australia: Handset Data Philippines: Handset Data Thailand: Handset Data Vietnam: Handset Data Malaysia: Handset Data Singapore: Handset Data Hong Kong: Handset Data Methodology Find previous reports and sign up for future report notifications at metrics.admob.com. 2

3 Traffic Relative todec 2008 Southeast Asia Overview - Q Requests: - Handset Manufacturer Share, Southeast Asia, Q <1% 4% 12% 17% 15% 52% Motorola Ad Requests by Country, Southeast Asia Country Requests % of Requests % Share Change (1) India 1,726,038, % 3. Indonesia 1,272,346, % -1.6% Australia 473,846, % 4.2% Philippines 459,196, % -9.7% Thailand 249,642, % 0.2% Vietnam 220,445, % 2. Malaysia 131,210, % -0.1% Singapore 123,063, % 0.8% Hong Kong 113,446, % 1. Total 4,769,236, Operating System Share, Southeast Asia, Q % 2% 1% 1% <1% 77% RIM OS Android Monthly Growth in Traffic Since Dec 2008 Southeast Asia India Indonesia Australia Philippines Thailand Vietnam Malaysia Singapore Hong Kong 1.0 (1) Share change calculated as percent of Q requests less percent of Q requests. includes unclassified impressions and other manufacturers with < 1% share. For this report, Southeast Asia includes India, Indonesia, Australia, Philippines, Thailand, Vietnam, Malaysia, Singapore and Hong Kong. Find previous reports and sign up for future report notifications at metrics.admob.com. 3

4 India Handset Data - Q % 19% 2 21% 5% Handset Manufacturer Share, India 6% 6% 7% 61% 6 61% 6 Motorola 3110c 6.4% -1.7% % 2.9% N70 4.2% -0.6% % 0.4% % -0.4% N80 2.5% -0.5% N73 2.5% -0.1% % -0.6% N2700 Classic 2.1% 1.9% % -0.7% Total 33.4% Operating System Share, India 2% 5% 5% 94% 94% 92% 91% Linux Smartphone OS N % -1.5% % -1.1% N80 8.8% -1.2% N73 8.7% -0.2% N72 5.6% -0.8% iphone 5.2% 2.8% % % -0.1% 5800 XpressMusic 3.2% 1.6% N95 3.1% 0.2% Total 66. includes unclassified impressions and other manufacturers with < 1% share. We received 1.7 billion requests from India in Q In December 2009, smartphone traffic share was 28%. Please see page 13 for our definition of a smartphone. Find previous reports and sign up for future report notifications at metrics.admob.com. 4

5 Indonesia Handset Data - Q Handset Manufacturer Share, Indonesia % 1 27% 27% 25% 24% 57% 57% 59% 57% RIM Nexian N70 4.2% % % 1.6% % -0.5% E63 2.4% 0.9% % -0.1% 3110c W200i 2.2% -0.6% 2600c N73 1.9% 0. Total 25.5% Operating System Share, Indonesia N % -0.6% % 95% 94% 9 92% RIM OS % -1.2% % E63 7.1% 2.5% % N73 5.6% % -0.7% 6120c 4.7% -0.5% E71 4.7% 1.4% N80 2.8% -0. Total 65. includes unclassified impressions and other manufacturers with < 1% share. We received 1.3 billion requests from Indonesia in Q In December 2009, smartphone traffic share was 3. Please see page 13 for our definition of a smartphone. Find previous reports and sign up for future report notifications at metrics.admob.com. 5

6 Australia Handset Data - Q % 6% 5% 8% 77% Handset Manufacturer Share, Australia 6% 82% 5% 5% 87% 88% Sep-09 Oct-09 Q1, Q2, Q3, Q4Nov-09 Dec-09 LG iphone 67.8% 9.7% ipod Touch 20.4% 1.7% N95 0.5% -0.7% Sony PlayStation Portable 0.5% -0.1% % -0.4% 6120c 0.4% -0.1% E71 0.4% -0. ZTE T6 0.4% -0.2% LG KS HTC Magic % Total 91.4% Operating System Share, Australia 9% 7% 4% 5% 88% 91% 9 9 RIM OS Android iphone 93.2% 5. N95 0.7% -1.1% % -0.7% 6120c 0.6% -0.2% E71 0.5% -0.6% HTC Magic 0.4% -0.2% RIM BlackBerry % HTC Hero E % N Total 97.4% includes unclassified impressions and other manufacturers with < 1% share. We received million requests from Australia in Q In December 2009, smartphone traffic share was 72%. Please see page 13 for our definition of a smartphone. Find previous reports and sign up for future report notifications at metrics.admob.com. 6

7 Philippines Handset Data - Q Handset Manufacturer Share, Philippines 18% 18% 2 19% 4% 5% 8% 8% 67% 67% 7% 6% 8% 7% 62% 65% N70 9.2% 2.5% ipod Touch iphone % % 0.9% 6120c 2.8% 0.5% 3110c 2.6% -0.9% N73 2.2% % -1.4% % Total 34.4% Operating System Share, Philippines 5% 5% 8% 7% 94% % N % 2.8% % 3.2% iphone 6.5% % 6120c 6.2% 0.1% N73 4.8% -0.1% % % -1.9% N80 3.7% -0.2% N95 3.7% -1.4% Total 71.2% includes unclassified impressions and other manufacturers with < 1% share. We received million requests from Philippines in Q In December 2009, smartphone traffic share was 44%. Please see page 13 for our definition of a smartphone. Find previous reports and sign up for future report notifications at metrics.admob.com. 7

