Mobile Devices

Mobile Devices

Last Updated Saturday, 29 June 2013 20:17

Mobile / Smartphones

Travel bookings made through mobiles will amount to about $25 Billion by 2014 in the US, according to Google. Head of industry, travel, for Google, Siddharth Dabhade, in a conference organized by Travelclick and IDeaS in India, made an interesting presentation on the mobile influence in the Indian and US hospitality segment. Key findings includes the following: - By 2014, mobile revenue will be 18% of the online market and 8% of the total travel market. - In the US in 2012, 22% of the total travel bookings/purchases are from mobile websites, 12% from native apps and the rest from non-mobile sources. For 2011, these numbers were at 20% and 9% respectively. - In 2012, 14% of traveler have purchased extra travel services (ancillary) from mobile websites, 7% from native apps and the remainder are non-mobile sources. For 2011, these numbers were at 12% and 6% respectively. ( tnooz , April 2013) US travellers are a more affluent subset of the digital population, and are more likely than internet users in general to own tablets and smartphones, according to an eMarketer report ‘Marketing to Mobile Travelers: Device Usage During Travel Offers New Touchpoints'. Mobile devices are not just proliferating among travellers; they are constant travel companions. Prosper Mobile Insights surveyed US smartphone and tablet owners and found that as of March 2012 approximately 98% took their mobile devices with them on vacation; nearly four in five respondents in this group used them "all the time." And in-flight is very much a key time when travelers turn to their mobile devices. According to FlightView's "2012 Flyer Survey," more than four in five US travellers polled used their smartphones while flying. About two in five respondents used laptops when on a plane, and a similar proportion used tablets. Though smartphones are currently the dominant device in use on the plane, fliers are increasingly turning to their tablets. According to TripAdvisor's annual air travel study, 37% of respondents considered their tablet an "essential" in-flight accessory-a 5% increase from the 2012 survey. Indeed, Gogo, the most prevalent in-flight internet provider, released figures in December 2012 that showed tablets were already connected to the internet on planes slightly more than both laptops and smartphones. ( eMarketer , April 2013) The number of overall US searches on mobile phones and tablets rose 21%, with searches reaching a total of 113.1 million for mobile phones and 38.7 million for tablets in December 2012, according to a comScore study conducted between April and December 2012, on behalf of 15miles and Neustar Localeze, that asked mobile phone and tablet users about their search activity. And of those conducting searches, many are seeking out local information.

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Mobile Devices

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US mobile phone and tablet users who visit search/navigation sites or Apps, April-December 2012: - April 2012: 94.0 million via mobile phone and 31.4 via tablet - June 2012: 97.6 million and 32.1 million - August 2012: 103.6 million and 32.8 million - October 2012: 107.4 million and 34.7 million - December 2012: 113.1 million and 38.7 million By December 2012, comScore found that nearly 86 million people searched for information on local businesses via mobile, a 25% increase over the beginning of the eight-month period. More than half of these mobile local searchers said they researched on the devices because they were on the go and needed immediate information. This is not to say that local search has wholly moved onto mobile devices. 15miles' study found that the majority of PC local searches were conducted at the beginning of the search path. But another one-third of searches on PCs happened throughout the information-gathering process. Mobile phones and tablets, meanwhile, were more evenly split in the percentage of searches that happened at the beginning of and throughout the search process. Where mobile phones and tablets really showed their specific utility was in the share of local searches that ended on the devices-18% for each, compared with 4% of PC searches. It's notable that while tablets are increasingly seen as at-home rather than on-the-go devices, for local business searches, activity was very similar to mobile phones. Apps are also becoming a more popular means of conducting local searches, a further indication of mobile's growing role in local search. 15miles found that the number of app-based local searches nearly doubled in the past two years. Getting directions was a prime app search activity on mobile devices. Google Maps was the No. 1 app used for local searches on phones and tablets, at 35% and 25%, respectively. Interestingly, Facebook's app ranked second on both devices. Bing led the general search engine apps, with 17% using the portal on mobile phones and tablets. Again, on apps as well, local search activity on mobile phones and tablets continued to mirror each other somewhat closely. In terms of the features users want on local business search sites, address, phone number, hours of operation, maps and directions ranked high across PCs and mobile devices. Interestingly, compared with the PC, more consumers on tablets and mobile phones wanted to see ratings and reviews on local business search sites. This is likely because on mobile devices, users want to do the least amount of clicking. They want reviews front and center when they conduct a search. Similarly, respondents gave precedence to seeing promos and online discounts on local search sites on mobile devices over PCs. But perhaps what makes local search the most critical to businesses: conversion-especially on mobile. Around 77% of those who conducted a local search on either a mobile phone or tablet went on to make a purchase either in-store, online or over the phone. A lesser, but still notable, 59% of local PC searchers also converted. ( eMarketer , April 2013)

