JiWire Mobile Audience Insights Report

January-June 2009

JiWire is the leading Mobile Audience Media company, combining location and audience data to deliver
targeted advertising across premium locations and wireless devices.

This Insights report provides a snapshot of usage trends and audience data over public Wi-Fi
for the first half of 2009. This report is intended to highlight market trends for advertisers.

JiWire’s Wi-Fi Media Channel is comprised of over 30,000 public Wi-Fi locations through partnerships with over 30 leading wireless
broadband telecommunications providers, with venues such as airports, hotels and cafes that serve over 20 million unique users
monthly. JiWire’s registry of public Wi-Fi locations includes over 275,000 public Wi-Fi hotspots in 140 countries.

JiWire has been reaching on-the-go audiences since 2003.

For questions about this report, or for recommendations for future reports,
please contact us at [email protected].
 JiWire Mobile Audience Insights Report
January-June 2009

Wi‐Fi Media Channel: Highlights 

Worldwide Public Wi‐Fi Hotspots:   Top 10 Countries for Public Wi‐Fi:  Top 10 U.S. CiHes for Public Wi‐Fi: 

2004‐2009  June 2009  June 2009 

400% Growth in WW Public Wi-Fi June June

2009 2009
Hotspots: 2004-2009 (June) Rank Country # of Hotspots Rank U.S. Cities # of Hotspots

258,853 
237,507  1  United States  67,420  1  New York City  887 
219,681  2  China  28,678  2  San Francisco  872 
3  United Kingdom  27,459  3  Chicago  792 
132,080  4  France  25,619  4  SeaUle  625 
93,034  5  Russian Fed.  14,499  5  Houston  617 

53,746  6  Germany  14,435  6  Los Angeles  505 

7  South Korea  12,814  7  Atlanta  453 
8  Japan  11,612  8  San Diego  438 
9  Sweden  6,664  9  San Antonio  431 
2004  2005  2006  2007  2008  2009  10  Taiwan  5,386  10  AusHn  417 
(June) 

Key Insights on Public Wi‐Fi Hotspots Worldwide: 

The number of worldwide public Wi-Fi Hotspots continues to grow, and the majority remain paid locations:
• 9% growth in worldwide public Wi‐Fi Hotspots, January – June 2009.  
• 81% of public Wi‐Fi Hotspots worldwide are Paid/19% of public Wi‐Fi Hotspots worldwide are Free. 

Source: JiWire, June 2009.

 JiWire Mobile Audience Insights Report
January-June 2009

Wi‐Fi Media Channel: Highlights 

N.A. Wi‐Fi Monthly User Growth from Dec 2008  N.A. Wi‐Fi User DistribuHon: June 2009 

18.4% Growth in Total Monthly Unique Public Most Wi-Fi Users are at Hotel/Resort Hotspots
Wi-Fi Users from Dec 2008
4.4% 2.7%
18.4%  55.3%
10.5%
Hotel/Resort 
Airport 
5.4% 
Café 
Ferry/Cruise Ship 
27.0% Metro 
March 2009  June 2009 

Key Insights on Wi‐Fi Usage: 

In the first half of 2009, we’ve seen growth in total monthly unique Wi-Fi users:

• 18.4% increase in Monthly Total Users from December 2008 to June 2009. 

Source: JiWire, June 2009.

 JiWire Mobile Audience Insights Report
January-June 2009

Wi‐Fi Media Channel:  Mobile Device Highlights 
N.A. Overall Share of Mobile Device Ad Requests:  N.A. Top Mobile Devices: 
January‐June 2009  June 2009 
June 2009
January 2009
Apple Devices are 97.8% of Wi-Fi Device Ad Requests Rank Mobile Device % of Ad
Rank
Requests
0.31%
1  iPod Touch  55.95%  1 
0.92% 52.97%
2  iPhone  41.70%  2 
0.94%
iPod Touch  3  PSP  1.10%  4 

iPhone  4  Nokia N‐95  0.47%  3 

5  PalmPre  0.41%  *debuted June 2009 
PSP 
6  WinCE Devices  0.32%  5 
Nokia N‐95  7  BlackBerry 8120  0.02%  *debuted April 2009 
Other  8  BlackBerry 8820  0.02%  *debuted April 2009 
9  Nokia 770  0.01%  6 
44.86%
10  BlackBerry 9530  0.01%  *debuted June 2009 

Key Insights on Wi‐Fi Devices: 
In the first half of 2009, we’ve seen a 79% increase in mobile device ad requests on public Wi-Fi hotspots.
Apple mobile devices were the top choice for Wi-Fi users in the first half of 2009:
• Apple iPhone and iPod Touch represent 97.83% of the public Wi‐Fi mobile device ad requests, Jan‐June 2009.
Palm Pre surpassed other devices to debut as the #5 most popular mobile device in June 2009, within just 24 days of launch.
Wi-Fi enabled entertainment devices remain popular on public Wi-Fi hotspots:
• Sony PSP and iPod Touch conHnue to remain in the Top 10 

Source: JiWire, June 2009.

 JiWire Mobile Audience Insights Report
January-June 2009

Wi‐Fi Media Channel:  Café Spotlight 

U.S. Wi‐Fi Usage PaUerns in Cafes: June 2009 

U.S. Wi-Fi Café Connection Frequency U.S. Wi-Fi Café Dwell Time
14% 1% 4%
29%
22% 28%
Daily  < 30 Minutes 
Frequently 1x+/week  30 Min‐1 Hour 
Occasionally 1x+/month  1‐2 Hours 
Rarely  >2 Hours 
56% 46%

Key Insights on U.S. Wi‐Fi Café Usage: 

Wi-Fi Café Customers Connect Frequently, for Extended Periods of Time:

• 85% of Wi‐Fi Café customers connect at least once a week 
• 68% of Wi‐Fi Café customers get connected for over one hour  

Source: JiWire, June 2009.

