Mobile by Numbers

Image Source: iStrategy, 2009Mobile by numbers55 reasons why building‘traditional’ destinations(websites!) is no longer enough.

“Mobile fascinates me... for what it represents more than anything else. A totalconvergence of behaviour AND technology, readily available to EVERYBODY. The nextfew years will see the digital world change exponentially. Here’s the proof in numbers”“I’ve cobbled this little overview of the mobile world from a variety of sources... lots ofclever people did lots of research & I’ve credited them all where I can. They’re the realbrains, I’m just the man that pushed it all into one place” Pete Trainor - A UX chap from London. August 2011

“Digital is based on a very simple principal;Sometimes technology is so powerful that itactually changes peoples lives” Barry Wacksman, R/GA

A quick look at the world...

6.79 Billion People2010 estimates put the world population at almost 6.8 billion inhabitants and it’s growing by 1.14% year on year.

“We estimate that there are about 35 billiondevices connected to the internet. Soon therewill be so many that we’ll stop counting” Eric Schmidt, Google

77% of the population of the world have owned a mobile device or 5.3 billion people at the end of 2010Source: U.N. Telecommunications Agency, http://www.itu.int

1.3 Billion People already use mobile internet Russia 19% UK 22% USA 25% China 22% Egypt 70% Indonesia 44%...and for many, this is South Africa 57%their only access point home ADSL - $100 a month PAYG unlimited mobile data - $17 a month

...and a quick look at just the UK...

In the UK, 76% of the population owns a mobile phone.Source: MediaScope Mobile Population Study 2010

The biggest market in the UK for mobile phones is the 14 to 24 age group. 87% of this age range own one or more mobile devices.Source: MediaScope Mobile Population Study 2010

Google Maps ranked as the top mobile app with 6.4 million users, reaching 73.3% of all UK app usersSource: 22 June, 2011 - UK Mobile Media Metrics Report from The GSMA and comScore, Inc

Yahoo’s Weather app ranked second with 3.6 million followed by Facebook’s app with 3.5 million unique visitorsSource: 22 June, 2011 - UK Mobile Media Metrics Report from The GSMA and comScore, Inc

Another two apps published by Google - Google Mobile and YouTube - rounded out the top fiveSource: 22 June, 2011 - UK Mobile Media Metrics Report from The GSMA and comScore, Inc

Best of the rest: #6 - eBay - 1,195,496 #7 - Sky Sports Live Football - 1,004,085 #8 - Yahoo! Stocks - 959,289 #9 - WhatsApp Messenger - 798,656 #10 - Sky News - 732,374 #11 - Skype - 609,091 #12 - Shazam - 562,410 #13 - BBC News - 495,394 #14 - Sky Sports - 482,130 #15 - Talking Tom Cat - 452,396 #16 - Sky+ - 303,275 #17 - Rightmove App - 289,221 #18 - Google Earth - 269,502 #19 - IMDb Movies & TV - 251,624 #20 - TuneIn Radio - 227,343Source: 22 June, 2011 - UK Mobile Media Metrics Report from The GSMA and comScore, Inc

Apple iOS (iPhone / iPad) Users Comprise 65% of UK Connected Application UsersSource: 22 June, 2011 - UK Mobile Media Metrics Report from The GSMA and comScore, Inc

iPhone traffic now accounts for around 4.5% of all UK website traffic – not just mobile traffic!Source: Tecmark UK Mobile Internet Usage Research, January 2011

Google’s Android OS had the second highest share among operating systems for application usage at 31%Source: 22 June, 2011 - UK Mobile Media Metrics Report from The GSMA and comScore, Inc

Symbian ranked third and accounted for just 1% of connected app users. The remaining 3% came from unknown sources.Source: 22 June, 2011 - UK Mobile Media Metrics Report from The GSMA and comScore, Inc

In September 2009, just 0.02% of all UK web traffic originated from a mobile device. In January 2011 this figure was a staggering 8.09% (a growth of over 4000%)Source: Tecmark UK Mobile Internet Usage Research, January 2011

If the growth continues as it has since September 2010, by June 2011, mobile devices will account for 14.75% of ALL website traffic.Source: Tecmark UK Mobile Internet Usage Research, January 2011

% of internet traffic originating from mobile 8 6 4 Mobile Internet Traffic 2 0 Jan 10 Feb 10 Mar 10 Apr 10 May 10 Jun 10 Jul 10 Aug 10 Sep 10 Oct 10 Nov 10 Dec 10 Jan 11Source: Tecmark Mobile Internet research paper, June 2011

By 2014, the number of mobile internet users will surpass the number of users browsing the internet via a desktop computerFormer adviser to Barack Obamas 2008 presidential campaign, Professor Manuel Castells, Cisco, October 2010

2000 Global mobile Internet Users (MM) 1500 vs. Desktop user projection 1000 Mobile Desktop 2007-2015 500 0 2007 2008 2009 2010 2011(e) 2012(e) 2013(e) 2014(e) 2015(e)Source: Morgan Stanley mobile report 2010

Mobile Internet traffic is expected to quadruple to a whopping 767 exabytes a year by 2014 (one exabyte is equal to one billion gigabytes)Source: Cisco, October 2010

Smartphone shipments could reach a staggering 1 billion by 2016, seeing an increase of nearly 230%.Source: Juniper Research - 2011

To try and put the figures into a sense of context, this year has seen the release of many many handsets such as the HTC Sensation, upcoming new BlackBerry Bold and even the hinted arrival of the iPhone 5 but will still only ship 302 million handsets annually. Only.Source: Juniper Research - 2011