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Mobile Devices

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An infographic from marketing research company, Intela , provides some interesting data around mobile shopping habits in the US and UK, the type of purchases and users attitudes to mobile advertisements. Findings include: - 44% of the US mobile users are more likely to make a purchase over mobile than a year ago, in the UK this number is at 40% - 27% of men and 16% of women in the US are happy to spend $100+ per transaction - 1 in 3 users in UK are more likely to respond to ads on their mobile than any other device - For 1 in 3 users in the US, email is the key traffic source to make a mobile purchase - 1 in 4 users in the US buy travel products over mobile, in the UK the ratio is 1 to 5. ( tnooz , March 2013) Smartphones continued to drive the mobile landscape in the US in 2012, finally reaching 50% market penetration in 2012, according to comScore 2013 US Digital Future in Focus. The Android platform also hit a 50% milestone as it captured the majority of the smartphone market for the first time. ( comScore , February 2013) 75.9% of US mobile subscribers used text messaging on their mobile device in November 2012, according to comScore. Downloaded applications were used by 54.2% of subscribers (up 0.8 percentage points), while browsers were used by 52.1% (up 0.1 percentage points). Accessing of social networking sites or blogs increased 0.9 percentage points to 39.2% of mobile subscribers. Game-playing was done by 33.7% of the mobile audience, while 28.7% listened to music on their phones (up 0.4 percentage points). US mobile content usage (3 month average ending November 2012 vs. month average ending August 2012) - Total US mobile subscribers (smartphone and non-smartphone) aged 13+: - Send text message to another phone: 75.9% - Used downloaded apps: 54.2% - Used browser: 52.1% - Accessed social networking site or blog: 39.2% - Played games: 33.7% - Listened to music on mobile phone: 28.7% ( comScore , January 2013) Only 53% of all cell phone owners in the US have smartphones as their primary device, according to comScore. Over 110 Million cell phone users that have yet to migrate over from their feature phones. Well over 50% of new handset purchases are smartphones, which means that market penetration will continue to ascend for the foreseeable future. Tablets saw a meteoric rise these past three years, reaching 40 million units in the US seemingly overnight while it took smartphones about nine years to reach a similar level. With all of the options available, adoption will continue at breakneck speed, but as noted above, there is

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Mobile Devices

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still a long way to go before we hit saturation. ( comScore , December 2012) Generation Y (which it defined as consumers between the ages of 24 to 32) led the US in smartphone and mobile adoption, according to May 2012 research from Forrester . Nearly all Generation Y consumers owned a mobile phone of some kind and 72% owned smartphones. Nationwide 93% of Americans owned mobile phones, but just 50% owned smartphones, Forrester found. US mobile phone and smartphone penetration, by generation, May 2012 (% of internet users in each group): - Gen Z (18-23): 95% have a mobile phone / 64% have a smartphone - Gen Y Millennials (24-32): 97% / 72% - Gen X (33-46): 95% / 61% - Younger boomers (47-56): 92% / 39% - Older boomers (57-67): 89% / 28% - Golden generation (68-88): 85% / 16% TOTAL: 93% / 50% And these younger consumers aren't shying away from more expensive mobile devices. Generation Y is the only generation more likely to own an iPhone than any other handset; in all other age categories, Samsung either led or tied with Apple. LG, the third most popular mobile phone manufacturer, was particularly favored by older users, but was less popular with Generation Y than with any other age cohort. ( eMarketer , January 2013) In a number of web activity's categories, US consumers on a smartphone and on a PC behaved quite similarly, according to an analysis conducted in July 2012 by GfK Group on US consumers' web activity on a smartphone vs. on a PC.. Both PC and smartphone internet users spent a little under one-fifth of their internet time on email, and both allocated roughly a 10% share of time each to gaming and search. The most striking difference GfK found was that PC internet users were considerably less social than their smartphone counterparts. PC internet users spent a sizeable 18% of their internet time on social media activities, but on smartphones, social media truly dominated, accounting for a 31% share of internet time - nearly twice as much as the amount of time spent on email, the next most popular smartphone web activity. Clearly, social media is a prime reason smartphone users access the internet via mobile. On the other side, PCs remained the platform of choice for watching video, although the gulf between PCs and smartphones was considerably less wide. PC users spent 13% of their computer internet time watching video, while smartphone users spent just 9%. The other internet category consumers spent significantly more time on via PC? "Other." This suggests that there are still a number of miscellaneous internet tasks that users don't yet feel comfortable navigating on smaller-size phone screens-at least for now.

