The document discusses trends in mobile internet usage globally. Some key points:
- Mobile internet penetration and usage is growing rapidly in emerging markets while growth is slower in developed markets.
- A significant portion (around 50%) of mobile internet users in Africa and Asia access the internet primarily or solely through their mobile devices, whereas in Western countries most still use desktop/laptop computers as the main access point.
- Many of the "mobile-only" internet users in emerging markets are younger (under 25 years old) while profiles vary more in developed countries.
- Countries like India, Indonesia, and Nigeria have seen very high year-over-year growth rates in metrics like user numbers, page views,
Native vs. Web vs. Hybrid: Mobile Development ChoicesJason Grigsby
The iPhone App Store has captured the imagination of entrepreneurs everywhere. There is a gold rush happening.
This presentation explains why we chose not to become full time cocoa developers, the challenges people are currently facing in the iPhone App Store, and the long term picture for mobile web applications.
It also describes an interim strategy of building hybrid applications using web technology so that you can use a common code base and publish your application to the various application stores for iPhone, Android, Blackberrry, etc.
Originally presented at Web 2.0 Expo in San Francisco.
Native vs. Web vs. Hybrid: Mobile Development ChoicesJason Grigsby
The iPhone App Store has captured the imagination of entrepreneurs everywhere. There is a gold rush happening.
This presentation explains why we chose not to become full time cocoa developers, the challenges people are currently facing in the iPhone App Store, and the long term picture for mobile web applications.
It also describes an interim strategy of building hybrid applications using web technology so that you can use a common code base and publish your application to the various application stores for iPhone, Android, Blackberrry, etc.
Originally presented at Web 2.0 Expo in San Francisco.
As smartphones'market share is steadily growing in western countries, featurephones still represent more than 80% of the global market. Is there a path to a trade-off strategy for publishers ?
With the Apple iPad at the core of its growth, the tablet industry is estimated to reach US$20 billion by 2014. Businesses that ignore this platform risk missing out on a critical mass of users.
From hotels and cafés to car dealers and customer service reps, the iPad has proved adept at fitting into many lines of business.
Join Ogilvy’s Brian Giesen and SmartCompany’s James Thomson as they dicuss the iPad.
Mobile Revolution and Assessment - ATP 2011Peter Pascale
An overview of mobile trends, intended to highlight the unprecedented growth and consumer impact due mobile technology, followed by possible applications in the assessment industry.
This presentation was delivered to the Association of Test Publishers in Phoenix, AZ, March 2011
The mobile landscape continues to grow by leaps and bounds. This presentation helps identify where mobile is going through stats and graphs for location-based-apps, Mcommerce, and mobile advertising.
The Smartphone Snapshot Showdown (Global Smartphone and Mobile Video Stats)Jon Hoehler
A Curated Presentation of Information, Data, Statistics, Analysis and Usage for Smartphones from around the world. Prepared By: @JonHoehler & @AndrewMchenry
SoLoMo University by Mobilosoft - Conference 1 - 23/11/2012Mobilosoft
This slideshare contains the presentations that have been done during the first conference of the SoLoMo University organised by Mobilosoft on the 23th of November 2011.
The topics were:
- An Introduction to SoLoMo Marketing by Georges-Alexandre Hanin - CEO Mobilosoft
- How to generate traffic on a mobile website thanks to the medias by Frédéric Martins - Sales Manager & Head of Digital at Rossel
- Google Mobile Ads, Be local – Drive perfomances by Gaetan Godart - Account Manager blue2purple
- What can we learn from Mobile users? By Olivier Delangre Co-founder Amoobi
There is a huge cultural shift taking place. For the last 10 years, since 2000 we have experienced how everything is getting digital. The mobile phone is today just as powerful as a desktop computer in 2000. We have all this power in our pocket.
This presentation was given at the Gambling Technology Strategies 2011 in London.
