Nielsen Mobile have released new stats that indicate the adoption of mobile web has reached a critical mass and can now support large scale marketing efforts.
The news comes in the same week as Admob announced that, as far as they're concerned the mobile web has grown 104% over the past 12 months with the US an UK growing substantially faster.
According to Nielsen 15.6% of mobile users regularly access mobile internet from their handsets which equates to some 40 million consumers.
(All in all, 95% million US subscribers access mobile internet, only 40 million do so on a regular basis however)
The UK and Italy followed the US, with 12.9 percent and 11.9 percent respectively, of subscribers going online from a mobile device.
The Nielsen report shows that the top things to do on mobile include - visiting music portals, email access, weather reports, news/politics, search, city maps and sports.
Surprising how search feature far down on the list when key industry voices are maintaining that the evolution of search over mobile will be the single most influencing factor in its growth.
Top 5 handsets used to access internet over mobile, according to Admob, are; Nokia, Motorola, Sony Ericsson, Samsung and Apple featuring at no.9 which is impressive considering that the iPhone hasn't been on the market a wet weekend!
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Tags: mobile internet, statistics, admob, nielsen mobile
The results of a new study were released this week which claim that mobile devices are becoming the dominant marketer - consumer touchpoint.
The study was commissioned by mobile search and advertising solutions provider Jumptap and carried out by Research and alalysis of Media (RAM).
RAM conducted their research with a sample group of 200 Swedish Telia Surfport users to measure recall, purchase intent and quality on mobile.
When compared with online ads it was found that Jumptap's mobile ads had on average a 20% greater recall rate. Further to this users caid that they would be much more likely to seek further information after seeing a mobile ad - 10% of 16 - 24 year olds and 28% of 45 - 79 year olds.
Women are especially more inclined to follow up with a purchase (15%) upon seeing a mobile ad.
Gartner group predict the worth of mobile advertising to reach €1.7 billion in 2008.
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Tags: mobile internet, statistics, jumptap, ram, research
Results of a new study on mobile internet browsing have found that men outnumber women 9 to 1.
According to Opera Telecom 88% of mobile web surfers worldwide are male. Additionally, the majority of consumers accessing mobile internet via Opera's mini browser application are between the ages of 18 and 27.
This disputes Return2Sender research that clearly shows there are no real gender differences when it comes to mobile use and attitudes. In fact we found that women are more inclined to download ringtones and wallpapers than their male counterparts.
To request a copy of the Return2Sender lansdowne market research please click here
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Tags: mobile internet, statistics, oprera telecom, reeturn2sender market research
With thanks to 3G technology and higher end phones being more accessible to consumers usage of mobile internet across Europe is experiencing massive growth according to a research report commissioned by the mobile operator body - GSM Association (GSMA).
The EU's mobile data market grew by 40% last year and to €7 Billion, with 3G users doubling to 112 million in the year to April 2008.
The GSMA attributed falling costs of 3G services, handsets and 3G enabled laptops to driving the market. Costs are perhaps the most important factor to uptake of next generation services as more and more operators introduce bundled data packages and flat rate deals the association also claim that competition from WIFI is helping to keep prices down.
Tom Phillips, chief government and regulatory affairs officer of the GSMA, has said of the rising use of mobile internet "We expect prices to continue to fall as operators further innovate around tariffs and more and more Europeans use these services as a part of their everyday lives."
According to the research, the average retail price of data roaming in the EU fell by 25 percent in the year to April 2008, andthe cost of text message roaming services dropped 18 percent in the same period. Finally, data roaming traffic in the EU grew by 75 percent in the same period.
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Tags: gsma, mobile internet, mobile data pricing
Last week we released the first official study of mobile consumer behaviours and attitudes towards phone services and mobile marketing. The research, conducted on our behalf by Lansdowne Market Research, is nationally representative and highlights Irish mobile consumer attitudes and behaviours to SMS, picture messaging and mobile internet.
It was found that over a third would respond using text and that more consumers would prefer to respond using the text number supplied as opposed to visiting the website. Marginally more under – 35s would respond when compared with their older counterparts and there is little difference across social classes.
Our report also found that one in five mobile consumers are regularly using the mobile internet. These consumers represent the adoption of mobile internet as a new technology and are namely the “early adopters”. We expect to see considerable growth in this area through the second half of 2008 and going into 2009. Key mobile web services used by respondents vary by age.
While younger mobile Internet users are interested primarily in downloading ringtones, browsing and music, the over- 35s are more motivated by information services such as news and directions. As would be expected, male-oriented services include sports and news-related content. It is, however, significant, that larger numbers of females are using key services such as downloading ringtones and music.
77% of those asked admitted that they had never used the mobile internet and they cited lack of interest, perceived need and high data costs as reasons for this. Interestingly slow service, connection problems or lack of time were not seen as barriers to usage leading us to believe that there is a clear gap in the market for content owners and producers to engage the mobile audience by creating new needs and interests.
Another area of interest to us was picture messaging and we found that 60% of respondents have at some point sent or received a picture message with 10% doing so daily and a further 10% weekly. This supports statistics released by Comreg this week which claims that MMS usage increased by 6% in the last quarter of 2007.
To receive a full report on the research please click here
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Tags: statistics, mobile marketing, ireland, return2sender, mms, mobile internet, text marketing
In association with Dublin's WHPR we have just launched Mr.T on your mobile! Mr.T and Snickers are back on TV this month after huge success late last year and a WAP site full of Mr.T content is being made available in support of the campaign re - launch. The campaign has become iconic for it's advertising and associations with Mr.T. The ads have been downloaded over 800,000 times on Youtube already.
The WAP site features a whole host of content for free download including - ringtones/Mr.T sound bites, wallpapers, the ad itself, the Snickers "Get some nuts challenge" and there's also a competition offering a chance to win an Nintendo Wii.
The full content mobile internet site has been live for over a week now and is being promoted on the Vodafone LIVE portal. Animated banner ads have been up on various areas of the portal as of last Monday (18th Feb) and results are proving that there is real cut - through to be had for early movers in this environment.
Mobile internet runs on a cost per impression model as opposed to internet banner ads, which are charged per click.
Not only are mobile users responding to the ads but activity on the site itself has far exceeded expectations. Visitors in their thousands are downloading content, watching the video ad on their handsets and forwarding the site on to friends. The result now is that thousands of people out there have the Snickers/ Mr.T content on their phones and are free to pass it along to friends via bluetooth and MMS. So now the brand lives in their phones, their most personal device .
To view the banner ads please visit Vodafone LIVE or to be sent a WAP link leading to the site text the word SNICKERS to the shortcode 51727. (Std text rates apply, ROI only)
If not in Ireland you can access the site by typing in the following URL www.r2s.ie/snickers
You can also give us a call on 01 679 0640 if you would like to discuss the campaign further, find out more about mobile internet sites and also mobile advertising! Get Some Nuts!!! Grrrr....
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Tags: mr.t, snickers, mobile internet, mobile advertising, return2sender, mobile content
New Statistics released by the MDA (Mobile Data Association) show interesting results for picture messaging...
In its first ever aggregation of MMS Statistics from all operators, it is clear now that UK mobile consumers are more and more interested in snapping pictures and sending them on to their friends, loved ones etc..
The 55% increase inpicture messages being sent is the physical equivalent of 19 million rolls of camera film!
Also in the stats it was revealed that 17 million people accessed the internet using their phones in December. This equates to 23% of the UK's mobile user base.
To see all stats from the report click here.
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Tags: mobile marketing, picture messaging growth, mobile internet, uk, mda