AdMob Mobile Metrics Report - Southeast Asia Q4 2009 Find other reports at metrics.admob.com. 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.
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AdMob serves ads for more than 15,000 mobile Web sites and applications around the world. AdMob stores and analyzes the data from everyad request, impression, and click and uses this to optimize ad matching in its network. This report offers a snapshot of its data to provide insightinto trends in the mobile ecosystem in Southeast Asia.
AdMob Mobile Metrics Report - Southeast AsiaQ4 2009
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 2009. 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, Nokia had the leading manufacturer share (52%), followed by Apple (15%) and SonyEricsson (12%) based on Q4 2009 traffic. The remaining 10 manufacturers accounted for 21% of traffic.
• Traffic from smartphone devices in Southeast Asia represented 40% of overall traffic in Q4 2009. Singapore had the highest traffic from smartphone devices at 77% of Q4 2009 traffic and Vietnam had the lowest at 22%.
• Symbian OS is the most popular operating system in the region and accounted for 77% of smartphone traffic in Q4 2009. The iPhone OS came in second at 19% of Q4 2009 smartphone traffic. Combined, they represented
96% of smartphone traffic in Southeast Asia.
• The iPhone OS is most dominant in Australia, Singapore and Hong Kong with a respective December 2009 market share of 93%, 84% and 76%. The 3 countries are responsible for 69% of the region's iPhone traffic. Based on
December 2008 data, Symbian OS gave up considerable market share over 2009 in Australia, Singapore and Hong Kong (losing 39%, 29% and 16% in monthly traffic share, respectively).
• The Nokia 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 Symbian OS 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 ofrequests received from a particular handset; it is a measure of relative mobile W eb and application usage and does not represent handset sales. Please visit this blog post for more information on how to interpret the Metricsreport: http://metrics.admob.com/2009/10/placing-admob-metrics-in-context/.
AdMob's definition of a Smartphone is a phone that has an identifiable Operating System. Although it runs the iPhone OS, the Apple 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 m etrics.admob.com. 2
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 1.7 billion requests from India in Q4 2009. In December 2009, smartphone traffic share was 28%. Please see page 13 for our definition of a smartphone.
(1)Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
94% 94% 92% 91%
2% 3% 5% 5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sep-09 Oct-09 Nov-09 Dec-09
S h a r e
o f R e q u e s t s
Operating System Share, India
Smartphone Only
Other
Linux Smartphone OS
Windows Mobile OS
iPhone OS
Symbian OS
Q1, Q2, Q3, Q4
61% 63% 61% 60%
10%10% 10% 10%
5%6% 6% 7%
22% 19% 20% 21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sep-09 Oct-09 Nov-09 Dec-09
S h a r e
o f R e q u e s t s
Handset Manufacturer Share, India
All Devices
Other
Motorola
Apple
Samsung
SonyEricsson
Nokia
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• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 1.3 billion requests from Indonesia in Q4 2009. In December 2009, smartphone traffic share was 33%. Please see page 13 for our definition of a smartphone.
(1)Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
95% 94% 93% 92%
3% 3%2% 3% 3% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sep-09 Oct-09 Nov-09 Dec-09
S h a r e
o f R e q u e s t s
Operating System Share, Indonesia
Smartphone Only
Windows Mobile OS
iPhone OS
RIM OS
Symbian OS
Q1, Q2, Q3, Q4
57% 57% 59% 57%
27% 27% 25% 24%
13% 13% 11% 13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sep-09 Oct-09 Nov-09 Dec-09
S h a r e
o f R e q u e s t s
Handset Manufacturer Share, Indonesia
All Devices
Other
RIM
Apple
Nexian
Samsung
SonyEricsson
Nokia
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Nokia N95 0.5% -0.7%Sony PlayStation Portable 0.5% -0.1%
Nokia 6300 0.5% -0.4%
Nokia 6120c 0.4% -0.1%
Nokia E71 0.4% -0.3%
ZTE T6 0.4% -0.2%
LG KS360 0.3% -1.0%
HTC Magic 0.3% -0.1%
Total 91.4%
Top Smartphones, December 2009
Brand Model % of Requests Share Chg %(1)
Apple iPhone 93.2% 5.3%
Nokia N95 0.7% -1.1%
Nokia 6300 0.7% -0.7%
Nokia 6120c 0.6% -0.2%
Nokia E71 0.5% -0.6%
HTC Magic 0.4% -0.2%
RIM BlackBerry 9000 0.3% -0.2%
HTC Hero 0.3% 0.3%
Nokia E63 0.3% -0.1%
Nokia N97 0.3% 0.0%
Total 97.4%
Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 473.8 million requests from Australia in Q4 2009. In December 2009, smartphone traffic share was 72%. Please see page 13 for our definition of a smartphone.