As smartphones'market share is steadily growing in western countries, featurephones still represent more than 80% of the global market. Is there a path to a trade-off strategy for publishers ?
With the Apple iPad at the core of its growth, the tablet industry is estimated to reach US$20 billion by 2014. Businesses that ignore this platform risk missing out on a critical mass of users.
From hotels and cafés to car dealers and customer service reps, the iPad has proved adept at fitting into many lines of business.
Join Ogilvy’s Brian Giesen and SmartCompany’s James Thomson as they dicuss the iPad.
Mobile Revolution and Assessment - ATP 2011Peter Pascale
An overview of mobile trends, intended to highlight the unprecedented growth and consumer impact due mobile technology, followed by possible applications in the assessment industry.
This presentation was delivered to the Association of Test Publishers in Phoenix, AZ, March 2011
The mobile landscape continues to grow by leaps and bounds. This presentation helps identify where mobile is going through stats and graphs for location-based-apps, Mcommerce, and mobile advertising.
The Smartphone Snapshot Showdown (Global Smartphone and Mobile Video Stats)Jon Hoehler
A Curated Presentation of Information, Data, Statistics, Analysis and Usage for Smartphones from around the world. Prepared By: @JonHoehler & @AndrewMchenry
SoLoMo University by Mobilosoft - Conference 1 - 23/11/2012Mobilosoft
This slideshare contains the presentations that have been done during the first conference of the SoLoMo University organised by Mobilosoft on the 23th of November 2011.
The topics were:
- An Introduction to SoLoMo Marketing by Georges-Alexandre Hanin - CEO Mobilosoft
- How to generate traffic on a mobile website thanks to the medias by Frédéric Martins - Sales Manager & Head of Digital at Rossel
- Google Mobile Ads, Be local – Drive perfomances by Gaetan Godart - Account Manager blue2purple
- What can we learn from Mobile users? By Olivier Delangre Co-founder Amoobi
There is a huge cultural shift taking place. For the last 10 years, since 2000 we have experienced how everything is getting digital. The mobile phone is today just as powerful as a desktop computer in 2000. We have all this power in our pocket.
This presentation was given at the Gambling Technology Strategies 2011 in London.
Mobile Search: A Force to be Reckoned With!Karen Church
This invited talk was given at ECIR 2013 Industry Day in Moscow on the 27th March 2013. The talk was on the topic of mobile search, a research area I've devoted the past 10 years to.
Recently the world has witnessed a revolution in terms of mobile web and mobile search usage. Mobile phones, once deemed as simple communications devices, now provide mobile users with access to a wealth of online content, anytime and anywhere. In 2012, the increasing presence of mobile devices caused desktop search to decline for the first time ever; a level of growth that simply cannot be ignored.
My aim is to take a nostalgic look back at the simple beginnings of mobile search and discuss how, why and in what ways mobile search has evolved over the past 8-10 years. I highlight patterns of mobile search usage and show how they not only differ from desktop search, but they are continually evolving. And instead of taking a single, data-centric viewpoint of mobile search, I also discuss user-centric studies, highlighting the unique needs, intents and motivations of mobile searchers. Finally, I share some thoughts about where mobile search is heading, the challenges that lie ahead and discuss some of the factors that I think are important when it comes to enriching the future search experiences of mobile users.
Karen Church
Research Scientist
Telefonica Research
www.karenchurch.com
@karenchurch
Mobile is NOT a Channel - Rob Griffin at IMMAP Summit, 2012Havas Media
Rob Griffin, EVP Product Development at Havas Digital, spoke recently at the IMMAP Summit & emphasised 3 clear takeaways-
1. Mobile is Now, and you must know that. Embrace a Mobile First approach to all marketing and communications efforts.
2. Accept the multiplicity of the device. Mobile devices are consumers' constant companions and central to their daily lives.
