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.
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.
As Eli Manning declares his plans to visit Disneyland, and New Yorkers bask in the afterglow of our ticker tape parade, I am still recovering from two intense weeks that were the Australian Open. (That’s tennis for those less obsessed than I.)
Thanks to ESPN2 and my Time Warner Cable DVR, I awoke every morning for two weeks to a Christmas morning of sorts, full of 10 some hours of tennis coverage. Putting aside the incredible athleticism, the fit and attractive main characters and the fashion considerations, just the fact that I had a window into beautiful summer weather made the tournament an uplifting addiction.
But there was more to it than that. When you spend so much time observing the drama that was those two weeks, it is only natural to have thoughts that beg to be shared. Shared with someone. Friends, yes, but also, my blog. (In great part because I have not had a chance to write in a while, so this offers great inspiration.)
So, some observations. We know that psychology is important to sports and that tennis, in particular, is as much a head game as a game of skill. In fact, I had the opportunity to have dinner with Tracy Austin a few years ago at which time she acknowledged that a primary reason she won her first U.S. Open is that she was too young to know what a big deal it was.
So back to the observations. Andre Agassiz observed that tennis is like life. And like Russian dolls. Points make up games. Games make up sets. Sets make up matches. Matches make up tournaments – in the same way that seconds make up minutes, make up hours and so on. And what I find so interesting is that as hard as you fight for a particular point or game or set, when it is over, you are back to square one. A set won 6-0 is equivalent to a set won 7-6 in a grueling tiebreaker. Hence, when a match is tied 1-1, it is completely equal. Except for this. The player who won the second set is pumped, even deliriously happy as when Nadal fell to his knees after winning the fourth set of the finals. And the player who won the first set, who came out of the gate flying, is dejected, frustrated, even angry. I noticed this especially when the young 21-year-old Canadian player Raonic was playing the “old” 30-year-old Layton Hewitt. Going into the break between the second and third sets, Raonic looked distraught and Hewitt invigorated. But, from a scoreboard point of view, they were equal. That’s what they mean when they talk about “momentum.”
What else? Well, if it is not already the case, then Novak Djokovic’s girlfriend (Jelena Ristic) needs to be approached by a clothing manufacturer or designer for product placement. All the players have logos galore, but she, who seems to be on screen more than anyone other than the two players, is left to her own impeccable taste to decide how to dress. (By the way, she’s gorgeous if you were not aware.) This is a missed sponsorship opportunity.
And, how about those tennis fashions? For some reason Adidas felt compelled to subject those they sponsor to a disturbing combination of peach and coral that even men on the courts in Central Park remembered two weeks later. My nephew, who plays wheelchair tennis competitively, tells me it’s because the manufacturers want to show off bright colors at this first summer event. But I found it cruel. It took me a while, by the way, to understand why so many players were wearing the exact same dress or style. At first I thought they might be from the same Eastern European nation. Then I realized it was Adidas. I imagine they feel that by having multiple players, who may not make it very far into the tournament, wear the same outfit, they get similar air time as they would if a highly seeded player wore it for many rounds. That said, the fact that the women’s tennis has become a game of “your guess is as good as mine” makes it hard to predict who might actually have significant airtime. Even Sharapova, who made it to the finals, went down in a quite brief 6-3 6-0 match.
But let’s get back to Nadal. Nadal has become my inspiration. Yes, he’s cute and cuddly and muscular and fit and a magnificent athlete… wait, where was I? Ah, right, inspiration. As one of the commentators observed, Nadal plays every point as if it is match point. No matter how unlikely it seems that he might win – as with the, sigh, U.S. Open of last year, he will never lose hope. He will never stop fighting. If Nadal (oh, and Djokovic too) can play a 6 hour final match, then I can (in theory), run for 45 minutes on the treadmill, or hold that tortuous yoga pose until the instructor lets me (please, for G-d’s sake) move on. So, somehow, even when Nadal loses. (And, don’t get me wrong, I’m still in mourning for this year’s final), I feel somehow inspired.
To expand upon that point, I have friends who are not Nadal fans. I don’t fully get it, but it’s true. Many are Federer fans. And I can appreciate that. He’s a class act. But it does make me wonder what makes someone a Nadal fan and others a Federer fan. (Putting Novak aside for the moment.) They are, after all, different. Nadal is wearing bright swaths of color. Lime green and sporty blue – on simple (high tech) t-shirts. Federer’s shirts all have collars. (Federer has Rolex as his sponsor.) But I love Nadal. He’s PASSIONATE. And he’s physical in a warm way. When Federer first lost to him and was crying, Nadal put his arm around Federer’s neck and his head on his shoulder. (I could die!) When Nadal passed Novak on the grounds of the Ossie open, he patted his back rather than just shaking his hand. It’s these little things that appeal to me.
So, back to fashion. What’s up with the mismatched yet coordinated wristbands. One blue, one white. One black, one red. I don’t know. I can’t think of the colors, but it’s a thing. Someone ordained it. They take the colors from the tennis outfit and break them out into two wristbands. This meant, of course, that when Novak switched from his white shirt to his black shirt in the second or third set – also an interesting move – his blue wristband didn’t make sense, as it was not reflected in the shirt.
So…. what was supposed to be a quick post feels like it could go on and on – much like the 6 hour final, so I must end it somewhat arbitrarily and abruptly. I hope you’ve enjoyed my tennis musings – brought to you thanks to the coverage of ESPN2 (and the Tennis Channel) and the DVR functionality of Time Warner Cable.
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