(1)Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
88% 91% 93% 93%
9% 7% 4% 5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sep-09 Oct-09 Nov-09 Dec-09
S
h a r e
o f R e q u e s t s
Operating System Share, Australia
Smartphone Only
Other
RIM OS
Android
Symbian OS
iPhone OS
Q1, Q2, Q3, Q4
77%82%
87% 88%
8%
6%5% 5%
3%
10% 7% 6% 5%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sep-09 Oct-09 Nov-09 Dec-09
S h a r e
o f R e q u e s t s
Handset Manufacturer Share, Australia
All Devices
Other
LG
Samsung
Nokia
Apple
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• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 459.2 million requests from Philippines in Q4 2009. In December 2009, smartphone traffic share was 44%. Please see page 13 for our definition of a smartphone.
(1)Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
94% 93% 90% 92%
5% 5% 8% 7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sep-09 Oct-09 Nov-09 Dec-09
S
h a r e
o f R e q u e s t s
Operating System Share, Philippines
Smartphone Only
Other
Windows Mobile OS
iPhone OS
Symbian OS
Q1, Q2, Q3, Q4
67% 67%62% 65%
8% 8%8%
7%
4% 5%7% 6%
3% 3% 3%
18% 18% 20% 19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sep-09 Oct-09 Nov-09 Dec-09
S h a r e
o f R e q u e s t s
Handset Manufacturer Share, Philippines
All Devices
Other
Samsung
Apple
SonyEricsson
Nokia
Find previous reports and sign up for future report notifications at m etrics.admob.com. 7
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 249.6 million requests from Thailand in Q4 2009. In December 2009, smartphone traffic share was 66%. Please see page 13 for our definition of a smartphone.
(1)Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
78% 78%73%
69%
17% 17%22% 28%
4% 4% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sep-09 Oct-09 Nov-09 Dec-09
S
h a r e
o f R e q u e s t s
Operating System Share, Thailand
Smartphone Only
Other
Windows Mobile OS
iPhone OS
Symbian OS
Q1, Q2, Q3, Q4
65% 65% 63% 62%
12% 12% 16% 22%
5% 5% 6%
5%3% 3%
13% 12% 10% 7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sep-09 Oct-09 Nov-09 Dec-09
S h a r e
o f R e q u e s t s
Handset Manufacturer Share, Thailand
All Devices
Other
i-mobile
SonyEricsson
Samsung
Apple
Nokia
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• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 220.4 million requests from Vietnam in Q4 2009. In December 2009, smartphone traffic share was 20%. Please see page 13 for our definition of a smartphone.
(1)Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
77% 75% 76% 78%
18% 20% 19% 18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sep-09 Oct-09 Nov-09 Dec-09
S
h a r e
o f R e q u e s t s
Operating System Share, Vietnam
Smartphone Only
Other
Android
Windows Mobile OS
RIM OS
iPhone OS
Symbian OS
Q1, Q2, Q3, Q4
52% 50% 50% 49%
6%5% 5% 5%
6%6% 5% 4%
4%3%
4%4% 3%
3%
3%3% 3%
3%
25%29% 30%
33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sep-09 Oct-09 Nov-09 Dec-09
S h a r e
o f R e q u e s t s
Handset Manufacturer Share, Vietnam
All Devices
Other
LG
Motorola
SonyEricsson
Apple
Samsung
Nokia
Find previous reports and sign up for future report notifications at m etrics.admob.com. 9
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 131.2 million requests from Malaysia in Q4 2009. In December 2009, smartphone traffic share was 56%. Please see page 13 for our definition of a smartphone.
