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THE MOBILE INTERNET IS AWESOME.!
www.flickr.com/photos/35798967@N08/3307330817
New research from Nielsen shows that 71% of
US consumers anticipate daily use of the
mobile internet within the next two years. !
The US has the highest mobile Internet usage in the world.!
Source: Bango February 2009
South Africa 5.4%
Egypt 1.7%
Sweden 1.1%
U.K. 20.3%
US: 29.3 %
Malaysia 1.4%
Spain 1.4%
Portugal: 1.2%
India 11.1%
others 21.6%
US Mobile Internet!Users !
140+ million
63 million
40
million
July 2008
January 2009
2013
Source: comScore & Parks Associates
www.flickr.com/photos/7178195@N03/3303687661
Daily mobile Internet usage doubled!in just !a year !
JAN 2009
22.4
million
Source: comScore
JAN 2008
10.8 million
www.flickr.com/photos/99005955@N00/3079166786
Why?!
Better Networks!
Better Devices!
Better Prices!Hardware! Services!
Better Education!Marketers!Consumers!
Better Reporting!
Better Reporting !(this kind too)!
Everyone’s using it...!
Source: Nielsen
US Mobile Internet User Profile (Age) !May 2008!
2%
9%
35-54
37%
27%
13%
12%
13-17
55-64
65+
18-24
25-34
…for a broad range of activities.!
www.flickr.com/photos/61672717@N00/3357034637
Used Business Directories! 2.45 million
Daily Mobile Internet Usage !Source: comScore, January 2009!
Movie Information! 3.07 million
Daily Mobile Internet Usage !Source: comScore, January 2009!
Traded Stocks or !Accessed Financial Accounts !
3.27 million
Daily Mobile Internet Usage !Source: comScore, January 2009!
Entertainment !News!
5.47 million
Daily Mobile Internet Usage !Source: comScore, January 2009!
Social Networking !or Blogs!
9.28 million
Daily Mobile Internet Usage !Source: comScore, January 2009!
News and Information!
22.4 million Daily Mobile Internet Usage !Source: comScore, January 2009!
Where’s it headed?!
www.flickr.com/photos/28322263@N07/3081830950
Richer interactions.!
Implications!• New reasons to explore and
discover…from need-based mobile
Web usage to plain old Web surfing.!
• Leverage rich-media assets. !
• New models for monetization.!
NOTE: Not all screens are created equal…so when designing
mobile websites with features designed to take advantage of the
latest and greatest features of the best devices (e.g. iPhone, G1,
BlackBerry Bold), you need to remember that many users are still
on older, slower phones and networks. They still need to be able
to access the most basic and important content – things like retail
locations, call centers or whatever is most relevant given the
context and campaign.!
Niche advertising inventory.!
Implications!• Highly targeted mobile sites with specific
audiences. Better targeting equals higher CPMs.!
• New ad units deliver rich-media experiences (e.g.
iPhone-specific banner ads).!
Savvier shopping.!
Implications!• Customers can cross-shop in-store.!
• Brick and mortar competing with online in
real-time (don’t have to wait to get home
to buy online).!
• Access to peer/customer reviews.!
• Will “price-matchers” like Best Buy start
honoring web-based offers at retail
locations? !
Location-aware communities.!
Implications!• Contextually-correct, location-specific
offers and services.!
• More handset manufacturers releasing
devices with embedded social networking
capabilities.!
• Social Search Engine – Instead of
searching for just any old hotel in New
York, or for a hotel chain that paid for
the keywords “hotel” and “New York”,
users can ask for the hotel where their
friends stay when they are in New York. !
Soon, consumers will assume you have a mobile site.!
And they’ll expect it to be awesome.!
SEE YOU ON THE INTERNETS...!
5THFINGER.COM!BLOG.5THFINGER.COM!
THUMBJOCKEY.COM!
TWITTER: @CONRADLISCO!
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