This document is Greystripe's Consumer Insights Report for the first quarter of 2009. It summarizes Greystripe user demographics, behaviors, and preferences based on surveys of their iPhone, Java, and rich media network users. Key findings include that Greystripe users are predominantly aged 18-44, well-educated, and make purchasing decisions influenced by advertising. The report also provides engagement metrics for Greystripe's platforms and top applications.

1. Greystripe Consumer Insights Report
April 2009
Date Published: April 2009
Author: Katie Berk
Marketing Manager
Phone: 415 651-2661
Fax: 415 651-2651
kberk@greystripe.com

2. Table of Contents
SUMMARY .................................................................................................................................3
THE DATA ..................................................................................................................................3
CONSUMER DEMOGRAPHICS.................................................................................................4
CONSUMER BEHAVIOR: ENTERTAINMENT PREFERENCES ................................................9
CONSUMER BEHAVIOR: CONSUMER ELECTRONIC PREFERENCES ..................................7
CONSUMER BEHAVIOR: QSR PREFERENCES.......................................................................8
IPHONE ENGAGEMENT METRICS .........................................................................................13
RICH MEDIA ENGAGEMENT METRICS..................................................................................14
JAVA ENGAGEMENT METRICS..............................................................................................16
ABOUT GREYSTRIPE .............................................................................................................17
2 of 17 | Copyright © 2009 Greystripe, Inc. All rights reserved.

3. Summary
In the first Quarter of 2009 Greystripe and other mobile media companies have turned their
attention towards the iPhone because of the incredible advertising and content experience for
the end user. At Greystripe we continued to improve our full-screen ad format and recently
added support for Flash ads on our network. Agencies and their brands are now able to explore
not only a wider creative canvas but also their relationship with their customers through the
personal mobile screen. To develop that relationship, understanding the mobile audience is
more important than ever. This quarter’s Consumer Insights Report reflects our current focus by
illustrating who our iPhone user base is and by highlighting how our user reacted to our new
Flash ad format. However, our network of Java publishers and Catalog Partners remain a core
part of our business and we’ve included a section looking at the performance of this sector as
well.
As the mobile industry matures third party verification of campaign performance will become
essential. In anticipation of this trend, Greystripe has partnered with several research firms and
advertisers to measure the success of campaigns delivered through our network. Most recently
we’ve partnered with ComScore on the research side and Axe, LeapFrog, HP, and Burger King
on the advertiser side to look at our new Flash ad format. Selected pieces of the results of these
studies, specifically those that pertain to our user demographics, can be found in this study.
More complete results from these research studies have previously been made public through
press releases.
As always, we continue to closely monitor our user base and study how they interact with our ad
formats. Greystripe believes understanding the mobile audience is key to the future of the
mobile advertising industry. In order to continue to grow the free, ad-supported model in mobile,
advertisers need the same key audience and engagement metrics that have been applied to
other mediums. These benchmarks create successful campaigns which in turn drive a long term
commitment to mobile advertising. As the leading rich media mobile advertising network,
Greystripe is committed to providing ongoing data to the mobile industry and to advertisers
about users of free mobile content. In this report Greystripe summarizes their preferences and
demographics.
The Data
This report is based on data gathered from Greystripe users during the first quarter of 2009
(January 1 through March 31). Genre, title/application, and handset/device preferences as well
as country information and iPhone engagement metrics are reflective of our entire user base,
while additional statistics are based on surveys run in our network during this time period. The
sample size is specified for each of these questions. Some of these surveys were conducted
internally and others were conducted by comScore; graphs are labeled to identify who
conducted each survey. Unless otherwise stated, all data is based on our U.S. iPhone user
base.
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4. Consumer Demographics
AGE BREAKDOWN
70% of Greystripe’s users are between
the ages of 18 and 44.
GENDER DISTRIBUTION
Greystripe’s audience is split almost evenly
between males and females.
EDUCATION LEVEL
84% of Greystripe’s users have attended some
college or more, with 53% having a Bachelor’s
degree or above.
