analyzing the shifting mobile media landscape

ANALYZING THE SHIFTING MOBILE MEDIA LANDSCAPE

image by Mac Funamizu

Contents

1. Mobile vs. Desktop

2. Mobile media activities by user group

3. App downloads & usage

4. Global smartphone market share

5. Conclusions

6. Sources and research credits

Geert Bestendigital marketeer at Green Orange digital marketingtwitter.com/geertbestenhttp://nl.linkedin.com/in/geertbestenwww.greenorange.com

Mobile on track to eclipse desktop

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Facebook usage is surprisingly higher on mobile compared to PC

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A quarter of mobile owners browse the mobile internet

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The average mobile media user is 32 and 54% are male

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Globally mobile internet use has grown 43% over the last year

Globally mobile internet use grew 43% over the last year.

Mobile social networking has grown 98% over the last year.

Young adults (18-29) are significantly more likely than all other age groups to use non-voice data applications (browsing, apps, games) on their mobile devices.

These services growing more popular among older adults (specifically, those ages 30-49).

The average mobile media user age 32 and is 46% female/54% male.

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Smartphone agegroups

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Android and iPhone users spend 79-80 minutes/day using apps

iPod touch users download 37% more free apps as iPhone and Android users;

iPhone OS users download three times the number of paid apps as webOS users

iPhone users and Android users spend similarly

iPhone OS average purchase price higher than Android

Facebook, Google Maps and weather are the most popular apps

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Most popular used apps on the iPhone OS

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Most popular used apps on the Blackberry OS

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Most popular used apps on the Android OS

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Most popular used apps on all other smartphones

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App download & usage: summary of findings

Users across all platforms are highly engaged with apps; iPod touch users even more

Android and iPhone users spend 79-80 min/day using apps, 100 min iPod Touch, 89 min webOS

Android and iPhone users download ~9 new apps/month, ~12 iPod touch, ~6 webOS

iPhone OS average purchase price higher than Android$8.36 Android, $8.18 iPhone

Android users that purchase paid apps download 5.0/month vs. 4.6 iPod touch, 3.6 iPhone, 2.5 webOS

Facebook, Google Maps and weather are the most popular apps

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Operating system worldwideMay 2010

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Smartphones generate 46% of mobile media traffic in May 2010, up from 22% in May 2008

Worldwide traffic per operating system May 2010

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Smartphones generate 46% of mobile media traffic in May 2010, up from 22% in May 2008

Global smartphone marketshare

Smartphones with touchscreens and advanced operating systems are growing in popularity

In May 2010, smartphones generated 46% of mobile media traffic, up from 22% two years ago

The launch of new Android devices over the past year has led to rapid growth in the Android platform. Traffic from the Android platform has grown 29% month-over-month since May 2009.

In May 2010, worldwide number of Android devices is approximately 11.5 million divided over 14 devices, compared to one device a year ago

Worldwide the number of iPhones is approximately 27.5 million

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1 out of 3 of phone owners using mobile media Mobile on track to eclipse desktop in the year 2015, 1 out of 3 of

phone owners using mobile media.

Globally mobile internet use has grown 43% over the last year

The most active -mobile user- age group are the younger adults (18-29)

The average mobile media user age 32 and is 46% female/54% male

Android and iPhone users spend 79-80 min/day using apps

Android and iPhone users download 9 new apps/month

Globally smartphones generate 46% of mobile media traffic, up from 22% two years ago.

Over the past year (from May 2009) the number of Android devices has grown 29%

Currently, worldwide, there are 27.5 million iPhones and 11.5 million Android devices

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Sources http://www.mobilemarketingmagazine.co.uk/content/smartphone-adoption-32-eu5-co

untries-says-comscore

http://www.comscore.com/Press_Events/Press_Releases/2010/3/UK_Leads_European_Countries_in_Smartphone_Adoption_with_70_Growth_in_Past_12_Months

http://www.marketingcharts.com/direct/uk-leads-eu5-smartphone-adoption-12458/comscore-eu5-top-smartphone-platforms-jan-10-mar-2010jpg/

http://www.mobiletoday.co.uk/Mobile_Exec/O2_iPhone_sales_reach_2_million_mark.aspx

http://www.eurodroid.com/2010/05/report-one-in-five-smartphones-sold-in-the-uk-use-android-sales-up-four-fold-in-april/

http://www.guardian.co.uk/technology/2010/apr/30/android-google-uk-market-share

http://metrics.admob.com/wp-content/uploads/2010/06/May-2010-AdMob-Mobile-Metrics-Highlights.pdf

http://metrics.admob.com/2010/06/may-2010-country-data/

http://pewinternet.org/Reports/2010/Mobile-Access-2010/Part-2/Internet-use-and-data-applications-using-mobile-phones.aspx?r=1

http://blog.nielsen.com/nielsenwire/online_mobile/the-state-of-mobile-apps/

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http://www.mobilemarketingmagazine.co.uk/content/smartphone-adoption-32-eu5-countries-says-comscore

http://www.mobilemarketingmagazine.co.uk/content/smartphone-adoption-32-eu5-countries-says-comscore



Research credits

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analyzing the shifting mobile media landscape

Technology