(1)Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
74% 75%
57% 57%
23% 22%
40% 40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sep-09 Oct-09 Nov-09 Dec-09
S
h a r e
o f R e q u e s t s
Operating System Share, Malaysia
Smartphone Only
Other
Windows Mobile OS
iPhone OS
Symbian OS
Q1, Q2, Q3, Q4
46% 48%40% 38%
18% 15% 28%27%
21% 23%20% 22%
15% 15% 12% 12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sep-09 Oct-09 Nov-09 Dec-09
S h a r e
o f R e q u e s t s
Handset Manufacturer Share, Malaysia
All Devices
Other
SonyEricsson
Apple
Nokia
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Sony PlayStation Portable 1.3% -2.2%RIM BlackBerry 9000 1.2% 0.0%
HTC Hero 1.1% 0.9%
HTC Magic 0.9% -0.4%
Nokia E63 0.9% -1.3%
HTC Dream 0.6% 0.1%
Nokia E71 0.6% -1.0%
Nokia N95 0.5% -0.9%
Total 86.0%
Top Smartphones, December 2009
Brand Model % of Requests Share Chg %(1)
Apple iPhone 83.8% 14.0%
RIM BlackBerry 9000 1.5% -0.3%
HTC Hero 1.3% 1.0%
HTC Magic 1.1% -0.8%
Nokia E63 1.1% -2.3%
HTC Dream 0.8% -0.1%
Nokia E71 0.8% -1.8%
Nokia 5800 XpressMusic 0.6% -0.6%
Nokia N95 0.6% -1.6%
Nokia E51 0.5% -0.9%
Total 92.0%
Notes
• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 123.1 million requests from Singapore in Q4 2009. In December 2009, smartphone traffic share was 78%. Please see page 13 for our definition of a smartphone.
(1)Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
70%
73%81% 84%
21% 17%10%
9%3% 5% 6% 3%4% 3% 3% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sep-09 Oct-09 Nov-09 Dec-09
S
h a r e
o f R e q u e s t s
Operating System Share, Singapore
Smartphone Only
Windows Mobile OS
RIM OS
Android
Symbian OS
iPhone OS
Q1, Q2, Q3, Q4
67% 67%
77% 79%
15% 14%
9% 9%4%
5%3%4% 4%
3%4%5% 6% 4% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sep-09 Oct-09 Nov-09 Dec-09
S h a r e
o f R e q u e s t s
Handset Manufacturer Share, Singapore
All Devices
Other
Sony
SonyEricsson
RIM
HTC
Nokia
Apple
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• Other includes unclassified impressions and other manufacturers with < 1% share.
• We received 113.4 thousand requests from Hong Kong in Q4 2009. In December 2009, smartphone traffic share was 68%. Please see page 13 for our definition of a smartphone.
(1)Share change calculated as percent of December 2009 requests less percent of September 2009 requests.
63% 61%
71%76%
26%24%
14%12%
7% 12% 13% 10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sep-09 Oct-09 Nov-09 Dec-09
S
h a r e
o f R e q u e s t s
Operating System Share, Hong Kong
Smartphone Only
Other
RIM OS
Android
Symbian OS
iPhone OS
Q1, Q2, Q3, Q4
50% 48%
59%65%
22%22%
15%
12%
13%13%
10%9%
5% 8%9%
7%
8% 8% 5% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sep-09 Oct-09 Nov-09 Dec-09
S h a r e
o f R e q u e s t s
Handset Manufacturer Share, Hong Kong
All Devices
Other
RIM
Samsung
HTC
SonyEricsson
Nokia
Apple
Find previous reports and sign up for future report notifications at m etrics.admob.com. 12
AdMob Mobile Metrics Report - Southeast AsiaQ4 2009
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 2006. For each ad served, AdMob leverages handset and operator data, which enable demographic, device, andoperator 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 frommore 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" (http://en.wikipedia.org/wiki/Smartphone). AdMob classifies aphone as a smartphone when it has an identifiable operating system and we continually update our list as new phones enter the market. Despite running theiPhone 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
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: http://metrics.admob.com/2009/10/placing-admob-metrics-in-context/
Questions
Email [email protected] to receive future AdMob Mobile Metrics distributions or if you have any questions or feedback for future reports.
Email [email protected] to sign up for future reports. Find previous reports and other resources at metrics.admob.com. 13