Mojiva Feb MAG

The Mojiva MOBILE AUDIENCE GUIDE



TM

Goodbye Mullet Hello Mojiva MaGWhy Mojiva is leaving the bad Haircut behind

Mojiva Inc.

136 Baxter StreetNew York NY 10013tel 1.646.862.6201Fax 1.646.862.6130

mojiva.com

022011

P2

Mojiva’s iPad audience uP by 537% in tHree MontHs

Mojiva’s audience Growth up by 30%SMartphoNeS truMp wap- eNaBled devIceS, but tHe latter still oWns tHe us Market




TM

P4

P4

P2

http://www.mojiva.com/


02.2011 the MojIva MoBIle audIeNce GuIde mojiva.com2

saying Farewell to

the MulletMojiva took a long hard look at the Mullet and decided it was time to leave it in the 80’s. while we grew to love the name, we felt it was important to give readers a report that answers many questions about the elusive mobile audience.

So, each month we’ll be delving into our analytics, conducting surveys and leaving no stone unturned when it comes to learning about how the mobile

audience consumes advertising within our network. It’s an exciting time here at Mojiva, especially with the introduction of the Mojiva MaG (Mobile audience Guide).

we always want to hear from our readers so, if you have a question, email us at [email protected] and we’ll cover it in an upcoming Mojiva MaG issue!

Mojiva would like to welcome the 18,367,360 new unique users to our network! You heard right, Mojiva’s unique audience has grown from 59.3MM unique users in december 2010, to an exciting 77.6MM in january of 2011. It’s just the right way to kick of the first installment of the new Mojiva MaG and 2011!

MojIva audIeNce Growth uP 30 Percent froM dec 2010 to jaN 2011

www.mojiva.com136 Baxter Street New York, NY 10013Main Number: 1 (646) 862-6201General Fax: 1 (646) 862-6130

The Mullet Speaks:Android users love a sale, while Apple was hot for the Holidays.December was the month where a tipping point occurred on the Mojiva mobile ad network; an ongoing operating system dominance was shifted and trusted brands and devices were welcomed with open arms by wireless device users.

Activity throughout December was an incredible departure from when The Mullet launched just two short months ago, but then again, that’s the nature of mobile advertising.

December’s Top Insights: It appears that Apple products were a favorite gift for the season, showing a 6% increase in audience growth (by unique users) after the Holiday period (12/26 – 12/31), in comparison to other operating systems on the network (see page 2).

In addition, Apple device ad requests were abundant after the holidays (12/26 – 12/31):

- iPad ad increased by 137 percent - iPhone increased by 68 percent - iPod Touch increased 145 percent

Based on unique users, Android dominated the U.S. smartphone market across Mojiva in December with a 60% network share (see page 4).

Apple showed a higher rate of engagement (CTR) before the holiday period (12/20 – 12/24), in comparison to the week after (12/26 – 12/31) (see page 3).

On average, the Android user audience appeared to be more engaged (CTR) at the completely opposite time to the Apple user audience (12/26 – 12/31), a time when retailers commonly launch post-holiday sales (see page 4).

JANUARY 2011

Mojiva inc.136 baxter streetnew york ny 10013tel 1.646.862.6201Fax 1.646.862.6130

mojiva.com

Well, this operating system is run on oeM branded phones, and are fully unlocked mobile phones with no carrier, voice or data re-strictions, and are imported from china. Mobile audiences in previous years loved the flexibility of being able to switch carriers at the drop of the hat, but now in 2011, this is not as easy as the hottest smartphones tend to be locked to specific carrier net-works.

Fast Fact:

don’t know Who Mtk/nucleus is?



mailto:[email protected]

WaP-enabled Mobile and early smartphone audiences Still Engaged from Jan 2010 to Jan 2011

3

according to Nielsen’s State of the Media 2010, wap-enabled (feature) phones make up 69.1% of the uS market. Mojiva conducted a comparison of activity by ctr for january 2010 versus january 2011 and found some interesting insights that support Nielsen’s research.

looking back on audience engagement (ctr) in the Mojiva network in january of 2010, it’s safe to say that the early adopters of mobile technology like palm, one of the first smartphones on the market with a full keyboard and web capabilities, were the most interested in connecting with mobile advertisers.

