Mobile ownership expected to rise


smart phone thumb1 Mobile ownership expected to riseIt is predicted that in five years everyone will own a mobile phone and half of these will be smartphones.

The head of Ericsson’s mobile infrastructure group says global mobile penetration will reach 100 per cent by 2016.

Australia is leading the way, with active SIM cards ownership making 115 per cent of the population.

The Australian Bureau of Statistics recorded that 31 per cent of children owned a mobile phone in 2009 and AIMIA found 40 per cent of smartphone users were over the age of 40.

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Mobile vs. Social: The Status of Marketing Integration


Integration has been a buzzword for social media marketers for a while now. As efforts—and budgets—in social media evolve from experimentation toward more serious campaigns, questions of how well social is fitting into the marketing mix abound, and true integration can seem distant.

According to research from marketing software solutions company Unica, marketing integration is very much a work in progress, and for more than just social media. Adopting cross-channel campaigns is a challenge, and many barriers remain to integrating online and offline data. And for social media and mobile, tactical integration with the rest of the marketing department is often a ways off.

The Q4 2010 survey of marketers in Europe and North America found that social sharing links in emails and web offers were the best-integrated social media marketing tactic, with 62% of respondents saying the sharing links were run as part of integrated campaigns. A majority of respondents were also integrating applications and widgets, social media advertising and location-based games into the rest of their efforts.

For mobile marketing tactics, the picture was similar. Again, email was best-integrated: 64% of respondents said mobile versions of email messages were part of integrated marketing campaigns. Mobile messaging, location-based targeting and mobile websites were also integrated by a majority of marketers.

Mobile applications, which marketers are often warned to avoid if they don’t have a clear connection to the rest of a company’s marketing, were most likely to be discrete from other campaigns.

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Mobile SocNet Use Grows


This year-over-year growth rate compares favorably with the growth rates of other leading mobile categories such as classifieds (55%), mobile retail (53%) and general reference (47%). It is also worth noting that social networking had the third-largest audience of leading mobile categories in December 2010, slightly trailing weather and approximately 10% less than personal email, which had an audience of more than 60 million and a 39% growth rate.

 Mobile SocNet Use GrowsAmong smartphone users, social networking usage was even more pronounced. In December 2010, 57.3% of smartphone users in the U.S. (36.2 million users) accessed social networking sites or blogs at least once during the month, an increase of about 24% from 46.1% the previous year.

European usage of social networking via smartphone also showed impressive growth, with 37.8% of smartphone users accessing social networking sites or blogs in the month (27.5 million users), up 91% from 14.4% the previous year.

 Mobile SocNet Use GrowsThe growth of social networking via mobile devices is mainly driven by Facebook, which reached 90% of US social media users and 85% of European users, and grew more than 120% during the past year in both regions.

YouTube and Twitter hold second and third position in the US as well as Europe, but the European market shows much stronger growth. In Europe, YouTube grew 95% between December 2009 and December 2010, and the number of mobile Twitter users grew 195%.

The most significant continental difference in 2010 is the trend for MySpace, which declined 20% in the US but gained 32% in Europe.

In December 2010, nearly 47% of mobile subscribers in the US were mobile media users (browsed the mobile web, accessed applications, downloaded content or accessed the mobile Internet via SMS), up about 17% from the previous year, according to other report data. Data from “The 2010 Mobile Year in Review” indicates the growth in mobile media usage is largely attributable to the growth in smartphone adoption, 3G/4G device ownership and the increasing ubiquity of unlimited data plans, all of which facilitate the consumption of mobile media.

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Mobile Devices to Overtake PCs This Year


The second- and third-largest revenue drivers will still be traditional laptops ($200 million, 24.5%) and desktops ($150 million, 18%). However, the remaining $90 million will consist of tablets ($50 million, 6%) and netbooks ($40 million, 5%). This means a combined 57% of 2011 computing device sales will consist of non-PC devices.

