Mobile Facts Change So Fast – 2010

On at least three occasions, I have written posts that incorporated a summary of notable stats about mobile apps and the mobile space in general to set the scene for a topical discussion.  But the facts change so fast that I was continuously updating the posts, and the posts had a tendency to grow and grow at the rate of foursquare subscribers.  So, I’m breaking 2010 into its own post.  It’s not meant to relegate it to the past because it’s not only fascinating but important to see from whence we’ve come.  So feel free to compare these stats and info graphics to those in the 2011-2012 post.

Smartphone Penetration and Share Q3 2010

  • Twenty-eight percent of US mobile subscribers have smartphones as of Q3 2010, according to data from The Nielsen Company
  • 41% of recent mobile phone acquirers have smartphones
  • Among US smartphone owners, the Apple iPhone OS has practically caught up to the market-leading RIM Blackberry OS, with 28% and 30% marketshare
  • Google’s Android OS is now at 19% and growing.
  • The Android is less than 2 1/2 years old – AndroLib.com

Smartphone Penetration and Share 1st Part of 2010

  • Droid outsold Apple: In the first half of 2010, Google-powered Android phones outsold Apple’s iPhone in the U.S. (Nielsen)
  • Among consumers who purchased a smartphone in the first half of 2010, 27% opted for Android phones, compared with 23% who bought an iPhone. Android’s total market share of 13% still lags well behind both Apple (28%) and Research in Motion, maker of the BlackBerry (35%).
  • Look at Droid go!  Look at Droid grow!

App vs. WAP

  • The discussion of Apps vs. WAPs is heating up with the growth of the Android market and the number of Android champions – Motorola, Sony Ericsson, Google, etc.  The advantage of the mobile app is that it can tap into other mobile apps – and, for me, it’s just cleaner and faster to get to.  The advantage of the WAP (wireless application protocol) is that it can be richer and closer to the online experience.
  • Apple has revolutionized the mobile space by spurring the development of 200,000+ mobile apps for Apple platforms.  Google is calling the browser the “killer app” for mobile that will eradicate the need for developers to create different apps for each platform: Apple, Android, etc.  Personally, I don’t see the app marketplace going away any time soon.  The use of browser applications may increase as connectivity speed increases (says the poor woman with the AT&T service plan), but I would advise my clients to cover their bases with iPhone, iPad, Droid, and WAP versions – at the least.

Apple’s Spring Season (quarter ending June 26th, 2010)

  • Apple sold nearly 12 million iphones and ipads in the quarter ending June, 2010
  • 3.5 million Macs and 8.4 million iPhones were sold, with  iPhone sales increasing 61% versus year ago.
  • The Company began selling iPads during the quarter, with total sales of 3.3 million.
  • iPod sales declined 8% versus year ago, tapping out at 9.4 million units

Apple’s Summer Season (quarter ending September 25th, 2010)

Apple sold:

  • 3.89 million Macs (+ 27 % vs. YAGO)
  • 14.1 million iPhones (+ 91 %)
  • 9.05 million iPods (-11%) – looks like iPhones are cannibalizing iPods
  • 4.19 million iPads (that means 7.49 million since introduction last quarter)

RIM sold 12.1 million units in their last reported quarter – as a point of comparison

Apple achieved its highest revenue ever this quarter ($20.3 billion)

Apple Apps

  • As of September 1, 2010, there are at least 250,000 third-party applications officially available on the App Store, with over 6.5 billion total downloads (“Apple Special Event” via wikipedia)
  • As of June 22, 2010, there were more than 11,000 new applications created exclusively for the iPad (Apple)
  • This does not include “unauthorized” iPhone apps
  • There is a category of apps developed to help people discover… apps.  Notable examples include: AppMiner, BargainBin and StoreExtend for finding bargains and seeing what’s new; Apple’s own iPhone Apps Recommendations and Genius offerings; and Appsfire, Appsaurus, Appolicious, Apptizr and Chomp for recommendations and reviews.
  • iPhone customers who go to the App Store download almost twice as many programs as those who use Google Inc.’s Android Market or BlackBerry’s App World, according to a study from Nielsen Co. (via Bloomberg, September 13, 2010)

How Wired Are We – U.S.?

