1. INDUSTRY UPDATES ON
KEY MOBILE TRENDS
WEEK ENDING 3/9/2012

2. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 3/9/2012
 Mobile Trends & Forecasts
o US Tablet Forecast Update, 2011 to 2016 (Forrester)
─ 112.5 million U.S. adults -- one-third of the adult population -- will own a tablet by 2016,
up from a prior forecast of 82.1 million.
─ The Kindle Fire is taking market share from Apple and Android tablets while also
attracting new customers to the category.
─ Tablets are also gaining ground in the workplace. While people mainly use them in the
living room, 37% of U.S. tablet owners bring them to work.
o According to a new survey from ValueClick Media, 65% of marketers plan to spend more
on mobile ads in 2012 than in 2011, and 49% say they’ll spend more on video advertising in
2012 than in 2011.
© Performics. Proprietary and Confidential. 2

3. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 3/9/2012
 Mobile Trends & Forecasts (cont.)
o Apple announced a new 4G LTE iPad featuring a 9.7-inch retina display Wednesday. The
new iPad — which starts at $499 — has retina display, a 5-megapixel camera (with the
same optics sensor from the iPhone 4S) and 1080p video recording.
─ Velti, a well-known provider of mobile marketing and advertising solutions, issued a
report from examining how quickly the company expects the new iPad to take over
iPad market share from the iPad 2. It also sheds light on what the tablet industry outside
of the iPad really looks like. Among the critical takeaways from the report:
• iPad 2 claimed over 50% of iOS tablet impressions in a rapid 6 months. It will take
longer than that for iPad 3 due to the competitive pricing of iPad 2
• iPad 3 will experience a large jump in impression volume in the second month
after launch, similar to the growth experienced by iPad 2
• Growth rates will even out in months 3-5 after launch, and will speed up again as
we enter the holidays and Q4
• iPad 1 will continue to get impressions; stopping sales does not mean stopped
usage/impressions
• On the whole, iPad impressions will continue to grow rapidly. iPad has +15x more
advertising demand interest than Android tablets
© Performics. Proprietary and Confidential. 3