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ME Live  Mobile Media Update March 31 st , 2009
Big mobile audiences Page  145M mobile media consumers 127M using SMS 70M downloading content 49M using mobile internet 12M using mobile video
Key trends and growth areas Page  The iPhone Effect Kids Today Mobile Advertising The next gear in consumption Teens/Tweens soon to be and already heavy users From experimental to essential Evolution Opportunity
Page  iPhone (and clones) are only going to grow mobile usage Major Data Activities by US iPhone Users – Past 30 Days Q4 2008 Source: Nielsen Mobile Device Census Q407:  Which of the following data applications did you use on a wireless telephone/handset in the past 30 days? Please select all that apply. **Only iPhone 3G is  GPS-capable, this refers to location based services such as mapping/directions sites
Tweens (8-12) are the growth opportunity Page  Penetration of Mobile Phones Among Tweens Age 8–12 US Tweens (n=1,009) CK410.  Which of the following describes your child’s cell phone use? Source:  Nielsen Mobile Kids Insights Q1 2009 Note:  The weighting methodology for Mobile Kids Insights changed in Q1 2009 and penetration of mobile phones is not trend-able from previous periods. 2008 US Population Under Age 25  by Age Segment (M) US Census Bureau, March 2008 All US (N=298,215,344)
Page  Mobile Data Services Penetration - Teens  US Mobile Tweens/Teens (n=1,077/2,838) Get ‘em young… Tweens show high potential for increased usage, teens already there Source:  Nielsen Mobile Kids Insights  Q1 2009 Nielsen Mobile Insights Q4 2008 CK407.  In addition to making calls, what other ways have you used your cell phone in the past 30 days?
Teens are hooked on texting Page  Average Number of Text Messages by Age   Q3/Q4 2008, National
Burst of growth for Twitter, Facebook, ChaCha… lots of available ad space  Page  Standard Rate Media SMS Transactions (000’s) Q2/Q4 08 2008, National 1.7B SMS Transactions in Q4 08
Ad space on mobile web too – ~49M users  Page  Unique Mobile Internet Users (millions)  Jan 2008 – Jan 2009, National Source:  Mobile Media Measurement – Mobile Internet Report Note:  User: an individual who used the service in the last 30 days in the given period +31%  YOY Growth
Entertainment sites alone had almost 14M users in January 09 Page  Mobile Internet Users (in millions) by Service Type January 2009, National Source:  Mobile Media Measurement – Mobile Internet Report
[object Object]
And there’s more inventory to go around!  Page  Page Monetization – Mobile Web  December 2008 Source:  Nielsen Mobile AdRelevance
Page  Scottrade and EA are top mobile advertisers Top 3 rd  Party Advertisers by Share of Impressions December 2008 Source: Nielsen Mobile Device Census
[object Object]
Page  Use Mobile @Plan profiling to find your target audience Top Sites Among Movie Ticket Buyers Q1 2009 Source: Nielsen Mobile Device Census
Thank you Page  Jerry Rocha Sr. Director – Mobile Media [email_address]

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Mobile Entertainment Live Nielsen Presentation

  • 1. ME Live Mobile Media Update March 31 st , 2009
  • 2. Big mobile audiences Page 145M mobile media consumers 127M using SMS 70M downloading content 49M using mobile internet 12M using mobile video
  • 3. Key trends and growth areas Page The iPhone Effect Kids Today Mobile Advertising The next gear in consumption Teens/Tweens soon to be and already heavy users From experimental to essential Evolution Opportunity
  • 4. Page iPhone (and clones) are only going to grow mobile usage Major Data Activities by US iPhone Users – Past 30 Days Q4 2008 Source: Nielsen Mobile Device Census Q407: Which of the following data applications did you use on a wireless telephone/handset in the past 30 days? Please select all that apply. **Only iPhone 3G is GPS-capable, this refers to location based services such as mapping/directions sites
  • 5. Tweens (8-12) are the growth opportunity Page Penetration of Mobile Phones Among Tweens Age 8–12 US Tweens (n=1,009) CK410. Which of the following describes your child’s cell phone use? Source: Nielsen Mobile Kids Insights Q1 2009 Note: The weighting methodology for Mobile Kids Insights changed in Q1 2009 and penetration of mobile phones is not trend-able from previous periods. 2008 US Population Under Age 25 by Age Segment (M) US Census Bureau, March 2008 All US (N=298,215,344)
  • 6. Page Mobile Data Services Penetration - Teens US Mobile Tweens/Teens (n=1,077/2,838) Get ‘em young… Tweens show high potential for increased usage, teens already there Source: Nielsen Mobile Kids Insights Q1 2009 Nielsen Mobile Insights Q4 2008 CK407. In addition to making calls, what other ways have you used your cell phone in the past 30 days?
  • 7. Teens are hooked on texting Page Average Number of Text Messages by Age Q3/Q4 2008, National
  • 8. Burst of growth for Twitter, Facebook, ChaCha… lots of available ad space Page Standard Rate Media SMS Transactions (000’s) Q2/Q4 08 2008, National 1.7B SMS Transactions in Q4 08
  • 9. Ad space on mobile web too – ~49M users Page Unique Mobile Internet Users (millions) Jan 2008 – Jan 2009, National Source: Mobile Media Measurement – Mobile Internet Report Note: User: an individual who used the service in the last 30 days in the given period +31% YOY Growth
  • 10. Entertainment sites alone had almost 14M users in January 09 Page Mobile Internet Users (in millions) by Service Type January 2009, National Source: Mobile Media Measurement – Mobile Internet Report
  • 11.
  • 12. And there’s more inventory to go around! Page Page Monetization – Mobile Web December 2008 Source: Nielsen Mobile AdRelevance
  • 13. Page Scottrade and EA are top mobile advertisers Top 3 rd Party Advertisers by Share of Impressions December 2008 Source: Nielsen Mobile Device Census
  • 14.
  • 15. Page Use Mobile @Plan profiling to find your target audience Top Sites Among Movie Ticket Buyers Q1 2009 Source: Nielsen Mobile Device Census
  • 16. Thank you Page Jerry Rocha Sr. Director – Mobile Media [email_address]