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eMarketer estimates that mobile accounted for 11.7% of daily media time in 2012, compared to about 25% spent online on nonmobile devices. As mobile usage grows, the activities internet users perform via their smartphone will account for a greater share of overall time spent online across all devices. Categories like mobile social usage will be the drivers and beneficiaries of this trend. ( eMarketer , January 2013) The most popular activity in the US for mobile users searching for restaurant info is simply finding a place to eat nearby, but many users also go beyond that. Young internet users are especially likely to associate their phones with food, with 32% of US millennials reporting to Te chnomic in August 2012 that they had checked menus on their phones. Gen Xers were about half as likely to do so, and just 8% of baby boomers said the same. A similar generation gap was present for other digital activities associated with restaurants, including following them on social media and checking in via mobile apps. One thing that might is the ability to order ahead via mobile phone, typically used at quick-service or fast-casual restaurants. Nearly a quarter of US smartphone and tablet users reported having done so in a September survey by Prosper Mobile Insights . More than six in 10 respondents said ordering ahead of time improved their dining experience at least a little bit (including 29% who said their experience was "a lot better").  ( eMarketer , November 2012) Mobile phones and tablets accounted for a combined 13.3% of total internet page views in August 2012, nearly doubling their share of traffic in just one year, according to comScore Device Essentials. Mobile phones drove 9% of page views during the month, while tablets accounted for nearly half of that at 4.3% share of page views. PCs continued to be the dominate source of online consumption driving 86.7% of all page views in August, but have seen their share of total consumption decline 6.4 points in the past year as consumers are turning to a growing number of devices to stay connected. ( comScore , October 2012) In the US travel apps were seeing the highest year-over-year growth of any industry or product-related app category in May 2012, at 116%, well above the growth in overall mobile app use (84%), according to a May 2012 Nielsen study ‘Courting Today's Mobile Consumer'. Growth in mobile app use among US smartphone users, by category, May 2012: - Photography: 123% - Travel: 116% - Finance: 105% - Communication: 98% - News & Information: 90%

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- Commerce & shopping: 89% - Entertainment: 85% - Social networking: 59% TOTAL MOBILE: 84% Travellers are showing a penchant for using their phones to do more than simply complete an on-the-go booking. For example, comScore 's "Mobile Travel Advisor" survey from February 2012 showed that US travellers were often using their smartphones for mobile hotel-related searches such as finding things to do nearby or places to eat near their hotel. Mobile hotel-related travel activities of US smartphone owners, February 2012 (% of respondents): - Looked up hotel address/directions: 29% - Looked up/researched attractions/things to do at my destination/near my hotel: 23% - Looked up/researched places to eat at my destination/near my hotel: 22% - Read a hotel review: 22% - Compared hotel prices & availability: 21% - Booked a hotel room: 18% - Received price alerts for hotels: 18% - Looked up/researched ground transportation at my destination/near my hotel: 17% - Canceled a hotel reservation: 10% In response, travel marketers are incorporating social check-in partnerships, concierge services, customized coupons and other in-destination services into travel apps to create customer service touchpoints and brand loyalty opportunities as well as ancillary revenue streams. These recommendations are relevant to locals as much as they are to tourists, making the apps more widely marketable. The trend toward mobile travel app usage points back to the fundamental nature of travel as a mobile activity. As smartphones proliferate, they'll more often be looked to as the go-to resource for travel information on the fly. ( eMarketer , October 2012) 95% of all mobile traffic for travel-related content comes from native mobile apps, with Google Maps being the clear category leader, accounting for 78% of all time spent in the travel category in June 2012, according to figures from Nielsen, Native app usage has been edging just ahead of mobile web usage among US smartphone owners in the last few months, but when it comes to the category of travel, mobile web use all but disappears from the map. And just as Google has come to dominate search, it looks to be carving out a similar position in travel, a mobile-friendly category by its nature: Google Maps - in its combined native app and mobile web forms - accounted for 78% of all time spent in the travel category in June 2012, with a total of 78 million app users, and another 17 million on mobile web. ( HOTELMARKETING.C OM , August 2012)

