Friday, January 29, 2010
Mobile industry roundup: Projections, stastics & marketing sizing in the mobile space for 2009-2010
Gumiyo makes it a point to not only deliver an exception technology platform for our partners to execute their mobile initiatives, we also endeavor to keep them up-to-date on the latest developments in the mobile space. Building upon other blog entries where we collect and publish various statistics found around the Web, the following is a fairly comprehensive roundup of the latest the analysts have to offer.
Of course, some of these numbers may conflict with each other, and it should be noted that this is an aggregation from multiple sources.
Market size
How big will mobile marketing get on a global scale?
$24 Billion by 2013.
ABI Research
How big will mobile marketing in the U.S. get by 2013?
$1.13 billion according to Forrester Research. That’s on the low side. In fact, Kelsey Group predicts that local mobile search alone will be a $1.3 billion market by 2013, and eMarketer thinks mobile advertising (search, display, messaging) will be worth $1.56 billion.
What is the estimated percentage of marketing budget that brands and agencies will allocate to mobile marketing in 2010?
1.8%
Mobile Marketing Association, May 2009
What is the average growth rate for a mobile marketing budget?
26%
Mobile Marketing Association, May 2009
How much are smartphone users projected to spend on mobile apps in 2010?
$6.2 billion. There has apparently been some debate amongst competing analyst firms on this one.
Gartner, January 2010.
How much by 2013?
$29 billion
Gartner, January 2010.
How much will brands and agencies spend on mobile marketing in 2010?
$1.52 to $3.2 Billion. The Mobile Marketing Association has been touting a middle estimate of $2.1 billion.
Mobile Marketing Association, May 2009
Usage, phones and demographics
What were the average number of Mobile Internet sessions per U.S. subscriber in October, 2009?
20
What percentage of Americans said they are interested in receiving coupons to their mobile phones via SMS/MMS?
73%
eMarketer, December 2009
What percentage of U.S. Mobile Subscribers will have 3G+ access by the end of 2010?
46%
Morgan Stanley, December 15, 2009
What percentage of U.S. mobile subscribers have an Internet-enabled phone?
64%
Luth Research, June 2009
What percentage of U.S. mobile subscribers are regularly using the Mobile Internet?
32% as of April 2009
Morgan Stanley, December 15, 2009
43% as of June 2009
Luth Research, June 2009
Of the U.S. mobile subscribers who use their phones to access the Web, what percentage have an unlimited usage plan?
76%
Luth Research, June 2009
What are the primary Mobile Web activities for this subset of subscribers?
• Checking email: 87%
• Get scoring news or weather updates: 68%
• Locate a business, address, or name: 68%
More than one-third download games, music or other content or watch viceo.
What percentage of U.S. mobile subscribers own a smartphone?
25% as of Q3:2009
Morgan Stanley, December 15, 2009
In fact, U.S. smartphone adoption increased 63 percent to more than 33 million users and touch-screen mobile phone adoption grew 159 percent to 23.8 million users in August 2009 from this period last year according to ComScore MobileLens in November, 2009.
What percentage of U.S. mobile subscribers are aware of mobile marketing?
70%
What percentage of Americans used their mobile phones to help with their holiday shopping?
18%. My guess is that it was even higher in December.
Deloitte, late November, 2009
Update: Deloitte now reports that 55 percent of users said that they will use their mobile device to find store locations and 45 percent of users will use their devices to research prices.
What percentage of consumers are interested in getting opt-in mobile alerts from their favorite places?
42 percent of adults ages 18-34 and 33 percent of 35-to-44-year olds
Harris Interactive
Mobile search
What percentage of mobile advertising market will be dominated by search by 2013?
73% of a projected $3.1B market.
Kelsey Group, October 2009
Why? Local search is an incredibly useful tool on a mobile device, much more so than mini display ads. According to Citi analyst Mark Mahaney, “Given the nature of mobile devices, local queries on mobile should, over time, be greater than local queries on the desktop.”
Percentage of mobile searches that have local intent?
35%
Kelsey Group, October 2009
What is the projected opportunity in the local mobile search market by 2013?
$1.27 billion
Kelsey Group, October 2009
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