Relatorio de tendencias de mobile da WSI

TABLE OF CONTENTS
Executive Summary 2
Mobile Phone Users 3
Mobile Web Browsing 4
New Media Channels 5
Importance of Mobile 6
Advertising Spending 7
Location-Based Services 9
Location-Based Ads 10
Mobile Social Media 11
QR Codes (2D Barcode) 12
M-Commerce 13
Mobile Apps 14
About WSI 16

Source of all statistics:

MOBILE MARKETING Executive Summary

Mobile Marketing is Changing the
Face of Digital Media
The world of digital media is shifting again, and the next big
contender is mobile marketing. The concept of “mobile
marketing” involves several techniques, such as mobile
websites, social location marketing, SMS and MMS marketing,
mobile advertising and mobile apps.

As the use of smartphones and tablets continues to rise, more
people are accessing online information on their handheld
devices. This provides marketers with an exciting opportunity
to expand the reach of their messages to the palm of their
audience’s hands. According to eMarketer, worldwide
companies are currently using mobile marketing to build
customer engagement by creating applications (28%),
increasing dialogue with customers (23%), implementing m-
commerce (15%) and location-based marketing (11%). About
half of all respondents said they are planning to execute the
above mentioned strategies within 2011.

Mobile technology is developing a strong presence in people’s
lives transforming the way companies communicate with their
target audience. Gone are the days when advertising was a
one-way messaging strategy. Today, digital media provides
new channels of two-way communication, and this paradigm
shift is evident in the way marketers are spending their
advertising dollars.

This Mobile Marketing Trends Report is a brief synopsis of
current mobile trends as well as projections for the next few
years. Specifically, the report covers mobile phone usage,
mobile web browsing, mobile ad spending, location-based
services, mobile social media, QR codes, m-commerce and
mobile apps.

For more information about WSI’s mobile marketing services,
please contact your local WSI Consultant.

Copyright ©2011 by Research and Management Page 2
WSI Mobile Marketing Trends Report 2011

MOBILE MARKETING Mobile Phone Users

Mobile Phone Usage
Continues to Increase
 By the end of this year, 3.82
billion people will become mobile
phone users (consuming 55.2% of
the world’s entire population)

 In 2012, worldwide mobile phone
users will increase to 4.11 billion
(58.7% of the total population)

 The mobile population will
increase again in 2013 and 2014
to 4.38 and 4.61 billion
respectively

 By 2015, 67.4% of the world’s
population will have a mobile
phone (4.85 billion people)

Worldwide Mobile Phone
Usage by Region
 Europe and North America
dominate in terms of mobile user
penetration in their individual
regions (74.3% and 74.0% in 2011
respectively)

 Meanwhile, in Latin America
63.4% of the region’s population
are mobile phone users (2011)

 All regions will see an increase in
mobile phone user penetration
over the next few years


MOBILE MARKETING Mobile Web Browsing

Mobile Web Browsing
Will Rise in Popularity
 According to eMarketer, 7% of
Internet users consider their
mobile phones as their favorite
device for accessing the web

 By 2012, this number will increase
by more than double to 18%

 Currently, 2% of Internet users
consider their tablets as a favorite
web accessing device, but in just
one year, this number will
increase to 19%

 Interesting, PCs/laptops will
decrease in popularity as a web
accessing device next year (from
79% to 42%)

Mobile Internet Traffic
Doubled In One Year
 In June 2010, 2.03% of total
Internet traffic worldwide came
from a mobile device

 In June 2011, mobile web
browsing made up 5.02% of total
Internet traffic worldwide

 Mobile web browsing has steadily
increased each quarter over
2010-2011, a trend that indicates
a continual increase into next year


MOBILE MARKETING New Media Channels

Marketers Are Evaluating
Several Mobile and Social
Opportunities
 Marketing executives around the
world are evaluating several new
media channels, including social
and mobile technologies

 61% of respondents are
considering social media and
online communities, while 39%
are evaluating Internet media
channels as potential new tools

 Meanwhile, 39% of marketers are
evaluating whether mobile
relationship marketing could fit in
their strategy

 Almost a quarter of all
respondents (24%) are
considering the opportunity of
developing a mobile website

 The same number of respondents
(24%) are evaluating the idea of
mobile app development

 Location-based advertising is
being considered by 18% of
worldwide marketers as a
possible strategy to implement

 Other strategies that are being
evaluated include: point-of-sale
messaging, online video segment
syndication and affinity network
group formation