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More than 114 million people in the US owned smartphones during the three months ending in July 2012, up 7% versus April 2012, according to comScore. 75.6% of US mobile subscribers used text messaging on their mobile device in July 2012 (up 1.5 percentage points). Downloaded applications were used by 52.6% of subscribers (up 2.4 percentage points), while browsers were used by 51.2% (up 2.2 percentage points). Accessing of social networking sites or blogs increased 1.9 percentage points to 37.9% of mobile subscribers. Game-playing was done by 33.8% of the mobile audience (up 0.7 percentage points), while 28.3% listened to music on their phones (up 2.5 percentage points). ( comScore , September 2012) More than 110 million people in the US owned smartphones during the three months ending in June 2012, up 4% versus March 2012, according to comScore. 75% of US mobile subscribers used text messaging on their mobile device in June 2012 (up 0.7 percentage points). Downloaded applications were used by 51.4% of subscribers (up 1.4 percentage points), while browsers were used by 50.2% (up 0.9 percentage points). Accessing of social networking sites or blogs increased 0.8 percentage points to 36.9% of mobile subscribers. Game-playing was done by 33.4% of the mobile audience (up 0.8 percentage points), while 27.6% listened to music on their phones (up 2.3 percentage points). ( comScore , August 2012) Among US users of mobile Wi-Fi hotspots in Q2 2012, more than six in ten tagged their social media status updates, photo uploads or other posts with their location, according to mobile audience media company JiWire .   Users' likelihood of location tagging was heavily dependent on age, with as many as three-quarters of younger adults doing so. Among those ages 55 and up, taggers' share fell to 44%. But even in the 35-to-44 age range, more than two-thirds of users tagged posts with their location, and more than half of 45- to 54-year-olds did so, too. Facebook was the most popular social network among all respondents, with 91% using it, and 88% of that group said they location-tagged posts. More than seven in ten Google+ users said the same, as did 68% of Twitter users and 60% of Instagram users. Demographic and behavioural profiles of those who location-tagged posts on the social sites varied in several ways. Nearly half of respondents told JiWire that they location-tagged their posts in order to notify friends and family about where they were, while 31% said social sites simply make it easy to do so. Nearly a quarter, however, said they did not know why they engaged in the behaviour. This could point to a novelty factor that might wear off over time, or be another symptom of the ease with which social sharing services encourage location-tagging. ( eMarketer , August 2012) 234 million Americans age 13 and older used mobile devices for the three-month average period ending in April 2012, according to comScore, Inc.. comScore also estimates that 107

