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. (See here for 2010 post) So, I’m starting afresh and focusing specifically on notable mobile facts starting with these:
A mobile marketing strategy is a must-have for retailers - and, I would venture, anyone that sells products to consumers. In fact, with today’s predictive marketing capabilities, retailers and marketers can target purchase intenders at the time and place of potential purchase.
- As of July 2011, 77% of teens have a cell phone (Teens, Smartphones & Texting).
- Older teens ages 14 to 17 are substantially more likely to have a cell phone than younger teens ages 12 and 13 – 87% of older teens have a cell phone, compared with 57% of younger teens.
- 23% of teens have a smartphone; 54% have a regular cell phone (or are not sure what kind of phone they have), and another 23% of teens do not have a cell phone at all.
- Overall, half (49%) of all American teens have gone online on their mobile phones in the last 30 days.
- The bulk of teens are 12 or 13 when they get their first cell phone (see: Is the age at which kids get cell phones getting younger?)(September 2009).
- See more in the Teens, Smartphones & Texting report.
Teens and Communication choices (July 2011, except where noted) – Pew Research:
Texting dominates teens’ general communication choices. Overall, 75% of all teens text, and 63% say that they use text to communicate with others every day.
- 39% of teens make and receive voice calls on their mobile phones every day.
- 35% of all teens socialize with others in person outside of school on a daily basis.
- 29% of all teens exchange messages daily through social network sites.
- 22% of teens use instant messaging daily to talk to others.
- 19% of teens talk on landlines with people in their lives daily.
- 6% of teens exchange email daily.
Teens and Texting (July 2011, except where noted) – Pew Research:
The volume of texting among teens has risen from a median 50 texts a day in 2009 to 60 texts for the typical teen text user.
Older girls remain the most enthusiastic texters, with a median of 100 texts a day in 2011, compared with 50 for boys the same age.
Click here for more on what teens do with their phones.
26% of American teens of driving age say they have texted while driving, and 48% of all teens ages 12 to 17 say they’ve been a passenger while a driver has texted behind the wheel (September 2009 survey; see Teens and Distracted Driving)
This is the year of the Tablet:
About 68.7 million tablets shipped worldwide in 2011, according to IDC, which forecasts 106.1 million units to ship this year (April 17, 2012)
Smart Phones have reached the tipping point:
86% of mobile internet users are using their devices while watching TV. Are people fast forwarding through your commercials or engaging with their smart phones while they’re on? If so, has your commercial motivated them to do something related to your brand or prompted them to do something else to pass the time?
In December 2011, Google celebrated their ten billionth Android app download, and now new research from mobile app analytics firm Distimo reports that there are 400,000 apps available in the Android Market. (Scroll all the way down for a post about Android apps reaching 90,000 in July 2010!)
Free apps make up a considerable portion of that 400,000, and Distimo’s research indicates that the ratio of free to paid apps has jumped from 60% to 68% over the last eight months. Distimo pegs the prevalence of free apps on the current popularity of the freemium app economy, which also isn’t much of a surprise considering the potential payouts inherent to the model.
Mobile Is a Hotbed of VC
Mobile marketing was the most active segment within digital advertising for mergers, acquisitions and investments in 2011, according to a new report from marketing and media investment bank Petsky Prunier.
The iPad Revolution:
Only 13% of Web Traffic Is Mobile:
While mobile devices are expected to surpass laptops and desktops for accessing the Internet, they account for only 13% of web traffic today (still not shabby). This is due in part to the lack of mobile optimized websites, a situation that is changing. Within the 13%, more than 80% of comes from iPhone and iPads:
40% of Mobile Phones Are Smart Phones (Source: Nielsen)
Becoming the Primary Means for Accessing the Internet
Mobile devices and connected TVs are expected to overtake personal laptops within the next year as a means for accessing the Internet. I hope your website is optimized for mobile and mobile search…
“I Love My MacBerry” - Literally
- A study using MRI scans showed evidence of not only addiction to iPhones but also Love. (I admit it. I’m hopelessly hooked. I’m even willing to put up with the fact that my AT&T iPhone often hangs up on me. Is that a sign of codependency?)
iPads, iPhones, iPods and More – How Many Were Sold in Apple’s 4Q 2011
- The Company sold 17.07 million iPhones in the quarter, representing 21 percent unit growth over the year-ago quarter.