MOBILE MARKETING Importance of Mobile

Half of Worldwide
Companies Will Provide
Mobile Customer Service
 27.8% of companies around the
world currently provide customer
service via mobile devices

 Meanwhile, 12.8% of worldwide
companies admit they will enable
this capability within the first 6
months of 2011

 Another 8.3% of respondents will
enable mobile customer service
capabilities beyond the first 6-
month period of 2011

Mobile Technologies
Becoming Important for
2011 and 2012
 89% of agencies and 77% of brand
marketers agree that iPhone apps
will be an important marketing
technology for 2011 and 2012

 72% of agencies and 42% of brand
marketers said the same about
location-based technology

 Android apps are considered
important technologies to 70%
and 52% of agencies and brand
marketers respectively


MOBILE MARKETING Advertising Spending

Mobile Ad Revenues Set
to Rise Year Over Year
 This year, mobile ad revenues
worldwide will reach $3.37 billion
and is expected to rise to $4.01
billion in 2012

 By 2016, an estimated $7.51
billion will be spent on mobile
advertising worldwide

Mobile Takes a Larger
Share of Online Adspend
 As mobile advertising spending
continues to increase, naturally
mobile advertising will consume a
larger share of the online
adspend pie each year

 In 2011, 4.4% of total online
advertising will be spent on
mobile, and by 2016 this share
will increase to 5.8%

Mobile Adspend By Region
 Asia-Pacific and Japan are currently
seeing the largest mobile adspend
($1.63 billion in 2011)

 In North America, $701.7 million
will be spent on mobile
advertising, while Europe will see
mobile adspend reach $569.3
million by the end of this year


MOBILE MARKETING Advertising Spending

Mobile Display and
Search Adspend Will Rise
 In 2010, SMS consumed most of
the world’s total mobile ad
revenues (34.8%), while display
advertising made up 33.7% of
total mobile adspend

 By 2015, mobile adspend will shift
slightly in terms of format as
display will consume 31.3% of
total mobile adspend and mobile
search takes a 25.7% share

 App store ad revenues will make
up 12% of total mobile adspend,
which is more than double the
5.5% it consumed in 2010

Reasons Advertisers Are
Investing in Mobile
 Worldwide advertisers invest in
mobile because more consumers
have access to smartphones
(according to 78% of
respondents)

 The ability to target certain
demographics based on devices is
another reason advertisers use
mobile (according to 61%)

 42% of advertisers admit that the
attractive ad formats is the reason
they invest in mobile


MOBILE MARKETING Location-Based Services

Mobile Internet Users Are
On Their Devices While in
Public Places or Traveling
 Recent studies show that 23% of
mobile Internet users worldwide
use their devices while traveling
or roaming

 On the other hand, 27% of mobile
web browsers use their phones in
public places, while 17% use their
devices at work

 Since more than half of all mobile
Internet users are on their devices
outside of their homes, marketers
have an opportunity to leverage
location-based services

Popular Location-Based
Social Networks
 Britekite is ranked as the most
popular location-based social
network with 5.9 million
registered users as of 2010

 With 4.0 million registered users,
Loopt is considered the world’s
2nd most popular social location
network

 Foursquare had 3.6 million users
as of 2010, making it the 4th most
popular social location network


MOBILE MARKETING Location-Based Ads

Location-Based Ad
Revenues Are Expected to
Soar by 2015
 In 2008, only $86 million of total
mobile ad revenues was allocated
toward location-based advertising
(10% share)

 Last year, location-based ad
revenues increased to $588
million, consuming 18.5% of total
mobile ad revenues

 By 2015, marketers are expected
to spend $6.2 billion on location-
based advertising (35% share of
total mobile ad revenues)

A Third of Mobile Phone
Users Show Interest in
Location-Based Ads
 According to a study conducted
by Oracle and released by
eMarketer, 33% of mobile phone
users worldwide admit they
would like to receive relevant
content based on their location

 23% of respondents are still
unsure about how they feel
regarding this capability


MOBILE MARKETING Mobile Social Media

Smartphone Users Are
Visiting Mobile Social
Media Sites Daily
 56% of Apple users access social
media sites on their mobile
devices on a daily basis

 Meanwhile 52% of Android phone
users visit social media sites on
their mobile phones daily

Popular Social Media
Activities Conducted on a
Mobile Device
 63% of mobile social media users
worldwide send messages to their
friends using their devices

