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ADAGE.COM/DIGITALMARKETFACTS2010 GET FACTS ON DIGITAL MARKET PLUS INFO ON MEDIA FIRMS AND AGENCIES, PART OF PREMIUM CONTENT IN ADAGE.COM’S DIGITAL MARKET FACTS 2010 DATACENTER Data on digital marketing,media,agencies and more MARKETING, E-MAIL, VIDEO BEHAVIOR MOBILE, AD NETWORKS, JOBS WHERE THE DOLLARS GO WHAT USERS DO DIGITALLY LEADING CARRIERS, HANDSETS, APPS Forecasts, top display spenders, projected volume and top video sites. Top search engines, retail categories Key data on U.S. wireless market. AD SPENDING SEARCH MOBILE $23.6 BILLION WILL BE SPENT ONLINE BY MARKETERS THIS YEAR TWO-THIRDS OF U.S. AND WORLDWIDE SEARCHES ARE RUN USING GOOGLE THE TOP SEVEN U.S. CARRIERS ACCOUNT FOR 96% OF THE MARKET U.S. ONLINE ADVERTISING FORECAST BY FORMAT U.S. SHARE: DECEMBER ‘09 VS. JANUARY ‘07 WORLDWIDE MARKET SHARE U.S. WIRELESS CARRIER MARKET SHARE GLOBAL HANDSET SHARE

FORMAT 2008 2009 2010 2011 2012 2013 2014 GOOGLE ENGINE 12/09 12/08 OTHERS (4.1%) VENDOR % SHARE UNITS WIRELESS Search $10,546 $10,782 $11,422 $12,172 $13,641 $14,694 $15,810 9.69B SEARCHES 1 Google 66.8% 62.0% LEAP WIRELESS/CRICKET (1.7%) 1 39.1 126.9 Banner ads 4,877 4,765 4,923 5,090 5,411 5,630 5,800 65.7% (vs. Jan. ‘07: 52.6%) 2 Yahoo 7.2 9.4 31.8% U.S. CELLULAR (2.2%) 2 Samsung 21.3 69.0 PCS Classifieds 3,174 2,215 2,030 1,915 1,981 2,077 2,176 3 6.5 8.9 2.3% 3 LG Electronics 10.5 33.9 YAHOO Lead generation 1,683 1,521 1,628 1,739 1,868 1,984 2,108 4 3.1 2.7 4 Sony Ericsson 4.5 14.6 2.54B SEARCHES AOL 11.9% 1,642 1,476 1,558 1,688 1,868 2,046 2,142 5 1.6 1.5 29.1% T-MOBILE USA 5 3.7 12.0 Rich media 17.3% (vs. 25.9%) 2.6% (vs. 5.4%) 383M SEARCHES eBay AT&T MOBILITY Motorola Video 734 1,029 1,440 1,966 2,858 3,844 5,202 6 NHN 1.6 2.1 16.9% Others 21.0 68.0 MICROSOFT (Bing) 10.7% (Vs.14.4%) ASK (IAC/InterActiveCorp) SPRINT NEXTEL Sponsorships 387 313 316 328 351 372 388 7 1.4 1.1 1.58B SEARCHES 3.7% (vs. 4.6%) 545M SEARCHES E-mail 405 268 283 302 323 353 374 8 1.2 1.1 Source: CTIA-The Wireless Association (www.ctia.org). Share is as of third quarter 2009. GLOBAL SHARE Source: ComScore qSearch (www.comscore.com). Americans conducted 14.74 billion searches in Total 23,448 22,370 23,600 25,200 28,300 31,000 34,000 December 2009. Each engine’s share of 8.52 billion U.S. searches in January 2007 shown in 9 Ask (IAC/InteractiveCorp) 1.1 1.2 parentheses. U.S. share based on core searches. For worldwide searches, share is of expanded search U.S. ACTIVE MOBILE INTERNET UNIVERSE Source: eMarketer (www.emarketer.com). Dollars in millions. EMarketer benchmarks its U.S. online advertising spending projections against the Interactive 10 0.8 1.2 VENDOR % SHARE UNITS (131.4 billion searches). Baidu and Alibaba are Chinese. NHN is South Korean. Yandex is Russian. Alibaba Advertising Bureau (IAB)/PricewaterhouseCoopers (PwC) data, for which the