Mobile Marketing Statistics

Statistics – Canada

Summary – Canada • Wireless phones are among the fastest growing consumer products in history. • At the end of December 2009, Canadian wireless phone subscribers numbered 22.8 million. • Together, Canada's wireless carriers now offer coverage to more than 99 per cent of Canadians. • 75% of Canadian households have access to a wireless phone. • Canadians send 100 million text messages per day. • Half of all phone connections in Canada are now wireless.

Mobile Data Usage Sympatico.ca Mobile Survey (Sept 2009) • 53% of mobile users can access the Internet on their mobile device (up vs 33% in 2008). Neilson (Q1 09 Data) • 21 percent of Canadian mobile subscribers use their cell phones to browse the Internet. • There are 3.9M unique mobile internet users in Canada. • Top categories accessed via the Mobile Web include: Portals, e-mail, weather, news & current event and search. Source: www.nielsen.com June 2009.

Consumer Mobile Activity • The 3 most prevalent attitudes regarding mobile media use were: – Makes life easier (getting store information, location, product availability) – Saves money (downloading coupons, price comparison, sale/promo notice) – Brand information (product information/reviews, notice of new product, viewing ads) Source: Sympatico.ca MOBILE Survey

Mobile Media Profile • Mobile Media users tend to be: – Younger (47% are 18-34 vs. 35% of mobile owners in general) – Male (54% vs. 48% of mobile owners in general) - Have kids in house (47% vs. 41%) – Early adopters (24% vs. 15%) - 39% of users use a search engine to access mobile media – 31% of users type a website name directly into a browser – 24% of website access on mobile devices is unduplicated reach – 51% of mobile media users have at least one site that they visit Source: Sympatico.ca MOBILE Survey

US Research

Summary – US • Not all about iPhones • Consumers are using mobile for value added content, news, social, weather • Reaches all demographics … not about youth or men anymore • Mobile social activity is skyrocketing

It Is Not Just About iPhones… • iPhones have a high share of voice and high data usage. • Motorola, Nokia, RIM (Blackberry) and other manufactures still have much higher penetration of the market.

Demographic Usage • Mobile is not about youth or men – Over 45 and women have high mobile usage – More prevalent in higher income levels – Smartphones have an even higher income level 6/12: Cell Phone Nation Source: Jupiter Research, Sep 2008 June 12, 2009 by The Marist Poll

Mobile Information Being Accessed • Social Media and News are the most access information on a mobile device. • There will be 74 million US mobile Internet video users by 2015, up from 21 million in 2010 | Coda Research.

Smart Phone Usage Smartphones Set for Rapid Growth •Although only 21% of American wireless subscribers were using a smartphone as of Q4 2009 compared to 19% in Q3 2009 and 14% at the end of 2008, Nielsen expects smartphones to account for more than half of the US mobile phone market by 2011.

Smart Phone Activities... Smartphone Mobile Usage •The internet is the top mobile activity on smartphones

iPhone Application Statistics iPhone Engagement Metrics6 •Minutes per use: 9.6 •Uses per user: 19.9 •Time spent with games/applications per user: 3 hours 10 minutes •46% of users play 5 times or more •10.2% play 25 times or more •36% of iPhone users download 1-5 paid apps each week, compared to 16% of Android users | Via Crowd Science Source: MISSING?

Mobile Social Media

Mobile Social Media • In January 2010, 11.1% of all mobile phone users accessed a social networking site via mobile browser. • Smartphone owners, 30.8% of whom accessed social networking sites on their mobile browsers, • Just 6.8% of feature phone users accessed social networking sites on their mobile phones. • Only 7% of mobile social networking activity was represented by 13-to-17-year-olds and only 16% by 18-to-24-year-olds in December 2009. • 35-to-54-year-olds, who accounted for 36% of mobile social network usage in December 2009. • 25-to-34-year-olds, who performed 34% of the month’s mobile social networking activity. • users ages 55 and up combined for the remaining 7%. Source: comScore, Inc

What Do The Stats Tell Us? • Mobile can reach most consumers • We need many tactics to reach customers • Users are becoming engaged with mobile devices and mobile web

Where To Find Information? Start with: • Mobile Marketer: www.mobilemarketer.com • AdMob: metrics.admob.com • Mobile Marketing Association: http://mmaglobal.com

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Mobile Marketing Statistics

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