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