InMobi Mobile Insights Report: Italian edition

Published on April 24, 2012

Apple remains most popular manufacturer and OS in Italy

MILAN, ITALY – 23rdApril 2012:

InMobi, the largest independent mobile advertising network, today released its Quarterly Mobile Insights Report: Italian Edition, January to March. The report shows continued growth in the region, with mobile impressions on InMobi’s Italian network increasing 63 per cent in 90 days and serving 1.8 billion impressions. The report highlights the continued growth of mobile advertising in Italy, as the InMobi network grew by 63 per cent in 90 days. The Q1 2012 report reveals that Apple’s iOS maintained its top spot in Italy with 35.4 per cent of share, despite Android closing the gap by 3.5 points in the last quarter. The top handset in Q1 2012 was the Apple iPhone, whose 29.2 per cent share of total handset impressions was greater than that of the next five devices combined. Michele D’Agostino, Sales Manager, Italy, at InMobi comments: “We are thrilled to report that in the first three months this year in Italy, we have not only increased our network reach by 63 per cent, but we have served over 1.8 billion impressions. The report has also uncovered that the mobile web holds 60 per cent of total impressions. In-app advertising has in fact shown 40 per cent growth in Q1 2012, showing the beginning of a strong ecosystem build up for apps in the Italian market.”

Top 3 OS Systems: % Share Available Impressions
  % Regional Share (Q1 '12) % Regional Share (Q4 '11) PtChg
iOS 35.4% 35.7% -0.3
Android 27.3% 24.1% +3.2
Symbian OS 8.9% 9.2% -0.3

D’Agostino continues: “Apple continues to top the operating system share of impressions in Italy, with iOS maintaining its lead over Android and Symbian OS, despite Android’s gain. The iPhone is also increasing its dominance over other handsets in Q1 2012.”

Top 3 Handsets: % Share of Impressions
  % Regional Share (Q1 '12) % Regional Share (Q4 '11) PtChg
Apple iPhone 29.2% 27.8% +1.4
RIM BlackBerry 8520 9.9% 7.1% +2.8
Samsung GT-I9100 5.4% 3.7% +1.7

D’Agostino concludes: “Mobile ad growth has been largely driven by smartphones, and we have seen a significant increase in smartphone usage of 72 per cent since Q4 2011. As 64 per cent more consumers use their mobile devices to access the mobile web, smartphone impressions now outnumber advanced phone impressions by 10 to 1, allowing more opportunities for premium publishers to create more engaging, interactive rich media ads. Rich media drives consumer engagement and also increases product awareness. We’re already working with some leading agencies in Italy who are benefitting from driving rich media campaigns.” You can download the latest InMobi Mobile Insights Reports under the Network Data section of the InMobi Research page for free at: 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 across six continents and 200 countries.

About InMobi

InMobi is the largest independent mobile advertising network. With offices on five 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 578 Million consumers, in over 165 countries, through more than 93.4 Billion mobile ad impressions monthly. The recent acquisition of Sprout, a leading HTML5 authoring platform for mobile rich media, helps expand the InMobi offering to creative agencies and brands. InMobi is venture-backed by investors including: SoftBank, Kleiner Perkins Caufield& Byers and Sherpalo Ventures. The company has offices in Bangalore, Johannesburg, London, Nairobi, New York, Paris, San Francisco, Seoul, Singapore and Tokyo. To learn more, please visit www.inmobi.com/research, follow us on Twitter @InMobi, or read our blog at www.inmobi.com/inmobiblog/.

For further information, please contact:

Mital Goel PR Manager, Europe and Middle East at InMobi T: +44 (0) 207 492 7000 E: Mital.Goel@InMobi.com Beatrice Agostinacchio Hotwire Italy T: +39 02 77 29 931 E: Beatrice.Agostinacchio@hotwirepr.com

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