- Apple sold 11.12 million iPads during the quarter, a 166 percent unit increase over the year-ago quarter. (That’s 20.37 million iPads in Apple’s fiscal 2011 2H – ALONE, which does not include what will likely be a huge holiday purchase season for the device, and annualizes to 44.5 million per year)
- The Company sold 4.89 million Macs during the quarter, a 26 percent unit increase over the year-ago quarter.
- Apple sold 6.62 million iPods, a 27 percent unit decline from the year-ago quarter.
iPads, iPhones, iPods and More – How Many Were Sold in Apple’s 3Q 2011
- 9.25 million iPads were sold during Apple’s 3rd quarter, 2011, up 183 % vs. year-ago (That would annualize to 37 million per year.)
- 20.34 million iPhones were sold, up 142 percent vs. year ago (That’s a pretty nice stat – and impressive given growth of the Android. A testament to the dramatic growth of smartphone in general)
- (That means that nearly 30 million iPads and iPhones were sold this quarter.)
- 3.95 million Macs, up 14 percent vs. year-ago (iPads cannibalizing Macs. I would say, “yup.” Especially laptops – by all manufacturers – and, perhaps MacBook Airs. I think the Christmas season is going to blow the current iPad number out of the water)
- 7.54 million iPods, a 20 percent unit decline from year-ago. (I saw a young man on the subway today using the iPhone as an iPod with headphones – ironic as he had to hold the relatively large device.)
- Nearly 30 million iPhones and iPads were sold. Compare that to less than 4 million Macs (laptops and desktops, up only 14 percent vs. year-ago) – and less than 8 million iPods, DOWN from year ago. iPads and iPhones seem to be cannibalizing laptop, desktop and iPod sales.
- More than twice as many iPads sold as Macs. iPads are definitely cannibalizing laptop sales
- iPad sales equivalent to 1/2 iPhone sales
- In sum, iPads are HOT. They’re starting to reach a tipping point from: it’s cool to have one to it’s not cool not to have one (I hope that made sense, i.e., it’s becoming embarrassing to not have one – I predict I’ll give into peer pressure within the year at most)
- Quite a large increase in iPhone sales given growth of Android penetration; hence, it seems that the overall pie is heating up
Source: Apple 3Q earnings report
Being Mobile at Home
Don’t mistake mobile device usage with being mobile… A good chunk of time spent with smart phones, PDAs, iPads, eReaders and other such devices is spent at home. Think about it. Picture your well-wired friend – or maybe it’s you – with a laptop before you, a smartphone in your hand, an iPad on the sofa beside you, and an Internet connected TV shimmering its HD (or 3D) images from across the room. In fact, the latest data from ComScore shows that tablets have the highest share of traffic for digital news consumption during evenings, beating out computers (as well as smart phones) in at-home news consumption. (Source: Moxie Pulse) Moreover, GlobalWebIndex data suggests that, globally, half of those who access the mobile web do so from home or work, rather than while traveling or “roaming,” or while in a public place.
91 MM Americans Use Mobile Search
Overall, more than 91 million US consumers use the Internet through a mobile device at least monthly, and this increase in on-the-go web usage goes hand in hand with more search activity, particularly for local content. 20% of mobile search users do so almost every day.
Meanwhile, the debate between App and Wap (ok, browser) continues, with mobile search engine usage currently exceeding search via apps by 70% as of August 2011 – According to Yahoo! and Ipsos, via eMarketer.
Facts from Jimmy Wales at OMMA Global (September 26, 2011)
- One out of every two Americans owns a smartphone [whoah, that's DOUBLE the 25% shown for Q2 2010 if you scroll down]
- 15.1 million tablets shipped worldwide (I have seen other numbers for this metric that I will add to this post… Ok, eMarketer is estimating 24MM for 2011 and 46MM in 2012)
Android is #1 U.S. Mobile Operating System – Q2 2011
- As of June 2011, the Android operating system accounted for 39% of the total U.S. mobile market, making it the #1 mobile operating system in the country.
