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Asia Pacific mobile ad market grows to 18 billion monthly ad impressions: InMobi

Published on June 07, 2011
Asia Pacific mobile ad market grows to 18 billion monthly ad impressions: InMobi
  • Android surpasses iPhone OS impression share in Asia Pacific for the first time.
  • Advanced phones dominate the market with 76% share.
  • Nokia remains the top manufacturer in the region with a 49.9% share of impressions followed by Samsung with a 16.8% share.

Singapore, June 07, 2011 - InMobi, the world’s largest independent mobile ad network, today revealed its Mobile Insights Report – Asia Pacific Edition April 2011, reporting a 10% increase in the Asia Pacific mobile ad market from January to April 2011. The largest and most comprehensive report of its kind is based on data from the InMobi global network which serves 35.0 billion monthly mobile advertising impressions to over 314 million consumers globally. Following the global trend, Android surpasses iPhone OS impression share in Asia Pacific for the first time, capturing 9.5% share of regional ad impressions. Key Asia Pacific findings include:

  • Asia Pacific mobile impressions on the InMobi network surpass 18 billion monthly impressions, growing 10% from January to April 2011.
    • The volume of mobile impressions in Asia Pacific signifies the reach mobile devices can offer local, regional and global brands in these mobile first markets.
  • Advanced phones still dominate the market with 76% share of ad impressions.
    • Smartphone impressions continue to grow at a faster pace than advanced phone impressions, although smartphones represent only 1 of every 4 ads in this enormous market.
  • Android reaches 1.7 billion impressions to capture 9.5% share of impressions, gaining +4.3 share points in just 3 months.
    • Nokia OS remains the top platform in the region, but loses -1.9 share points to hold 27.3% share.
    • iPhone OS & Android together now represent 18.9% of all InMobi impressions in the region.
  • Nokia remains the dominant mobile device manufacturer in the region, controlling 49.9% of the mobile ad share in the market.
    • Even with a drop of 1.5 share points in April 2011, Nokia continues to be the dominant device manufacturer in Asia Pacific by ad impressions.
    • With a 16.8% market share, Samsung grew the fastest from January to April 2011, gaining +2.6 share points.
    • 7 of every 10 mobile ads across the InMobi network in Asia Pacific are delivered on Nokia or Samsung devices.
  • India (41.6%), Indonesia (25.2%), and Vietnam (9.1%) represent the greatest portion of mobile impressions in Asia Pacific on the InMobi network.

Comments Atul Satija, VP & Managing Director – Asia Pacific at InMobi: “As InMobi’s network in the Asia Pacific region continues to see robust growth, we continue to further invest in the market and strengthen our regional team. We have recently made appointments in Malaysia and Australia and will continue our regional expansion efforts while working towards helping the industry realize the full potential of mobile technology. With improving smartphone adoption, faster networks and cheaper data plans, this is an extremely exciting time for marketers to successfully execute highly targeted, impactful, and measurable campaigns that will greatly improve ROI.” Global findings:

  • Total mobile advertising impressions on the InMobi network grew by 11 percent (January to April 2011).
    • This was driven by the large influx of smartphone impressions, which increased by 2.3 billion during the period.
  • Globally, 39 percent of all mobile ad impressions now occur on smartphones.
    • Smartphones continue to become a primary channel to digital media consumption on a global basis, especially in markets including Asia, Eastern Europe and Africa, where consumers rely on their smartphones as their primary gateway to digital content.
  • Android smartphone growth continues at a rapid pace, capturing an additional +3.3 share points to represent nearly 17 percent of all mobile ads globally.
  • Mobile phone manufacturers Samsung, Apple and HTC continued to capture share from global leader Nokia.
    • Although Nokia still remains in the number one position with 37 percent share of global impressions, their historical dominance is quickly eroding.
    • Nokia lost -1.0 share points in just 90 days, while Samsung (+1.2 share pts), Apple (+0.4 share pts) and HTC (+1.2 share pts) gained share.
Global OS Share April 2011
OS Impressions % Global Share Point Change
Nokia OS 6,838,150,588 19.5% -0.6
Symbian OS 6,335,241,927 18.1% -0.1
Android 5,874,242,973 16.8% +3.3
iPhone OS 5,703,575,652 16.3% +0.4
RIM OS 1,701,706,446 4.9% +0.6
Others 8,575,937,906 24.5% -3.4

Commenting on the study, James Lamberti, VP Global Research & Marketing at InMobi, says: "Following the global smartphone revolution, 'in-application' advertising continues to outpace mobile web ad growth. With a large global contingent of mobile app developers for iOS, Android and now Windows Phone 7, these developers represent an invaluable part of the mobile ecosystem. Developers are among the most influential individuals in the future of the mobile market and their products will shape the future of mobile advertising.  The landscape will be very interesting to watch over the next year as many developers began to focus on mobile web apps to help alleviate device and platform fragmentation issues." You can download the latest InMobi Mobile Insights Report here: www.inmobi.com/research. ENDS InMobi Mobile Insights Report InMobi is committed to mobile industry education and thought-leadership with its Mobile Insights program. Its reports leverage consumer surveys via mobile devices, combined with data sourced from its network of 314 million consumers across six continents and more than 200 countries. About InMobi InMobi is the world's largest independent mobile advertising network. With offices on four continents, it provides advertisers, publishers and developers with a uniquely global solution for advertising. Its network is growing fast and now delivers the unprecedented ability to reach 314 million consumers, in over 200 countries, through more than 35 billion mobile ad impressions monthly. InMobi was recently selected as the 2011 AlwaysOn Top 100 Mobile Companies in Silicon Valley. InMobi is venture-backed with marquee investors including: Kleiner, Perkins, Caufield & Byers and Sherpalo Ventures. The company has offices in Nairobi, London, San Francisco, Bangalore, Tokyo, and Singapore. To learn more, please visit www.InMobi.com/research, follow us on Twitter @InMobi, or read our blog at www.inmobi.com/inmobiblog/ FOR MORE INFORMATION: Rice Communications for InMobi Tel: +65 6221 8047 Shruti Soni Email: shruti.soni@ricecomms.com Daniel Lim Email: daniel.lim@ricecomms.com Kwa Qian Hui Email: qianhui.kwa@ricecomms.com