2. What are the trends?
• 58% of adult Americans have used a cell phone or
PDA to perform mobile non-data voice activities.
• 41% of adult Americans have logged onto the
Internet on-the-go.
• Overall, 62% of all Americans have some experience
with mobile access to digital data and tools.
2
3. What are the trends?
• Cell phones are very hard to give up.
- 51% of users said it would be harder to give up a
cell phone than Internet, television, landline
telephone, email or a wireless email device.
- Under 30 category leads the way.
3
4. What are the trends?
• What are people doing with their cell phones?
- 31% send text messages on a typical day.
- 15% take a picture.
- 8% send or receive email.
- 7% access the Internet for news, weather, sports
and other information.
• Overall, 32% of all Americans are doing one of these
things on a typical day.
4
5. What are the trends?
• Hispanics lead the way.
- 73% send text messages
- 71% take a picture
- 22% access the Internet for news and information
• Compare to Whites.
- 53% send text messages
- 56% take a picture
- 18% access the Internet for news and information
• Compare to African-Americans.
- 68% send text messages
- 57% take a picture
- 27% access the Internet for news and information
5
6. What are the trends?
• Let’s give these numbers context.
- 84% of English-speaking Hispanics have cell phones
- 74% of white Americans have cell phones
- 71% of African- Americans have cell phones
6
7. What are the trends?
• Activities are trending younger.
- 60% of 18-29 year-old users text on a typical day
- 31% take a picture
- 14% access the Internet for news and information
7
8. What are the trends?
• Cell phones are hard to give up
- 54% of Hispanics say their cell phone is the
hardest thing to give up
- 51% of African- Americans say that
- 49% of white Americans say that
- 62% of 18-29 year-olds say that
- 52% of 30-49 year-olds say that
8
9. What are the trends?
• What is the user profile?
- Internet user with Broadband at home
- Use a cell phone as your primary telephone
- Average income greater than $25,000
- Median age of 32
- Split evenly between high school, college or
graduate school education
- Either urban or suburban, but not rural
9
10. “Time was, people bought phones for
inherent traits--stylish facade,
Internet prowess, fancy camera.
Nowadays, we’re just as interested in
the downloadable little amulets that
bless the devices with special powers.”
-- Fast Company, May 2009
11. What is it with these
applications?
• It is app mania!
• The one billionth iPhone app was downloaded from
iTunes last month.
• There were about 80,000 apps available for the
BlackBerry before anyone had ever heard of the App
Store.
• Mobile phone apps are more personal, more social
and more portable than anything you can do on
your computer.
• Many apps are free and customers don’t seem to
mind the banner advertising that comes with them
(1-2% even click on them!).
11
12. The BlackBerry
• BlackBerry App World
- Social networking, news, travel, maps, video, music,
games and more.
‣ AOL Instant Messenger
‣ Bloomberg News
‣ iheartradio from Clear Channel
‣ Livestrong (daily calorie count)
‣ PrimeTime2Go (television shows)
- Purchase apps using PayPal
- Only available in US, Canada and UK
12
14. Google Android
• Developer-focused
- Open source
- All applications are created equal
- Applications can draw on any of the device’s core
functionality (text, making calls, using the camera)
14
15. Google Android
• Currently the #2 mobile web browsing platform in
the world (iPhone is #1)
• What does it allow you to do?
- Upload video directly to YouTube
- Upload pictures directly to Picasa
- A soft keyboard with autocomplete
- Can automatically connect to a Bluetooth headset
- Copy and paste function
- Over 5,000 applications currently available
- Locate when your friends are in your vicinity
• Expected to be running on 18 different devices by
the end of this year.
15
16. The iPhone
• 1.25 million iPhones shipped per month.
• 21 million users worldwide.
• Will be over 32 million iPhone users before the end
of 2009.
• App Store = >25,0000 programs.
• 5,000 new apps added/month.
• If an app becomes popular, selling it at $2.99 can
make developers millionaires very quickly.
- If an app gets on the top 100 list, sales go up by an
average of 250%.
• Of the apps for sale, most never seen by customers.
• The most downloaded apps reach 20% of the
iPhone users.
- Approx. 1% of the market where the iPhone is
available.
16
17. “There are more phones in the world
than personal computers, and the
opportunity presented by a highly
personal, one-to-one, always-on
communications device can’t be ignored.”
-- Advertising Age, March 30, 2009
18. Apps for marketing?
• In 2009, marketers will spend $391,000,000 on
mobile marketing efforts.
• In 2010, it is projected they will spend $561,000,000.
18
19. Apps for marketing?
• Build brand loyalty
- Entertainment/engagement
- Coupon delivery
• Make information easily accessible
- Store location (maps)
- Store information
- Product information
- Product promotion
- Event promotion
19