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Mobile Devices

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million people owned smartphones during the same period, up 6% versus January 2012. In April 2012, 74.1% of US mobile subscribers used text messaging on their mobile device, while 50.2% used downloaded applications. Mobile Content Usage (3 Month Avg. Ending Dec. 2011) - Total US Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+: - Sent text message to another phone: 74.1% (-0.5 percentage point compared to the 3 month avg. Ending Jan 2012) - Used downloaded apps: 50.2% (+1.6) - Used browser: 49.0% (+0.5) - Accessed social networking site or blog: 36.0% (+0.3) - Played Games: 33.1% (+1.3) - Listened to music on mobile phone: 25.8% (+1.3) ( comScore , June 2012) Almost half of all local travel searches completed on a mobile device in the US were related to transportation, according to a Q1 2012 report by mobile-local ad network xAd . Travel agencies accounted for another 25% of searches, tours and attractions constituted 14% of searches and 12% of searches related to lodging and resorts. xAd also examined mobile-local search data in the three subcategories of hotels and lodging, car rentals and airlines, finding relatively high clickthrough rates (CTR) for all. The CTR for ads shown after an airline search was an impressive 17.8%, followed by 17% for car rental searches and nearly 10% for hotel and lodging searches. According to the report, the leading secondary action (the user's next action after an initial click) for both car rental and airline searches was the placement of a phone call to a business, at 73% and 89%, respectively. For hotel searches, more than three-quarters of secondary actions consisted of looking at maps and getting directions. These secondary actions are the result of reluctance among consumers to navigate brand websites on a mobile device. Instead of dealing with an inconvenient interface on a small screen, customers preferred to call businesses directly. In the case of those performing hotel or lodging searches, consumers turned to map and directions apps to find the information they sought. In both instances, users sought the most efficient path, underscoring why brands seeking to secure bookings from mobile customers must focus on optimizing local search with a click-to-call button in results. ( eMarketer , May 2012) One in two mobile subscribers had a smartphone in May 2012 and that figure is moving steadily upwards, according to Nielsen. The figure reached 40% roughly a year ago.   By most measures, it has been the year of the App once again, driven mostly by the rise of Android and iOS users who have more than doubled in a year and account for 88% of those

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Mobile Devices

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who have downloaded an app in the past 30 days. In just a year, the average number of apps per smartphone has jumped 28%, from 32 apps to 41. Not only is the 2012 smartphone owner downloading more apps, they are increasingly spending more time using them vs. using the mobile web - about 10% more than last year. Some things haven't changed, however. The Top Five Apps continue to be Facebook, YouTube, Android Market, Google Search, and Gmail. And smartphone owners spend just about the same amount of time on apps each day (37 minutes a day in 2011 compared to 39 minutes today). Finally, privacy continues to be a concern with the vast majority (70% in 2011 and 73% in 2012) expressing concern over personal data collection and 55 percent wary of sharing information about their location via smartphone apps. ( nielsenwire , May 2012) Almost half (49%) of online leisure travellers who use mobile phones are either very or somewhat uncomfortable making mobile purchases that require them to enter their credit or debit card number, according to PhoCusWright's Mobile Hits the Mainstream: Leisure and Business Travel Trends . The same percentage (49%) is similarly uncomfortable about completing purchases by using a mechanism in their phones. These figures suggest that simply altering the payment logistics may do little to alleviate lingering anxiety over mobile transactions. ( PhoCusWright FYI , March 2012) Nearly 116 million Americans will use a smartphone at least monthly by the end of 2012, up from 93.1 million in 2011, according to eMarketer. By 2013, they will represent over half of all mobile phone users, and by 2016, nearly three in five consumers will have a smartphone. US smartphone users and penetration, 2010-2016: - 2010: 62.2 million (26.9% of mobile phone users / 20.2% of population) - 2011: 93.1 million (39.2% / 29.7%) - 2012: 115.8 million (47.7% / 36.6%) - 2013: 137.5 million (55.5% / 43.1%) - 2014: 157.7 million (62.5% / 48.9%) - 2015: 176.3 million (68.8% / 54.2%) - 2016:192.4 million (74.1% / 58.5%) The smartphone class is not defined by age, gender, income or race. Instead it is defined by its members' shared behaviours. Understanding the common behavioural traits that unite the class makes members easy to recognize and underscores the influence this class of consumers is having on how Americans communicate, consume media and shop. One of those behaviours is to always be "snacking." The smartphone class doesn't tolerate dull moments; members turn to their phones for instant gratification. Depending on their mood in the moment, gratification might mean completing a quick task or finding a fun distraction. For marketers, this rising content consumption means an increasing number of touchpoints where they can reach consumers. eMarketer forecasts double-digit growth in mobile gaming as well as