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5. INCOME LEVEL
42% of respondents have a household income
of $78,000 or more, while 15% earn $165,000
or more.
NUMBER OF CHILDREN IN
HOUSEHOLD
44% of Greystripe’s users have children.
PURCHASING DECISION MAKER
91% of respondents are either the primary
decision maker for purchasing in their
household or share the decision-making role.
DECISION MAKING
45% of users make their purchasing decisions
based on advertising.
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6. EMPLOYED
74% of Greystripe’s users are employed.
MARRIED
Greystripe’s audience is evenly split between
those who are married and those who are not
married.
DO YOU EVER TRAVEL?
89% of respondents travel at least occasionally
with 17% of those respondents traveling for
business.
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7. Consumer Behavior: Consumer Electronic Preferences
PERSONAL COMPUTERS: WHEN
PURCHASE NEXT PC
79% of Greystripe’s audience is planning on
purchasing a new computer in the next two years
and 44% are planning on purchasing one within a
year.
PERSONAL COMPUTERS:
HOURS/WEEK SPENT ON COMPUTER
68% of Greystripe’s audience spends 20 or more
hours on their PC a week 99% spend at least 1
hour a week on their PC.
PERSONAL COMPUTER: MOST
TRUSTED SOURCES FOR PC INFO
Greystripe users rely on a wide variety of sources
for their PC information.
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8. Consumer Behavior: QSR Preferences
FAST FOOD: HOW OFTEN VISITED
At the time of being surveyed, 88% of Greystripe’s
users had visited a fast food restaurant in
preceding four weeks.
FAST FOOD: LOCATIONS DINED
Greystripe’s users eat at a wide range of fast food
restaurants.
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9. Consumer Behavior: Entertainment Preferences
MOVIES: HOW OFTEN
WATCHED IN THE THEATER
99% of Greystripe’s audience goes to
the movies at least once a year and
54% go 6 times or more.
MOVIES: SOURCE FOR NEW
RELEASES
92% of users find out about new
movies from advertising.
MOVIES: DECISION MAKING
50% of Greystripe’s audience decides
what movies to see based on the
quality of the advertisements.
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10. MOVIES: WHERE WATCHED
Greystripe’s audience watches movies
across multiple platforms.
DVDS: HOW MANY
PURCHASED
88% of Greystripe’s audience buys
DVDs and 48% buy 6 or more DVDs a
year.
DVDS: SOURCE FOR NEW
RELEASES
84% of Greystripe’s audience learns
about new DVD releases through
advertising.
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11. DVDS: DECISION MAKING
47% of Greystripe’s audience decides
what DVDs to watch based on the
quality of the ads.
TV: HOW DO YOU WATCH
Greystripe’s audience watches TV
shows across multiple platforms.
TV: SOURCE FOR NEW
SHOWS
88% of Greystripe’s audience finds out
about TV shows from advertising.
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12. TV: DECISION MAKING
The TV viewing habits of Greystripe’s
users are influenced by a variety of
factors.
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13. iPhone Engagement Metrics
• Minutes per use: 9.6 • Uses per user: 19.9
• Time spent with games/applications per user: • 46% of users play 5 times or more,
3 hours 10 minutes 10.2% play 25 times or more
DEVICE BREAKDOWN COUNTRY BREAKDOWN
DOWNLOAD MORE AD-SUPPORTED
FREE GAMES/APPS
80% of Greystripe’s users would download another
free-ad supported game.