 62% check their friends’ social
media statuses, while 57% update
their own statuses using a device

 Looking at photos or videos is a
popular mobile social media
activity according to 40% of users

 Checking in their location was
deemed popular to 9% of users

 Interestingly, 17% admitted
location check-ins is something
they would like to do, providing
an opportunity for businesses to
leverage location-based services


MOBILE MARKETING QR Codes (2D Barcodes)

Worldwide Mobile
Barcode Scanning Grows
 More worldwide mobile phone
users are scanning QR codes (also
known as 2D barcodes) in 2011
compared to last year

 In Q2 2010, mobile barcode
scanning around the world
reached an index of 194

 This number increased
significantly in just one year to
1,143 index by Q2 2011

Demographic Profile of a
Mobile Phone User Who
Scans Barcodes
 When it comes to the profile of
those who scan QR codes, 40% are
female while 60% are male

 33% of barcode scanners are
between the ages of 25-34, and
30% are between 35-44

 QR code scanners within the 18-24
age bracket make up 18% of all
phone users who scan barcodes

 In terms of income, 41% of QR
code scanners make under $50K a
year, while 34% make anywhere
between $50K-$100K


MOBILE MARKETING M-Commerce

More People Worldwide
Are Making Payments on
Their Mobile Devices
 In 2011, 104 million people
worldwide made a mobile
payment on their device

 In 2016, mobile payment users is
expected to increase to 750
million people

Mobile Payment
Transactions Will Increase
 This year, $150 billion will be
transmitted through mobile
payment transactions worldwide

 Experts predict that by 2016,
mobile payment transactions will
increase to $556 billion

Mobile Payment Values
Worldwide by Region
 Europe, Middle East and Africa
take a 40% share of total mobile
payment transaction values
worldwide ($99 billion in 2011)

 Mobile payments in Asia-Pacific
will reach $84 billion this year,
while North American mobile
payments will reach $59 billion


MOBILE MARKETING Mobile Apps

More Mobile Apps Will Be
Downloaded by 2015
 Last year, mobile app downloads
worldwide reached 10.7 billion,
but this number is projected to
increase as smartphone apps
grow in popularity

 By 2015, mobile app downloads
are expected to reach
approximately 182.7 billion

How Mobile App Users
Learn About New Apps
 53.0% of mobile app users
worldwide said they discover apps
by searching online

 21.6% said they learn about new
apps in the app stores, while 8.8%
discover apps through
recommendations made by their
friends

 7.3% of respondents learn about
apps through mobile advertising,
and 5.8% discover new apps via
social media

 Other ways that mobile app users
worldwide discover apps include
newsletters and TV (2.0% and 1.6%
respectively)


MOBILE MARKETING Mobile Apps

Types of Apps That
People Find Most Useful
 65.7% of worldwide app users
find that games are most useful
for them to download, while
64.3% said the same for social
networking apps

 Apps that provide entertainment
were deemed most useful to
55.3% of worldwide app users

 Meanwhile, instant
messaging/SMS apps are
considered useful to 49% of users
worldwide

 Other useful apps mentioned in
the study include: music, security,
news, weather, travel and
shopping apps

How Often People Use
Apps From Brands
 6.6% of app users worldwide said
they use apps provided to them by
brands “very often”

 On the other hand, 22.4% said they
use brand-provided apps “often”

 27.2% of app users said they use
apps from brands at a frequency
that is no difference from other
apps they have downloaded


ABOUT WSI
WSI leads the global Internet industry offering best of breed digital marketing solutions to
suit the needs of multiple industries. The company has the world’s largest Internet
Consultants’ network across 80 countries with its head office in Toronto, Canada. WSI
Consultants have helped thousands of businesses realize their online marketing potential. By
using innovative Internet technologies and advanced digital marketing strategies, businesses
can have a WSI Digital Marketing Plan tailored to their individual needs to elevate their
Internet presence and profitability to new levels. With the support and cooperation of its
customers, franchise network, employees, suppliers and charitable organizations, WSI aims
to help make child poverty history through its global outreach program
(www.makechildpovertyhistory.org). For more information about WSI’s offerings and
business opportunities, please visit our website at www.wsiworld.com.

The information herein is the property of Research and Management Corporate (RAM). Each
WSI franchise office is an independently owned and operated business.

©2011 RAM. All rights reserved.

Relatorio de tendencias de mobile da WSI

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