3. Activate and Engage! Take full advantage of mobile's greater capabilities to engage in real time.
Instead of thinking about mobile as an advertising channel, it is more important to view it as an access point for consumers- hence the urgent need for everything to be mobile enabled from the start. Mobile Internet user growth is projected to hit 3.5billion in 2015- how are you positioning your brand to take advantage of this revolution?
A really quick review of the state of mobile marketing from the Global Head of the Mobile Marketing Association. Slapped together in 2 hours to manage your expectations.
Similar to Future of Web is Mobile by Dag Olav Norem (20)
1. Internet. Mobile.
Dag Olav Norem
VP Product Management, Mobile
24.01.2011
2. The Internet population breakdown
% of total
Internet
population
In % of market
Source: US Census Bureau / Nielsen Online, International Telecommunications Union, GfK via
www.internetworldstats.com
3. Internet penetration per market
In % of market
Source: US Census Bureau / Nielsen Online, International Telecommunications Union, GfK via
www.internetworldstats.com
4. Remaining growth potential per market
In % of market
Source: US Census Bureau / Nielsen Online, International Telecommunications Union, GfK via
www.internetworldstats.com
8. Our products: Opera Mini vs. Opera Mobile
Opera Mini Opera Mobile
User Interface Same cross platform UI Same cross platform UI
Rendering Engine Server side Client side
Compression technology Always enabled Enable or disable with Opera Turbo
Target platforms All devices Mid to high end devices only
More information at www.opera.com/mobile/specs
9. What the mobile Web looks like today
Spotlights key trends affecting mobile Web adoption worldwide through
analysis of Opera Mini stats
http://www.opera.com/smw/
14. Opera Mini runs on over 3000 handsets
OS B2B solution Public Download
J2ME
Android
iOS
RIM (Blackberry)
Symbian
MTK
BMP
Windows Mobile*
Other OS upon request
15. Mobile Browser Market Share
iPhone vs. Opera
Source Data: Stat Counter March 2010
iPhone | Opera Mini
16. The top countries for Opera Mini
Since our first ever monthly Top 10 countries for Opera Mini usage
report (May 2008), the U.S. has 1 Indonesia
fallen from 5th to 7th, while
2 Russia
Poland and Germany have both
fallen out of the top 10 3 India
4 China
Recently Philippines and
Bangladesh went up in the top 5 Ukraine
20 countries ranking 6 South Africa
7 Vietnam
Other notables:
8 United States
#11: Malaysia
9 Nigeria
#20: Germany
10 Brasil
Source:
http://www.opera.com/smw/2010/08/
17. What we found in India
Mobile Web in India is a massive India Stats (YoY)
opportunity
User growth 277.5 %
Key metrics grow at significant Page view growth 354.2 %
rate
Data transfer growth 293.7 %
Mobile browsing per user is
increasing Page views per user 414
Data transferred 7 MB per user
Data transferred 17 KB per page
Source: Opera research
18. What we found in India
Top 10 websites
1 google.com 6 yahoo.com
2 facebook.com 7 songs.pk (8)
3 orkut.com (2) 8 wikipedia.org
4 youtube.com 9 zedge.net
5 getjar.com 10 vuclip.com
Top 10 handsets
1 Nokia 5130 XpressMusic 6 Nokia 7210c
2 Nokia 2700c 7 Nokia N70
3 Nokia 2690 8 Nokia 6300
4 Nokia 2730c 9 Nokia 5233
5 Nokia 3110c 10 Nokia N72
Source: Opera research
19. What we found in India: lifestyle survey
Users in India and Nigeria are the most
tolerant when it comes to text
messaging during restaurant meals.
In India 88.5 % respondents said they
browse the Web on their handsets more
than they browse on a laptop or desktop
computer
Only 11.5 % respondents in India use
desktop or laptop computers as the
primary means of Internet access
Source: Opera research
21. The ‘mobile only’ Internet generation
In developed economies the mobile internet is commonly
thought of as an extension of the desktop
internet, providing an additional, convenient and portable
access method.