last full year measured was 2008; online ad data includes categories as defined by 1 Nokia 39.2 20.8 IAB/PwC benchmark—banner ads (static display), search ads (including paid listings, contextual text links and ), rich media, video (including in-stream, MONTH USERS MONTH USERS in-banner, in-text), classified ads, sponsorships, lead generation (referrals) and e-mail (embedded ads only); excludes mobile ad spending. March 2008 39,923 March 2009 50,999 2 RIM 20.2 10.7 June 2008 41,139 June 2009 55,334 3 Apple 16.4 8.7 INTERNET SPENDING AS PERCENT OF U.S. MARKETING SPENDING September 2008 44,339 September 2009 59,663 Others 24.2 12.8 RETAIL AND TRAVEL SPENDING December 2008 48,162 December 2009 62,023 Source: Strategy Analytics (www.strategyanalytics.com) for FORMAT 2006 2007 2008 2009 2010 2011 2012 Q4 2009, based on vendor shipments. Units in millions. Apple’s SPENDING ONLINE WILL EXCEED $300 BILLION IN 2011 Source: Nielsen Co. (www.nielsen.com). Users in thousands. 8.7 million iPhones account for 2.7% of the handsets. Display 1.6% 2.0% 2.4% 2.8% 3.1% 3.4% 3.6% Internet video/rich media 0.7 0.7 1.1 1.5 1.9 2.2 2.5 ONLINE SPENDING FORECAST BY CATEGORY Classified 1.2 1.5 1.8 2.2 2.4 2.6 2.7 TOP IPHONE APPS OF 2009 Paid search 2.8 3.6 4.6 6.4 7.8 8.9 10.0 CATEGORY* 2011 2010 CATEGORY* 2011 2010 Internet radio NA NA 0.1 0.2 0.2 0.2 0.2 Computers $48.8 $44.5 Toys and sporting goods $6.7 $6.1 PAID DAYS AT FREE DAYS AT APPLICATION (CATEGORY) PUBLISHER NO. 1 APPLICATION (CATEGORY) PUBLISHER NO. 1 Podcast NA NA NA NA 0.0 0.0 0.0 Apparel and accessories 38.0 33.9 Video games 5.1 4.9 1 Texas Hold’em (Games [Casino]) Apple 360 1 The Weather Channel (Weather) TWC3 365 Social media 0.1 0.2 0.2 0.4 0.5 0.6 0.8 Housewares, furniture, appliances 26.7 23.5 Auto parts 5.0 4.4 2 Yahtzee Adventures (Games [Dice]) E.A.1 327 2 Google Earth (Navigation) Google 353 Mobile NA 0.1 0.1 0.3 0.4 0.5 0.7 Books, music, videos 14.1 12.9 Flowers 3.1 2.8 3 Scrabble (Games [Word]) E.A.1 295 3 Blackjack Free (Games [Casino]) MobilityWare 318 Total internet 6.4 8.2 10.5 13.7 16.2 18.4 20.6 Groceries 11.8 10.4 Pets 2.4 2.1 4 Classics (Books) Andrew Kaz and Phill Ryu 278 4 Google Earth (Travel) Google 312 Major media dollars $173.43 $177.65 $170.22 $148.32 $144.41 $146.65 $150.88 Over-the-counter drugs, personal care 7.8 6.7 Other 7.7 7.4 5 Solitaire (Games [Card]) MobilityWare 253 5 Sol Free Solitaire (Games [Card]) Smallware 289 Source: ZenithOptimedia (www.zenithoptimedia.com). Dollars in billions. Movies and events 7.6 7.0 Online travel bookings 116.5 106.4 6 MotionX-GPS (Navigation) MotionX 252 6 Facebook (Social networking) Facebook 289 Office products 6.9 6.2 Total 308.2 279.3 7 iFitness (Healthcare & Fitness) Medical Prdcts. 