- Apple maintains its share of 28% share, while Blackberry OS from RIM (Research in Motion) has fallen from market leadership (nearly 40% in 2009 – scroll down) to third position with only 20% market share.
- These three operating systems (representing 87% of the market) are followed by Windows Mobile/WP7 (9%), Palm/HP Web OS (2%), and Nokia’s Symbian OS (2%)
- Apple is the leading handset maker in the United States whilst Android is the top mobile operating system. (Nielsen)
- Apple overtook Nokia to become the world’s leading smartphone vendor in July (Nielsen research and IDC figures)
- According to a report by the NPD Group, the Android operating system accounted for 52% of the smartphones sold in the second quarter of 2011, up from 36 percent sold in Q1 2011 according to previous data by Gartner.
Quickened my gait. Felt the raindrops!
Jumped a bus. Arranged the devices as best I could. I’ve seen this before…
Pulled the cord. Leapt to the pavement.
Dashed three blocks in my Pliner wedge sandals. Running between the raindrops, as my mother likes to say.
Made it home!
Watched the people scurry to safety from my window. Watched the light show from my desk.
I recently flew to Atlanta on Delta Airlines to attend orientation for my new role as Managing Consultant with Capgemini Consulting. I must admit that I was not looking forward to flying Delta. Given the choice, I typically fly JetBlue or, when the occasion presents itself, Virgin America – the Apple of air travel.
The last time I flew Delta was coming back from Florida. The trip was uneventful but somehow stressful. I had flown JetBlue there and even though they lost my luggage for a day, they handled it so nicely, I went away with a really good feeling – a good customer experience.
The time before last I flew Delta to Las Vegas, and I recall spotting a mouse in the waiting area. So, my expectations were not high.
When I arrived at the Delta terminal, however, I was blown away by the technology. In the waiting area of the gate was a high white table with what looked like iPads, available for passengers to use, as well as plugs for charging their own devices. It looked like something you might find at a trade show or conference. Very slick and modern.
When we boarded the plane, we were informed that there would be in flight wifi available. But not just available. Free. What? You’re giving me something free on a domestic flight? I promptly booted up my new iPad to check it out. Aha. The free wifi was sponsored. Brilliant. A much better business model than asking passengers to pay $15 or $20 for access. And a much better consumer experience. After all, I’m telling all of you about it.
And as for the advertiser, well the advertiser got a captive audience that visited a sponsored web page to activate the coverage. Moreover, the page had an opt out lead generation component so that users would be added to the company’s mailing list unless they unchecked the box.
In addition to this on screen and direct marketing component, the advertiser had a short promotional video incorporated into the in flight television entertainment.
All in all, I thought it was an excellent program. A win win for all involved, And a reason to give Delta a second look.
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)
- 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)
- 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)
- 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
- 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)
- 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)
- According to AndroLib.com, there are now 90,000 Android apps – and that number is expected to reach 100,000 shortly -AndroLib.com, July 10, 2010
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
I can’t help it! When I’m watching “The Big Bang Theory,” and Leonard’s “Mom” holds her soda can just a little too long and a little too high, and the can remains visible for 5 minutes of the show, then it must be a product placement. It’s a bit of a game, a bit of an art to spot, so I’m reopening my log of potential spottings. I hope you’ll join me. (See also part I of this compilation: ”Spot the Placement; Place the Spot”)
- How I Met Your Mother – Ted has already used Bing (the search engine) twice before the first commercial break. Once to look up the route from their bar to a steakhouse where Woody Allen is eating and then to look up the website where people rate their professors. (October 11, 2010)
- Big Bang Theory – Fresca, Fanta, Fiji Water- in the lunchroom at work – all other beverages have no labels; Fiji water especially well placed – full on label exposure.However, watching episodes a year after I wrote this bullet, it seems that the product placement was there when the episode was new but not for repeats. Is that possible (see below)
- America’s Got Talent, June 22-ish, 2010 – Filmed at Universal Theme Park in Orlando. As with Ugly Betty below, lots of opportunities for shameless promotion and touring of the park, e.g., the host on the rollercoaster or next to the Jaws shark.
