Brands Going Mobile | Rohit Dadwal, Mobile Marketing Association (APAC) | iStrategy Singapore 2010
Source: Mobile Marketing Association What You Need to Know About Mobile Marketing Mobile Spending to...
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Transcript of Source: Mobile Marketing Association What You Need to Know About Mobile Marketing Mobile Spending to...
Source: Mobile Marketing Association
What You Need to Know About Mobile Marketing
Mobile Spending to Reach $2.16 Billion in 2010The Mobile Marketing Association produced three estimates—low, medium and high—to project spending on mobile marketing this year
$0.96
$1.36
$2.02
$1.20
$1.70
$2.52
$1.52
$2.16
$3.20
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
2008 2009 2010
LOWER ESTIMATE
UPPER ESTIMATE
MIDDLE ESTIMATE
Source: Insight Express, June 2009; *Pew Internet & American Life Project, Generations Online, January 2009
What You Need to Know About Mobile Marketing
Phones Take On the PCAmong various demos, mobile phone penetration is equal to or greater than internet penetration
MOBILE PHONEPENETRATION
INTERNET PENETRATION*
Gen Y (18-24) 85% 87%
Gen X (25-44) 84% 83%
Younger Boomers (45-54)
84% 65%
Older Boomers (55-64)
79% 65%
Source: The Nielsen Co.
What You Need to Know About Mobile Marketing
U.S. Household Cellular-Only PenetrationFor almost one-quarter of all households, the mobile device has supplanted the landline
15% 15%
18%
21%
0%
5%
10%
15%
20%
25%
2006 2007 2008 2009
21%
of U.S. households have no landline, only mobiles
Source: comScore MobiLens
What You Need to Know About Mobile Marketing
Devices Impact BehaviorSmartphone users most likely to use phones as multimedia devices; iPhone users do more of everything
0%
10%
20%
30%
40%
50%
60%
70%
Music Games Socialnetworking
Web search Instantmessaging
News Video Personalbanking
Restaurantguides
Onlineshopping
AVERAGE MOBILE USER
SMARTPHONEIPHONEMOBILE CONTENT CONSUMPTION BY PHONE TYPE:
iPhone users are more than four times as likely as non-smartphone users, and 30% more likely than other smartphone users, to use web search
Source: iSupply Consumer Trak Survey, 2009
What You Need to Know About Mobile Marketing
The iPhone Is Less A Phone Than A Multimedia DeviceiPhone owners use the device for many more activities than just talking
Games 3%
Other 3%Music 2%
Internet 3%
E-mail 4%
SMS15%
Voice call 70%
Other 3%
Music10%
Internet9%
E-mail12%
SMS13%
Voice call 45%
Games 8%
AVERAGE US CELL PHONE USER40 minutes per day
IPHONE USER60 minutes per day
Source: The Nielsen Co., Q4 2009
What You Need to Know About Mobile Marketing
Mobile Media Penetration by Device Type
4%
24%7%
47%
15%
73%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mobile video Apps Mobile internet
FEATURE PHONE
UNIQUE USERSSMARTPHONE
Nielsen projects the mobile internet (WAP) audience is 65 million; 32 million consumers access apps and 18 million access video
18M 32M 65M
Source: comScore MobiLens. Three-month average ending January 2009
What You Need to Know About Mobile Marketing
Touchscreen PenetrationPenetration of devices with touch technology increased 130% year over year
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10
17%
of mobile devices now have touchscreens
Source: The Nielsen Co.
What You Need to Know About Mobile Marketing
Smartphone Penetration; Projection (All Subscribers)Nielsen data show smartphones are being adopted rapidly. At current growth rates, Nielsen projects they will surpass 51% penetration by Q3 2011.
