State of the Media Q3 2011

THE

STATE OF THE MEDIA Q3 2011

2 Source: Nielsen MOBILE CONSUMERS KEY FINDINGS: are social, always connected, and rely on their phones more than ever before. • The majority of 25–34 and 18–24 year olds now own smartphones According to Nielsen’s monthly survey of 25,000 mobile consumers (which (64% and 53% respectively) and they have led in smartphone penetration translates to 300,000 each year), 44 percent of U.S. mobile subscribers compared to other age groups since 2009. now own a smartphone device, compared to 18 percent just two years ago, • Apple is the top smartphone manufacturer in the U.S. with 28.6 percent of and these advanced devices are changing the way consumers interact with the smartphone market, and Android is the most favored operating system their phones. by manufacturers, with the largest share of the smartphone market at 44 percent. • The number of smartphone subscribers using the mobile Internet has • 83 percent of all smartphone application downloaders use Android grown 45 percent since 2010 or Apple iOS smartphone devices and they mostly discover apps by • This quarter, 26.3 million mobile consumers viewed mobile video searching the top app stores and relying on recommendations.

• The majority of smartphone owners (62%) have downloaded apps on • Application usage varies by age on the Android platform—older their devices and games are the top application category used in the past generations like games, such as Angry Birds, and rely on their mobile 30 days devices for productivity (e.g. Google properties). Younger folks will use entertainment apps with social dimensions (e.g. Pandora, YouTube, • Currently, 87 percent of app downloaders have used deal-of-the day Words with Friends) more than older segments. websites, like Groupon or Living Social, and 54 percent of smartphone • Younger groups send the most messages, but older segments present the owners claim to use their mobile handsets frequently while shopping greatest growth opportunities: In Q3 2011, teens 13-17 sent and received Nielsen’s “State of the Media: The Mobile Media Report” provides a the most messages (an average of 3417 each month), but the number snapshot of the current mobile media landscape and audiences in the U.S., of messages sent by those 55+ has more than doubled compared and highlights the potential power of mobile commerce in the near future. to 2009. • Marketers can now reach consumers while they shop: 49 percent of mobile consumers say they frequently use their smartphones while shopping. • Social networking is increasingly popular on mobile devices: Android smartphones and iPhone users spend more time engaging with the Facebook application on their phones than any other mobile application.

2 Source: Nielsen Source: Nielsen 3 SMARTPHONE OWNERSHIP HAS MORE THAN DOUBLED IN TWO YEARS

Two years ago, only 18 percent of mobile subscribers had smartphones and Today, nearly half of mobile subscribers in the U.S. own a smartphone these smartphone audiences were more likely to be male. device and 51 percent of them are female. Smartphone penetration 2009 Smartphone penetration 2011 Q3 2009, U.S. Mobile Insights, National Aug - Oct, 2011, U.S. Mobile Insights, National

FEATURE PHONE SMARTPHONE FEMALES MALES

56 82 44 18 45 55 2009 2011 51 49

#1 Device= Motorola Razr V3 #1 Device = Apple iPhone4

PENETRATION BY AGE PENETRATION BY AGE 16% 13-17 40% 13-17 Those 25-34 and 18-24 have always 53% 18-24 23% been the leading age 18-24 groups in 25-34 28% smartphonesmartphone 25-34 64% penetration 35-54 19% 35-54 47% 55+ 10% 55+ 25%

4 Source: Nielsen Source: Nielsen 5 SMARTPHONE DEVICES INVITE USERS TO The number of smartphone users engaged in rich media activities has increased substantially. Nearly twice as many smartphone subscribers are ENGAGE IN RICH MEDIA ACTIVITIES downloading (up 83%) and playing games (up 95%) compared to last year. Streaming online music or radio is the third fastest growing activity among The growing popularity of smartphones has also led to a dramatic rise in smartphone users. U.S. mobile video viewers (in millions) mobile video. While 23 million mobile subscribers viewed video on their Q3 2011, U.S. Mobile Video Survey phones in 2010, 31 million use mobile video today—a 35% increase. Smartphone subscribers engaged in rich media MOBILE VIDEO FEATURE PHONE MOBILE VIDEO SMARTPHONE activities other than mobile video (in millions) MOBILE VIDEO VIEWER PENETRATION U.S. mobile video viewers (in millions) Q3 2011, Last 30 Days, U.S. Mobile Insights, National Q3 2011, U.S. Mobile Video Survey Q3 2010 Q3 2011 Year-over-Year Growth

