Mobile on the Move - Keeping Up with Mobile Consumers

 The mobile market is growing and changing at a phenomenal rate. Innovative marketers aren't waiting for perfect solutions, because there aren't any. They're jumping in, testing options, learning from results, and listening to their customers - wherever they go...

We offer the following up-to-the-minute market overview to help you evaluate your mobile strategy.

Widespread usage and rapid growth, especially in smartphones

According to Nielsen, there are now over 223 million U.S. cellphone users over the age of 13, and an estimated 40-50% of mobile devices sold in 2010 were smartphones. Nielsen expects smartphones to overtake feature phones in the U.S. by the end of 2011. Meanwhile, according to Informa Telecoms & Media, worldwide smartphone traffic will increase by 700% over the next 5 years. We can expect smartphones to be ubiquitous in the very near future.

Mobile ad network power plays
The mobile advertising network is in a similar state of rapid flux. Even as online ad spending surpasses newspaper ad spending for the first time in history, most experts believe mobile advertising will soon overtake both markets. Google's AdMob holds the lead with an estimated 59% of the market, but there are more than a dozen mobile ad networks, each with a unique value proposition. For a recent overview, check out this infographic. You can also find a continuously updated guide to mobile ad networks at mobiThinking.

So, what exactly are mobile users doing with their phones?
Here are some of the latest facts and figures about mobile consumer habits:

• In Q2 2010, 10% of mobile users -- that's 22 million Americans -- watched video on their phones. That's still a tiny fraction compared to TV watchers, but it's a 43% increase over 2009. (Nielsen)
• In a survey of consumers on the AdMob network, 45% of respondents said they used their mobile device for 2010 holiday shopping. 53% said they had used their phone to look up information on a product while in a store, and then later purchased the product online.
• 61% of smartphone owners and 52% of feature phone owners reported utilizing a games app in the past 30 days. (Nielsen)
• Smartphone app downloaders now have an average of 27 apps on their phones, up from 22 in December 2010. iPhone users have the highest average at 40 apps. (Nielsen)