N=210
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14. Rich Media Engagement Metrics
RICH MEDIA/FLASH ADS
Greystripe Online
Metric Flash Ad Format Flash Ad Format
Average increase in top of mind awareness of brand 10 points 1 point
Average increase in awareness of ad 12 points 3 points
Average increase in likelihood to recommend brand 2 points 1 point
Average increase in purchase consideration 4 points 4 points
GS.TAILGATE RICH MEDIA/FLASH AD STATISTICS
• GS.Tailgate advergames have an average of 22 seconds of interaction
• 10+% of users interact with GS.Tailgate ads
• In a recent GS.Tailgate ad, users touched the screen to interact with the ad a total of 5,291,070 times
(or 1.92 times/impressions)
• Playing the GS.Tailgate ad increased the CTR of “buy now” button 4.4% (from 1.5% to 5.9%)
FLASH GAME OR INTERACTIVE
FLASH AD VS STATIC AD
Greystripe users were 48% more likely to say they
would prefer to interact with an interactive Flash ad
rather than a static ad if they had previously
experienced a GS.Rich Media Flash ad.
TOP 10 IPHONE APPLICATIONS
Game Developer Game Developer
Beer Pong Jeremy Lazarus Free Speed Norma Cheng
Cookie Bonus Solitaire Amplified Games Origami Rose Adam Schmelzle
Cubes Free Manta Sextuple Word Lite Norman Cheng
Fart for Free Gabe Jacob Sound Grenade High Gloss
Freecell Free Mobilityware WordWarp Mobilityware
By impression, listed alphabetically
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15. TOP 10 IPHONE COUNTRIES
Rank Countries Percent
1 United States 74.8%
2 Great Britain 6.4
3 Canada 4.0
4 Australia 1.9
5 France 1.6
6 Singapore 1.3
7 Japan 1.0
8 Hong Kong 0.7
9 Mexico 0.5
10 Germany 0.5
By impression
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16. Java Engagement Metrics
TOTAL JAVA GAMES DOWNLOADED: 165 MILLION
TOP 20 JAVA GAMES
Game Developer Game Developer
Backgammon Odesys, LLC Origami Rose Adam Schmelzle
Bikini Pool Summer Signal Media LTD Paper Airplane WP Technology Inc
Cafe Solitare Digital Chocolate Planet Riders 3D Fishlabs
Chess Odesys, LLC Rollercoaster Rush Digital Chocolate
Formula Extreme Gameleons SameGame 2 SDW Developments
FreeCell Odesys, LLC Solitaire Odesys, LLC
Funky Monkey in Funky Handy Games Spider Solitaire Relaxas
Monkeyland
HeliStrike 3D Fishlabs Tower Bloxx Digital Chocolate
Mahjongg Match Xing Interactive Wattpad WP Technology Inc
Mobile Aquarium TLogic Zum-zum UFT
By impression, listed alphabetically
TOP 5 JAVA GENRES JAVA HANDSET PREFERENCE
FOR GAME USERS
By impression.
The Samsung SGH-E250 is the preferred java
handset for Greystripe users. Data is based on
ranking by revenue.
Rank Genre Vendor Model Percent
1 Puzzle Samsung SGH-E250 13.4
2 Action Motorola 385 2.9
3 Adventure Samsung D900i 2.1
4 Arcade Nokia 6300 1.9
5 Sports Samsung M500 1.8
16 of 17 | Copyright © 2009 Greystripe, Inc. All rights reserved.

17. About Greystripe
Greystripe is the rich media advertising platform for mobile. Greystripe's product suite enables brand
advertisers to communicate their brand message with a unique mobile audience, publishers to gain
advertising revenue by serving ads through their games, and consumers to play high-quality games for
free. Greystripe’s in-game advertising system is protected by a broad array of patents pending and
currently serves ads into more than 900 game titles from 200 publishers supporting over 1,400 handset
models. Greystripe reaches millions of mobile game players by powering over 180 Catalog distribution
partners, through its online portal GameJump.com, on the mobile Web at wap.gamejump.com, and
through the iPhone Appstore. Greystripe was named a one of the 10 Most Innovative Companies in
Gaming by Fast Company in 2009, an AlwaysOn Global 100 winner in 2008 and 2009, Red Herring
Global 100 winner in 2007 and the Under the Radar Best in Show: Mobility winner in 2006. Greystripe
also recently won the 2009 CTIA Emerging Technology Award for Mobile Marketing/Advertising. Visit
Greystripe at http://www.greystripe.com.
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