- Reality shows are fantastic venues for product integration. The book “Buyology” has some great examples, however, about how brands can overshadow each other in programs like “American Idol.”
- Rules of Engagement, June 7th, 2010 – Kiehl’s moisturizer on Audrey’s nightstand. Could be for character definition. In any case, awfully prominent, as in the only thing on the nightstand, just inside the shot and positioned so that you could read the label.
What do you think? Is Kiehl’s helping to define Audrey’s character, or is CBS helping to promote Kiehl’s?
- Colbert Report, June 8th, 2010 – Colbert wearing a lab coat with a big Lexus logo on the back during piece about Consumer Reports.
- Colbert Report, June 7th, 2010 – Microsoft’s Bing search engine agreed to donate $2,500 to a charity of Stephen’s choice every time he said the word, “bing.” The show raised $100,000 for the Gulf of America Fund.
- Ugly Betty and the Atlantis Paradise Island resort – the December 4th episode was one long, albeit beautiful, advertorial for the Atlantis resort in the Bahamas, interrupted only by, well, ads for the Atlantis resort in the Bahamas. There was even an entire scene designed around the famous water slide. If it weren’t for the MEMORABLE footage of the dastardly but oh so hot Connor Owens wearing minimal wardrobe, it might have been too much. Ugly Betty is a great vehicle for brand integration. And I understand that the Latin American version, which takes place in an advertising agency, milks the product placement cow even more completely.
- Big Bang Theory, September 21, 2009 – new Diet Pepsi can – 3rd act of “Big Bang Theory.” The can is – for me – one of five characters in the scene.
- Big Bang Theory, September 22, 2011. Interesting to me that they drink Fiji water in the cafeteria but always have it facing the other way.
- Millionaire Matchmaker: 2011 NYC season – interesting interstitial in which she goes on a shoe shopping binge at Jeffreys. Seemed natural at first; then it made me wonder. She likes dropping names. She went with her stylus/make up artist friend. I suspect she was promoting her as well. Reality TV – the advertising gods gift to brand integration.
- Chips Ahoy cookies in the new Planet of the Apes film. A key plot element. (September 30, 2011)
- Boardwalk Empire – Canadian Club. I saw a beautifully done window “billboard” on the glass of Beacon Liquor next to the Beacon Theater – has the appearance of being etched into the glass. (October 1, 2011) Arresting – at least to me – and despite unfortunate placement of window pane. However, evidentially controversial:Through a marketing partnership with Canadian Club, which HBO calls “a brand authentic to the period,” the pay-TV network has been placing Boardwalk Empire displays and window signs in some real-world liquor stores and wine shops. The campaign also includes bar events, such as re-created speakeasies featuring a special cocktail menu. According to HBO Vice President of Brand Marketing Chris Spadaccini, the in-store displays feature crates of liquor with Canadian Club product and branding for the show. Some liquor store signs for the series have the appearance of being etched into the window glass.”Window displays are essentially street-level billboards, so these types of advertisements are helpful in reaching a broad audience,” Spadaccini said in an email about the ad campaign.But that approach — using liquor stores to target a wide range of consumers — marks what’s wrong with the campaign, according to David Jernigan, associate professor at the Johns Hopkins Bloomberg School of Public Health, and the director of the Center on Alcohol Marketing and Youth. “These are sources that children pass on the way to school. They can’t be turned off,” Jernigan says of the window displays, adding this campaign marks the first time he’s heard of a TV show advertising in liquor-store windows”See full article from DailyFinance:http://srph.it/hvwAiE
- Yes… but they’re not showing alcohol in the displays, just club soda. Thoughts?
- Glee and the Gap: The Feb. 8 episode of “Glee” had an extensive musical scene set in a Gap store
- Revenge TV Show promoting itself within bars and restaurants in the Hamptons – where the program is set
- I don’t believe that premium channels like Showtime sell product placement opportunities. However, if they did, I would spot a lot – including Dexter’s altercation with a Nescafe coffee machine. (Is Nescafe still around?)
- Colbert, Colbert, Colbert. He is the king of product placement.
For more examples, check out: Spot the Placement, Place the Spot