  • There were 291 million U.S. wireless subscribers as of June 2010
  • 93% of Americans have a mobile phone
  • The number of consumers accessing the mobile Internet in the United States has jumped from 54 million in May 2009 to 72 million in May 2010, a year-over-year increase of 33 percent (Nielsen)
  • Multipurpose smartphones that allow users to access the web and email as well as run thousands of apps and share text and picture messages reached 25% of the U.S. mobile market in June 2010, up from 23% in the prior quarter and 16% just one year ago (data from The Nielsen Company published on its blog Nielsenwire). By the end of 2011, Nielsen predicts smartphones to overtake feature phones in the U.S. market.

How Wired Are We – Globally?

  • There are approximately 5 billion mobile phones in the world; that’s more than two mobile phones for every three people on the planet.  (4.6 billion at the end of 2009; 4.7 billion according to U.N. in February; expected to reach 5 billion in 2010)
  • There are currently 636 million mobile subscribers in India, representing 65% of the population.  The subscription base is expected to reach full penetration by 2014, creating a market of 1.2 billion mobile subscribers. (Telecom Regulatory Authority of India – TRIA, Gartner, Informa Telecoms and Media – July and May 2010)

Ad Networks for Sale

  • In November 2009, Google purchased AdMob for $750 million
  • In January of 2010, Apple acquired Quattro Wireless for $275 million
  • After stating that Google and Apple overpaid for their acquisitions, RIM opted not to purchase Millenial Media for the ad network’s $400-500 MM asking price

The All Elusive Mobile Metrics and Analytics

  • Nokia acquired Motally, an analytics firm that provides companies with data that helps them profile their customers – August 20th, 2010

Mobile Advertising

  • US mobile ad spending is expected to increase nearly 80% in 2010 to reach $743 million. eMarketer estimates that mobile ad spend will exceed $1 billion in 2011 ($1.1 billion) (eMarketer, October 2010)
  • Brand recall rates from mobile marketing are 20 times greater than for the web and 10 times greater than for direct mail (HipCricket via Mobile 4 Franchises – October 26, 2010)

Mobile Health

  • 70% med students own iPhone/iTouch, + 39% vs. 2009. 24% plan to switch to Android –ePocrates, summer 2010
  • Stanford School of Medicine has given an iPad to every incoming student in the Class of 2014.
  • According to an interview with Manhattan Research’s Monique Levy posted on the blog sitePixels and Pills, nearly 75% of physicians have smart phones – 3 times the general population.
  • According to Manhattan Research, as reported on darkdaily.com, smartphone penetration among physicians is expected to reach to 82% by 2011, with more than half that number using the devices for such tasks as administrative work, continuing medical education, and patient care.
  • 20% of physicians plan to get an iPad within the first year of its introduction – Epocrates, February 2010
  • 20 million U.S. adults are accessing health information from cell phones, smart phones or PDAs – a number that has doubled in the last year (March 2010, mmm)

Android Apps

That actually took me quite by surprise.  I had heard and believed estimates that there would be 150,000 Android apps by the end of 2010 back, I believe, in late 2009 or at the start of the year.  But during Internet Week, I was hearing numbers closer to 40,000 (apps available at that time) and over a recent dinner with Sony Ericsson execs, the number I was hearing was 60,000.

But Sebastien Chalmeton tweeted this morning that Android had surpassed the 100K mark – on about the same day that foursquare passed the 2 million mark, by the way, so I am hereby sharing that up to date mobile stat.

However… on July 14th, I attended a talk by a Google mobile executive, and the number he was given by Google PR was, in fact, 65,000, which is more consistent with what I had been hearing  I will have to circle back with AndroLib to understand the discrepancy.  Quite a contrast with Apple’s App Store – single provider, single source of data.  Does Droid have that kind of walled garden approval structure?

  • A year ago, there were 10,000 Android apps - AndroLib.com, July 10, 2010
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