JiWire Mobile Audience Insights Report
January-June 2009

Wi‐Fi Media Channel:  Café Consumer Profile 

U.S. Wi‐Fi Café Customer Profile: June 2009 

67% Ages 25-49 74% Male 66% HHI $50K+ 44% Company Size 1-99

74%  44% 

37%  30% 
34%  34% 
30% 

16%  16%  26%  32%  14%  12% 

2% 

18‐24  25‐34  35‐49  50‐64  Other  Male  Female  < $50K  $50‐100K  $100K+  1 to 99  100 to  1,000+  Other 
999 

Key Insights on U.S. Wi‐Fi Café Customers: 

Wi-Fi Café Customers are Upscale, Male, and in Management:

• 40% Management Titles 
• 19% Professional 
• 23% Students 
• 18% Other 

Source: JiWire, June 2009.

 JiWire Mobile Audience Insights Report
January-June 2009

Wi‐Fi Media Channel:  Café Consumer Profile 

U.S. Wi‐Fi Café Local Customer Profile: June 2009  U.S. Wi‐Fi Café Top 10 CiHes*: January‐June 2009 
Jan-June 2009
Rank City
83% of Wi-Fi Café Users are Connecting Locally % of Ad Requests

1  New York City, NY  3.9% 
Of the 83% Connec.ng Locally:  2  Los Angeles, CA  3.6% 
3  Chicago, IL  2.3% 
• 41% Connect for Both Work  4  Houston, TX  1.8% 
   and Fun  5  San Diego, CA  1.7% 
83%
6  San Francisco, CA  1.4% 
• 40% Connect for Work Only 
7  Dallas, TX  1.1% 
• 19% Connect for Fun Only  8  San Jose, CA  0.9% 
9  Washington D.C.  0.8% 
10  AusHn, TX  0.8% 

Key Insights on U.S. Wi‐Fi Café Customers: 
Wi-Fi Café customers are largely a local audience and connect for many purposes:
• 41% responded that they connect both locally for work and locally for fun.  
• 56% search online for local informaHon 
• 53% visit social media sites 
The Top 10 DMAs represent over half of ad requests, with broad distribution across cities as shown by data for the
Top 10 Cities:
• 53% of Wi‐Fi Café ad requests are represented by the Top 10 DMAs.  
• 18% of Wi‐Fi Café ad requests are represented by the Top 10 ciHes.   
*Data representaHve of venues with a naHonal footprint.  Source: JiWire, June 2009.
JiWire Mobile Audience Insights Report
January-June 2009

Wi‐Fi Media Channel:  Café Consumer Profile 

U.S. Wi‐Fi Café Customer Profile: June 2009 

38% Make Purchases from a Website at 77% Plan to Make a

Café Hotspots Big Ticket Purchase
(in the next 12 months) 77%

38%
• 53% Plan to Travel at Least Twice on a One Week+ VacaHon 
• 46% Plan to Buy a Smart Phone Device 
• 27% Plan to Buy a New Laptop 
• 23% Plan to Buy a Vehicle 
• 23% Plan to Buy Stocks/Mutual Funds 

Key Insights on U.S. Wi‐Fi Café Customers: 

Of the 38% of Wi-Fi Café customers making purchases:

• 51% are making a purchase for their personal use only. 
• 15% are making a purchase for their business use only. 
• 34% are making purchases for both personal and business uses. 

Source: JiWire, June 2009.

 JiWire Mobile Audience Insights Report
January-June 2009

Wi‐Fi Media Channel:  Café Device Usage 

U.S. Wi‐Fi Café  Laptop Ad Requests:  U.S. Wi‐Fi Café Mobile Device Ad Requests: 
January‐June 2009  January‐June 2009 

Majority of Wi-Fi Café Laptop Users are PC Users iPhone is the Most Popular Mobile Device at Cafes

0.3%
0.9%
54.2%
25.6%
1.2%
PC  iPhone 
z  iPod Touch 
Mac  PSP 
Nokia N‐95 
Other 
74.4%
43.4%

Key Insights on U.S. Wi‐Fi Café Customers: 

Apple Wi-Fi products, both laptops and mobile devices, are popular with Wi-Fi Café customers:
• 25.6% of Wi‐Fi Café users on a laptop are using a Mac; in comparison, Apple has 7.4% of the U.S. market share for laptops  
(Source: U.S. PC Vendor Unit Shipment Es7mates for 1Q09, Gartner, April 2009). 
• The iPhone is the most popular Wi‐Fi mobile device in cafes, and Apple devices are 97.6% of all mobile devices used in Wi‐Fi Cafes. 

Source: JiWire, June 2009.

 JiWire Mobile Audience Insights Report
January-June 2009

For questions about this report, or for recommendations for future reports,
please contact us at [email protected].

Methodology:
JiWire’s first Mobile Audience Insights Report is based on data from approximately 275,000 public Wi-Fi hotspots, as well as surveying 2057 customers
randomly selected in over 6,500 café locations across the US that used JiWire’s Wi-Fi Media Channel in between April and June 2009. JiWire serves
advertisements to over 30,000 public Wi-Fi hotspots in North America and we record data from every ad request. This report is based on the ad request
data we collected from January-June 2009.