27% of adults have a smartphone, (60% YoY increase)* 47% of teenagers have a smartphone (87% YoY increase)* ...Phenomenal adoption: can we keep up...? *Ofcom, Communications Market Report, August 2011
The iPhone is aspirational and enjoys the highest ABC1 concentration 16-24 yr olds prefer the Blackberry (37%) to the iPhone (25%) … mobile offers fascinating insight into users *Ofcom, Communications Market Report, August 2011
“ Blackberries are owned by people who think they're incredibly important, whereas iPhones are owned by people who think iPhones are incredibly important and Android phones are owned by poor people who don't matter.”
Does it make a difference? 2.1% sales through mobile 4.2% sales through mobile (with iPad) 3.1% sales through mobile 5.4% sales through mobile (with iPad)
Are they incremental sales? At present, we don’t know Advertisers focus on the iPhone Sector & time considerations (low basket, impulse) m-commerce sites enable mobile optimisation and happy customers...