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Home / Mobile marketing tools / Stats corner / Global mobile statistics 2012: all quality mobile marketing research, mobile Web stats, subscribers, ad revenue, usage, trends…

Global mobile statistics 2012: all quality mobile marketing research, mobile Web stats, subscribers, ad revenue, usage, trends…
February 2012: The essential compendium of need-to-know statistics. Beware of media hype and mobile myth – put your mobile strategy on a sound footing with the latest research from credible independent experts. Global mobile subscribers, handset sales, smartphone market share, mobile Web usage, mobile apps, mobile ad spend, top mobile operators and mobile financial services.

LATEST UPDATE (February, 2012): Adds… • Mobile devices shipments 2011: Nokia remains number one. • Smartphone shipments: Samsung is top dog. • Smartphone operating systems Android is nearly half smartphones shipped. • Global Web hits from mobile devices. • Cellular subscriptions worldwide: 6 billion. • Latest subscriber stats for top three countries: China and Indianow account for over 30 percent of world subs, both rapidly approaching 1 billion and dwarfing subs in third-place USA. •Global and regional Mobile Web usage stats: 1.2 billion active mobile-broadband subscriptions worldwide; Asia is top region; Top 10 mobile Web countries: South Korea and Japan lead in mobile broadband penetration. • VC investment in mobile in 2011: $6.3 billion or 42.4 percent of total budgets. • Top US mobile ad networks by revenue are Google, Millennial Media, Apple, Yahoo!, Microsoft and Jumptap. • Google’s $2.5 billion in annual revenue from mobile advertising. • eBay expects customers to buy and sell $8 billion of merchandise in 2012. • PayPal expects to see $7 billion in mobile payment volume in 2012.

The mobiThinking compendium of mobile statistics and research
The stats, all the stats and nothing but the stats… In the past two years, we have gone from a smattering of mobile statistics to an abundance of useful information. But there's still a long way to go, there are still huge gaps in our knowledge, some countries enjoy a proliferation of data sources, while others have little or none; and the quality of statistics varies incredibly. As telecoms regulators and industry associations start to collect and share meaningful data, things will only get better. An unfortunate side effect of the media’s recent surge of enthusiasm for mobile in the past year is a tendency to highlight data of dubious quality (often when better is available), and/or widespread misunderstanding, misreporting and failure to qualify figures they have cherry-picked. This isn't just misleading and confusing, it's damaging. If brands are persuaded by hype to divert funds into niche, ill-thought-through mobile projects and then get burnt, the whole mobile business suffers. This mobile stats compendium – which is regularly updated - hopefully goes some way to putting right some of the sins of the last few years. But please remember that even the best quality independent statistics are speculative to some degree – stats are not facts. • If you use any of the stats, please remember to source and link to both the analysts and to mobiThinking. Please do not republish more than 5 percent of the content without seeking permission. • Thanks to all the analysts, associations and regulators that continue to send us their research. Please keep us updated: editor(at)mobiThinking.com. • Be the first to know when we add new stats: @mobithinking

The Compendium of global mobile stats received 470,000 Pageviews in 2011, check out mobiThinking‟s other top content: Most popular content on mobiThinking in 2011. Also see:
• The Guide to mobile awards – 75 video case studies from winners at Global Mobile Awards • Cannes Lions • MMA Awards etc. • Guide to mobile ad networks – 18 top mobile ad networks profiled in full. • Guide to mobile agencies – 12 leading mobile agencies profiled in full. • Guides to the world‟s top mobile markets – in-depth guides to 11 countries. • 19 video interviews from New York and London – 19 leading mobile experts share their tips and experience. • Guide to mobile events – discounts and free tickets to be won for must-attend mobile events.

―We had more than 425 million mobile monthly active users in December 2011. In 2011, mobile usage of Facebook increased in markets around the world, including major developed markets such as the United States where smartphone penetration grew rapidly… Improving our mobile products and increasing mobile usage of Facebook are key company priorities that we believe are critical to help us maintain and grow our user base and engagement over the long term. We expect consumers around the world will continue to increase the amount of time they spend and the information they share and consume through mobile devices.‖ – Facebook IPO statement (February, 2012).