Smartphone subscribers engaged in rich media MOBILE VIDEO FEATURE PHONE MOBILE VIDEO SMARTPHONE activities other than mobile video (in millions) 14% Mobile internet 39 57 45% 12% 13% Q3 2011, Last 30 Days, U.S. Mobile Insights, National MOBILE VIDEO VIEWER PENETRATION 5 11% 6 10% 7 Q3 2010 Q3 2011 Year-over-Year Growth 7 7 26 24 14% Application (App) downloads 32 49 53% Mobile internet 39 57 45% 12% 13% 22 5 18 11% 6 16 10% 7 7 7 26 Game downloads 19 35 83% 24 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Application (App) downloads 32 49 53% 22 18 16 Streaming online music 18 29 66% or mobile radio Game downloads 19 35 83% Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011

Full track music downloads 11 18 65%

Streaming online music 18 29 66% or mobile radio Online game playing 8 16 95%

Full track music downloads 11 18 65%

Online game playing 8 16 95%

6 Source: Nielsen Source: Nielsen 7 SMARTPHONE BATTLE FOR MARKET Apple, the only company manufacturing smartphones with the iOS operating system, is clearly the top smartphone manufacturer in the SHARE ENSUES IN THE MOBILE United States with 28.6 percent of the smartphone market. ECOSYSTEM Other leading smartphone manufacturers include HTC, whose Android phones represent 15.8 percent of the smartphone market and whose In 2009, RIM’s Blackberry smartphone was the most popular mobile Windows Mobile/WP7 devices account for 4.2 percent of the market; device. Today, the fight for operating system market share is between and Motorola, whose Android devices are owned by 10.7 percent of Android OS and Apple iOS smartphones. Android—the operating system smartphone consumers. favored by several different manufacturers—has the largest share of the smartphone market (44.2%).

Manufacturer operating system share-smartphones

Aug-Oct 2011, U.S. Mobile Insights, postpaid mobile subscribers

HTC HTC HTC <1% 15.8% 4.2%

Nokia Samsung Samsung 1.6% <1% 10.4% Apple RIM Blackberry HP 28.6% 17.0% 1.9%

Samsung Motorola <1% 10.7% Other Other <1% <1% Other Motorola 7.3% <1% Other <1%

Android OS 44.2% Symbian OS 1.6% RIM Blackberry 17.0% Windows Phone 7 1.3% Apple iPhone OS 28.6% Windows Mobile 5.3% Palm / HP WebOS 2.0%

8 Source: Nielsen Source: Nielsen 9

Source: Nielsen SMARTPHONE OPERATING SYSTEM CHOICE VARIES BY AGE GROUP

Android OS and Apple iOS smartphones are popular across all age groups. Although penetration of Android OS and Apple iOS smartphones tend to be slightly higher among those 18–24 and 25–34, older audiences are beginning to own devices previously dominated by younger groups.

Smartphone OS penetration by age group Aug- Oct 2011, U.S. Mobile Insights, National

ANDROID APPLE iOS RIM BLACKBERRY WINDOWS MOBILE WINDOWS 7 OTHER

18-24 47 29 12 6 2 4 25-34 47 29 14 5 1 3 35-44 ANDROID 44 29 18 5 2 3 LEADS IN EACH 45-54 40 26 24 5 1 4 AGE GROUP 55-64 43 27 19 6 1 4 65+ 39 32 16 7 1 5

10 Source: Nielsen Source: Nielsen 11 SEARCH ENGINES AND SOCIAL Google and Facebook lead in mobile reach on both Android and Apple iOS. In order to rank mobile websites by active reach, that is, NETWORKING WEBSITES ARE by the percentage of Android or iOS smartphones owners who used the mobile website within the past 30 days, Nielsen analyzed usage POPULAR AMONG ANDROID data from its proprietary device meters on the smartphones of the SMARTPHONE AND iPHONE OWNERS thousands of consumer panelists who agreed to be a part of Nielsen’s ongoing Smartphone Analytics research.

