mobile marketing statistics
DESCRIPTION
Some statistical highlights from a recent mobile marketing Lunch&Learn at Buntin Out-of-Home Media.TRANSCRIPT
Stats • 83% of US adults have a cell phone of
some kind– 35% of US adults now own a smart phone
• 1 in 4 smartphone users does most of his/her online browsing from the phone
– 76.8 million Americans owned smartphones during the 3 months ending May, 2011
• Up 11% over the preceding 3 months Source: The Pew Research Center, July 11, 2011
Source: The Pew Research Center, May 22, 2011
Stats: Demographics
• Wealth 61% of the 22 million wealthiest people in the US own a smartphone – 84% of affluent individuals under 50 own a
smartphone– 38% of affluent individuals 60+ own a smartphone
• Luxury brands are mobile leaders– Chanel has 2 mobile-optimized sites (jewelry & watches)
Source: American Affluence Research Center
Source: The Pew Research Center, May 22, 2011
Stats: Demographics • 38% of smartphone users live in urban
areas– 38% of smartphone users live in suburban areas– 21% of smartphone users live in rural areas
• 48% of those with a college degree own smartphones
• 44% of blacks and Latinos are smartphone users
Source: The Pew Research Center, May 22, 2011
Source: The Pew Research Center, May 22, 2011
Stats: Usage • Mobile data usage grew by 77% in the 1st
half of 2011– YouTube accounts for 22% of that use – Video streaming = 39% of mobile bandwidth
• 86% of US mobile internet users watch TV on their smartphones – File sharing = 29% – Web-browsing = 29% – VoIP = 4%
Source: Mobile Trends Report, July 2011
Stats: Usage • Mobile data usage grew by 77% in the 1st
half of 2011– VoIP grew 101% in the first half of 2011 – Twitter grew 297% – Facebook grew 166%
Source: Mobile Trends Report
Stats: Usage • Platforms
Statistics: Platforms
Source: Nielsen, July 2011
Stats: Spending • Mobile ad spending in messaging, display
ads, video and search is expected to top $1 billion in 2011– 83% are spending on a branded mobile site– 77% - display advertising– 50% - branded applications & SMS text – 40% - mobile search, video, MMS, barcode & mobile
coupon
Source: Interactive Advertising Bureau, July 2011
Stats: Projections • Smartphone sales to pass computer sales
in 2012 • By 2013, mobile phones will overtake PCs
as the most common Web access device• 109.5 million smartphone users by 2015
Source: smaato, eMarketer, Dec 2010
Stats: Projections • Nearly three-quarters (72%) of marketers
are looking to hike mobile ad spending in the next two years, and 35% will boost budgets by more than 50%. "Marketer Perspectives on Mobile Advertising"
Source: smaato
Source: eMarketer, Sept 2010
Stats: Projections
• Social • Search • Apps • SMS• Email• Location-Position
Channels
• Facebook– 34% of Facebook users access the site on
their mobile phone at least 1x/day.– 42% of online consumers have “followed”
a retailer proactively through Facebook, Twitter or a retailer’s blog
• The average person follows 6 retailers.– More than 56% of Facebook users say they
have clicked through to a retailer’s website because of a Facebook post.
Channels: Social
Source: comScore
Channels: Social
• Group buying sites– Groupon, LivingSocial, Gilt City, Style
Blueprint etc.• 8 in 10 consumers are aware of group
buying sites.• The US daily-deals market will grow to
$3.93 billion in 2015, from $1.5 billion this year.
Source: BIA / Kelsey
Channels: Social
• YouTube– 32% of people view YouTube clips daily
from their smartphones.– By 2013, video will be a significant
driver of mobile data usage, occupying an estimated 66% of mobile traffic.
• Twitter– 42% of users access the site on their
mobile phone at least 1x/day.
Source: Cisco
Channels: Search • 75% of smartphone users use mobile
search • Information sought by smartphone
users:– 57% - news – 51% - dining & restaurant information– 51% - navigation– 49% - entertainment – 47% - shopping
• Identifying “user-agents”
Source: Mobile Movement, April 2011
Channels: Apps
• Three main types of apps marketers should be concerned with:– Branded Apps– Mobile Media-Related Apps– Mobile Shopping/Commerce Related
Apps
Source: MMA
Channels: Apps
• Apple’s App Store – Accounted for 84% of overall app store
download traffic
• Android Market – App activity grew 196%
• Other app stores
Channels: Search vs. Apps• Both platforms will co-exist• Consumers want information
differently
Challenges • Industry
– Fragmentation across devices, platforms & providers• Difficulty in media planning & production
– Lack of measurement standards • iAd tracks ads but doesn’t report on clicks or interaction
– Integration of mobile with other media channels – Changing industry and client interest
• Need for current mobile expertise