Those statistics in a nutshell:

N.B. This bit is just a taster, an introduction/index, scroll down or follow the links to be taken to in-depth coverage of all the stats, with tables and links to all the sources, below. PART A: Mobile subscribers; handset data; mobile operators 1) There are 5.9 billion mobile subscribers (that's 87 percent of the world population). Growth is led by China andIndia, which now account for over 30 percent of world subs, • What other medium offers that reach? 2) Mobile devices sales rose in 2011, with smartphones showing strongest growth, Nokia remains the number one handset manufacturer, but Samsung is now the leading smartphone hardware vendorAndroid is now the top smartphone operating system. • Feature phones sales (let alone ownership) still outnumber smartphones 2:1. If your mobile strategy doesn’t include feature phones, it doesn’t include most of your customers. 3) Top mobile network operator for subscribers and revenues is China Mobile; for average revenue per user is 3UK; for lowest monthly churn is NTT DOCOMO Japan; and for proportion of revenues from data is Smart Philippines. • But it’s not all good news. Mobile operators in developed countries could run out of profit in the next two to four years if they do not change their business models. • All these stats in detail below… PART B: Mobile Web; users; 3G coverage 1) There are now 1.2 billion mobile Web users worldwide, based on the latest stats for active mobile-broadband subscriptions worldwide; Asia is top region. 2) South Korea and Japan lead in mobile broadband penetration with 91 and 88 percent respectively. 3) Mobile devices account for 8.49 percent of global Website hits. 4) Many mobile Web users are mobile-only, i.e. they do not, or very rarely use a desktop, laptop or tablet to access the Web. Even in the US 25 percent of mobile Web users are mobile-only. • Still think you don’t need a mobile site? 5) The drivers of mobile Web and mobile media are: (i) Web-enabled handsets - by 2011, over 85 percent of new handsets will be able to access the mobile Web. In US and W. Europe, it is already surpassed that. Lots of new handsets support 3G (fast Internet). • N.B. smartphones are only a fraction of Web-enabled phones. (ii) High-speed mobile networks - almost one in five global mobile subscribers have access to fast mobile Internet (3G or better). (iii) Unlimited data plans - Widespread availability of unlimited data plans drove mobile media in Japan, now it’s driving the US; but in W. Europe, lack of availability is holding up progress. • All these stats in detail below… PART C: Mobile marketing, advertising and messaging. 1) SMS is the king of mobile messaging 8 trillion text messages will be sent in 2011. But consumers are also embracing mobile email, IM and MMS rapidly. A2P - application to person SMS e.g. automated alerts from banks, offers from retailers, m-tickets is expected to overtake person to person SMS in 2016. • Is your opt-in CRM database part of that revolution? 2) Mobile ad spend worldwide is predicted to be US$3.3 billion in 2011 sky rocketing to $20.6 billion in 2015, driven by search ads and local ads. In the US over half of U.S. mobile ad spending is local. Asia – Japan particularly – continues to dominate global mobile ad spend. • With US$2.5 billion in annual mobile ad revenues Google is the main recipient of mobile ad spend. 3) To what types of mobile marketing do people respond best? In the UK and France opt-in SMS gets the best results, in Germany mobile Web ads get the best results. • All these stats in detail below… PART D: Consumer mobile behavior 1) What do consumers use their mobiles for? Japanese consumers are still more advanced in mobile behavior, using mobile Web, apps and email more, but US or Europeans text and play more games. Most popular mobile destinations are news and information, weather reports, social networking, search and maps. • In all countries surveyed more consumers used their browser than apps and only a minority will use Web or apps exclusively. 2) US consumers prefer mobile browsers for banking, travel, shopping, local info, news, video, sports and blogs and prefer apps for games, social media, maps and music. 3) Mobile searches have quadrupled in the last year, for many items one in seven searches are now mobile. • Did you know 71 percent of smartphone users that see TV, press or online ad, do a mobile search - will they find your mobile site or your competitors’? • All these stats in detail below…