Top 10 mobile websites by active reach September 2011, Nielsen Smartphone Analytics, Device Metering Data

APPLE iOS ANDROID

92% 86% 63% 54% 44% 44% 41% 37% 27% 25% AOL YouTube MSN/ PayPal Twitter.com Yahoo! Amazon Wikipedia Google Facebook Media WindowsLive/ Network Bing

92% 66% 37% 26% 24% 18% 17% 16% 15% 13% Wikipedia YouTube Amazon Sprint ESPN MSN/ eBay Yahoo! Digital WindowsLive/ Google Facebook Network Bing

12 Source: Nielsen Source: Nielsen 13 SMARTPHONE APPLICATION DOWNLOADS Percentage of smartphone owners who have ARE DOMINATED BY ANDROID AND iOS downloaded an app in the last 30 days SMARTPHONES DEVICES Q3 2011, Nielsen Mobile Applications Playbook

Smartphone app downloaders report having an average of 33 apps on their mobile phone, up 22 percent since 2010. Apple iPhone app 2011 Q3 2011,downloaders Nielsen Mobile have Applications an average Playbook of 44 apps on their phones, while those with Android OS smartphones report having an average of 32. Percentage of smartphone owners who have downloaded an app in the last 30 days These insights were gatheredof all U.S. from smartphone survey respondents consumers age 13+ use years who have Q3 2011, Nielsen Mobile Applications Playbook ANDROID downloaded an applicationapp-and-media to their device friendly in the pastiPhones 30 days. 4% 49% 71% or Android-based smartphones 2011 Q3 2011, Nielsen Mobile Applications Playbook

of all U.S. smartphone consumers use app-and-mediaof friendlythose whoiPhones downloaded 4% ANDROID or Android-basedsmartphone smartphones apps in the past 30 49% APPLE iOS 71% days use iPhone or Android 37% 34% 83% smartphones

of those who downloaded smartphone apps in the past 30 APPLE iOS days use iPhone or Android 37% 34% 83% smartphones CHILDREN AND SPOUSES ARE GETTING INTO THE "APP" ACTION 32% 11% RIM BLACKBERRY

Respondents with children who downloaded apps CHILDRENreported AND SPOUSES that 27% ARE of GETTINGapps on their INTO phones THE "APP" were ACTION 32% 11% RIM BLACKBERRY 27% downloaded by their offspring Respondents with children who downloaded apps 18% 3% WINDOWS MOBILE reportedSpouses that 27% account of apps for on their13% phones of the were app 27%13%downloadeddownloads by their that offspring took place in the last 18% 3% WINDOWS MOBILE 30Spouses days accounton their for signiﬁcant 13% of the app other’s phone 13% downloads that took place in the last 5% <1%1% PALM OS 30 days on their signiﬁcant other’s phone Those survey respondents who had children reported that 5% <1%1% PALM OS 1% 1% SYMBIAN OS 10.1Those was survey the respondentsaverage age who that had their children children reported began that 1% 1% SYMBIAN OS 10 downloading10.1 was the average apps ageon thata parent's their children phone began 10 downloading apps on a parent's phone

14 Source: Nielsen Source: Nielsen 15 FACEBOOK AND GOOGLE PROPERTIES ALSO DOMINATE ANDROID SMARTPHONE APPLICATION USAGE ACROSS AGE GROUPS Mobile application reach by age

September 2011, Nielsen Smartphone Analytics, Device Metering Data,

18-24 25-34 35-44

Android Market 89% Android Market 92% Android Market 95% Facebook 80% Facebook 81% Facebook 77% Google Search 77% Gmail 80% Gmail 77% Gmail 70% Google Maps 79% Google Search 75% Google Maps 70% Google Search 78% Google Maps 73% YouTube 64% YouTube 56% YouTube 51% Pandora Radio 30% Angry Birds 29% Angry Birds 35% Advanced Task Killer Free 26% Pandora Radio 28% Quickoffice 30% Words With Friends 25% Quickoffice 27% Advanced Task Killer Free 24% Angry Birds 22% Advanced Task Killer Free 26% Amazon AppStore 24% Quickoffice 20% Words With Friends 22% Words With Friends 21% The Weather Channel 17% Amazon AppStore 22% Yahoo! Mail 20% Adobe Reader 16% Adobe Reader 22% Pandora Radio 20% Amazon AppStore 14% The Weather Channel 18% Adobe Reader 20% Yahoo! Mail 13% Yahoo! Mail 17% The Weather Channel 17%

