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Source: Mobile Marketing Association

What You Need to Know About Mobile Marketing. MIDDLE ESTIMATE. UPPER ESTIMATE. LOWER ESTIMATE. Mobile Spending to Reach $2.16 Billion in 2010. The Mobile Marketing Association produced three estimates—low, medium and high—to project spending on mobile marketing this year.

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Source: Mobile Marketing Association

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  1. What You Need to Know About Mobile Marketing MIDDLE ESTIMATE UPPER ESTIMATE LOWER ESTIMATE Mobile Spending to Reach $2.16 Billion in 2010 The Mobile Marketing Association produced three estimates—low, medium and high—to project spending on mobile marketing this year Source: Mobile Marketing Association

  2. What You Need to Know About Mobile Marketing Phones Take On the PC Among various demos, mobile phone penetration is equal to or greater than internet penetration Source: Insight Express, June 2009; *Pew Internet & American Life Project, Generations Online, January 2009

  3. What You Need to Know About Mobile Marketing U.S. Household Cellular-Only Penetration For almost one-quarter of all households, the mobile device has supplanted the landline of U.S. households have no landline, only mobiles 21% Source: The Nielsen Co.

  4. What You Need to Know About Mobile Marketing MOBILE CONTENT CONSUMPTION BY PHONE TYPE: AVERAGE MOBILE USER IPHONE SMARTPHONE Devices Impact Behavior Smartphone users most likely to use phones as multimedia devices; iPhone users do more of everything iPhoneusers are more than four times as likely as non-smartphone users, and 30% more likely than other smartphone users, to use web search Source: comScore MobiLens

  5. What You Need to Know About Mobile Marketing The iPhone Is Less A Phone Than A Multimedia Device iPhone owners use the device for many more activities than just talking IPHONE USER 60 minutes per day AVERAGE US CELL PHONE USER 40 minutes per day Source: iSupply Consumer Trak Survey, 2009

  6. What You Need to Know About Mobile Marketing SMARTPHONE UNIQUE USERS FEATURE PHONE Mobile Media Penetration by Device Type Nielsen projects the mobile internet (WAP) audience is 65 million; 32 million consumers access apps and 18 million access video 18M 32M 65M Source: The Nielsen Co., Q4 2009

  7. What You Need to Know About Mobile Marketing Touchscreen Penetration Penetration of devices with touch technology increased 130% year over year of mobile devices now have touchscreens 17% Source: comScore MobiLens. Three-month average ending January 2009

  8. What You Need to Know About Mobile Marketing SMARTPHONE FEATURE PHONE Smartphone Penetration; Projection (All Subscribers) Nielsen data show smartphones are being adopted rapidly. At current growth rates, Nielsen projects they will surpass 51% penetration by Q3 2011. Smartphone penetration among recent adopters 28% Source: The Nielsen Co.

  9. What You Need to Know About Mobile Marketing U.S. Mobile Usage by Functionality Not all mobile users are consumers of mobile media (using a browser, downloading apps or content) Decrease in ‘just talkers’ in past year 18% Source: comScore MobiLens. Three-month average ending September 2009

  10. What You Need to Know About Mobile Marketing Advertising Networks’ Share of Market Ad network metrics, April 12, 2010 Source: Ground Truth

  11. What You Need to Know About Mobile Marketing RIM Leads U.S. Smartphone Share, Motorola All Mobile Share Apple may dominate the headlines, but it accounts for just 4% of all mobile phones and 25% of smartphones HANDSET OEM SHARE, JAN 2010* OEM SMARTPHONE SHARE, JAN 2010* *Does not include HTC, largely an “ODM” for carrier-branded handsets but increasingly promoting devices under its own brand. Source: comScore

  12. What You Need to Know About Mobile Marketing Application Categories by Number of Apps Available Games, entertainment and books are most commonly available iPhone apps Source: MobClix iPhone app tracker

  13. What You Need to Know About Mobile Marketing 17 OR YOUNGER 18-24 25-34 35-44 45-54 55 OR OLDER Devices and Platforms Have Distinct Demographic Skews Android phones currently skew male, while the iPod Touch is most likely to be used by consumers under the age of 17 GENDER BY PLATFORM: MALE FEMALE AGE BY PLATFORM: Source: AdMob survey of 963 consumers administered on its network, February 2010

  14. What You Need to Know About Mobile Marketing Will the App Get Used? On average, only 32% of apps are still retained after 60 days; games, social and entertainment have low retention rates, while news boasts high retention Source: Flurry, September 2009

  15. What You Need to Know About Mobile Marketing Smartphone Are Being Used For a Variety of Retail-Related Activities Percentage of smartphone owners who have ever used the device to... Source: Compete Smartphone Survey, Q3 2009

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