PART E: Mobile apps, app stores, pricing and failure rates 1) Over 300,000 mobile apps have been developed in three years. Apps have been downloaded 10.9 billion times. But demand for download mobile apps is expected to peak in 2013. 2) The most used mobile apps in the US are games; news; maps; social networking and music. Facebook, Google Maps and The Weather Channel (TWC) rule. • But does reality match the hype around apps? The average download price of a mobile app is falling rapidly on all vendor app stores, except Android. And 1 in 4 mobile apps once downloaded are never used again. • All these stats in detail below… PART F: Mobile payment, NFC, m-commerce, m-ticketing and m-coupons 1) Paying by mobile i.e. m-payments will be worth US$240 billion in 2011 and could be over US$1 trillion by 2015. Purchasing digital goods is the largest segment ahead of physical goods, near-field communications (NFC), m-banking and money transfer. Biggest market today is Japan, but in the future could be China. 2) Japan sets the precedent for m-payment 47 million Japanese have adopted tap-and-go phones, but is expected to take off elsewhere as the world adopts NFC. In China alone, there will be 169 million users of tap-and-go payments in 2013. 3) M-commerce is predicted to reach US$119 billion in 2015, Japan remains king. Top m-commerce retailers globallyinclude: Taobao, Amazon and eBay. The US m-commerce market will be US$31 billion by 2016. • 1 in 8 mobile subscribers will use m-ticketing in 2015 for airline, rail and bus travel, festivals, cinemas and sports events. • All these stats in detail below… PART G: Mobile financial services (MFS) and m-banking Between 500 million and 1 billion people will access financial services by mobile by 2015, depending on estimates. The MFS market will be dominated Asia, driven by mobile operator-led initiatives in developing nations to bank the unbanked.Remittance/transfers by mobile is growing three times faster than m-banking. • Will MFS be mobile's killer application? • All these stats in detail below…

―In the last twelve months, customers around the world have ordered more than US$1 billion of products from Amazon using a mobile device," – Jeff Bezos, founder and CEO of Amazon.com (July 2010).

Those statistics in more detail:
PART A: Mobile subscribers; global mobile handset and smartphone market share; world‟s top five operators

1) At the end of 2011, there were 6 billion mobile subscriptions, estimates The International Telecommunication Union (2011). That is equivalent to 87 percent of the world population. And is a huge increase from 5.4 billion in 2010 and 4.7 billion mobile subscriptions in 2009. • Mobile subscribers in the developed world has reached saturation point with at least one cell phone subscription per person. This means market growth is being driven by demand developing world, led by rapid mobile adoption in China and India, the world's most populous nations. These two countries collectively added 300 million new mobile subscriptions in 2010 – that’s more than the total mobile subscribers in the US. • At the end of 2011 there were 4.5 billion mobile subscriptions in the developing world (76 percent of global subscriptions). Mobile penetration in the developing world now is 79 percent, with Africa being the lowest region worldwide at 53 percent.

Key Global Telecom Indicators for the World Telecommunication Service Sector in 2011 (all figures are estimates) Glob Develop Developi Afric Arab Asia CIS & al a ed ng Stat Pacif

Europ The e Americ

7 % 14.7 % % 73.520 433 349 2.5% Fixed broadband subscriptio 591 ns (millions) 319 272 1 8 243 27 160 145 .0 % 484 31 48 421 42 336 286 56.6% 1.159 494 665 12 35 511 74 242 268 16.8% 11.5 % % 103.0 119.9 % 143.5% 8.5% Active mobile broadband 1.8% 53.3 % 39.7 % nations es ic as 4.6 % 39.186 701 subscriptio ns (millions) Per 100 people 17.3 % 10.7% 13.1% 30.0 96.461 ns (millions) Per 100 people Fixed telephone lines (millions) Per 100 people 86.5% 3.9 % 54.981 1.8% 78.8% 13.3% 1.4% 9.nations Mobile cellular subscriptio 5.897 399 741 969 117.0 % 26.1% 28.

