Mobile
The British Are the Biggest Mobile Shoppers in Europe
Feb 10th
According to a new study commissioned by Kelkoo and conducted by the Centre for Retail Research, European online shoppers are expected to increase their spending by 510% between 2010 and 2012. The report reveals that mobile shopping across Europe will increase from just €2.4bn in 2010 to €14.6bn by the end of 2012.
British will be the biggest mobile spenders in Europe followed by Germany ($4.2 billion) and France ($3 billion).
The study also found that shopping using mobile devices will become an increasingly important part of retail sales, set to represent 6.1% of all online retail spending in Europe in 2012. The UK is also expected to have the highest European proportion of all online spending using a mobile at 7.9%.
Mobile ecommerce spending (in billion) – Source: Center for Retail Research, january 2012:
US: Mobile Surpasses Print in Time Spent
Dec 13th
Americans adults now spend more time using their mobile phones than reading newspapers and magazines, according to new research from eMarketer.
Time spent on mobile devices is now an average of 65 minutes a day, compared to 44 minutes a day for print (magazines and newspapers combined). That’s a 30% increase on last year.
However, despite this increased use of mobile which now takes up over 10% of an American adult’s media time, yet it attracts less than 1% of ad spend.
This study highlights the discrepancy between consumer behavior and advertising spending which is promising for the business on the Internet and on mobile devices.
US: When’s Prime Time for Mobile Video?
Dec 9th
FreeWheel has recently released a study titled “The Video Monetisation Report” which analyzed more than 11.8bn video views during the third quarter of 2011. The study has revealed that the primetime viewing hours for online video is directly related to the length of the media:
• short-form video (under five minutes) and mid-form video (5-20 minutes) have a primetime period of 1-4pm,
• while long-form video (20+ minutes) have a primetime period matching up with television’s primetime from 8pm to 11pm.
The complete report is available for download, here.
The Gap Between Users and Publishers in Mobile Adoption
Oct 3rd
According to eMarketer estimates, more than 40% of global mobile users go online using their phones each month. However publishers seem slow to make their content available in mobile-optimized formats. Indeed, according to a research from Company Data Trees, 25.7% of the top 10,000 publishers* on Alexa had a mobile version in September 2011. Even if this percentage has grown by 75% in the last 9 months, it remains low compared to the 40% of mobile internet users.
It seems that some publishers are missing the opportunity of the mobile market in terms of audience and revenues.
*web publishers are definied as websites that sell ad impressions, which comprise approximately 66% of all websites
Mobile Internet Users will Overtake Fixed Users in 2013
Sep 20th
According to a recent report just published by IDATE titled “World Internet Usages & Markets”, globally the number of mobile internet users should reach 2.1 billion in 2013 overtaking the number of users of fixed Internet (1.9 billion).
According to Sophie Lubrano, Project Leader and IDATE’s Director of Studies. “This growth is fuelled by emerging markets, particularly China.”
This trend is in line with other forecasts such as Morgan Stanley analyst who has also predicted that by 2013 more people will be accessing the Internet through mobile devices than desktop.
More than a Quarter (27%) of All European* Mobile Subscribers Play Mobile Games
Sep 14th
According to a recent report from comScore on mobile usage for July 2011, 27% of mobile subscribers in Europe* play games on their mobile phone.
For the five European countries included in the report, the United Kingdom and Italy take the lead:
• 33.7% of British mobile subscribers have played mobile games,
• 30.3% of Italians mobile subscribers are mobile gamers.
*Europe=EU5 (France, Spain, UK, Germany, Italy)
Android Overtakes Apple in Four European Countries
Sep 9th
The latest quarterly data from Kantar Worldpanel ComTech shows Android has become the number 1 operating system in 8 “key” countries including Germany, UK, France and Spain.
US: This Year, Mobile Ads Will Overtake Social Ads and Email Marketing
Aug 31st
According to a new report from Forrester Research titled “US Interactive Marketing Forecast,
2011 To 2016”, spending on mobile display advertising and search will overtake email and social this year to reach $1.6 billion in revenues. Mobile ad spending will continue to grow at a 38% CAGR to hit $8.2 billion in revenues by 2016 in the United States.
The Mobile Video Explosion
Jun 28th
Thanks to the proliferation of mobile devices such as tablets and smartphones, the mobile video market is widely expected to really take off in the next few years.
In terms of traffic, video currently accounts for up to 60% of mobile data traffic, according to the latest Mobile Analytics report from Bytemobile.
Cisco in its latest report on mobile traffic* confirms this trend, but to a smaller extent. Indeed, Cisco is currently forecasting that global mobile video traffic will exceed 50% for the first time in 2011 and will account for some 66% of global mobile data traffic by the end of 2015.
In terms of revenues, the global mobile video market is expected to increase at a Compound Annual Growth Rate of 24% between 2010 and 2015 which will result in expected revenues reaching $12.6 billion, according to the report issued in June 2011 by IDATE.
The rising use of mobile video and more generally of mobile drives new measurement tools such as:
• M³, launched in June 2011 by Ipsos Media CT, using Zokem’s mobile measurement app to track smartphone and tablet usage.
• Device Essentials, introduced in June 2011 by comScore which measures digital traffic from all devices, including mobile phones and tablets.
*Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2010–2015
Global Mobile Advertising Revenues Set To Double This Year To $3.3 Billion, According to Gartner
Jun 22nd
Worldwide mobile advertising revenues are projected to more than double in 2011 and reach $3.3 billion, compared to $1.6 billion in 2010 – according to a new report from Gartner entitled “Forecast: Mobile Advertising, Worldwide, 2008-2015”.
Video and audio mobile ads are the fastest growing segment, while ads associated with search and maps will deliver the highest overall revenue.
However, even if mobile proves to be the fastest-growing formats, Gartner’s forecast for 2015 could be overstated when compared to other similar data and research. Gartner predicts mobile advertising revenue will reach $20.6 billion by 2015 compared to an $11 billion figure estimated by Juniper Research.
Clearly Mobile be a key driver of the overall growth in online ad spend moving forwards, but it’s unlikely to be to the extent that Gartner are currently forecasting and the overall figures presented may need some consideration.