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music and video consumption among the smartphone class through 2015. ( eMarketer , May 2012) Almost half (49.7%) of US mobile subscribers owned smartphones in February 2012, according to Nielsen. This marks an increase of 38% over last year; in February 2011, only 36% of mobile subscribers owned smartphones. This growth is driven by increasing smartphone adoption, as more than two-thirds of those who acquired a new mobile device in the last three months chose a smartphone over a feature phone. Overall, Android continues to lead the smartphone market in the US, with 48% of smartphone owners saying they owned an Android OS device. Nearly a third (32.1%) of smartphone users have an Apple iPhone, and Blackberry owners represented another 11.6% of the smartphone market. Among recent acquirers who got their smartphone within the last three months, 48% of those surveyed in February said they chose an Android and 43% bought an iPhone. ( nielsenwi re , March 2012) Growing from zero just a few years ago, US mobile leisure/unmanaged business travel gross bookings reached nearly US$2.6 billion in 2011, representing 2.4% of the US online travel market, according to PhoCusWright report "Mobile Hits the Mainstream: Technology and Industry Trends". By 2013, that share is projected to grow to 6.5%, when mobile bookings (excluding managed corporate bookings) will represent 2.6% of the total US travel market. While mobile bookings will remain a small share of the total travel market over the next two years, the dollar values being transacted are substantial, exceeding $8 billion in 2013, according to eMarketer. ( PhoCusWrig ht , February 2012) 234 million Americans age 13 and older used mobile devices for the three-month average period ending in December 2011, according to comScore, Inc.. comScore also estimates that 97.9 million people owned smartphones during the same period, representing 40% of all mobile subscribers. In December 2011, 74.3% of US mobile subscribers used text messaging on their mobile device, while 47.6% used downloaded applications. Mobile Content Usage (3 Month Avg. Ending Dec. 2011) - Total US Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+: - Sent text message to another phone: 74.3% (+3.2 percentage point compared to the 3 month avg. Ending Sep 2011) - Used downloaded apps: 47.6% (+5.1) - Used browser: 47.5% (+4.6) - Accessed social networking site or blog: 35.3% (+3.8) - Played Games: 31.4% (+2.6) - Listened to music on mobile phone: 23.8% (+2.9)

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( comScore , February 2012) More than 26 million mobile phone users will turn to smartphones in the US over the next two years, according to eMarketer. This will help putting the devices in the hands of more than half of all US mobile users by 2014. US smartphone users, 2012-2014: - 2012: 106.7 million (44.0% of mobile phone users) - 2014: 133.0 million (52.8%) ( eMarketer , February 2012) In the US, whether or not you have a smartphone is closely related to both how old you are and how much money you make, according to a Nielsen survey in January 2012 of more than 20,000 mobile consumers. While overall smartphone penetration stood at 48% in January 2012, those in the 25-34 age group showed the greatest proportion of smartphone ownership, with 66% saying they had a smartphone. In the same age group, 8 out of 10 of those that purchase a new device in the last three months chose a smartphone. Among those who chose a device in the last three months, more than half of those under 65 had chosen a smartphone. But age isn't the only determinant of smartphone ownership. Income also plays a significant role. When age and income are both taken into account, older subscribers with higher incomes are more likely to have a smartphone. For example, those 55-64 making over 100K a year are almost as likely to have a smartphone as those in the 35-44 age bracket making 35-75K per year. Smartphone penetration by age, January 2012: - 18-24 age group: 62% of all subscribers - 25-34 age group: 66% - 35-44 age group: 58% - 45-54 age group: 45% - 55-64 age group: 33% - 65+ age group: 22% ( nielsenwire , February 2012) More than 75% of the US population now subscribe to a mobile phone service, according to eMarketer and nearly 114 million consumers are expected to access the internet via mobile in 2012. But since many marketers are just launching mobile programs, uncertainties abound, including whether consumers prefer mobile apps or the mobile web. While the debate rages over that question, a Jumptap study of ad requests served over the past year shows a slight lead for the mobile web. But ads served to both the web and mobile apps are growing at a similar rate. In a