This will happen more quickly in developing nations (if it isn’t happening already) where fixed Web penetration remains low.9 million subscribers (102. • India: 884 million subscribers (73 percent of population) in November 2011. With stats like this. up 154 million from November 2010.2% 9. In developed nations.5% 25. Regardless of the timescale. Jan 2012). • USA: 322.8% 0. this will happen more slowly. it is easy to see why the experts predict that mobile Web usage will overtake PC-based Web usage.8% 15. China Telecom via: mobiThinking 3) There were 11.4 percent of population) in June 2011 (CTIA). 66 percent of mobile subscribers are urban dwellers. 2) 30 percent of the world‟s mobile users live in India and China.6% 25. Mobile broadband outnumbers fixed broadband 2:1. 118 million of these are 3G users.5% Source: International Telecommunication Union (November 2011) via: mobiThink ing • mobiThinking note: Mobile subscriptions outnumber fixed lines 5:1 (more so in developing nations). IDC believes that mobile Web usage will not overtake PC Web usage in the US until 2015. Subscribers in each country are rapidly approaching 1 billion. Both dwarf the number of subscribers in third place USA. Mobile subscribers in China by operator November 2011 Operator China Mobile China Unicom China Telecom Total Subscribers 644 million 196 million 123 million 963 million 3G users 48 million 37 million 33 million 118 million Sources: China Mobile. China Unicom. this inevitability makes your mobile Web strategy more important than your PC Web strategy in the long term. .1 percent more mobile devices sold in 2011 compared to 2010.per 100 people 8.2% 2.7% 4. (TRAI. • China: 963 million subscribers (71 percent of population) in November 2011 (see table below for operator breakdown).2% 6.

9 24.1 27.0 % 21.4 ung 26.5 3.4 million handsets were sold in 2011.IDC (February 2012): 1.1 nics 5.551.7 443.0 579.9 % Sams 327.2 % 24.0 47.360. Top five mobile phone manufacturers. by 2011 global sales according to IDC Mar ket shar e 201 1 Mar ket shar e 201 0 Top three mobile phone manufacturers.7 8.1 35.2 47.6% ZTE 66.1 4.1 .1 280.9% 20.4 ng 20.6 % Others 552.4 100 1. Strategy Analytics (February 2012): 1.9 453.0 453. up 14 percent compared with 2010.0 100% Total 1.4 % Other 713. by 2011 global sales according to Strategy Analytics Mar ket shar e 201 1 Shipm ents Vend 2011 or (millio ns) Shipm ents 2010 (millio ns) Ann ual gro wth Shipm ents Vend 2011 or (millio ns) Shipm ents Market 2010 share 2010 (millio ns) Nokia 417.6 % % 3.1 % 7.9 s 46.5% LG Electro 88.0 % 32.6% Apple 93.546 100 1.2 % 6.5 % 30.3 % 50.546 million handsets were sold in 2011.6 % 31.0 % 33.0 % 21.5 3.3 % 42.3% Samsu 329.391.1 percent compared with 2010.1 17.6 Nokia 417.3 280. up 11.5 Apple 93.4 % 96.5 % % Total 1.7 % 116.5 100 11.551.2 % 6.