1.20%

1.00%

0.80%

0.60%

0.40%

0.20%

0.00%

Audience Engagement (CTR) – January 2011

0.70%

0.60%

0.50%

0.40%

0.30%

0.20%

0.10%

0.00%Palm Symbian RIM MTK/Nucleus Windows Phone

Symbian Linux Smartphone Palm Windows Mobile RIM


*US data only

1.40%

1.20%

1.00%

0.80%

0.60%

0.40%

0.20%

0.00%iPhone Symbian Palm Windows Mobile RIM

*US data only

*US data only

Martin Luther King Day, Audience Engagement (CTR) – January 17, 2011

While many mobile advertising companies (including Mojiva) report on iPhone and Android OS strength, it’s evident that the WAP-enabled phone and early smartphone audiences are still abundant and highly engaged with their devices year after year.

1.20%

1.00%

0.80%

0.60%

0.40%

0.20%

0.00%


0.70%

0.60%

0.50%

0.40%

0.30%

0.20%

0.10%




*US data only

1.40%

1.20%

1.00%

0.80%

0.60%

0.40%

0.20%


*US data only

*US data only


don’t know Who Mtk/nucleus is?

http://blog.nielsen.com/nielsenwire/wp-content/uploads/2011/01/nielsen-media-fact-sheet-jan-11.pdf



there’s no doubt that tablets are the hottest gadgets on the market right now. while the ipad isn’t the only tablet available, it has been around the longest and, with that said, we thought it was important to see how much the ipad audience has grown in the uS market.

If tablets follow suit in popularity the way that smartphones have, the wireless device arena is set to be full of opportunity, strong, highly creative rich media executions and more wireless device content for everyone to enjoy!

Put simply, the numbers speak for themselves:

• from November 2010 to january 2011, the ipad unique audience (unique users) grew by 537%

• the audience engagement (ctr) on the iPad has almost doubled from 0.18% in november 2010, to 0.32% in january 2011

• the demand for ipad-specific content grew exponentially and publishers are looking to monetize it. from November 2010 to january 2011 ad requests on Mojiva audience iPads increased by 866%!

the mobile audience has certainly shifted its mobile handset preference when it comes to comparing the top five phone models from january 2010 to january 2011.

In looking at the shift in adoption rates for smartphones from mobile audiences, it’s easy to see that the explosion of these devices is certainly not a mirage for the mobile advertising industry. Mobile audiences are relishing in the multiple utilities that can be used in smartphones while on the go.

Hello iPad! the apple tablet has a huge audience Increase over three Months in the uS

top 5 Models Mobile device typejanuary 2010

top 5 Models Mobile device typejanuary 2011

lG vx-8560 smartphone

ut starcomm cdM 7126 WaP-enabled (feature) phone

lGvx-9100 smartphone

lG vx-8300 WaP-enabled (feature) phone

samsung scH u740 smartphone

apple iPhone smartphone

Htc Glacier smartphone

Htc Pc 36100 smartphone

verizon driod2 smartphone

Htc adr6300 smartphone*all figures in the above table are based on uS unique users in the Mojiva network.

the latest and Greatest smartphones trump the old Faithful WaP-enabled Phones in 2011






TM

5

It seems that on New Year’s day (another holiday when retailers have sales events), android users were out in force on their smartphones surfing the mobile web. a similar story plays out in the MlK day story below, as unique audiences are also somewhat more evenly distributed amongst the network.

*all figures in the above table are based on uS unique users in the Mojiva network. “other” refers to aggregated figures for windows Mobile, Symbian, MtK/Nucleus, palm, linux Smartphone, and Bada.