To rank mobile apps by active reach, that is, by the percentage of Android owners who used the app within the past 30 days, Nielsen analyzed usage data from its proprietary device meters on the smartphones of the thousands of consumer panelists 18 years and older who agreed to be a part of Nielsen’s ongoing Smartphone Analytics research.

16 Source: Nielsen Source: Nielsen 17 The top 50 apps are always changing August-September, Nielsen Smartphone Analytics, Device Metering Data

APPLICATION DOWNLOADERS TOP 50 APPS ACCOUNT FOR THE Lost more than 3 places DISCOVER NEW APPS BY SEARCHING MAJORITY OF TIME SPENT ON ANDROID New to top 50 14% TOP APP STORES AND RELYING ON SMARTPHONES 22% RECOMMENDATIONS Proportion of time spent Distribution of time spent on web/apps—Android in apps—Android 14% 50% Within 3 places HOW DO APPLICATION DOWNLOADERS Gained more DISCOVER NEW APPS? Top 10 than 3 places Apps Q3 2011, Nielsen Mobile Applications Playbook, Past 30 Day App Downloaders 69% 44% 11-20 Web 7% App developers shouldn’t be discouraged, HOW DO APPLICATION DOWNLOADERS 31% 4% 21-30 the top 50 apps are always changing. In fact, Searching the DISCOVER NEW APPS? 3% 31-40 1/5th were new to the top 50 list in September. Smartphones—Average number of paid app Application Store Q3 2011, Nielsen Mobile Applications Playbook, Past 30 Day App Downloaders63% 2% 41-50 downloads in the past 30 days by category 40% Friend/Family 53% All Other Searching the 61% Smartphones—Average number of paid app Application Store 63% Games downloads in the past 30 days by category 17% 0.17 Third Party Website Friend/Family 53% 21% 61% September 2011, Nielsen Smartphone Analytics, Device Metering Data Music 0.08 Games 17% 0.17 Third Party Website Of the 69 percent of the time spent 15% 21% Video/Movies Music Apps0.08 Promoting other Apps on Android applications, users spend 53 percent 0.03 Apps Promoting other21% Apps 15% Video/Movies 0.03 21% interacting within those in the top 50. Entertainment 0.04 Entertainment 0.04 Newspaper/Magazine/Radio 9% 9% Newspaper/Magazine/Radio17% 17% Sports Sports 0.02 0.02 Sync Software ( iTunes, etc) 3% The top 50 apps are always changing Maps/Navigation/Search 0.02 3% 17% Sync Software ( iTunes, etc) August-September, Nielsen Smartphone Analytics, Device Metering Data Maps/Navigation/Search 0.02 17% 6% News 0.01 Television Advertisement 13% Lost more than 3 places News 0.01 Dining/Restaurant 0.01 Television Advertisement 6% 9% In-App Advertisement13% * New to top 50 Social Networking 0.01 13% Dining/Restaurant 0.01 0.01 9%Device homepage 10% 14% Travel In-App Advertisement * 8% 22% 13% Social Networking 0.01 Weather 0.01 Carrier Homepage 6% 5% Productivity 0.03 Device homepage 10% Travel 0.01 ProportionEmail Tips from my Carrier of time spent Distribution of time spent Education/Learning 0.02 8% 5% on web/apps—Android in apps—Android Weather 0.01 Food/Drink 0.01 Other 14% Carrier Homepage 6% 3% 50% Within 3 places Health 0.02 5% Gained more Productivity 0.03 than 3 places Banking/Finance 0.01 Top 10 Email Tips from my Carrier 5% Apps Education/Learning 0.02 Shopping/Retail 0.01 69% 44% Communication 0.01 11-20 Food/Drink 0.01 Other 3%Web ANDROID MARKET STORE iOS APP STORE7% App developers shouldn’t be discouraged, 0.01 Household/Personal Care 31% 4% 21-30 the top 50 apps are always changing. In fact, Health 0.02 3% 31-40 1/5th were new to the top 50 list in September. These mobile application insights come from a survey of nearly 5,000 respondents 13+ 2% 41-50 Banking/Finance 0.01 who reported having downloaded a mobile application to their device in the past 3040% days. Shopping/Retail 0.01 All Other Communication 0.01 ANDROIDSeptember MARKET 2011, Nielsen STORE Smartphone Analytics,iOS Device APP Metering STORE Data Household/Personal Care 0.01 18 Source: Nielsen Of the 69 percent of the time spent Source: Nielsen 19 on Android applications, users spend 53 percent interacting within those in the top 50. Speciﬁc Deal-of-the-Day Websites Used Q3 2011, Nielsen Mobile Applications Playbook, Past 30 Day Discount/ Coupon App Downloaders