245 7 Lose It (Healthcare and fitness) FitNow 270 Source: Forrester Research (www.forrester.com). Dollars in billions. Category data from “Internet Shopping Model” (December 2009); travel data from “Internet Travel TOP 10 INTERNET DISPLAY ADVERTISERS Forecast” (November 2009). *Categories aggregated by Ad Age: Computers includes PCs, peripherals, software and consumer electronics; apparel includes footware 8 Crash Bandicoot 8 Pandora Radio (Music) Pandora 247 and jewelry; housewares includes furniture, appliances, art, home improvement and garden supplies. 2 244 Nitro Kart 3D (Games [Racing]) Activision 9 4 243 RANK MARKETER 2009 % CHG RANK MARKETER 2009 % CHG BofA - Mobile Banking (Finance) BofA 9 Pocket God (Games [Adventure]) Bolt Creative 216 10 227 1 Scottrade $756 26.6 6 General Motors Co. $209 11.9 Tap Tap Revenge 2 (Games [Music]) Tapulous 10 Pocket Guitar (Music) Shinya Kasatani 201 2 TD Ameritrade Holding Corp. 384 37.8 7 Experian 204 34.8 Sources: Flurry (www.flurry.com) and Quimondo (www.quimondo.com). Applications sold through Apple’s iPhone App Store in the U.S. Each app is ranked by number of 3 Sprint Nextel Corp. 319 435.6 8 AT&T 142 99.0 SOCIAL NETWORKING BLOGS days it was No. 1 in its category daily in 2009 (365 days) in the App Store’s top 20 categories. Not all categories are equally popular. A No. 3 ranked app in Games could be more popular than the No. 1 ranked app in Finance, for example. A global total might be more dominated by Games. The Games category is so large that Apple 4 E-Trade Financial Corp. 285 37.7 9 Ford Motor Co. 136 135.2 FACEBOOK TOPS 100 MILLION U.S. UNIQUE VISITORS BY LINKS AND INFLUENCE breaks it down by subcategories. Subcategories are shown in brackets. 1) Electronic Arts. 2) Activision Blizzard. 3) The Weather Channel Cos. 4) Bank of America. 5 Verizon Communications 243 69.9 10 Bank of America Corp. 131 -41.2 Source: Kantar Media (www.kantarmedia.com). Dollars in millions. Figures exclude search and broadband video. Percent change computed vs. 2008, not shown. TOP THREE SITES TWITTER AUDIENCE TOP THREE SITE 12/09 12/08 SITE 12/09 BLOG AUTHORITY SCORE AD NETWORKS AND AD AGENCIES Facebook 111,888 54,552 Web and apps 19,287 The Huffington Post 972 AOL RUNS THE TOP AD NETWORK; PUBLICIS OWNS TWO OF THE TOP FIVE DIGITAL SHOPS 1 MySpace 68,316 75,919 Mobile 3,788 Engadget (AOL) 883 19,975 1,956 23,075 883 E-MAIL Twitter Total Gizmodo (Gawker Media) TOP AD NETWORKS TOP MOBILE TOP U.S. DIGITAL AD AGENCIES E-MAIL MARKETING SPENDING COULD REACH $2 BILLION BY 2014 Source: ComScore (www.comscore.com). Unique visitors Source: Nielsen Co. (www.nielsen.com) based on Source: Technorati on Feb. 9, 2010. See in thousands. 