Chief Marketing Officer
Council World Wide
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| http://omgzam.com/wp-content/uploads/2010/04/comprehensive-mobile-infographic.png (April 2010) 1Business spending on mobile-marketing will more than triple this year as the category starts a soaring five-year growth trajectory, per a Borrell Associates. (April 2010) 2Local is the big news: Local mobile spending will double in 2010 as it begins a similar five-year boom. Nationwide, mobile marketing will jump from $2.7 billion in 2009 to $9 billion in 2010, the report predicts -- and then will rocket to $56.6 billion by 2014. (April 2010) 3Two-thirds of the spending will be various forms of advertising, but one-third will come from promotions budgets to enable coupons, contests and discounts. (April 2010) 4Spending by local businesses will follow a similar path at a slightly slower rate, jumping from $285 million in 2009 to $586 million in 2010 -- then spiking to $14.7 billion by 2014. (April 2010) 5Mobile behavior varies dramatically across demographics: 70% of consumers age 18-29 say they send text messages using their mobile phone, compared with 49% of those age 40-49 and 11% of those age 65+, according to a Merkle Inc. study of mobile adoption and use. (April 2010) 6However, despite those differences, SMS (short message service) texting is no longer the exclusive domain of younger demographics: 26% of all consumers who use text messaging say they have opted in to receive mobile marketing communications via SMS. (April 2010) 7http://www.marketingprofs.com/charts/2010/3545/sms-marketing-reaches-users-of-all-ages (April 2010) 8One-half of online consumers (50%) now have a mobile phone that can access the Internet. Among that population, 56% say they access the Web via mobile device and roughly 40% access the Web at least once a day. (April 2010) 9Mobile users under age 40 are more likely than older users to access the Web via mobile device, with the highest penetration among consumers age 30-39 (66%). (April 2010) 10 |
Over four in ten online adults (44%) say they check their personal email on their mobile at least occasionally, while 25% check it at least once a day. (April 2010) 11Among those who check email on their mobile, roughly 82% of permission email time is reportedly spent on a computer, while 18% is spent on a mobile phone, up 3 percentage points from 15% last year—and signaling the importance of email campaigns that render correctly across multiple devices. (April 2010) 12Social media users are also more likely to check their email 4+ times daily (50%) than are non-social media users (32%). (April 2010) 13Though women are more likely than men to text (51% vs. 46%), men are more likely to have an Internet-enabled mobile phone (53% vs. 47%)—likely because men are 3.3 times more likely than women to have an Internet-enabled phone for work purposes. (April 2010) 14The potential for mobile marketing in four of the world's biggest emerging markets has been highlighted by a new report. (April 2010) 15 Analysts at Ernst & Young revealed that Brazil, Russia, India and China - known as the BRIC nations - have a combined gross domestic product of $8.7 trillion (5.65 trillion) per year. (April 2010) 16Consumer appetite for mobile communication has meant that there are now more mobile subscriptions in these countries than there are for television, internet or broadband (April 2010) 17As well as indicating that mobile marketing could become one of the most important tools for businesses in these nations, the report also said there is "huge potential" for mobile entertainment services to take off. (April 2010) 18Over 20 billion text messages were sent in the UK in 2003 (Mobile Data Association) -Over 25 billion text messages were sent in the UK in 2004 (Mobile Data Association) -Expected growth for 2005 to reach 30 billion text messages (Mobile Data Association) -56% of direct marketers are planning regular SMS use this year (Forrester) (April 2010) 19The results speak for themselves: recall rates of 60-90% and response rates of 5-20% are often achieved. (April 2010) 20 |
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