Deloitte estimates the current worldwide PC install base at more than 1.5 billion units, and PC device sales are expected to increase 15% year-over-year in 2011. By the end of 2011, Deloitte projects mobile devices will represent about 25% of the global computing device install base.

By the end of 2011, Deloitte predicts that no operating system will take control of the fast-growing non-PC computing market, which includes smartphones and the new generation of tablets. Some operating systems will capture more than a 5% share, but no single player will have yet become the de facto standard, as seen in previous computing ecosystems.

In 2011, Deloitte predicts that enterprises will purchase more than 25% of all tablet computers sold worldwide, a figure that is likely to increase in 2012 and beyond. Although some commentators view tablets as consumer devices, more than 10 million of these devices will likely be purchased by enterprises in 2011. Consumer demand for tablets is expected to remain strong; however, enterprise demand is likely to grow even faster, although from a lower base.

Deloitte expects media criticism of online privacy to continue in 2011; however, legislative and regulatory changes that impact the way websites gather, share, and exploit user information will be minor. Cookies, which are the small files of personal information that websites create on a visitor’s computer, are very likely to remain core to the online user experience. While new online privacy legislation is expected to be modest, Deloitte predicts the online industry will likely become far more proactive when tackling privacy issues, expanding their efforts to influence legislation and increasing their level of self-regulation with the goal of avoiding new legislation altogether.

In one sign of rising mobile devices being used for functions once handled by PCs, during November 2010, the number of visitors to web-based email sites declined 6% compared to the previous year, while email engagement declined at an even greater rate, according to new comScore MobiLens data. However, during the same time period, the number of users accessing email via their mobile devices grew by 36%.

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Mobile Advertisers Leverage Social Media


smart phone thumb Mobile Advertisers Leverage Social MediaAbout one-quarter of mobile advertising campaign actions in October 2010 led to social media post-click, according to the October 2010 Millennial Media SMART Report.

millenial media campaign action mix oct10 nov10.thumbnail Mobile Advertisers Leverage Social MediaSocial media, as a post-click campaign action, represented 26% of the mobile campaign actions in October 2010. The top advertisers on the Millennial network from the finance, automotive, entertainment and retail verticals leveraged the social media platform to drive further brand engagement, as well as lead generation.

Retail promotion and m-commerce as post-click campaign actions experienced tremendous growth month-over-month with a 13% and 8% increase, respectively. Millennial analysis shows the increase is tied to brands in the retail and CPG verticals developing promotions to drive increased holiday sales through mobile advertising.

millenial media campaign destination mix oct10 nov10.thumbnail Mobile Advertisers Leverage Social MediaTraffic to Site continued to be the top destination for brands advertising on mobile and represented a 42% impression share in October 2010. Custom Landing page as a campaign destination grew slightly to represent 40% share of impressions.

More than eight in 10 (82%) of campaigns on the Millennial network drove to these two mobile web destinations, providing further validation that brands are finding value in maintaining a persistent mobile web presence.

millenial media campaign targeting mix oct2010 nov10.thumbnail Mobile Advertisers Leverage Social MediaThe trend of advertisers leveraging targeted-audience campaign methods (GEO, Demographic, Behavioral Audience and Audience Takeover) continued for the fifth consecutive month, with 44% of campaigns on the Millennial network leveraging these methods.

Broad reach methods (Run of Network, Custom Subnet and Channel) represented 56% of the campaign targeting mix in October 2010. These methods are recommended for broad-reaching brand campaigns and brands first entering the mobile space.

Audience takeover as a targeting method accounted for 7% of the targeted audience mix in October 2010. Millennial data indicates brands in the entertainment and CPG verticals utilized this targeting method to achieve 100% share of voice for new movie releases and product launches.

millenial media mobile interaction lift oct10 nov10.thumbnail Mobile Advertisers Leverage Social MediaThe restaurant vertical received a significant 51% spike in mobile interaction during the four-day Thanksgiving weekend (November 25-28, 2010), likely due to consumers seeking a break from cooking after preparing a large holiday meal. CPG had a 31% mobile interaction lift, which Millennial analysis indicates resulted from consumers seeking cooking tips on the actual Thanksgiving holiday.