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press release, Jumptap points out that for marketers trying to decide whether to build an app or mobile site, the answer clearly depends on the audiences they're looking to target. It indicates that marketers don't have to have either to advertise; explaining that even if an advertiser doesn't have an app or a mobile website, they can still have a mobile landing page. A study by Yahoo! and Ipsos presents a different answer to the question of whether consumers prefer apps or the web. Their findings show that it depends what activity consumers are performing. Mobile internet tasks for which US smartphone users use a mobile app vs. Browser, 2011 (% of total): - Shop: 73% browser / 27% (App) - Search: 63% / 37% - Entertain: 60% / 40% - Manage: 46% / 54% - Inform: 39% / 61% - Navigate: 35% / 65% - Connect: 31% / 69% People overwhelmingly use a mobile browser for shopping, searching and accessing entertainment via their smartphones. But when they are navigating or acquiring information, apps are preferred. ( eMarketer , February 2012) Half of US smartphone users have now scanned a QR code at least once, according to research from Chadwick Martin Bailey , but findings suggest marketers have still not proven their value to consumers. As QR codes pop up in more places, awareness of them is growing, and many users seem to learn what they do before learning what they are called. Chadwick Martin Bailey found that while just 21% of internet users surveyed in October 2011 had heard of QR codes before, more than four in five knew one when they saw one. QR codes are becoming hard to miss, even for those without a smartphone. Data from mobile marketing firm Nellymoser indicates that well over 90% of the top 100 magazines in the US have featured at least one mobile barcode since May 2011; as recently as November 2010, just 9% had. The proportion of ad pages in those magazines that now feature mobile barcodes hovers around 5%. That doesn't even touch on the presence of QR codes in outdoor advertising, in-store signage and packaging, or business cards-all among the top places smartphone users have scanned QR codes from, according to Chadwick Martin Bailey. With QR codes seemingly all around them, smartphone users' top reason to scan one was out of simple curiosity (46%), followed by the hope for more information (41%). Reasons that US smartphone users have scanned QR codes, October 2011: - Curious what it would do: 46% of respondents

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- Get more information (e.g. about the company, product, deal event, etc.): 41% - Take advantage of a discount or coupon or free gift: 18% - Gain access to exclusive content: 16% - Buy something: 6% - Other: 3% ( eMarketer , January 2012) 35% of mobile users either like (22%) or love (13%) location-based check-in services, matched by the proportion who either do not like (8%) or do not understand (27%) the services, according to a December 2011 report from JiWire. Data from the "Mobile Audience Insights Report Q3 2011? indicates that men are more likely than women to enjoy check-in services (39% vs. 30%), while women are 50% more likely to not understand the services (33% vs. 22%). Younger users also tend to report greater enjoyment: 46% of those ages 24 and under either like or love the services, compared to 40% of those aged 25-44 and 29% of those aged over 45. The most popular check-in categories include restaurants, hotels, pubs/bars, and health clubs. ( MarketingCharts , December 2011) US mobile commerce sales (including travel) surged 91.4% in 2011, to reach $6.7 billion, according to eMarketer. Continued strong growth will boost sales to $31 billion in 2015. More smartphone users, greater consumer comfort with mobile shopping and an increasing number of retailers launching mobile sites and apps will all play a part in propelling m-commerce sales. This will help US m-commerce sales grow at a compound annual rate of 55% from 2010 to 2015, including 73.1% growth expected this year. US M-Commerce sales, 2010-2015: - 2010: US$3.5 billion (+118.8%) - 2011: US$6.7 billion (+91.4%) - 2012: US$11.6 billion (+73.1%) - 2013: US$17.2 billion (+48.3%) - 2014: US$23.7 billion (+37.8%) - 2015: US$31.0 billion (+30.8%) In 2011 mobile shopping became synonymous with smartphone shopping. The percentage of mobile shoppers who were smartphone users jumped to 93%, from 75% in 2010. As people trade in their feature phones for smartphones they will naturally take advantage of their devices' powerful capabilities for doing a range of mobile activities, including shopping and buying. US mobile shoppers, 2010-2015: - 2010: 39.5 million (of which 75.2% are smartphone shoppers) - 2011: 55.9 million (of which 93.1% are smartphone shoppers)