9% 15.8% Japan Sharp 25. Q4 2010.1% Spain Italy Nokia 47.4% France Samsung 34.0% Samsung 19. by market penetration. Q4 2010.8% Sony Ericsson 13.6% 38.7% Fujitsu 11.4% Nokia 20.4% Motorola 3 16.1% Sony Ericsson 18. December 2010 (Japan is December only).0% . according to ComScore 27% 33. according to ComScore USA Samsung 24.7% LG 10% LG 7. Smartphone penetration in is higher in developed nations than in the rest of the world. These estimates are based surveys conducted by ComScore in October.2% Proportion of population with a smartphone. Samsung in the US and Sharp in Japan. but even here the vast majority of devices are still feature phones.7% Sony Ericsson 10.6% Samsung 15. November. Top mobile manufacturers.% % % % Source: Strategy Analytics (Feb 2012) via:mobiTh inking Source: IDC (Feb 2012) 3b) The top device manufacturer by market penetration (rather than sales of new handsets – above and below) is Nokia in W.7% Samsung 17.4% 1 Nokia 47% Panasonic 2 LG 20.2% UK Nokia 30.Europe.3% Germany Nokia 33.3% Samsung 21.

0 15.4 48. by 2011 global sales according to IDC Mar ket shar e 201 1 Mar ket shar e 201 0 7.9 % 19.5 % Shipm ents Vend 2011 or (millio ns) Shipm ents 2010 (millio ns) Ann ual gro wth Shipm ents Vend 2011 or (millio ns) Sams 94.9 22. 5% Sams 97.8 % % Apple 93.2 15.2 128 % 42.7 7.8 % s 45.0% Apple 93.5 million units up 63.2 % % 32.7% 8.8 100.8 percent of all handsets shipped.5 10.1 22.9 % 19.0 47.Source: ComScore (February 2011) Survey group: 27. This makes smartphones 31. by 2011 global sales according to Strategy Analytics Mar ket Shipm Market shar ents share 2010 e 2010 (millions) 201 1 19. Top five smartphone manufacturers.3 15.9 21. This makes smartphones 31.3 percent from 2010.3 15.6 96. Strategy Analytics (February 2012): Total shipments in 2011 were 488.1 % Nokia 77.7 100.8 % 16. .9% Nokia 77.4% Resea rch In 51.4 million units up 61.0 47.1 Motio n HTC 43.0 Other 4.1 % 33.000 via: mobiThinking 4) Smartphone sales showed strong growth worldwide in 2011 IDC (February 2012): Total shipments in 2011 were 491.5 percent of all handsets shipped.5 % 310.7% 220.5 % Top three smartphone manufacturers.1 100.9 23.0 ung 19.4 ung 8.1 percent from 2010.

There are almost 6 billion mobile subscriptions worldwide (Source: ITU). 94 percent of all phones sold were not Apple. they were feature phones. shipped with Google’s free Android OS. 2010 and 2011.8% 19. • More analysis on all these numbers. Before media hype lulls you into focusing your marketing/development budget on smartphones or the Apple platform exclusively. only 16 percent of global mobile subscriptions.% Other 132.1 80. 61. smartphone sales is not the same as market penetration.3 s 26.3 0% % 100 % Total 491. Canalys (February 2012): finds that 48.1% Operating System Android iOS Symbian .1 48.7 0% % 5% 20.3 percent of handsets sold in 2011 were not smartphones. N. Worldwide smartphone market.7 93.5 299. % 7% 100.e.7 % 100. 4b) Android is the top smartphone operating system in 2011.2 million smartphones have been sold in total in 2009. • Previously Nokia was the leader in smartphones.9 63. by 2011 global sales according to Canalys Shipments 2011 Market share 2011 Annual growth (millions) 237.4 Total 488.1% 16.9 107. according to IDC i. • Canalys points out that smartphones now outsell PCs.5 100% Source: IDC (Feb 2011) Source: Strategy Analytics (Feb 2012) via:mobiTh inking • mobiThinking reality check on smartphones: The media tends to overegg the importance of smartphones and Apple in particular.4% 244% 96% -29. until its surprise decision to drop its Symbian OS in 2011. by operating system.B. consider this: 61. Market penetration of smartphones will be lower.8 percent of smartphones shipped in 2011. yet only 968. 304.