SOCIAL + LOCAL + MOBILE: Speciﬁc Deal-of-the-Day Websites Used The promise of mobile marketing is its ability to reach the right consumer, Q3 2011, Nielsen Mobile Applications Playbook, Past 30 Day Discount/ at the right time, and in the right place—including at the very moment Coupon App Downloaders and point of purchase. The potential power of mobile is further magnified 79% Groupon when you consider that smartphone users spent most of the time on social networking applications, like Facebook, when interacting with their devices. The term “So-Lo-Mo” (for social, local, mobile) has been coined to refer to this opportunity. Groupon The insights presented below were collected from a survey of nearly 79% 5,000 respondents 13+ who have downloaded an application to their Living device in the past 30 days. Social 48% Deals

Living So-Lo-Mo Social 48% Deals Whether Used Deal-of-the-Day Websites Yelp Daily Deals Q3 2011, Nielsen Mobile Applications Playbook, Past 30 Day Discount/ 9% Coupon App Downloaders So-Lo-Mo

Whether Used Deal-of-the-Day Websites Yelp Daily Deals Q3 2011, Nielsen Mobile Applications Playbook, Past 30 Day Discount/ 7% BuyWithMe9% NO Coupon App Downloaders 13% 5% Other7% BuyWithMe NO 13% 4% Groupalia 87% 5% Other 2% YES Jasmere.com 4% Groupalia 87% 1% YES 1% Weforia 2% Group Swoop Jasmere.com 1% 1% Weforia Group Swoop

20 Source: Nielsen Source: Nielsen 21 SO-LO-MO SAVES A MARRIAGE: (Hypothetical example for illustrative purposes only) DINNER How Bob scored a last minute anniversary present and celebratory dinner armed with his smartphone and a few key mobile apps. He checks Groupon for coupons to go to dinner

He asks his wife’s closest friends for help: a gift and romantic dinner are a must. Groupon is the 8th most used application on Apple iOS, 22 percent of users 18+ visited it in the last 30 days and 12.7 percent Shopkick is a mobile retail on Android1 app and shopping rewards network. GIFT He launches Yelp to check restaurant reviews Heads to the nearest department store and collects Shopkick points Active reach of Yelp (called kicks) just by walking in the store on Android is 6.5 percent and 11.6 48 percent of He makes a percent for Apple 1 mobile shoppers take reservation using users Overwhelmed by the options at the store, he takes pictures of a product Open Table pictures of several accessories and texts his wife’s friends and send details to friends 18 percent of 35-44 and family while at a

year-olds with an store or mall 2 Android device have used the Barcode They give a thumbs up Scanner app in the for a handbag and scarf past 30 days, this is In the past 30 days, 10.2 more than the 14 HAPPY WIFE TWEETS percent of those 18+ utilized percent of those 25-34 He scans the barcodes on the products to make sure the price is reasonable ShopKick on their iPhone ABOUT THE BEST HUSBAND and 12 percent of devices, while 4.5 percent did EVER AND RAVES ABOUT THE those 18-24 who have on their Android phones1 ROMANTIC RESTAURANT done the same BOB RECOMMENDS SHOPKICK He completes He is directed to an eBay link where the Uses Shopkick's new "buy and collect" program (links your VIA HIS FACEBOOK STATUS AND the purchase TELLS BILL TO USE IT FOR HIS price of the handbag is cheaper in-store credit/debit card once and pay as usual with your Visa card), to purchase the handbag and banks even more kicks WIFE’S UPCOMING BIRTHDAY

