Mobile advertising trends 2013 from Millennial Media

millennial media’s

T H E

MOBILE

D E VI CE

February 2014

I NDE X

Device & Manufacturer Data
Top 15 Manufacturers (all devices)
Ranked by Impressions
CHART A
RANK

Top 15 Manufacturers (all devices)
2013

MANUFACTURERS

2013

1

Apple

36.40%

2

Samsung

28.51%

3

BlackBerry

4

CHART B

2012

MANUFACTURERS

2012

1

Apple

31.20%

2

Samsung

22.32%

6.86%

3

BlackBerry

11.50%

LG

4.60%

4

HTC

8.03%

5

HTC

3.86%

5

Motorola

6.83%

6

Motorola

3.44%

6

LG

5.08%

7

Amazon

1.93%

7

HUAWEI

1.60%

8

SonyEricsson

1.44%

8

ZTE

1.35%

9

Nokia

1.40%

9

SonyEricsson

1.27%

10

HUAWEI

1.36%

10

Nokia

1.23%

11

ZTE

1.16%

11

Amazon

1.08%

12

Asus

0.96%

12

Kyocera

0.40%

13

Sony

0.90%

13

Pantech

0.33%

14

Kyocera

0.60%

14

Sony

0.33%

15

Acer

0.45%

15

Acer

0.33%

Source: Millennial Media, 2013.

RANK


Apple was the largest manufacturer on our platform in 2013,
growing over ﬁve percentage points year-over-year (Charts A
& B). This year, Apple released two new versions of the iPhone
(iPhone 5s and 5c), an update to its operating software (iOS 7),
and the iPad Air. For the past three years, Apple has made
major product announcements at its Worldwide Developer’s
Conference (WWDC) in September.
Samsung remained the second largest manufacturer of
mobile devices on our platform in 2013, growing its share of
impressions over six percentage points from 2012 (Charts A &
B). Both Apple and Samsung continue to grow their share of
impressions on our platform, as their mobile devices continue
to be the top-selling in all categories.
Amazon was the seventh largest manufacturer on our
platform, moving up four spots and nearly a full percentage
point from 2012 (Charts A & B). Amazon has expanded its
oﬀering of mobile devices and mobile services to include
e-readers, tablets, an app store, and streaming services.
Nokia was the ninth largest manufacturer on our platform in
2013, moving up a spot from 2012 (Charts A & B). In Q3 of
2013, Microsoft acquired Nokia’s devices and services division
in order to further develop their smartphone business.

REGIONAL SPOTLIGHT:

EMEA

Apple and Samsung’s stronghold is even greater in the EMEA
region, where they total 71% of platform impressions,
compared to 65% globally.