49%
51%
40%45%
31%27%
21%17%16%
10%
24%
14%13%
19%
35%
65% 60% 55%
69%
81%84%87%90% 86%
73%
83%79%
76%
0%
20%
40%
60%
80%
100%
Q2 2008 Q3 2008 Q4 2008 Q1 2009 Q2 2009 Q3 2009 Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011
FEATURE PHONE
SMARTPHONE
28%
Smartphone penetration among recent adopters
Source: comScore MobiLens. Three-month average ending September 2009
What You Need to Know About Mobile Marketing
U.S. Mobile Usage by FunctionalityNot all mobile users are consumers of mobile media (using a browser, downloading apps or content)
SMA (and not Mobile Media)
31%
Just voice35%
Mobile Media34%
Decrease in ‘just talkers’ in past year
18%
Source: Ground Truth
What You Need to Know About Mobile Marketing
Advertising Networks’ Share of MarketAd network metrics, April 12, 2010
Rank SiteShare of Market
(Ranked by Uniques)
1 Millenial Media MBrand 69.28%
2 AdMob Performance Advertising 54.96%
3 Quattro Ads 52.03%
4 Ringleader Digital 13.24%
5 Google Ads 13.22%
6 Yahoo Advertising 11.90%
7 Millenial Media DeckTrade 11.19%
8 Mojiva 8.22%
9 AOL Advertising 8.22%
10 Advertising.com 4.37%
*Does not include HTC, largely an “ODM” for carrier-branded handsets but increasingly promoting devices under its own brand. Source: comScore
What You Need to Know About Mobile Marketing
RIM Leads U.S. Smartphone Share, Motorola All Mobile ShareApple may dominate the headlines, but it accounts for just 4% of all mobile phones and 25% of smartphones
Sony Ericsson 2%
RIM 8%
Palm 1%
Motorola22%
Nokia 9%
Samsung21%
LG22%
Apple 5%
Other5%Sanyo 2%
Kyocera 2%UTStarcom
1%
Sony Ericsson 0%
Motorola 4% Nokia3%
Samsung 5%
LG 1%
Apple25%
Other12%
Sanyo 0%
Kyocera 0%
UTStarcom 0%
RIM43%
Palm 7%
HANDSET OEM SHARE, JAN 2010* OEM SMARTPHONE SHARE, JAN 2010*
Source: MobClix iPhone app tracker
What You Need to Know About Mobile Marketing
Application Categories by Number of Apps AvailableGames, entertainment and books are most commonly available iPhone apps
24,50022,500 22,000
8,250 8,250 8,200 8,1005,500
0
5,000
10,000
15,000
20,000
25,000
30,000
Games Entertainment Books Education Travel Utilities Lifestyle Reference
Source: AdMob survey of 963 consumers administered on its network, February 2010
What You Need to Know About Mobile Marketing
Devices and Platforms Have Distinct Demographic SkewsAndroid phones currently skew male, while the iPod Touch is most likely to be used by consumers under the age of 17
57%
43%
54%
46%
73%
27%
58%
42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
iPhone iPod Touch Android web OS
13%
12%
21%
21%
18%
14%
65%
13%
4%6%6%5%
7%
17%
30%
21%
17%
8%
2%
22%
24%
29%
16%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
iPhone iPod Touch Android web OS
MALE
FEMALE
GENDER BY PLATFORM:
17 OR YOUNGER25-34
AGE BY PLATFORM: 35-44 45-54 55 OR
OLDER
18-24
Source: Flurry, September 2009
What You Need to Know About Mobile Marketing
Will the App Get Used?On average, only 32% of apps are still retained after 60 days; games, social and entertainment have low retention rates, while news boasts high retention
Loyalty by Application Category
Category30-DayRetenti
on
60-DayRetenti
on
90-DayRetenti
on
Frequency of
Use/Week
News 74% 57% 43% 11.0
Medical 72% 55% 43% 3.0
Reference 70% 55% 42% 10.7
Productivity 72% 38% 35% 6.0
Navigation 73% 33% 30% 6.0
Health/Fitness
65% 35% 30% 7.0
Education 72% 34% 30% 4.0
Weather 74% 38% 30% 10.5
Business 71% 33% 27% 5.0
Music 65% 32% 26% 5.0
Cont’d Loyalty by Application Category
Category30-DayRetenti
on
60-DayRetenti
on
90-DayRetenti
on
Frequency of
Use/Week
Finance 71% 33% 28% 6.0
Sport 73% 30% 21% 4.0
Travel 61% 25% 20% 7.0
Utilities 55% 19% 17% 7.7
Games 72% 23% 16% 7.4
Social Networking
61% 19% 14% 6.0
Entertainment
51% 15% 12% 2.6
Books 72% 23% 12% 10.0
Lifestyle 50% 8% 5% 8.0
AVERAGE 67% 32% 25% 6.7
Source: Compete Smartphone Survey, Q3 2009
What You Need to Know About Mobile Marketing
Smartphone Are Being Used For a Variety of Retail-Related ActivitiesPercentage of smartphone owners who have ever used the device to...
28%
33%
50%
66%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Purchased via the phone
Price comparison in store
Product lookup/ reviews
Research store info