“MOBILE IS THE MOST OVER-HYPED MEDIUM INTHE SHORT TERM AND THE MOST UNDER-HYPED MEDIUM IN THE LONG TERM.” MARTIN SORRELL, CEO, WPP
‘MOBILE PHONES WILL REPLACE TV AS MOST IMPORTANT MEDIUM FOR ADVERTISERS.’ Andrew Robertson - CEO, BBDO ‘IT OUGHT TO BE PHENOMENALLY POWERFUL AND MORE IMPORTANT THAN TV. SO WE SHOULD BE SPENDING 50% OF OUR MARKETING BUDGET HERE…’ James Eadie -Coca-Cola Marketing Manager‘I BELIEVE THAT MOBILE COULD BE ONE OF THE GREATEST MEDIA PLATFORMS EVER CREATED. IT COULD RIVAL TELEVISION, THE INTERNET AND LITERALLY ANYTHING.’ Peter Chernin, COO of News Corp
Most prolific device on EarthThere are now more than 5 billion connections worldwide – more than the global adult population. There are more mobile phones than TVs and computers combined. By 2013, mobile phones will overtake PCs as the most common Web access device worldwide.
Sales of Smartphones are up 98% worldwide (year-on-year). Source: Gartner. November 2010
In 2012, more Smartphones will be sold than desktop PCs and laptops combined. Source: Morgan Stanley. October 2010
Smartphone adoption by market• UK also has strong Smartphone adoption at 34.3% (21% 2009)• UK is the fastest growing among the six markets below
DEMOGRAPHIC BREAKDOWN BY COUNTRY Mobile Internet AccessSource: Communications Market Report. Ofcom. December 2010
Content being consumed• Many factors are driving content consumption e.g. Smartphone and unlimited data plans• Social Networking is the fastest growing category
The opportunityMobile is without a shadow of doubt the largest game changer when it comes tomedia fragmentation and media consumption.Marketers have the ability to target handsets, locations, connections andinterests and the predominant payment mechanic is cost per engaged consumer.Smartphones has proven to attract key influencers, early adopters, brand loyalhigh disposable consumers.Media prices are influenced by supply and demand, with the huge volume ofmobile media available costs are a fraction of what brands are paying for onlinetraffic.Early Neilson data is very favourable to say the least.....................