8 Thailand Handset Data - Q Handset Manufacturer Share, Thailand 1 12% 7% 5% 5% 12% 12% 16% 22% 65% 65% 6 62% 6% 5% i-mobile iphone % N % N80 3.8% -2.1% ipod Touch 3.2% 1.6% 5800 XpressMusic 3.1% -1.2% % N72 2.8% % 1. N73 2.6% 0.1% 3110c Total 53.5% % 4% 17% 17% 78% 78% Operating System Share, Thailand 22% 28% 7 69% iphone 28.2% 11.8% N % N80 5.6% -3.7% 5800 XpressMusic 4.7% % -0.9% N72 4.2% 0.2% N73 3.9% -0.2% N81 3.4% -2.1% % -0.1% 5530 XpressMusic 2.5% 2. Total 75.8% includes unclassified impressions and other manufacturers with < 1% share. We received million requests from Thailand in Q In December 2009, smartphone traffic share was 66%. Please see page 13 for our definition of a smartphone. Find previous reports and sign up for future report notifications at metrics.admob.com. 8

9 Vietnam Handset Data - Q % 4% 6% 6% Handset Manufacturer Share, Vietnam 29% 3 3 4% 4% 6% 5% 4% 5% 5% 5% 52% % LG Motorola 3110c 6.4% 0.4% % % 0.1% iphone 3.6% -1. N70 2.5% -0.8% % 0.2% % 0.7% % -0.5% Philips % 0.1% % 0.2% Total 27.2% Operating System Share, Vietnam 18% 2 19% 18% 77% 75% 76% 78% Android RIM OS % 2.6% iphone 17.4% -0.4% N % -0.7% % N72 3.5% -0.2% N81 3.1% -0.4% N % E63 2.1% c N95 1.9% 0.1% Total 71.9% includes unclassified impressions and other manufacturers with < 1% share. We received million requests from Vietnam in Q In December 2009, smartphone traffic share was 2. Please see page 13 for our definition of a smartphone. Find previous reports and sign up for future report notifications at metrics.admob.com. 9

10 Malaysia Handset Data - Q Handset Manufacturer Share, Malaysia 15% 15% 12% 12% 21% % iphone 23.1% 10. ipod Touch % N70 4.2% -1.8% N95 2.9% % 15% 28% 46% 48% 27% 38% N80 2.4% -0.5% 5800 XpressMusic % N W910i % N73 1.6% -0.2% 6120c 1.4% -0.4% Total 46. Operating System Share, Malaysia iphone 40.4% % N70 7.4% -3.7% N % N80 4.2% -1.1% 5800 XpressMusic N81 3.5% -0.7% % 75% 57% 57% N73 2.7% -0.4% 6120c 2.4% -0.8% N82 2.2% -1.5% E71 1.8% -0.5% Total 73.6% includes unclassified impressions and other manufacturers with < 1% share. We received million requests from Malaysia in Q In December 2009, smartphone traffic share was 56%. Please see page 13 for our definition of a smartphone. Find previous reports and sign up for future report notifications at metrics.admob.com. 10

11 Singapore Handset Data - Q Handset Manufacturer Share, Singapore 5% 6% 4% 4% 4% 4% 5% 4% 9% 9% 15% 14% 67% 67% 77% 79% Sony RIM HTC iphone 66.5% 21.7% ipod Touch 12.6% -9.2% Sony PlayStation Portable % RIM BlackBerry % 0. HTC Hero 1.1% 0.9% HTC Magic 0.9% -0.4% E63 0.9% -1. HTC Dream 0.6% 0.1% E71 0.6% -1. N95 0.5% -0.9% Total % 5% 6% 9% 21% 17% Operating System Share, Singapore 7 81% 84% RIM OS Android iphone 83.8% 14. RIM BlackBerry % -0. HTC Hero HTC Magic 1.1% -0.8% E63 1.1% -2. HTC Dream 0.8% -0.1% E71 0.8% -1.8% 5800 XpressMusic 0.6% -0.6% N95 0.6% -1.6% E51 0.5% -0.9% Total 92. includes unclassified impressions and other manufacturers with < 1% share. We received million requests from Singapore in Q In December 2009, smartphone traffic share was 78%. Please see page 13 for our definition of a smartphone. Find previous reports and sign up for future report notifications at metrics.admob.com. 11

12 Hong Kong Handset Data - Q Handset Manufacturer Share, Hong Kong iphone 53.1% 14.7% % 8% 5% 4% 5% 8% 1 22% 1 22% 5 48% 9% 15% 59% 7% 9% 12% 65% RIM HTC ipod Touch 12.1% 0.4% HTC Hero 3.6% 2.6% HTC Magic 2.6% -0.4% 6120c 1.6% -1.5% W % 0.6% N80 1.2% -1.2% W910i 1.1% -1.2% 5800 XpressMusic 0.9% -0.4% T % -0.1% Total 78. Operating System Share, Hong Kong iphone 75.9% 12.7% % 12% 1 26% 24% 14% 12% HTC Hero 5.2% 3.5% HTC Magic 3.7% c % 6 N80 1.7% -2.2% % 71% 76% RIM OS Android 5800 XpressMusic % % -1.2% RIM BlackBerry % -0. N70 0.6% -0.8% RIM BlackBerry % 0. Total 92.8% includes unclassified impressions and other manufacturers with < 1% share. We received thousand requests from Hong Kong in Q In December 2009, smartphone traffic share was 68%. Please see page 13 for our definition of a smartphone. Find previous reports and sign up for future report notifications at metrics.admob.com. 12

13 AdMob Mobile Metrics Report - Southeast Asia Q 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 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 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" ( 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, 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 countrymarket. 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 this blog post for more details on interpreting this report: Questions metrics@admob.com to receive future AdMob Mobile Metrics distributions or if you have any questions or feedback for future reports. metrics@admob.com to sign up for future reports. Find previous reports and other resources at metrics.admob.com. 13