Top 5 Manufacturers – EMEA

RANK

MANUFACTURERS

2013

1

Apple

36.95%

2

Samsung

33.55%

3

BlackBerry

8.96%

4

HTC

3.26%

5

SonyEricsson

3.01%


Visit www.millennialmedia.com/mobile-intelligence/mobile-mix to sign up

2


T H E

MOBILE

D E VI CE

February 2014

I NDE X

Device & Manufacturer Data
Top 20 Devices

Top 20 Devices

CHART C
RANK

2013

DEVICES

2013

1

Apple iPhone

21.17%

2

Samsung Galaxy S

10.75%

3

Apple iPad

4

CHART D

2012

DEVICES

2012

1

Apple iPhone

15.59%

2

Apple iPod Touch

8.83%

8.58%

3

BlackBerry Curve

5.85%

Apple iPod Touch

6.58%

4

Apple iPad

5.61%

5

BlackBerry Curve

3.77%

5

Samsung Galaxy S

4.26%

6

Samsung Galaxy Tab

3.24%

6

BlackBerry Bold

4.05%

7

Samsung Galaxy Note

2.52%

7

BlackBerry Torch

2.87%

8

Samsung Galaxy 5

2.10%

8

Motorola Droid RAZR

2.01%

9

LG Optimus

2.01%

9

Samsung Galaxy Tab

1.84%

10

Amazon Kindle Fire

1.93%

10

Samsung Galaxy 5

1.79%

11

BlackBerry Bold

1.48%

11

LG Optimus

1.77%

12

Motorola Droid RAZR

1.09%

12

BlackBerry Pearl

1.44%

13

Samsung Galaxy Ace

1.03%

13

HTC Desire

1.37%

14

BlackBerry Torch

0.91%

14

Samsung Galaxy Ace

1.25%

15

Samsung Galaxy Y

0.71%

15

Samsung Droid Charge

1.12%

16

HTC Evo

0.70%

16

Samsung Vibrant Galaxy S

1.08%

17

Samsung Within

0.62%

17

HTC Evo

1.07%

18

Google Nexus 7

0.60%

18

Amazon Kindle Fire

1.03%

19

LG Motion

0.53%

19

HTC Droid Incredible

0.94%

20

HTC Desire

0.48%

20

ZTE Score

0.87%


The Apple iPhone was the device that saw the largest amount of
impressions on our platform in 2013, retaining its position from
2012, while growing six percentage points (Charts C & D). Apple
released two new versions of the iPhone in 2013, the iPhone 5s
and the iPhone 5c. The 5c was introduced to be a lower-priced
model at the exclusion of certain high-end features, such as the
advanced camera, ﬁngerprint recognition, and metal casing the
iPhone 5s uses.
The Samsung Galaxy S was the device with the second largest
amount of impressions on our platform in 2013 (Chart C). All
models of the Galaxy S saw big growth from 2012, growing six
percentage points and three positions (Chart D). In 2013, Samsung
released an updated model of the Galaxy S, the S4, which became
one of the fastest-selling smartphones globally.
Four tablets made the list of the Top 20 Devices on our platform
compared to three the previous year (Charts C & D). These four
tablets account for 14% of platform impressions, which grew nearly
six percentage points from the previous year. Tablet adoption by
mobile consumers continues to climb as this diverse set of devices
range in size, functionality, and price.

RANK


REGIONAL SPOTLIGHT:

ASIAPACIFIC
Compared to our global platform average, impressions from
Android devices are twelve percentage points higher in the APAC
region, accounting for two-thirds of total impressions in the region.

APAC OS Mix


2% 1%

31%
66%

Android
iOS
BlackBerry OS
Windows

For a deeper look at the new devices released in 2013, see Chart M.


3


T H E

MOBILE

D E VI CE

February 2014

I NDE X

Device & OS Mix
Device Mix

Device Mix

CHART E

CHART F

4%

2013

5%

2012

20%

24%

72%

75%

Smartphones
Non-Phone Connected Devices
Feature Phones

Smartphones
Non-Phone Connected Devices
Feature Phones


Smartphones accounted for 72% of platform
impressions in 2013, compared to 75% in 2012 (Charts E
& F). While considered mature in some markets,
smartphone adoption still has not reached a tipping
point in other areas of the world, so there is the potential
for continued growth for these devices. According to
data from eMarketer, 57% of the mobile phone users in
the U.S. have a smartphone, while 43% of the mobile
phone users in China and 22% in the Middle East & Africa
have a smartphone.
Impressions from non-phone connected devices grew
from 20% of platform impressions in 2012, to 24% in
2013 (Charts E & F). Tablets are the largest group of
devices in our category of non-phone connected
devices, but it also includes connected devices such as
music and video players, smart televisions, and gaming
systems. This category is poised to explode in the next
few years with the introduction and adoption of
connected cars, appliances, wearable technology, and
more. Chart G shows the ﬁve-year projected growth for
these devices as reported by various public sources.


Forecasted Growth in Connected Devices
Projected to 2017
CHART G

947%

Wearables

Household Appliances

Connected/Smart TVs

Connected Cars (Embedded)

469%
370%
307%

Source: Business Insider Estimates, GSMA public report, Pike Research press release, 2013.


4


T H E

MOBILE

D E VI CE

February 2014

I NDE X

Device & OS Mix
OS Mix

CHART H

OS Mix

CHART I

1%

3% 1%

7%

2013

2012

16%

38%

48%

54%
32%

Android
iOS
BlackBerry OS
Windows
Symbian

Android
iOS
BlackBerry OS
Windows
Symbian



Devices running an Android operating system accounted
for 54% of platform impressions in 2013, up from 48% in
2012 (Charts H & I). Android devices are diverse in
manufacturers, features, and price points, so are adopted
by a wide variety of mobile users.

Tablet OS Mix

Impressions from devices running an iOS operating
system accounted for 38% of platform impressions in
2013, an increase from 32% in 2012 (Charts H & I). Both
the Android and iOS operating systems are global
leaders, and have gained market share at the expense of
other systems. For example, during the year Nokia
announced they would be discontinuing their Symbian
operating system.

50%

Of the tablets on our platform, 51% ran an iOS operating
system in 2013, which was a decrease from 58% in 2012
(Chart J). This included all models of the iPad, including
the iPad Mini. In the past year, impressions from Android
tablets have grown from 41% of platform tablet
impressions, to 48% (Chart J).

10%

CHART J

58%

60%

51%

2013
2012

48%
41%

40%
30%
20%

1% 1%

1% 0%

BlackBerry

Windows

0%
iOS

Android

Source: Millennial Media, 2012 & 2013.