The movie sub-vertical of entertainment received a 31% lift as consumers sought options to amuse themselves on their day off, which also probably led to a 19% spike in mobile access of dating sites.

Looking at a variety of retail-related consumer mobile activities, text coupons lead both in terms of current engagement (25%) and planned engagement in the next 12 months (47%), according to a recent study from IHL Group. Probably due to the high percentage of consumers who will already be using mobile text coupons within 12 months, planned engagement within 12 to 24 months is only 9%, tied for second-lowest with consumer self-checkout.

The other two retail-related consumer mobile activities currently used by more than 20% of mobile phone subscribers are regular barcode (22%) and 2D barcode (21%). Coupons on mobile screen only have 16% current engagement, but 38% planned engagement within the next 12 months, second only to text coupons in this category.

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Mobile App Development Grows Sharply


applications thumb Mobile App Development Grows Sharply

The number of mobile applications developed by advertisers/marketers in 2010 increased significantly year-over-year, according to a new report from Millennial Media.

When asked the number of mobile applications they developed in 2010 compared to 2009, advertisers participating in “State of the Apps Industry 2010? stated growth in every area. In particular, advertisers developing 20-50 apps stated an astounding jump 1,975% jump from four in 2009 to 83 in 2010.

 Mobile App Development Grows Sharply

Conversely, the number of advertisers who did not develop a single application decreased 42% year-over-year (from 19 in 2009 to 11 in 2010).

In 2009, CPG, Retail, Auto, Entertainment and Financial companies were the top five verticals building apps. In 2010, however, Entertainment displaced CPG to claim the number one spot, followed by Technology, Media, and Retail.

verticals building branded apps.thumbnail Mobile App Development Grows Sharply

CPG remained in the top five at number five, while retail fell from number two to number four. Auto and financial were displaced by media and technology (debuting strongly at number two in 2010).

From 2009 to 2010, Android (180%) and iPad (0 to 35, year-over-year growth percentage cannot be calculated) saw the most significant growth as the application platforms used by advertisers.

 Mobile App Development Grows Sharply

iPhone still leads the pack with 73 developers and about 18% growth, but RIM, Windows Mobile, and Symbian also saw increases, as advertisers continued to diversify their application platforms.

Among publishers, Android, iPad, Windows Mobile, and Symbian also grew year-over-year from 2009 to 2010. Again, Android (71%) and iPad (60%) saw rapid acceptance by publishers, and efforts were focused on developing applications for these players.

 Mobile App Development Grows Sharply

Meanwhile, iPhone (2% negative growth but still the leading platform, used by 46 publishers) and Palm (21%) were the two platforms that saw year-over-year decreases.

Millenial Media ranks the top five considerations for choosing a mobile application development platform by both advertisers and publishers as follows:
1. Reach
2. Demo
3. Better Branding
4. Ease of Use
5. Higher Sales Potential

In the three-month average ending September 2010, 67% of US mobile subscribers used text messaging on their mobile device, according to comScore, up 1.4 percentage points compared to the prior three-month period.

Meanwhile, browsers were used by 35.1% of US mobile subscribers (up 2.2 percentage points). Subscribers who used downloaded applications comprised 33.1% of the mobile audience, representing an increase of 2.5 percentage points. Accessing of social networking sites or blogs increased 1.8 percentage points, representing 23.2% of mobile subscribers. Playing games represented 23.1% of the mobile audience (up 0.5 percentage points), while listening to music increased 0.8 percentage points, representing 15.2% of subscribers.

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In Mobile Content World, Men Lead in Spending


The model of the young male early adopter seems to have fallen by the wayside with the rise of digital phenomena like social media, but according to research from Adobe Systems Inc., men were ahead in mobile.

