Madhouse Announces Q2 2011 Mobile In-App Ad Metrics
Madhouse, 10/10/11
Shanghai-based mobile advertising network operator Madhouse has released its mobile in-app advertising metrics for the second quarter of 2011.
Guangdong province accounted for 17.3% of all mobile in-app ads served by Madhouse in the quarter, followed by Shanghai (11.5%), Jiangsu (11.1%), Beijing (8.3%), Zhejiang (7.2%), Shandong (6.8%), Sichuan (5%), Henan (4%), Shaanxi (3.5%), Liaoning (3.2%), Fujian (2.8%), Hubei (2%), Tianjin (1.8%), Hebei (1.6%), and other provinces (13.9%). Breakdown by region for each quarter is as follows:
| % of Mobile In-App Ads Served by Region | Q1 2011 | Q2 2011 |
|---|---|---|
| Northeastern China | 5.4% | 4.6% |
| Northern China | 21.0% | 21.2% |
| Eastern China | 28.6% | 35.2% |
| Southern China | 13.0% | 18.8% |
| Western China | 16.4% | 13.0% |
| Central China | 8.5% | 7.2% |
The majority of Madhouse in-app ads served in Q2 2011 were viewed on Apple handsets (76.4%). Breakdown by handset manufacturer is as follows:
| % of Mobile In-App Ads Served by Vendor | Q1 2011 | Q2 2011 |
|---|---|---|
| Apple | 43.2% | 76.4% |
| Samsung | 6.4% | 5.0% |
| HTC | 16.4% | 4.5% |
| Huawei | 5.8% | 3.5% |
| Motorola | 9.3% | 3.4% |
| Sony Ericsson | 2.7% | 2.0% |
iOS devices accounted for 78.3% of all ads served in Q2 2011, while Android devices accounted for 20.6%.
52.5% of all ads were served via Wi-Fi, followed by 26.5% via China Mobile's (NYSE: CHL; 0941.HK) CMNET access gateway, 15.7% via China Unicom's (NYSE: CHU; 0762.HK; 600050.SH) UNINET, 1.9% apiece for China Telecom's (NYSE: CHA; 0728.HK) CTWAP and CTNET, 0.8% for Unicom's UNIWAP, and 0.7% for China Mobile's CMWAP (0.7%).
Keywords: mobile application statistics handset wireless mobile advertising Madhouse Q2 2011 mobile OS
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