Australian mobile ad market grows 38% in quarter ending July 2011, iOS dominates mobile ad impressions: InMobi

Published on September 07, 2011
  • Australia demonstrates maturity in mobile advertising acceptance with 66% of ads on the InMobi network in the country tracked on Apple iOS or Android devices.
  • Apple iOS share in the country is almost four times the global average, as seen on the InMobi network.
  • Smartphones including BlackBerry, Windows Mobile and others represent device of choice for four out of every five ads requested in Australia.

Sydney, September 07, 2011– InMobi, the world's largest independent mobile ad network, today released its Mobile Insights Report – Australia Market, covering the period May to July 2011. Based on InMobi network data, the report reveals that the Australian mobile ad market grew by 38% to over one billion quarterly ad impressions in the quarter ending (QE) July 2011. Although the Apple iOS saw a decrease of -2.3 share points in ad impressions over QE April 2011, it is still taking the lion’s share of the market with 47.9% of the total impressions in the country.

Key Australia findings include:

  • The market grew by 38% serving over 1 billion impressions in QE July 2011.
  • Smartphone impressions grew by 52% to close to 900 million impressions in QE July 2011.
    • While smartphones gained about 300 million impressions over QE April 2011, advanced phone impressions decreased by 4% to 198 million impressions in QE July 2011.
  • App inventory grew by 44% compared to a 31% growth for WAP in QE July 2011.
    • 5% more App inventory than WAP shows higher take up of applications amongst consumers driven by high penetration of iPhones in the market.
    • This also underpins the continued growth of the app market within the mobile ecosystem as a preferred tool for customer engagement as compared with mobile websites across the country.
  • iOS took the lion's share of the mobile ad market with 47.9%, with Android coming in next at 17.7%.
    • The iPhone still remains the most popular device for users, though Android continues to grow steadily in Australia (+5 share points) compared to overall APAC growth of +3.4 share points in Q2 2011.
  • Apple remains the top manufacturer by impressions even with a decline of -2.3 share points over QE April 2011.
    • Nokia suffered the biggest loss in impressions with -5.0 share points.
    • ZTE, Samsung, Access and LG also suffered similar declines in ad impressions with -0.8, -0.6, -0.5 and -0.5 share points, respectively.
  • Apple devices lead in Australia with the iPhone at first place with 37.2% market share and the iPod in third place with 6.9% share.. RIM's Blackberry 9700 moved to the second place with an increase of +7.7 share points while Samsung’s GT-I9000 tied with the iPad for fourth place with a 3.9% share.

Comments Rob Marston, Regional Director – Australia and New Zealand at InMobi: "While not always first movers, Australians have consistently embraced technology and mobile is no exception. With the Australian penetration level of smartphones as one of the highest in the world and telcos understanding their customer's needs for data packages, there really hasn't been a better time to use mobile advertising. As with most new technology, consumers are ahead of advertisers when it comes to mobile and InMobi is committed to investing ahead of the curve.  Mobile advertising has progressed significantly from pure SMS to banners, Rich Media and indeed 3D ads. The personal nature of a phone combined with the potential to entertain, educate and inform makes mobile a must have part of any media schedule." InMobi recently strengthened its ability to offer rich media solutions to clients in Australia with the acquisition of Sprout. Known for simplifying the complex process of HTML5 rich media mobile ad creation and distribution, Sprout's vision is to help advertisers "build once and deliver everywhere" on both mobile and desktop devices. Sprout's cloud-based platform helps organizations creating mobile ads and its rich media creative are compatible with mobile devices supporting HTML5, including all Apple iOS and Google Android devices. Sprout works with some of the world's leading brands, including Chevrolet, Disney, Paramount Pictures, HTC, Sega and Nokia.

Australia OS Share: QE July 2011
OS Impressions % Global Share Point Change
iPhone OS 519,463,042 47.9% -2.3
Android 192,025,166 17.7% +5.0
Symbian OS 106,984,369 9.9 % -5.4
RIM OS 109,122,981 9.9% +7.8
Nokia OS 31,709,839 % -0.7
Others 124,427,964 11.5% -4.4

You can download the latest InMobi Mobile Insights Report here: www.InMobi.com/research.

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 165 countries.

About InMobi

InMobi is the world's largest independent mobile advertising network. With offices on four continents InMobi provides advertisers, publishers and developers with a uniquely global solution for advertising. The network is growing and now delivers the unprecedented ability to reach 314 million consumers, in over 165 countries, through more than 47.3 billion mobile ad impressions monthly. The recent acquisition of Sprout, a leading HTML5 authoring platform for mobile rich media, helps expand InMobi's offering to creative agencies and brands. InMobi was recently selected as a 2011 AlwaysOn Top 100 Mobile Company in Silicon Valley. InMobi is venture-backed by investors including: Kleiner, Perkins, Caufield & Byers and Sherpalo Ventures. The company has offices in London, San Francisco, Bangalore, Tokyo, Nairobi and Singapore. To learn more, please visit www.inmobi.com/insights, follow us on Twitter @InMobi, or read our blog at www.inmobi.com/blog/.

Media Contacts

Rice Communications for InMobi Asia Pacific Tel: +65 6221 8047 Shruti Soni Email: shruti.soni@ricecomms.com Nicholas Lim Email: nicholas.lim@ricecomms.com

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