In a few content activities, women led. They were 10 percentage points more likely than men to access social media via mobile, and about equal when it came to searching for local information, reading or posting to blogs, and playing games. But men’s hunger for content put them ahead in more than just sports; video, music and news were all primarily male-conducted activities.

Men and women were in a statistical dead heat in usage of maps and directions via mobile, but men dominated in all other travel-related activities, including research, price comparison and booking. The same was true in the financial services sector: Men were more likely to do every type of financial activity on their phones, whether it was simple stuff like checking bank-account balances or more complex transactions like buying and selling stocks and mutual funds.

Men weren’t just using more content—they were more willing to pay for it too. Adobe found that men were more likely than women to purchase every category of mobile media and entertainment content studied, including games, video, news and, of course, sports content. Overall, 53% of women said they had never paid for mobile entertainment content, compared with just 38% of men.

Mobile-commerce is also a male-dominated area. Women held their own in categories like clothing, shoes and jewelry—as well as toys, babies and kids—but men were never far behind and in many areas dramatically outpaced women’s purchase habits.

Overall, females were 11 percentage points more likely to say they had not made any mobile purchases in the past six months. Men also spent more on their mobile purchases, with 60% spending at least $250 in the past year, compared with less than half of women who reported the same.

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Netbook Shoppers Consider Other Mobile Devices


Consumers researching online data about netbook computers for possible purchase are also considering other devices, according to analysis from Compete.

Aspire One Shoppers Research Handsets, Other Netbooks
Analyzing online research habits of consumers considering purchase of the popular Acer Aspire One netbook as part of a two-year AT&T data plan, Compete found that 13% also researched the Apple iPhone 4 mobile handset.

In addition, 6% researched the Palm Pixi Plus mobile device and 5% got information on the Apple iPhone 3GS handset. Consumers also viewed data on competing netbooks; for example 11% researched the HP Mini 110 and 8% looked up the Samsung GO.

HP Mini 110 Shoppers Also Consider Smartphones
Consumers considering purchasing an HP Mini 110 netbook as part of an AT&T two-year data plan demonstrated a slightly different cross-shopping pattern. Thirty-seven percent researched a competing netbook, the Samsung GO.

compete netbook v smartphone hpmini oct10 thumb Netbook Shoppers Consider Other Mobile Devices

However, a still significant 15% looked up the Samsung Captivate mobile device and 11% researched the iPhone 4. The Samsung a777, a refurbished feature phone offered free with a two-year AT&T data plan, also proved popular with prospective Mini 110 buyers (13%).
In addition, 13% of potential HP Mini 110 shoppers researched the Pantech Ease mobile computing device.

Smartphones, Mobile Devices Pose Serious Netbook Threat
Compete notes that these results, collected in September 2010, reflect long-term trends rather than a one-month spike in smartphone and smaller mobile device interest among prospective netbook buyers. Considering that smartphones not only offer 3G mobile web browsing but also mobile entertainment and file storage in an interface that feels less like an inconveniently small computer and more like a conveniently powerful phone, and that tablet computers are rapidly growing in popularity, Compete advises that netbook sales may drop.

More Americans Own Mobile Phones than Computers
A higher percentage of US adults owns a mobile phone than owns a computer, according to new data from the Pew Research Center’s Internet & American Life Project. Pew data indicates that 85% of Americans now own a cell phone. Cell phone ownership rates among young adults have reached 96% of 18-to-29 year olds. Meanwhile, three-quarters (76%) of Americans own either a desktop or laptop computer. Since 2006, laptop ownership has grown dramatically (from 30% to 52%) while desktop ownership has declined slightly.

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Mobile Behaviour Varies Globally


US mobile users do the most social networking, European mobile users text the most, and Japanese mobile users are the most connected, according to new comScore MobiLens data.

US Leads in Mobile Social Networking, IM
A comScore cross-market analysis of mobile activities in the US, Europe and Japan revealed significant differences among consumers by geography. Out of the three markets, in June 2010 social networking/blogs reached the greatest percentage of mobile users in the US at 21.3%, followed by Japan at 17% and Europe at 14.7%.