1. Part of News Corp. Digital Media Group. unique U.S. audience in thousands. technorati.com/what-is-technorati-authority AD NETWORKS NETWORK UNIQUE VISITORS REACHED AGENCY [PARENT] 2008 187,023 NETWORK TOTAL U.S. PERSONAL AND WORK E-MAIL VOLUME IN 2010 E-MAIL USAGE FORECAST Advertising.com (AOL) 1 Digitas* [Publicis] $377 1 AdMob1 180,909 1 Yahoo Network 2 Razorfish [Publicis] 317 OTHER 98BILLION E-MAILS USERS/ACCOUNTS 2 Millennial Google Ad Network 178,134 3 211 FRIENDS AND FAMILY 4.0% WORK- OR SCHOOL-RELATED IN MILLIONS 2014 2009 PENETRATION 3 Quattro2 Sapient Interactive [Sapient Corp.] 724BILLION E-MAILS ValueClick Networks 170,774 13.4% 331BIILION E-MAILS Active users 178.2 162.1 IN 2010, 74.2% OF U.S. HOUSEHOLDS WILL HAVE INTERNET ACCESS 4 Mojiva 4 OgilvyInteractive* [WPP] 208 29.4% Microsoft Media Network U.S. 165,470 71.6% 71.2% 5 AOL 5 IBM Interactive* [IBM Corp.] 205 as % of adults online Source: ComScore (www.comscore.com). Unique visitors 26.5% TOP COUNTRIES U.S. USERS BY ACCESS TECH TECHNOLOGY OWNERSHIP for December 2009 in thousands. U.S. panel data. Source: Ground Truth Source: Ad Age’s Agency Report 2009, April 27, 2009. U.S. SPAM Personal accounts 290.5 265.7 (www.groundtruth.com) revenue in millions. Ad Age will publish Agency Report 2010 on PERMISSIONED 1 2 2 by clicks Jan. 24-30, 2010. 1) April 26, 2010. *Ad Age DataCenter estimates. 1) Microsoft sold 26.6% 653BILLION E-MAILS COUNTRY USERS ‘09 2010 TECHNOLOGY H’HOLDS % HH TYPE % OF ADULTS Bought by Google in Nov. ‘09. Razorfish to Publicis in October 2009. A ranking of search MARKETING Work accounts 71.1 66.5 655BILLION E-MAILS China 313.0 359.0 ADSL 28.2 23.0 Two + TVs 83 2) Bought by Apple in Jan. ‘10. marketing agencies can be found in AdAge.com’s DataCenter. U.S. 199.2 205.3 Cable 46.9 38.3 Internet at home 77 Source: Forrester Research (www.forrester.com), E-mail Marketing Model, April 2009. Forrester projects 2.46 trillion e-mails will be sent in 2010. Japan 92.3 93.4 Other broadband 9.8 8.0 Computer network at home 59 India 49.7 59.6 Dial-up 6.1 5.0 Two + mobile phones 59 DIGITAL MEDIA EMPLOYMENT Germany 48.0 49.7 Total internet 91.0 74.2 Broadband at home 52 DIGITAL MEDIA FIRMS EMPLOYED 84,800 PEOPLE AT YEAR-END 2009, HIGHEST LEVEL SINCE 2001 Source: eMarketer (www.emarketer.com), Feb. Not on internet3 31.6 25.8 Two + home computers 39 VIDEO 2009, “U.S. Internet Users.” 1) Users in millions. An internet user is a person of any age who uses 2) Among an estimated 122.6 million households Source: Pew Internet & American Life Project, YOUTUBE ACCOUNTED FOR MORE THAN 10 TIMES THE TOTAL STREAMS OF NO.2 HULU the internet at least once a month. in 2010. 3) Estimates exclude mobile broadband. “Networked Families,” Oct. 2008, via eMarketer. U.S. EMPLOYMENT AT INTERNET MEDIA COMPANIES AND WEB SEARCH PORTALS

