South Korea Metrics Report

March 2011

Google Confidential and Proprietary

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About AdMob South Korea Metrics Report
AdMob serves ads for more than 57,000 mobile Web sites and applications around the world.
AdMob stores and analyzes the data from every ad request, impression, and click and uses this to
optimize ad matching in its network.

This report includes a snapshot of AdMob network data and results from a localized survey that
was run in South Korea in February 2011. The survey had 524 respondents.

The combined data offers insights into trends in the mobile ecosystem in South Korea.

Google Confidential and Proprietary 2

South Korea Metrics Summary
Traffic from South Korea grew faster than any other country in Asia last year
• We received 2.1 billion ad requests from Korea in December 2010, up from 40 million one year ago
• Korea (5139%) grew the fastest, followed by China (1460%), Singapore (1429%), Japan (1199%)
Mobile web traffic is dominated by smartphones and high-end devices are growing rapidly
• 97% of South Korean traffic came from smartphones in Dec 2010, up from 75% one year ago
• Traffic from smartphones increased more than 67x over the past 12 months
• High-end devices in Korea in the AdMob network have grown more than 528% in nine months
Korean mobile Internet users are highly engaged and strong consumers of entertainment
• 58% of respondents access the mobile Internet at least 5 times a day
• 29% of respondents spend more than one hour a day using the mobile Internet
• Using the phone for entertainment is more popular than texting, phone calls or social networking
Mobile Internet usage is growing and sometimes surpasses time spent on TV and desktop
• More than 1 in 3 respondents spend more time using the mobile Internet than watching TV
• Nearly 1 in 4 respondents spend more time accessing the Internet via a mobile device than desktop
The biggest barriers to greater usage are costly data plans and content, not the devices
• Costly data plans (27%) and not enough interesting content (24%) are greatest barriers to usage
• Of those surveyed, 87% of use an iPhone or Android device (i.e., high-end devices)
Mobile Internet users are middle aged, middle-incomed and skew male
• 71% are between the ages of 25-54, and 62% are between the ages of 25-44
• 65% have a household income that is less than 35M KRW
• Males make up 70% of respondents surveyed

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South Korea is the fastest growing country in Asia

• Traffic from Asia grew

564% in 12 months Traffic Growth by Country 1

Dec ‘09 – Dec ‘10

• South Korea was the
fastest growing country in South Korea 5139%
the region (5139%)
China 1460%
• We received more than 16
billion ad requests from Singapore 1429%
Asia in Dec 2010
• Asia accounted for 33% of Japan 1199%
overall traffic in the AdMob
in Dec 2010 Thailand 1087%
0% 1000% 2000% 3000% 4000% 5000% 6000%

1These five countries represent the top countries in Asia by ad requests Google Confidential and Proprietary 4
Mobile Internet traffic is dominated by smartphones…

• 97% of South Korean Traffic by Device Type

traffic came from
smartphones in Dec 2010, 100%

up from 75% one year ago 90%

80%
• Traffic from smartphones 70%
increased more than 67x 60%
over the past 12 months 50%

• Two devices generate the 40%

30%
majority of Mobile Internet
20%
Device traffic
10%

0%

Smartphones Mobile Internet Devices Featurephones

A Smartphone is a phone that runs Android, iOS, Linux, RIM OS, Symbian, webOS, or Windows Mobile.
A Mobile Internet Device is any mobile device that is not a phone (e.g. iPod touch, Sony PSP, iPad).
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and high-end device adoption is growing rapidly

Unique High-End Devices,

South Korea
6,000

4,940
5,000

4,130 4,217
4,000
Unique devices
(in thousands)

3,482
3,000 2,804

2,019
2,000 1,659
972 1,147
1,000 786

-
Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11

High-End Devices includes devices that run Android and iOS

A unique High-End Device is a unique device that has requested at least one ad from the AdMob network

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Profile of the Mobile Internet User in Korea

Based on a localized survey run on the AdMob network in Korea with 524 respondents in February 2011

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 Using the phone for entertainment is more popular
than texting, phone calls or social networking
Select all the ways in which you use your mobile device
% of Korea respondents

80% 75% 74% 74%

64%
60% 58%

39% 37% 39%

40%
24%
20%

0%

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 58% of respondents access the mobile Internet at least
5 times a day
How often do you access the Internet through your mobile device?

% of respondents

40%
32%
27%

20% 18%
13%

5% 6%

0%
More than 20 times 10-20 times per 5-10 times per day 1-4 times per day Once or twice a Once or twice a
a day day week month

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 29% of respondents spend more than one hour a day
using the mobile Internet
On average, how much time do you spend using the Internet on
your mobile device per day?

% of respondents

40%

24% 25%
21%
20%
14%

7% 8%

0%
Less than 15 15 - 30 minutes 30 minutes - 1 1 - 2 hours 2 - 4 hours More than 4 hours
minutes hour

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 Nearly 6% of mobile Internet users don’t have a
computer with Internet access at home
Do you have a computer with Internet access at home?

% of respondents

100% 94%

80%

60%

40%

20%
6%
0%
yes no

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 35% of respondents spend more time using the mobile Internet
than watching TV; 24% more than using the desktop Internet
I spend more time each day on the mobile Internet than I

% of respondents

60%

42%
40% 37%
35%

24%
20% 18%

0%
read books listen to the radio watch TV use the internet on a none of the above
desktop computer

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 Expensive data plans are still a barrier to usage, though only a
slightly larger barrier than the lack of interesting content
What is the primary reason you don’t use the mobile Internet more often?

% of respondents

40% 36%

27%
24%

20%
12%

0%
expensive data plans not enough interesting time nothing, I use my phone as
content often as I want to

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 The vast majority of respondents use an iPhone or Android
phone to access the mobile Internet
What type of device do you use most often to access the mobile
Internet?

% of respondents

100%
87%
80%

60%

40%

20%
8%
5%
0%
an iPhone or Android phone Any other phone A device that does not make phone calls
(e.g. iPod touch, iPad, Sony PSP)

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 Mobile Internet users are middle aged, middle-incomed and
skew male
What is your annual
How old are you? household income? What is your gender?
% of respondents 65 or
100% 55-64 older
45-54 1% 50M or
1% more
9%
16% Female
80% 35-50M 30%
35-44 62% are KRW
30% between the
ages of 25-44 18%

60%
20-35M
KRW
25-34 32% 65% earn less
40% 32% than 35M KRW
Male
70%
Less
20% than
18-24 20M
13-17 21% KRW
5% 33%
0%
Age Household Income Gender
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