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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 RegionQ1 2011Q2 2011
Northeastern China5.4%4.6%
Northern China21.0%21.2%
Eastern China28.6%35.2%
Southern China13.0%18.8%
Western China16.4%13.0%
Central China8.5%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 VendorQ1 2011Q2 2011
Apple43.2%76.4%
Samsung6.4%5.0%
HTC16.4%4.5%
Huawei5.8%3.5%
Motorola9.3%3.4%
Sony Ericsson2.7%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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