However for many people around the world, the mobile
phone will be the primary, or only way to access the
internet. This will have profound effects, not only on the
lives of these people, but on the Internet industry and the
way brands communicate and interact with these
consumers – the next billion consumers.
22. The mobile Internet is becoming the sole or
primary access method for many
• It has often been assumed that the mobile Internet will be the sole access
method for many. The results of recent client studies show that for roughly 50%
of African and Asian mobile internet browsers this is the primary access method.
• In contrast 22-25% of US and UK mobile internet browsers never or infrequently
use the desktop internet.
Mobile Internet Users Who Never or Infrequently Use the Desktop Internet
80 %
70 %
% Mobile Browsers
70 %
59 % 57 %
60 % 55 % 54 %
50 %
50 % 44 %
40 % 32 % 30 %
30 % 25 % 22 % 19 %
20 %
10 %
0%
Countries: Egypt, South
Africa, Ghana, Nigeria, India, Indonesia, Thailand, China, US, UK and
Russia
23. Emerging markets ‘mobile only’ browsers
are mostly under 25
• In emerging markets the vast majority of the ‘mobile only’ are under 25, the vast majority are male and
many are in education.
• In the developed world the ‘mobile only’ are a different segment. In the UK they are split more evenly
with 58% over 25.
• The US however provides interesting results, with most being over 25 and many on lower incomes.
Mobile Only Generation
100%
% Mobile Only Generation
90% 24 % 26 %
80%
70% 58 %
60% 76 %
50%
40% 76 % 72 %
30%
20% 42 %
10% 24 %
0%
Nigeria India UK US
Under 24 Over 25
Countries: Nigeria, India, US, and UK
Date: July- November 2010
N= 6165
24. Content downloads and social networking
leads mobile browsing behaviour in Africa
• Over 50% of mobile browsers go to sites for downloading games and music
• Communication services such as social networking and email are popular
• Almost half of respondents use search
Top Genres of Mobile Internet Sites – Africa 7
60 % 55 % 54 % 52 %
% Mobile Browsers
48 % 46 %
50 % 44 % 43 % 43 %
40 % 35 % 32 % 30 %
30 %
20 %
10 %
0%
Countries: Nigeria, Kenya, Egypt, South
Africa, Ghana, Tanzania, Senegal
Date: October 2010
25. Opera provides quasi-smartphone experience
for feature phone users in Africa
• Opera users are 33% more likely to use social networks than Non-
Opera users and are comparable in behaviour to UK mobile browsers.
• In the UK, smartphone owners are 20% more likely to use social
networking than those who don’t own a smartphone.
Mobile Internet Genres - Opera vs Non-Opera
70 % 65 % 63 %60 %
60 % 55 % 53 %54 %
50 % 46 %
40 %38 %
% Group
40 % 34 %
30 %
20 %
10 %
0%
Email Social networking Search News Sports information
UK Africa 7 - Opera Africa 7 - Non-Opera
Countries: Nigeria, Kenya, Egypt, South
Africa, Ghana, Tanzania, Senegal, UK
Date: October 2010
26. Opera browsers use the mobile internet for
longer
• Opera users are 19% more likely, compared to non-Opera users, to browse for
more than 1 hour each time they go on the mobile internet.
• Although not shown on this slide they are also 19% (the same percentage is a
coincidence) more likely to browse for at least 1 hour each and every day.
Average Session Lengths - Opera vs Non-Opera Browsers
70 % 140
119
60 % 107 120
50 %
85 100
40 %
% Group
80
30 % 61
60
20 %
40
10 %
0% 20
-10 % Less than 5 mins 5-30mins 30-60 mins More than 1 hour 0
Opera Browsers Non-Opera Browsers Index
Countries: Thailand
Date: January 2011
N= 1074
27. Nokia dominates mobile browsing in Africa
• 85% accessed the internet with a feature phone.