0% 183. costing mobile users a collective US$3.2 6. worms and malicious software used by hackers. • Juniper Research (August 2011): Less than 1 in 20 smartphones and tablets have third-party security software installed in them.BlackBerry Bada Windows Phone Others Total 51. • IBM X-Force named 2011 the year of the security breach.8 5.4% 62. Further reading: • The insider‟s guide to mobile security • Mobile security – implications for your business 6) The top five mobile network operators worldwide: by number of subscribers. let by sales to business: • Canalys: US $759.7% via: mobiThinking Source: Canalys (Feb 2011) 5) Only a fraction of smartphones and tablets are protected by security software. revenues. despite a steady increase in threats. 277 million mobile devices will have some kind of protection installed. according toPortio Research: Top five operators by different KPIs – worldwide Proportion of revenues Rank Subscribers Total Monthly Monthly . This is expected to change. 69 percent of this investment will be made by corporations concerned about corporate data is stored on mobile devices. monthly churn (i. such as code inserted into compromised mobile apps) vary greatly.7 10. Yet most smartphones and tablets have little security protection: • Canalys (October 2011): Only 4 percent of smartphones and tablet computers shipped in 2010 had some form of mobile security downloaded and installed. but all expects warn that it is growing very fast.8 million will be spent on security in 2011 alone.4% 1.3% 14. predicting that ―exploits targeting vulnerabilities that affect mobile operating systems will more than double from 2010‖.500 different types of mobile malware in 2010.6 billion. despite a rise in the amount of malware targeted at mobile devices. • BullGuard identified a staggering 2.1% -43.e. • Juniper: By 2016.5% 2.4 487.7% 1. monthly average revenue per user (ARPU). growing at 44 percent annually to be worth US $3 billion in 2015. loyalist customer base) and data as a percentage of total revenues.4 13.1% 100% 5. Estimates for growth of mobile malware (includes viruses.

revenues and costs associated with investing in high speed data networks.revenues ARPU churn NTT DOCOMO Japan derived from data 1 China Mobile China Mobile 3 UK Smart Philippines 2 China Unicom AT&T US Bouygues France Vodafone Ireland KDDI Japan Globe Philippines 3 Bharti Airtel India Verizon US SingTel Singapore SoftBank Japan 4 AT&T US NTT DOCOMO Japan O2 Ireland Chunghwa Taiwan NTT DOCOMO Japan 5 Verizon US Sprint US Orange Switzerland T-Mobile Germany KDDI Japan Source: Portio Research (June 2009) via: mobiThinking mobiThinking note on the Top fives: the most interesting thing is the predominance of Asian mobile operators coming top in both the customer loyalty and data revenues sections. demand and revenue trends remain the same) Worst case scenario Region median Best case scenario . 7) Mobile operators in developed countries could run out of profit in the next two to four years if they do not change their business models. This assumes current trends in demand for data. according to research by Tellabs/Analysys Mason (February 2011). Perhaps this represents different and longer-term priorities than the European networks that come top in average revenue per user. When mobile operators in developed economies are expected to run out of profit (if expenditure. (Note: the analysis in this report is based on 2008 revenues).

2015 Q2. Weather Channel (November 2011) in a video interview with mobiThinking. Currently we have television with over 110 million folks. Starwood Hotels • Scott Jensen. VP. 2014 Q1. Sam‟s Club • Amy Gale. 2014 Q1. • Find out how companies are using mobile to engage their customers in this series of video interviews withRussell Wallach. 2013 Q1.North America Developed Asia Pacific Western Europe Q1. Weather Channel • Matt Martin. • Mobile-broadband subscriptions have grown 45 percent annually over the last four years. Live Nation Network • Stephen Gates. • Mobile-broadband subscription outnumber fixed broadband subscriptions 2:1. 2013 Q3.‖ Scott Jensen. We have Weather. That is 17 percent of the global population. 2013 Q3.2 billion active mobile-broadband subscriptions in the world. • In developed countries mobile-broadband users often also have a fixed-broadband connection. According to estimates by The ITU (2011).2 billion mobile Web users in the world. 2015 via:mobiThinking Source: Tellabs/ Analysys Mason (February 2011) ―The various use cases for consumers will depend on where they are. Autotrader Mobile PART B: Mobile Web 1) There are almost 1.186 701 broadband subscriptio The Europ America e s 484 31 48 421 42 336 286 .com on the Web which is approaching 70 million and the breakdown specific for mobile apps is fairly even between iOS and Android devices with over 20 million for each of those and then we have 33 million unique folks on the mobile Web. what time of day and what day of the week. 2014 Q4. Active mobile broadband subscriptions by region in 2010 and 2011 (2011 figures are estimates) Asia Develop Developi Arab Glob Afric & ed ng State CIS al a Pacifi nations nations s c Active mobile 1. 2015 Q2. but in developing countries mobile broadband is often the only access method available to people. there are 1.

