Chief Marketing Officer
Council World Wide
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Although a tighter global economy has dampened earlier and more optimistic growth projections, global mobile advertising spending will rise from $3.8 billion in 2008 to $9.2 billion in 2013, PricewaterhouseCoopers (PwC) predicts in its "Global Entertainme (November 2009) 1The US will account for approximately one-third of that spending, making it the largest single-country market for mobile advertising, followed by Japan, with the total EMEA region roughly analogous in size to the US, according to the PwC report. (November 2009) 2Approximately 15% of US mobile users own a smartphone, accounting for a disproportionate 50% share of mobile Web traffic. iPhone and iPod Touch account for 62% of Web market share as of July, according to StatCounter Global Stats: (November 2009) 3Although the mobile advertising market is relatively small, its potential for growth is great, with mobile networks reporting click-through rates of 5% to 15% on campaigns, compared with the desktop Web's average of 2%, reports SEMPO. (November 2009) 4According to Forrester Research Analyst Shar VanBoskirk's US Interactive Marketing Forecast, 2009 to 2014, total mobile marketing spend is projected to grow in the U.S. from $391 million in 2009 to $1.3 billion by 2014 for a compound annual growth rate of (November 2009) 5This is quite illuminating in light of the fact that the Kelsey Group estimates that the traditional segment (i.e. newspapers, direct mail, television, radio, print Yellow Pages, out of home (non-digital), cable television and magazines) will decrease fro (November 2009) 6In spite of a 27% CAGR, spend on mobile marketing in the US is still a very small piece of the pie. (November 2009) 7 (November 2009) 8Forrester Analyst Neil Strother says in his research report, Best Practices: Mobile Marketing that 65% of survey respondents either currently use or plan to use the mobile channel in their marketing mix, but that about half will do so with a budget of $1 (November 2009) 9 (November 2009) 10
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Of the marketers using the mobile channel, only about half increased their 2009 budgets over the previous year. (November 2009) 11 (November 2009) 12 (November 2009) 13 (November 2009) 14Although 37 percent of consumers say they would be interested in participating in a mobile customer loyalty program tied to a brand they trust, 83 percent say their favorite brand has yet to market to them via mobile device according to a new survey issue (November 2009) 15Among wireless subscribers who have received mobile marketing offers, 47 percent demonstrate brand recall and 94 percent of those remember the specific call to action. (November 2009) 16In addition, 34 percent of respondents said they received a marketing offer via SMS in the last 12 months, up from 28 percent in HipCricket's 2008 survey. (November 2009) 17The survey also notes the mobile web's continuing momentum as a consumer information resource--85 percent of respondents told HipCricket the mobile Internet is a valuable source for data that interests them. (November 2009) 18Twenty-one percent said they access it every day, and 37 percent report they browse the mobile web once a week. (November 2009) 19Moreover, 41 percent of respondents have visited a retailer's website via mobile device--70 percent were looking for store locations, 51 percent sought store hours, 39 percent wanted directions and 29 percent looked for coupons/promotions. (November 2009) 20
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