Tuesday, November 11, 2008
Mobile is Huge and Growing - Just Look at the Numbers
Invariably, whenever we introduce ourselves and the Mobile Ready Platform, there is a need to “set the table” with some statistics that describe the size, usage patterns, and demographics of mobile phone usage. In fact, the landscape is evolving so rapidly that we feel we’re changing out PowerPoint slides every other month or so. Below is our attempt to create a clearinghouse of useful statistics which we will do our utmost to keep current.
Text Messaging in the U.S. - Sheer Numbers
In 2007 there were 189 billion text messages sent according to the Gartner Group in December of that year. In that same report there was a projection of over 300 billion sent text messages for 2008. However, Neilsen Mobile reported that by Q2 2008 mobile subscribers were sending an average of 357 text messages per month, and the CTIA Wireless Association reported that 75 billion text messages were sent in June 2008. This dramatic 450% increase in SMS usage from two years ago appears to smash the 300 billion projection, possibly even doubling it.
Who’s Texting?
In a nutshell, it seems like everybody is. SMS is a “killer app” in ways similar to email, Web browsers, and instant messaging. The cool thing is that it is ridiculously simple and there is not a phone on the market without SMS capability. Our teenagers dominated the medium in its early days, but their parents soon caught on as they were receiving text messages from those very same teenagers: “Mom, can u pik me up from the mall?”
In December of 2007, Pew Internet and Life reported that 60% of 18-29 year olds were texting on a daily basis and that 32% of 30-49 year olds were doing the same. While authoritative statistics about 2008 have not yet been released, I believe it’s safe to assume there has been a dramatic rise given the sheer overall volume of text messaging.
The Mobile Web
Consumer Mobile Web access is also seeing dramatic growth, especially with the large increase in full-featured smartphones. Further fueling this increase in Mobile Web access is the fact that more and more carriers are offering “all-you-can-eat” data plans. In fact, Nielsen Mobile reported in July of 2008* that already 95 million U.S. mobile users pay to subscribe for Mobile Internet access. This is remarkable considering this number represents over half of the roughly 165 million unique Internet users in the U.S. The report also showed that those accessing the Mobile Web regularly (about 40 million) was demographically diverse.
In other words, the Mobile Web offers opportunities for half of all Internet users to access interactive content at anytime and from anywhere, and it should also be noted that standard, smaller screen flip-phones have been Web-enabled for some time. The same report stated the average business with a Mobile Web presence sees a 13% lift in traffic on top of their tradition Internet presence. At the end of the day, if you think it’s important for your business to have a traditional Web site, then it’s safe to assume it’s also important to have a Mobile Web presence as well.
What about Video?
This is definitely a growth area in the mobile space. Of course, smartphones are driving video technology advances and video usage is projected to dramatically increase as a result. Already, 31% of U.S. mobile users (91 million) have a video-capable phone (Neilsen Mobile, Q1 2008). Video changed the Web and it will do so for the Mobile Web as well.
In Conclusion
When combined together; well-placed SMS calls-to-action, effective outbound text message campaigns, and Mobile Web sites are an incredibly effective way to connect businesses and consumers. Critical mass has been reached whereby consumers are willing and able to use their mobile phones for tasks other than making phone calls. It truly has become a mass marketing medium that is always on, always present, and 100% personal. This is an amazing opportunity for advertisers and the Mobile Ready Platform makes it possible to realize it.