Perhaps reflecting the slower adoption of advanced mobile technology in the US as compared to other global markets, social networking and instant messaging (17% reach compared to 12.6% reach in Europe and only 3.3% reach in Japan) were the only major mobile activities where the US had a significant lead.

Europeans Text Most
Messaging methods also varied, with Europeans displaying the strongest use of text messaging with 81.7% sending a text message in June 2010, compared to 66.8% in the US and just 40.1% in Japan.

Japanese Most Connected
Mobile users in Japan were the most “connected” of the three markets, with more than 75% using connected media (browsed, accessed applications or downloaded content) in June 2010, compared to 43.7% in the US and 38.5% in Europe.

Japanese mobile users also displayed the strongest usage of both applications and browsers with 59.3% of the entire mobile population accessing their browsers in June 2010 and 42.3% accessing applications. In addition, Japanese users exhibited the highest reach in the email category at 54%.

Comparatively, 34% of mobile users in the US and 25.8% in Europe used their mobile browsers, with 31.1% in the US and 24.9% in Europe accessing applications.

Japanese Mobile Use Patterns Most Age- and Gender-Balanced
A comScore demographic analysis of mobile media users across markets showed that mobile media consumption was more balanced across age segments in Japan when compared to the US and Europe. In the US, 25-34 year olds were 44% more likely to access mobile media than an average mobile user, with 18-24 year olds 39% more likely. In Europe, 18-24 year olds represented the most-connected segment, 54% more likely to be mobile media users, while persons age 25-34 were 35% more likely.


The US and Europe also showed greater gender disparity among mobile media audiences. Females were 9% less likely to be mobile media users in the US, while females in Europe were 16% less likely.

Twitter Scores Globally
In all three markets, the top mobile social media brand mirrored the top PC-based social networking brand, with Facebook leading in the US and Europe and Mixi leading in Japan. Local brands Gree and Mobage Town were the number two and four most-accessed social networking brands in Japan. Twitter was the only brand to be ranked in the top four in all three markets.


Mobile Twitter Use Explodes
Mobile usage of the Twitter social network has increased more than 60% in the past five months, according to data from Twitter. The total number of mobile Twitter users grew 62% between April and September 2010, according to statistics compiled by Twitter. In addition, since that time, the number of Twitter users who start out using Twitter via mobile device has risen from 5% to 16%. Furthermore, close to half (46%) of all Twitter users at least occasionally access the network via mobile device.

The Influence of Mobile on Social Marketing’s Future

Mobile platforms and location-based networks could take social marketing to the next level

As the increase in smart device ownership helps put the mobile web in the pocket of more and more Americans, mobile will play a greater role in all forms of content consumption—including social media.

US marketers surveyed in June 2010 by PRWeek and MS&L Group believed mobile social would have important consequences for their brand. Asked which social media efforts would have the greatest effect on their company, 17% said more usage of social media on mobile platforms and a further 12% cited uptake of mobile location-based social networking.

Social Media Efforts with the Most Impact* on Company/Brand, June 2010 (% of US marketers)

Another 4% said investing more in Twitter would be their most important effort. While a majority of users access Twitter from their desktop, the microblogging service is a major example of greater use of social media from mobile platforms. According to the company’s blog, mobile usage of the site rose 62% in about four months, and mobile sign-ups increased from 5% of the total earlier in 2010 to 16%.

Currently, PRWeek and MS&L Group found that few US marketers were using specifically mobile-based social media tools, but the sophistication of smart devices has narrowed the distance between the desktop and mobile for many users.

Social Media Tools Used, June 2010 (% of US marketers)

Much of the marketing opportunity in going mobile lies with the ability to use location data to bring consumers timely messages when they are already nearby and possibly considering a purchase. Social media could prove a smart avenue for such efforts; while pure location-based services like foursquare remain relatively niche, Facebook has picked up location-based check-in services, and social networking has been the single biggest driver of mobile app usage and browsing over the past year.