comScore / M Metrics: Top 5 Trends in Mobile
June 26th, 2008 | by dhelmreich |Mark Donovan, SVP + St. Analyst
Mobile Broadband:
- 29% Mobile Broadband Penetration
- Mobile Broadband Lifts Media Consumption
- 2-3x times data consumption with 3G over 2.5G
Smartphones:
- In January 2005 - 45 models
- In January 2008 - 152 models
- 122% YoY Increase in Smartphone Owners
- Only 7% of consumers have Smartphones
- Active Media Users Embrace Smartphones
Mobile Web:
- 46% YoY Increase in mobile web audience
- Utility web audience grew even faster 5x to 10x - news, weather, maps, traffic, search, banking
- Smartphones still raised the bar further
- Clear emergence of consumer experience - moving past the novel and time wasting application
- Mobile has now become mainstream and relied upon - a very important part of this digital mix today.
Mobile Advertising:
- Mobile provides new advertising platforms
- SMS is the most mature
- 112MM text users last year
- 48MM Mobile gamers
- 14MM Mobile Video viewers
- Mobile Web Drawing Top Brands
Top 10 Sources of Mobile Web Advertising
- Publishing
- Personalization
- Broadcasting and Cable TV
- Automobile
- Internet Software
- Application Software
- Movies and Entertainment
- Aerospace
- Specialized Consumer Services
- Diversified Banks
The iPhone Effect:
- Clearly Apple is hitting it out of the park
- The iPhone has a significant and broad impact
- Increased the service penetration of social networking, video, music, browsing and game playing
- Small audience, but outsized impact
- Software is the new mobile battleground (cf. Symbian, Android)
- "Openness" is the new black
Tags: Digital Media Conference, mobile, search
