Netpop | Pocket: Growing The Mobile Marketplace Preview

Growing the Mobile Marketplace Insights from the United States and China Josh Crandall, President Netpop Research, LLC | Pocket 2009

Introduction Netpop Research, LLC Netpop | Pocket 2009 2

The Present 2009 brings another year of optimism about the future of mobile marketing… … and persistent questions about the best use of the technology Netpop Research, LLC Netpop | Pocket 2009 3

The Present What is the mobile web best for … Brand loyalty? Advertising? New applications? All of the above? Netpop Research, LLC Netpop | Pocket 2009 4

The Future The Pew Internet & American Life Project predicts that mobile devices will be the dominant way we connect to the Internet by 2020* Yes Is this realistic? * quot;The Future of the Internet III,quot; Janna Quitney Anderson and Lee Rainie, Pew Internet & American Life Project, December 14, 2008 Netpop Research, LLC Netpop | Pocket 2009 5

The Netpop Future Online access from web-enabled phones grew 4 percentage points (36 percent increase) from 2007 to 2008 in the U S U.S. The rate of mobile adoption continues to accelerate Even if mobile web adoption continues at the current rate, half the broadband population will access the Internet from a mobile phone by 2015 Netpop Research, LLC Netpop | Pocket 2009 6

The Netpop Future Handset improvements bring more users to the web … but cost and infrastructure barriers slow universal mobile connectivity Netpop Research, LLC Netpop | Pocket 2009 7

Global Access Gap Many countries share these barriers to adoption … yet mobile web access in China and emerging economies far exceeds that of the U.S. Netpop Research, LLC Netpop | Pocket 2009 8

Perspective This Netpop report examines mobile Internet access among broadband users in the U S and China U.S. What are the benefits of accelerating mobile web access? What can the U.S. market learn from Chinese Mobile Netizens? Netpop Research, LLC Netpop | Pocket 2009 9

Market Size Netpop Research, LLC Netpop | Pocket 2009 10

China dwarfs the U.S. in mobile web access 41% (57 million) own web-enabled mobile phones 18 Million U.S. Mobile Web Users 138 million Broadband Users (13+) China 243 million Broadband Users**(13+) 102 75% (182 million) Million own web-enabled p mobile phones Mobile Web Users *Pew Research Center, U.S. Census, Netpop Research, LLC **China Internet Network Information Center, U.S. Census, Netpop Research, LLC Netpop Research, LLC Netpop | Pocket 2009 11

China dwarfs the U.S. in mobile phone ownership • Web-enabled mobile phones dominate the mobile market in China, creating an enormous, 24/7 connected marketplace • Over half of U.S. Broadbanders do not even own a web-enabled mobile phone Mobile Web Access: U.S. and China 100% 13% 90% 80% 42% 28% 70% 60% Access Web f rom 50% mobile phone 33% 40% Have Web-enabled 59% 30% phone but do not use to access Web 20% Do not have Web- 25% enabled phone 10% 0% U.S. China Percent Who Own 2+ Mobile Devices 18% 28% Base: All respondents U.S.: n=4383 China: n=4269 Netpop Research, LLC Netpop | Pocket 2009 12

The desktop monopoly is eroding--slowly • B th countries continue t move away f Both ti ti to from stationary connectivity with increased use of laptops and mobile devices for Internet access • The growth in mobile web access from 2007 to 2008 is more than double in China, compared to that of the U.S. Change in Devices Used for Web Access 2007 to 2008: U.S. and China 100% 94% 93% 88% 87% 90% 80% 70% 61% 60% 54% 51% 50% 45% 42% 40% 32% 30% 20% 15% 11% 10% 0% Desktop compuer p p Laptop Computer pp p Mobile device U.S. 2007: n=4068 China 2007: n=4002 Base: All respondents U.S. 2008: n=4383 China 2008: n=4269 Netpop Research, LLC Netpop | Pocket 2009 13

quot;Smartphonequot; penetration is comparable • 51% of mobile devices used to access the Internet in each country are smartphones • Top smartphone brands: in U.S. in China Change in Mobile Devices Used for Web Access 2007 to 2008: U.S. and China 100% 90% 85% 78% 80% 70% 60% 55% 53% 51% 51% 50% 41% 39% 40% 30% 23% 20% 13% 11% 6% 10% % Cell phone Smartphone PDA China 2007: n=1266 Base: Use mobile device to U.S. 2007: n=451 China 2008: n=1806 access the Internet e ee U S 008 U.S. 2008: n=637 63 Netpop Research, LLC Netpop | Pocket 2009 14

Now that you have seen an overview of the mobile marketplace in the U.S. and China, we hope you are interested in learning more. To purchase the full report, please go to www netpopresearch com www.netpopresearch.com. Topics covered include: •Year/year trending from 2007 to 2008 •Market size and device ownership (cell phones, web-enabled phones, smartphones) •Device of choice for internet access •Crossover between computer and mobile device Comparison of use U.S. and •Time and locations of use Chinese •Premium content purchases in each country Mobile Internet Users •Attitudinal segmentation of mobile web users in each country •Demographics •Conclusions, implications and opportunities Netpop Research, LLC Netpop | Pocket 2009 15

http://netpopresearch.com	87
http://www.chinainternetwatch.com	31
http://www.netpopresearch.com	11

Netpop | Pocket: Growing The Mobile Marketplace Preview

by Netpop Research on Apr 02, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

3 Embeds 129

Statistics

Netpop | Pocket: Growing The Mobile Marketplace Preview — Document Transcript