*all figures in the left table are based on uS unique users in the Mojiva network. “other” refers to aggregated figures for windows Mobile, Symbian, MtK/Nucleus, palm, linux Smartphone, and Bada.

aNdroId • 48%IphoNe • 33%rIM • 16%other • 3%

unique audience by os new years day – january 1, 2011


unique audience by os – january 2011

aNdroId • 60%IphoNe • 30%SYMBIaN • 7%rIM • 2%wINdowS MoBIle weB • 1%

unique audience by os – december 2010

aNdroId audIeNceS StroNG after the SuN haS Set oN 2010

happY New Year! whIch audIeNce could NurSe a haNGover aNd Surf the MoBIle weB?

january 2011 was a strong month for the android oS again, but the distribution of unique users based on operating system has settled somewhat to show the iphone oS regaining strength with a 6 percentage point increase from december 2010. unique rIM users also increased by two percentage points from december 2010.


when we shift our focus to audience engagement (ctr), iphone users still maintained a stronghold on the lead position. with a ctr of 1.20%, it’s easy to see that the iphone audience is becoming accustomed to seeing mobile advertising on their phones and wanting to find out more.

1.20%

1.00%

0.80%

0.60%

0.40%

0.20%

0.00%


0.70%

0.60%

0.50%

0.40%

0.30%

0.20%

0.10%




*US data only

1.40%

1.20%

1.00%

0.80%

0.60%

0.40%

0.20%


*US data only

*US data only


while many businesses did not observe dr. King’s birthday as holiday for staff, it appears that many iphone users were busy on their wireless devices (a 37% network share for the day), as was the android audience (a 35% network share for the day).

what does this tell us? like many other holidays before, the network share tends to fall more evenly when looking at unique audiences by the day, instead of month. from an advertiser perspective this is essential to keep in mind when targeting campaigns at certain users based on their operating system.

*all figures in the left table are based on uS unique users in the Mojiva network. “other” refers to aggregated figures for windows Mobile, Symbian, MtK/Nucleus, palm, linux Smartphone, and Bada.


Martin luther king day, unique audience by os – january 17, 2011

MartIN luther KING daY: the IphoNe audIeNce StroNG oN MoBIle weB aNd eNGaGeMeNt The Mojiva MOBILE AUDIENCE GUIDE



TM





TM

Mojiva is the mobile media network delivering high-impact and high-engagement rich media ad campaigns for some of the world’s most well known brands. we are the key link in the value chain providing advertisers the technology and know-how to execute impactful mobile ad campaigns.

In addition, Mojiva is empowering mobile publishers and developers to monetize their content and apps effectively. our products, technology and rich media integrations are designed with simplicity in mind, so that you can focus on growing your bottom line.

and just in case you were wondering about where the name “Mojiva” came from… “Mo” is taken from the word “mobile”, the industry in which we work. “jiva” is derived from the Sanskrit word “jivas”, which means “life” or “to breathe”. to help with pronunciation, the phonetic spelling is: [moh – jee – vuh]

launched in May 2008, the network has grown rapidly to help thousands of advertisers and publishers from diverse industries. Serving over 190 countries, Mojiva is now reaching 77.6 million monthly unique users in the uS and over 299 million across the globe. Mojiva’s corporate office is headquartered in New York city and has offices in San francisco, los angeles, Seattle and london.

2011 is going to be big in almost every sense of the word for mobile and the broader wireless device community. there’s something to be said for this healthy competition amongst operating systems, smartphones and understanding the mobile audience in general. while there is still a lot to be uncovered, Mojiva MaG will be there every step of the way to help readers harness the opportunity that mobile advertising has to offer.

Next month, we’ll be looking at valentine’s day activity and discovering which audienc-es were busiest on their wireless devices. don’t forget, if you have a question you want answered about your mobile audience, email [email protected] and we’ll feature it in an upcoming edition.

tHeFinalWord

about Mojiva


mailto:[email protected]

Documents

Mojiva Feb MAG