120,000 TOP VIDEO BRANDS 110,000 100,000 TOTAL UNIQUE STREAMS/ MINUTES TIME PER GAMES 90,000 BRAND STREAMS VIEWERS VIEWER VIEWING VIEWER CALL OF DUTY: MODERN WARFARE 2 HAS SOLD MORE THAN 9 MILLION UNITS TO DATE 80,000 YouTube (Google) 6,427,623 105,592 60.9 12,570,776 119.1 70,000 Hulu (Disney, NBC Universal, News Corp.) 634,880 13,638 46.6 3,372,621 247.3 TOP VIDEO GAMES OF ALL TIME TOP GAMES TO BUY NEXT TOP LINE CONSOLE USAGE 60,000 Yahoo 243,846 27,533 8.9 367,899 13.4 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Source: Bureau of Labor Statistics (www.bls.gov) for January 2000 through December 2009. Employment remains far below the 112,800 peak hit in July 2000 amid the Turner Sports and Enter. Digital Net (Time Warner) 142,349 5,758 24.7 321,009 55.7 GAME MILLION UNITS GAME RANK CONSOLE USAGE MINUTES % dot-com bubble. See more ad-industry employment data: AdAge.com/adjobs MSN/Windows Live/Bing (Microsoft) 141,235 13,540 10.4 332,762 24.6 Call Of Duty: Modern Warfare 2 9.09 Call Of Duty: Modern Warfare 2 1 360 (Microsoft) 22.6 News Corp. Digital Media Group 125,397 10,914 11.5 357,848 32.8 Call Of Duty 4: Modern Warfare 8.94 New Super Mario Bros. Wii 2 Wii (Nintendo) 19.7 ABOUT DIGITAL MARKET FACTS 2010 SEARCH DIGITAL FAMILY TREES 2010 8.17 3 18.4 Megavideo 111,004 3,389 32.8 621,672 183.4 Mario Kart with Wheel Madden NFL 10 PlayStation 2 (Sony) PUBLISHED FEB. 22, 2010. Visit AdAge.com/digitalfamilytrees2010 for a companion poster and Blinkx 108,445 615 176.2 13,990 22.7 Guitar Hero III: Legends Of Rock 7.46 Final Fantasy XIII 4 PlayStation 3 (Sony) 12.6 ORDER AD AGE’S DIGITAL ISSUE database. Part of premium content in AdAge.com’s DataCenter, the database contains key facts and figures on digital holdings of major Nickelodeon Kids and Family Network (Viacom) 107,150 5,688 18.8 221,317 38.9 Madden NFL 08 6.94 BioShock 2 5 Xbox (Microsoft) 4.5 INCLUDING DIGITAL MARKET FACTS AND DIGITAL FAMILY TREES POSTERS: 1-888-288-5900. media firms (AOL, CBS Corp., Comcast Corp., Walt Disney Co., Google, ESPN Digital Network (Disney) 101,856 8,470 12.0 171,739 20.3 Source: NPD Group/Retail Tracking Service Source: Nielsen Co. (www.nielsen.com) for week Source: Nielsen Co. (en-us.nielsen.com; click Microsoft Corp., NBC Universal, News Corp., Time Warner and Yahoo) (www.npd.com). Best-selling VG/PC game titles of ending 12/12/09. Gamers answered: “Which video “insights”). Usage minutes % is percent of all meas- This document and information contained therein, is the copyrighted property of Crain Communications Inc. and The Ad Age Group (© Copyright 2010) and is for your personal, non-commercial use only. You may not reproduce, display on a and agency companies (WPP, Omnicom Group, Publicis Groupe, Source: Nielsen Co. (www.nielsen.com) for December 2009, U.S. home and work. Unique viewers and minutes viewing are in thousands. Time per viewer is minutes. all time with online capabilities as of December 2009. game are you most looking forward to buying next?” ured console minutes in the home for December ‘09. , distribute, sell or republish this document, or the information contained therein, without the prior written consent of The Ad Age Group. Interpublic Group of Cos., Dentsu, Aegis and Havas).

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