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Mobile Devices

Last Updated Saturday, 29 June 2013 20:17

- 2012: 72.8 million (of which 94.3% are smartphone shoppers) - 2013: 87.6 million (of which 95.1% are smartphone shoppers) - 2014: 99.4 million (of which 95.3% are smartphone shoppers) - 2015: 111.7 million (of which 95.9% are smartphone shoppers) Completing a purchase via mobile is less popular, with only 26.8 million mobile users estimated to have done so in 2011, but that number too will rise quickly, to 61.8 million in 2015. eMarketer indicated that purchases from mobile phones still account for a tiny share of total ecommerce sales. However, in some retail categories like flash sales and tickets, retailers report a much higher share of sales coming from mobile users. ( eMarketer , January 2012) 234 million Americans age 13 and older used mobile devices for the three-month average period ending in September 2011, according to data from comScore MobiLens study that surveyed more than 30,000 US mobile subscribers. 87.4 million people in the US owned smartphones during the three months ending in September, up 12% from the preceding three month period. Google Android ranked as the top smartphone platform with 44.8% market share, up 4.6 percentage points from the prior three-month period. Apple secured the #2 position, growing 0.8 percentage points to account for 27.4% of the smartphone market. RIM ranked third with 18.9% share, followed by Microsoft (5.6%) and Symbian (1.8%). In September 2011, 71.1% of US mobile subscribers used text messaging on their mobile device, up 1.5 percentage points. Browsers were used by 42.9% of subscribers (up 2.8 percentage points), while downloaded applications were used by 42.5% (up 3.0 percentage points). Accessing of social networking sites or blogs increased 2.4 percentage points to 31.5% of mobile subscribers. Game-playing was done by 28.8% of the mobile audience (up 1.9 percentage points), while 20.9% listened to music on their phones (up 1.9 percentage points). Mobile content usage in the US, 3 month average ending September 2011 (Total US mobile subscribers - smartphone and non-smartphones - aged 13+): - Send text message to another phone: 71.1% (+1.5 percentage points compared to the 3 month average ending June 2011) - Used browser: 42.9% (+2.8) - Used downloaded apps: 42.5% (+3.0) - Accessed social networking site or blog: 31.5% (+2.4) - Played games: 28.8% (+1.9) - Listened to music on mobile phone: 20.9% (+1.9) ( comScore , November 2011) While only 43% of all US mobile phone subscribers own a smartphone, the vast majority of those under the age of 44 now have smartphones, according to Nielsen's third quarter survey of mobile users. In fact, 62% of mobile adults aged 25-34 report owning smartphones. And among

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Mobile Devices

Last Updated Saturday, 29 June 2013 20:17

those 18-24 and 35-44 years old the smartphone penetration rate is near 54%. Other groups show slightly lower penetration rates. Around 40% of 12-17 year-old teens and 40% of 45-54 year-olds reported owning a smartphone, as opposed to a more basic feature phone. After younger adults, the segment with the second fastest-growing smartphone penetration rate is those aged 55-64. Smartphone penetration among this older group is only 30%, but it jumped 5% this quarter. As the smartphone market continues to expand, Android remains the most popular smartphone operating system in the US, with 43% of the market, while Apple is the top smartphone manufacturer, with 28 percent of smartphone consumers sporting an Apple iPhone. ( nielsenwir e , November 2011) 234 million Americans age 13 and older used mobile devices for the three-month average period ending in August 2011, according to comScore.  During this period, 84.5 million people in the US, up 10% from the preceding three month period. 70% of US mobile subscribers in August 2011 used text messaging on their mobile device, up 1.0 percentage points. Browsers were used by 42.1% of subscribers (up 2.3 percentage points), while downloaded applications were used by 41.6% (up 3.0 percentage points). Accessing of social networking sites or blogs increased 2.3 percentage points to 30.9% of mobile subscribers. Game-playing was done by 28.5% of the mobile audience (up 1.6 percentage points), while 20.7% listened to music on their phones (up 2.1 percentage points). ( comScore , October 2011) iPhone's user base has changed significantly since its debut nearly five years ago. Due to tiered pricing and greater network availability, not only has iPhone adoption skyrocketed, but it has begun to move beyond the early-adopter audience. For instance, the device has gained popularity among women and consumers ages 45 and older, according to comScore. Two years ago iPhone users were predominantly male, accounting for 63% of the user base. Today, women are adopting the iPhone at a fast rate and now account for 48% of the user base, according to comScore. According to the report, the 25-to-34 age group remains a sweet spot for iPhone, roughly one-third of the device's user base. However, the age group has dipped slightly in number-from 33% in 2009, down to 29% in 2010. Demographic profile of US iPhone users, July 2011 (% of respondents in each group): Gender - Male: 52% - Female: 48% Age - 13-17: 6% - 18-24: 17% - 25-34: 29%

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Mobile Devices

Last Updated Saturday, 29 June 2013 20:17

- 35-44: 20% - 45-54: 14% - 55-64: 7% - 65+: 7% Income -