90 % of reported sales 68 Feature Phones Smartphones 45 23 0 Q2 ‘08 Q3 ‘08 Q4 ‘08 Q1 ‘09 Q2 ‘09 Q3 ‘09 Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10 Q4 ‘10 Q1 ‘11 Q2 ‘11 Q3 ‘11 Q4 ‘11Source: Nielson, 2011

With the success of handsets such as the AppleiPhone 4 and the HTC Desire, smartphones havealways been the future of mobile communication.However with cheaper handsets such as the HTCWildfire and the BlackBerry Curve being releasedsmartphones have suddenly become affordable andpractical for anyone.

source: gs.statcounter.com, February 2011

“We’re in a world of one line of connectivity.That’s us. You see... we don’t have to “go” tothe internet any more because the internet isnow an intricate part of our lives” Mitch Joel, TedX Montreal

mobile is increasingly beingcombined with other activities

...the mobile internet is moreconvenient than my homeconnection... say 30% of respondents. Yahoo/Nielson Mobile Shopping Study 2010

80% of people said that theyuse mobile duringmiscellaneous downtime... Yahoo/Nielson Mobile Shopping Study 2010

76% use mobile while waiting inline or for an appointment... Yahoo/Nielson Mobile Shopping Study 2010

23 million people have played a mobile game61% male, 39% female70% - 18-3420% - 35-44 2010 Report: The Gamification Generation - http://thewayoftheweb.net

30 million people on Facebook inthe UK (equating to almost half thepopulation). Joanna Shields, VP EMEA at Facebook, speaking at the Financial Times’ Digital Media and Broadcasting Conference in London - November 2010

There are more than 250 millionactive users (globally) currentlyaccessing Facebook through theirmobile devices.Joanna Shields, VP EMEA at Facebook, speaking at the Financial Times’ Digital Media andBroadcasting Conference in London - November 2010

People that use Facebook on theirmobile devices are twice as activeon Facebook than non-mobile users.Joanna Shields, VP EMEA at Facebook, speaking at the Financial Times’ Digital Media andBroadcasting Conference in London - November 2010

Sharing links & information onmobile is on the rise. Facebookdrives 44% social sharing & Twitterdrives 29%Gigya Social Media Study - January 2011

62% said they DIDN’T have time tointeract with brands on phonesunless it ‘got straight to the point’ Yahoo/Nielson Mobile Shopping Study 2010

62% use mobile while watching TV* Yahoo/Nielson Mobile Shopping Study 2010 * The “Two-Screening” Phenomenon

In 2010, 9 percent of Superbowl ‘Ad Blitz’ viewswere on cellphones, which is why YouTube made the site mobile for 2011...

In 2011, 23 million, 481 thousand & 693 people viewed Ad Blitz... with a staggering 3.45 million of those viewscoming from mobile... up to a cool 15% of views from last years 9%

69% use mobile for point ofsale research while shopping Yahoo/Nielson Mobile Shopping Study 2010

mobile is also used to59% ...and follow time-shiftsometimes up on thevisit a site ona mobile desktop Yahoo/Nielson Mobile Shopping Study 2010 ...and 34% follow visit a site on a desktop up on a mobile

Mobile Online 30 23 % of reported usage 15 8 0 Added Brand Awareness Advertising Awareness Message Association Brand Favorability Purchase IntentSource: Dynamic Logic MarketNorms for online, last 3 years through Q4/2009, N=2,461 campaigns, n=3,713,053 respondents;Adinex for Mobile through Q4/2009, N=74 Campaigns, n=69,524 respondents

CPG Entertainment Travel Technology Automotive Retail 15 11 % of reported usage 8 4 0 Unaided Awareness Aided Awareness Mobile Ad Awareness Brand Favorability Purchase IntentSource: Insight Express - November 2007 > December 2009

How often did you perform each of the following shopping-related activities on your smartphone while shopping away from your computer? (1246 people polled) to re as e in hil u rs tw ho d uc re pro to es tor e na r th s no re o t a p in io sto il ea n ir o a wh tio of cr ip the es s te m s g e t d r a ni ct de ne to d f u li n e h ea ceo rod on me o pt pri ap e d o k u h e w p lac n s os Lo o c kt vie lly po et Ch e Re na o u ict ur o r igi u ctc e d ap a tI p r od o nli n en r th ro r g r s ord e il e a sin p x t, o a n r eta urc h ick u te f for p p all , u so k ing tor eC tat Lo o e r in s n e he s n sid for p ho c kt m co ble m a rt Ch e tI a a ila s re tha av n my as to is o in tem tem as e hil e ni an i h tte d fa f urc w mi io no e ei ap vie w su b a t o s k e r e tly 0 18 35 53 70 o rm c kt Ma da en g inf C he Re a I rec % of people asked ip pin ate sh a reb p of o ku s Lo tatu th es e ck Ch Source: Insight Express, 2010

Apps Browsers Mobile Apps and 40 Mobile Search usage # of smartphone users who have used Mobile Apps / Mobile Browsers (MM) are doubling year on 30 year 20 Search is the third most used feature on mobile phones after SMS and Email 10 0 April 2009 April 2010Source: Morgan Stanley mobile report 2010

Average Phone User iPhone User (40 minutes per day) (60 minutes per day) 3% Increasingly, mobile phone 3% 3% 3% 9% 14% usage is about Data not 2% 4% 8% 15% voice. 10% Average mobile phone = 70% voice.iPhone = 45% voice. 12% 45% 70% SMS Voice Call Email Music Games Internet OtherSource: Morgan Stanley mobile report 2010

“The most profound technologies are thosethat disappear. They weave themselves intothe fabric of everyday life until they areindistinguishable from it” Mark Weiser, chief scientist at Xerox PARC

[In the future] brands will nolonger be places you visit, butpeople you meet along the road.Simon Mainwaring, former Nike creative at Wieden & Kennedy

Mobile by Numbers

by Pete Trainor

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