He uses the eBay mobile application to complete the transaction Uses the “kicks” collected to get a discount on the scarf 17 percent of 34-54 year-olds used eBay Mobile in the last 30 days1

22 Source: Nielsen Source: Nielsen 23 AS DEVICE CAPABILITIES EVOLVE, SO DO YOUNGER GROUPS MESSAGE THE MOST, THE WAYS IN WHICH PEOPLE INTERACT BUT OLDER SEGMENTS SHOW THE HOW DO APPLICATION DOWNLOADERS DISCOVER NEW APPS? THROUGH THEIR PHONES GREATEST GROWTH Q3 2011, Nielsen Mobile Applications Playbook, Past 30 Day App DownloadersAccording to Nielsen’s quarterly panel of more than 65,000 post-paid Those 24 and under send and receive the greatest volume of messages, mobile phone subscribers, 81 percent of today’s mobile phone users have and this trend has remained consistent over time. However, older folks are sent or received messages in the last 30 days. In 2009, that figure was the fastest growing segment and have shown consistent growth overtime. Searching the 75 percent. Actual usage data is gathered from post-paid mobile phone Compared to 2009, the number of messages sent and received has more Smartphones—Average number of paid app Application Store subscribers63% and represent a monthly average of voice minutes used or than doubled for those 55+. downloads in the past 30 days by category messages53% sent and received. Friend/Family 61% Games 17% Women are heavier mobile phone users than men Number of messages sent and received in the last 30 days 0.17 Third Party Website Q3 2011, Customer Value Metrics 21% when it comes to voice usage and messages, and this Music 0.08 has remained consistent overtime. Apps Promoting other Apps 15% 13-17 18-34 35-55 55+ % Change Video/Movies 0.03 21% from 2009 Voice minute and message usage by gender 3729 Entertainment 0.04 Newspaper/Magazine/Radio 9% Q3 2011, Customer Value Metrics 17% 3417 6% Sports 0.02 3% Sync Software ( iTunes, etc) 2009 2011 2842 Maps/Navigation/Search 0.02 17% 3211 2518 54% News Television Advertisement 6% 0.01 13% voice minutes used Dining/Restaurant 0.01 Across genders, voice In-App Advertisement * 9% minute usage has 861 679 13% decreased by Social Networking 0.01 -12% 771 605 1848 0.01 Device homepage 10% 1143 77% Travel 8% 954 647 Weather 0.01 Carrier Homepage 6% 231 5% 173 Productivity 0.03 99 134% messages sent and received Email Tips from my Carrier 5% Education/Learning 0.02 Q3 Q3 Q3 593 420 2009 2010 2011 Food/Drink 0.01 Other 3% +35% 802 604 +44% Source: Nielsen Health 0.02 Banking/Finance 0.01 Shopping/Retail 0.01

Communication 0.01 ANDROID MARKET STORE iOS APP STORE Household/Personal Care 0.01

24 Source: Nielsen Source: Nielsen 25 GLOBAL MOBILE SNAPSHOT

U.S.: 49% of UK: Germany: Poland: Russia China: smartphone 35 percent of Thailand: Smartphones: 30% of mobile Top smartphone 40% of users owners frequently mobile users use More women (56%) 38% Penetration users aged 16+ own feature: Calendar received advertising 4 mobile internet, own smartphones use devices 23.7 mean number smartphones, 85% (90% of all users) 4 via text messages amounting to 4 simultaneously 4 than men (44%) of apps of them are 318 million while shopping1 touchscreen4 connected users7