• Of the 15% who used a smartphone nearly all were Nokia Symbian devices
with almost no reported use of Android or iPhones.
Mobile Internet Device Manufactures
100%
9%
90%
80% 11 % NA
% Mobile Browsers
70% Other
12 %
60% ZTE
Motorola
50%
BlackBerry
40%
LG
30% 61 %
Samsung
20% Sony Ericsson
10% Nokia
0%
OEM
Countries: Nigeria, Kenya, Egypt, South
Africa, Ghana, Tanzania, Senegal
Date: October 2010
28. 66% of Kenyan ‘mobile only’ users
download mobile music
• With limited or no access to the desktop Internet for many in Africa, the mobile
Internet provides a significant opportunity for media and content companies.
• 66% of the Kenyan ‘mobile only’ have downloaded music on their mobile, with
almost half downloading games and videos.
Content Downloading - Kenya
70 % 66 %
% Mobile Only Generation
60 %
50 % 44 % 46 %
40 %
30 %
20 %
10 %
0%
Music Games Videos
Countries: Kenya
Date: October 2010
N= 1009
29. 75% of Indonesian mobile browsers use
social networks
• Only 39% of Indian browsers use social networking. Social networking is interactive and lends
itself to faster data speeds. India currently doesn’t have mass market 3G services, Indonesia
does.
• Search is the most popular mobile Internet activity in India.
• Indian browsers look for cricket scores, Indonesian for soccer (football).
Mobile Internet Genres in India and Indonesia
90 %
75 % 78 %
80 %
69 %
% Mobile Browsers
70 %
60 % 49 % 51 %
50 % 42 % 39 % 38 % 36 %
40 %
29 %
30 %
20 %
5% 8%
10 %
0%
Search E-mail Social Cricket News World and Local Soccer (Football)
Networking News News
India Indonesia
Countries: India + Indonesia
Date: July-August 2010
N= 2138
30. Over 90% browse the mobile Internet at home
• With roughly half of Indonesian and Indian mobile browsers not using the
desktop internet and over 90% using it in the home, it becomes clear that
the mobile will play a very different role in these Asian countries compared
to western markets.
Location of Mobile Browsing
100 % 94 %
90 %
90 %
% Mobile Browsers
80 %
70 % 60 %
60 %
50 %
40 % 31 % 33 % 33 % 31 %
30 % 26 %
19 % 19 %
20 %
10 %
0%
At home Whilst outside Whilst on public At work At university or
transport school
Indonesia India
Countries: India + Indonesia
Date: July-August 2010
N= 2138
31. 57% of the Indian ‘mobile only’ don’t have a
bank account
• In India, not only do the ‘mobile only’ not use the desktop internet but 57% also don’t have bank
account.
• There is a huge opportunity for the previously unbanked and unconnected to use electronic
payments to purchase goods and services.
• Everyone of this 57% has a billing relationship with their mobile operator.
Mobile Only Generation - Do you have a bank account?
70 %
% Mobile Only Generation
60 % 57 %
50 %
43 %
40 %
30 %
20 %
10 %
0%
No Yes
Countries: India
Date: July 2010
N= 1070
32. The Emerging markets opportunity
The new digital audience creates opportunities for brands, Internet, media and financial
services companies. The following section highlights some of these:
Internet Companies + Brands – There is an appetite for mobile friendly Internet services
(email, social networking, news, etc) many of which are ad funded. Brands have a new
opportunity to market to these users, reaching the previously unconnected emerging
middle classes in developing countries.
Media – Downloading content is extremely popular (games and music downloading are
the top browsing genres in Africa). Media companies have the opportunity to market and
sell directly on the device where the content will be consumed, to an audience who don’t
have the option to download on PC.
Financial – Many ‘Mobile Only’ browsers don’t have a back account (in India 57% of the
‘Mobile Only’ don’t have a bank account). All of these people have a billing relationship
with their mobile operator, giving them the opportunity to purchase electronically for the
first time.