Alex Street's List: Mobile Project

• Top Domains by Time Spent  Browsing
• Domain
• Mobile Subscriber Monthly  Consumption of Content and Applications
• Accessed news/info via  browser
• 16.3%
• Used email
• Accessed social networking  sites
• Data based  on three-month moving average

6 more annotations...

• 0 percent of iPhone Users in France, Germany and the UK Browse the Mobile Web

    

   

    

  The iPhone is already among the top phones used for mobile browsing.   3G capability will drive usage even higher as the iPhone challenges its competitors.
• he iPhone has increased mobile Internet consumption by a factor of 13 times
• Mobile phone subscribers in France, Germany and  the United Kingdom
• Even without 3G networking, users are happy to browse and consume as much content as they can,
• he UK has 3G penetration at 26
• ender Splits among Cell Phone Users by European  Country

• UK

       

  48.7%

       

  51.3%

       

  68.2%

       

  31.8%

       

  75.8%

       

  24.2%
• the Nokia N95 8GB with high speed 3G and significant handset subsidies now has over twice as many users as the iPhone across the UK, Germany and France,” observed Goode. “Yet the iPhone, despite its small user-base, is already in the top 10 handsets for online browsing in the UK

6 more annotations...

• SMS advert t
• Reaching the 18 to 34-year-old age demographic is a real challenge to advertisers, as this group is spending less time consuming print and broadcast media
• Reach of Mobile Media usage, by Gender,

• 13-17

       

  32.6%

• 18-24

       

  38.5%

• 25-34

       

  34.5%
• Among Europeans, the UK has the highest percentage of mobile media users, at 26.8 percent
• Size of mobile audience:
• 3G Penetration
• 24.2%
• Smartphone Penetration
• 10.6%
• “In Great Britain, mobile media is attracting a highly desirable audience that is 44 percent more likely to be defined as ‘cash rich, time poor

• I’m tempted to buy products I’ve seen advertised.”

       

  33
• Since the early days of mobile advertising, SMS advertising has been an effective way to reach the masses, but advertises are now actively looking at the mobile web to access new audiences,
• “According to TGI M:Metrics, adding mobile to a media plan increases the efficiency of reaching key target groups,
• adding mobile to a media plan increases the efficiency of reaching key target groups
• a metric that will continue to improve with the growth of 3G and smartphone ownership.”
• Watched video
• Accessed news/info via  browser
• 16.1%
• Played downloaded game
• 27.7%
• Sent/received photos or  videos
• 30.5%

23 more annotations...

• LONDON
• BMRB’s TGI data with M:Metrics’
• new data reveals that users of mobile media are more responsive to advertising than users of the Internet across the various TGI measures
• Advertising is 1st or 2nd most influencing factor when choosing…

2 more annotations...

• United Kingdom
• United Kingdom
• Top 10 Mobile Web Companies Visited By Smartphone Users by Percent Active Reach April 2007
• United Kingdom
• Orange Personal Communications Services Limited 21.68%
• Microsoft Corporation  17.75%
• Vodafone Group PLC  16.79%
• O2 (UK) Ltd, Service Operations  12.77%
• Hutchison Whampoa Limited  12.67%
• Reports for the month
• 600 panelists in the United Kingdom.
• six times the rate of owners of other handsets.
• Smartphone usage is driving the emerging mobile Web
• one-third of smartphone browsers are using the Web almost every day and on average
• the only research firm to measure the audience   for mobile media,

13 more annotations...

• competitive tracking service for mobile advertising, in the United Kingdom, revealing the first definitive metrics for measuring mobile advertising inventory.
• mobile is increasingly being incorporated into mainstream media buys,”
• identify seasonality and campaign rotation.
• M:Ad provides a much-anticipated glimpse into the mobile advertising landscape. M:Ad continuously monitors clickable display advertising from a broad representative set of mobile Web destinations

2 more annotations...

• Mobile map usage growing much faster than online map usage
• Map Access via Mobile Device

• United  Kingdom

       

  1,247

       

  2,147

       

  72%

       

  2.8%

       

  4.5%

1 more annotation...

• Mobile media needs to be easier to buy and it needs to be better understood,
• Arpu is beginning to stagnate in developed markets, he points out. “Mobile operators need fresh revenue streams to provide growth beyond simple voice services
• mpediments to growth include slow adoption of multimedia, lack of consumer acceptance, lack of metric transparency, immaturity of standards, diversity of platforms, form factor issues, cross-media integration priorities and the complexity of the value chain, inventory of content, privacy, education and ease of accessing content,”
• Young people are very open to the idea of receiving advertising –
• business development at Blyk.
• mobile advertising will need to be far more sophisticated than simple text messaging to grab the attention of consumers,
• To prevent mobile advertising being seen as spam, marketers need to use mobile operators’ profiles of their customers cleverly, tailoring advertisements to match a subscriber’s habits, says Mark Harrison at AditOn, a new business owned by PA Consulting.
• “Location-based advertising is far easier and more effective because of the timing and location relevance. Consumers are more likely to respond to advertisers’ marketing information or promotional messages, which can translate to heightened brand awareness, better response actions, and even increased market share,” says Ms Germaine Ng Ferguson, head of advertising sales at StarHub.

6 more annotations...