Agile In Everything Web And Mobile – AgileStorm

While some people are still debating how soon mobile as an advertising platform can take off, the recent research around consumer mobile usage has told all of us in business that mobile is here to stay and is the next new and effective sales channel!

• Daily Mobile News Consumption Doubles in Past Year

“The number of people using their mobile device daily to access online news and information more than doubled from January 2008 to January 2009 and now stands at 22.4 million, according to comScore.

Among the total audience of 63.2 million people who accessed news and information on their mobile devices in January 2009, more than a third (35%) did so daily.

comScore also reports that the fastest growing activities for mobile web use are accessing news and information, social networking and blogging, stock trading and accessing financial information and seeking movie information. Notably, social networking and blogging are “growing at a torrid pace,” said Mark Donovan, SVP, mobile, comScore.” (See original post from MarketingChart)

• US Overtakes UK in Mobile Browsing, Spending

“The US now has 29% of the world’s mobile web browsing traffic, and has knocked the UK out of the #1 spot on the list of countries with the most mobile web use, according to February data released by Bango.

Bango also said that this growth in traffic is being matched by a corresponding growth in users paying for content on the mobile web, in part because of publicity behind the Apple iPhone, as well as increasingly improving payment experiences that encourage more people to buy mobile content.

“With 245 million subscribers, it was only a matter of time before the US became the number 1 country in the world for mobile web browsing,” said Anil Malhotra, SVP of marketing at Bango. “When it comes to payments though, the US is accelerating faster than any other country and now accounts for 57% of payments worldwide.”

The statistics also show that while some countries such as India and Indonesia have a good appetite for browsing on their mobiles, it doesn’t always convert into purchases. In fact, only five countries in the Top 10 browsing chart are also in the Top 10 payments chart – USA, UK, Portugal, South Africa and Spain.

No matter how high the browsing rate, it is only converted into a high purchase rate where people have a good disposable income and can pay for content on their phone bills, Bango said.  In regions such as India, South Africa, Indonesia and Egypt the driver for mobile browsing is a lack of fixed-line broadband and PCs for accessing the internet which means that the mobile device is the only way people can get onto the internet.” (see original post from MarketingChart)

admin Mobile channel, ComScore, Mobile, Mobile web, United States

Mobile Web will finally be realized the next platform after years and years of hype.   It becomes easier to browse the web using a smart phone(thanks to the revolutionary iPhone).   Location-based service on the go through mobile phone is a reality.

Mobile Web Usage Becoming A Daily Activity

The blog post highlights that twice as many people access mobile web with more frequency from Jan 2008 to Jan 2009.   Users are mostly interested in time sensitive news and information as well as accessing social networks and blogs.   “The demographic most active on the mobile Web are young males between the ages of 18 to 34 who consume mostly mobile news and information. Forty percent of females in the 18 to 24-year-old age group accessed the mobile Web at least once in January.”

Mobile Browsing by Platform Market Share – iPhone takes 66% of market shares in Feb 2009

No wonder there’s a gold rush to iPhone apps and iPhone specific web sites.

Scarborough Research finds that El Paso, Salt Lake City, Dallas and Memphis are the Top Text Messaging(SMS) Markets in the U.S.

“Text messaging could be largely disproportionately appealing to marketers because it delivers a
young, multicultural audience. Additionally, texts can provide a very locally targeted vehicle for
marketers wanting to reach people in the right place at the right time, ready to make a purchase.”

“Texters are more likely than the average cell phone subscriber to live in a household that owns – or plans to buy – a wide variety of hi-tech items, from HDTVs to MP3 players to video game systems. ”

“Texters are also leading online spenders. One-fifth (20 percent) of Texters spend more than
$1,000 online annually, versus 17 percent of all cellular users. They are avid online users overall,
as Internet applications permeate all aspects of their lives, from household tasks (such as bill
paying) to entertainment (such as downloading movies or TV programs) to interaction (such as
blogging and downloading a wide variety of content).

When not online or shopping, Texters are active, on-the-go consumers. They are 37 percent
more likely than all cellular subscribers to have played basketball (as a leisure activity) during the
past year; 29 percent more likely to have gone jogging/running; 29 percent more likely to have
played tennis, and 23 percent more likely to have practiced yoga.

Their interests reflect their youthful demographic and active nature. Texters are 12 percent more
likely to have attended a professional sports event, and 57 percent more likely to have gone to an
R&B/Rap/Hip-Hop concert during the past year.”

admin Mobile iPhone, Mobile web, SMS