Argentina: Turkey: India: Brazil: Egypt: 33% of Kuwait: South Africa: Top smartphone Time Spent on Indonesia: smartphones and Smartphone sales those 16–19 used 41% of smartphone Over half of feature: Recording smartphones: 2.5 hours 96% of smartphone multimedia phones grew 165% in 2011 mobile internet for users are 24–34, 26% 45–54 year video (85% of those per day and per user, users have a represent 60 percent and represent 5.8% social networking, are 16–24 and 23% olds act on 16–24, 75% of those less than a quarter pre-paid plan4 of the market3 of new devices while only 5% of are 35–444 on calls and messages, mobile ads5 25–44 and 61% of sold2 those 45+ have4 those 45+)4 40 percent online6

26 Source: Nielsen Source: Nielsen 27 FOOTNOTES PAGE(S)

4 Nielsen, U.S. Mobile Insights, National (Q3 2009) 20-21 Nielsen, Applications Playbook (Q3 2011). Nielsen’s Applications Playbook Q3 2011 is based on a survey of 4,705 mobile subscribers who reported having downloaded a mobile app in the past 5 Nielsen, U.S. Mobile Insights, National (Aug-Oct 2011) 30 days. The respondents completed an online, self-administered survey in September and early October 2011. 6 Nielsen, U.S. Mobile Video Survey (Q3 2011) 22-23 Nielsen, Smartphone Analytics, Device Metering Data (Sept 2011). Nielsen analyzed mobile 7 Nielsen, U.S. Mobile Insights, National (Q3 2011) usage data within the past 30 days from its proprietary device meters on the smartphones of the thousands of consumer panelists 18 years and older who agreed to be part of Nielsen’s 8-9 Nielsen, U.S. Mobile Insights, National (Aug-Oct 2011) ongoing Smartphone Analytics research.

10-11 Nielsen, U.S. Mobile Insights, National (Aug-Oct 2011) The Mobile Shopping Framework Study (June 2010). Syndicated report based on a survey of 8,384 Internet shoppers ages 13-64. 12-13 Nielsen, Smartphone Analytics, Device Metering Data (Sept 2011). Nielsen analyzed mobile usage data within the past 30 days from its proprietary device meters on the smartphones 24-25 Nielsen, Customer Value Metrics (Q3 2011). of the thousands of consumer panelists 18 years and older who agreed to be part of Nielsen’s ongoing Smartphone Analytics research. 26-27 1. U.S.: Nielsen, Mobile Connected Device Report (Q3 2011). Nielsen’s Mobile Connected Device Report is based on a survey of 7,692 respondents who own a Tablet, e-Reader, Portable 14-15 Nielsen, Applications Playbook (Q3 2011). Nielsen’s Applications Playbook Q3 2011 is based on Media Player, Smartphone, or Netbook. The respondents completed an online, a survey of 4,705 mobile subscribers who reported having downloaded a mobile app in the past self-administered survey in September and early October 2011. 30 days. The respondents completed an online, self-administered survey in September and 2. Brazil: Q1 2011, Nielsen Mobile Retail Index early October 2011. 3. Argentina:Q3 2011, Nielsen Mobile Retail Index 4. United Kingdom, Germany, Poland, Russia, Egypt, Turkey, Kuwait, Thailand 16-17 Nielsen, Smartphone Analytics, Device Metering Data (Sept 2011). Nielsen analyzed mobile and Indonesia: Q3 2011, Nielsen Smartphone Insights usage data within the past 30 days from its proprietary device meters on the smartphones 5. South Africa: 2011, Nielsen Mobile Insights (Base = those who use mobile phones n=1965) of the thousands of consumer panelists 18 years and older who agreed to be part of Nielsen’s 6. India: July 2011-Dec 2011, Nielsen Smartphone Analytics, Device Metering Data ongoing Smartphone Analytics research. 7. China: July 2011, China Internet Network Information Center

18 Nielsen, Applications Playbook (Q3 2011). Nielsen’s Applications Playbook Q3 2011 is based on a survey of 4,705 mobile subscribers who reported having downloaded a mobile app in the past 30 days. The respondents completed an online, self-administered survey in September and early October 2011.

19 Nielsen, Smartphone Analytics, Device Metering Data (Sept 2011). Nielsen analyzed mobile usage data within the past 30 days from its proprietary device meters on the smartphones of the thousands of consumer panelists 18 years and older who agreed to be part of Nielsen’s ongoing Smartphone Analytics research.

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