5


T H E

MOBILE

D E VI CE

February 2014

I NDE X

Mobile Developer Trends
Books & Reference Category Mix

Top 10 Application Categories

CHART L

CHART K

2013

2%

2012

CATEGORIES

1

Games

2

Music & Entertainment

2

3

Communications

4

4

Productivity & Tools

5

5

Mobile Social Media

3

6

Books & Reference

9

7

News

8

8

Dating

NR

9

Weather

10

10

Sports

8%

1

7

Source: Millennial Media, 2012 & 2013.

Games was the top application category on our
platform in 2013, as it was in 2012 (Chart K).
Games applications are diverse, with a number of
sub-categories that include adventure, arcade,
card, puzzle, and logic games. There is a game
category for every type of mobile user.
Communications applications have grown in
popularity in the last year, and that adoption is
reﬂected on our platform. Communications apps
were the third largest on our platform in 2013,
moving up one spot from 2012 (Chart K). Text
messaging apps, such as those that allow users to
send SMS and MMS messages outside of network
carrier options, are the largest sub-category of
Communications applications.
Books & Reference applications were the sixth
largest on our platform in 2013, up from the ninth
position in 2012 (Chart K). A breakout of the
sub-categories for Books & Reference apps is
shown in Chart L. e-Book applications were the
most popular, including those that allow a mobile
user to read or listen to a book on their device.

e-Books
Translation apps
Reference Guides

90%


OUR 2014
STATE OF THE APPS
REPORT IS
NOW AVAILABLE
This report takes a closer look at the
app economy. Through a survey of
app developers and publishers, this
report features insights into
monetization trends, as well as
developers’ goals and priorities for
last year and this coming year. The
report also captures what
developers are designing for and
the platforms on which they see
their impressions.
To download the report, visit:
http://www.millennialmedia.com/mobile-intelligence/special-reports/


6


T H E

MOBILE

D E VI CE

February 2014

I NDE X

Mobile Developer Trends
2013 Device Introductions
CHART M

HTC One
MARCH 2013

LG Optimus G Pro
MAY 2013

Samsung Galaxy S4
APRIL 2013

Nokia Lumia 1020
JULY 2013

Nokia Lumia 925
JUNE 2013

Sony Xperia Z Ultra
JULY 2013

Samsung Galaxy Note 3
SEPTEMBER 2013

Microsoft Windows Surface Pro 2
OCTOBER 2013

iPhone 5s & 5c
SEPTEMBER 2013

Kindle Fire HDX
OCTOBER 2013

Apple iPad Air
NOVEMBER 2013

HTC One Max
OCTOBER 2013

Source: Public news outlets, 2013.

Whether upgrades to a familiar model or totally
new in concept, dozens of new devices entered
the mobile market in 2013. Chart M highlights a
few of the key new devices that were
introduced to consumers last year.
In September 2013, Apple introduced its largest
upgrade to date, both in design and function,
to its iOS operating software, iOS 7. Apple also
announced the introduction of the iPhone 5s
and 5c. Within the ﬁrst week after its release, we
saw impressions from iOS 7 devices on our
platform grow at an average of 185% each day.
Later in the year, Apple also released a new
version of the market-leading iPad, the iPad Air.

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the latest in mobile trends.
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As expected, more “phablets” (devices with
screens over 5 inches but under 7) were
introduced to the device market in 2013. The
Samsung Galaxy Note released an upgrade, the
Galaxy Note 3, while LG and HTC each released
a large-screen smartphone as well.


7


T H E

MOBILE

D E VI C E

I NDE X

February 2014

About Millennial Media’s Mobile Mix™
Millennial Media’s Mobile Mix™ reports key advertising trends with a focus on mobile manufacturers, devices,
operating systems, connected devices and more. Millennial Media’s Mobile Mix™ is in complement to the
Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™ report, which delivers monthly insights on
advertising performance and engagement. Both reports are based on actual campaign and platform data from
Millennial Media. As the leading independent audience platform in digital advertising, we are capable of reporting
and analyzing data collected over tens of billions of monthly ad requests. Elevating and driving the whole mobile
ecosystem forward is central to our company mission.

About Millennial Media
Millennial Media is the leading independent mobile advertising platform. The Company’s unique data asset and full
technology stack enable its demand and supply-side clients to garner meaningful results to drive their business.
Based on its mobile-first approach to data, technology, and audience targeting, Millennial Media is leading the
market by connecting consumers with relevant messages across screens. For advertisers looking to reach and
engage with consumers in powerful ways, Millennial Media offers a broad array of solutions, delivered through
brand, performance, and programmatic approaches. For developers and publishers, the Company offers a
comprehensive set of managed and automated services to maximize revenue.
For questions about the data in this report, or for recommendations for future reports, please contact us at
research@millennialmedia.com.

©2014 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.


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Mobile advertising trends 2013 from Millennial Media

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Mobile advertising trends 2013 from Millennial Media