9 54.8 Rank 6 7 Country Hong Kong.2% 5.5 .) Japan Percentage 91.5% 10. respectively. for mobile broadband penetration.5% 3.5 72.6 % 46.8% 13.5% 8.ns 2011 (millions) Per 100 people 2011 17.3 % 10.0 % 56.1% % Source: International Telecommunication Union (November 2011) via: mobiThink ing 2) South Korea and Japan are the leading countries for mobile broadband penetration. Top 10 countries by active mobile broadband subscriptions per 100 inhabitants Rank 1 2 Country Korea (Rep.2 41.1% 30.0 87. • UK and US are ranked 21st and 24th.3% 24.7 % 14. China Portugal Percentage 74.4% 11.2 % 7.5% % Active mobile broadband subscriptio 870 ns 2010 (millions) Per 100 people 2010 569 301 20 36 289 31 254 224 12.3% 2.

In November 2011 there were 3G handsets: 123 million. according to official stats. but 11. due to its dominance of mobile phone shipments. in Jan 2011 and Jan 2012 North South Oceana America America Global Africa Asia Europe Mobile 8. • The worldwide leader for mobile pageviews by a considerable margin is Nokia’s Symbian operating system. mobile subscribers: 124 million (Japan Statistics Bureau.89 percent.03% 7. Proportion of global Web pageviews from mobile devices.0 82.9 percent of total web users in China 420 million. 8. by region.1 69. 5) In January 2012.49% pageviews in 19. • Growth in mobile Web penetration is strongest in Asia and Africa.22% 8.49 percent of Website hits/pageviews come from a handheld mobile device.7 67. This amounts to 65.7 percent of Web users exclusively use mobile to access the Web (this works out about 49 million – or more than the number of people that live in Spain).the world’s third largest nation. December 2011) • mobiThinking note: this means that 79 percent of Japanese people have access to the mobile Internet via their handset.3 4 5 Sweden Australia Finland 84.17% 14. according toStatCounter. with 31. the majority of these also access the Web via PC or laptop. • 99 percent of Japanese subscribers have a 3G handset (required for high-speed mobile).88% . • For more analysis see: Why Asia will (continue to) dominate the mobile Web 4) Japan remains one of the world‟s top countries for mobile Web.1 8 9 10 Luxembourg Singapore Austria 72.4 Source: ITU and Wireless Intelligence (2011) via: mobiThinking 3) There are more mobile Internet users in China than any other country. • Japan has 122 million mobile subscribers (95 percent of the population) of and 101 million (84 percent of mobile users) are mobile Internet subscribers (TCA.7 78. where PC penetration is lower. but the number regular users could be considerably less. The China Internet Network Information Center (CINIC) reports (July 2010): There are 277 million mobile Web users in China. particularly in Asia. China Unicom and China Telecom (November 2011) suggest there are 118 million 3G users in China. up 43 million in six months.75% 2. December 2011). then China is on track for having mobile Internet users than there are people in the US . • However stats from China Mobile. • If these stats are accurate.32% 4. While 3G isn’t essential for mobile Web access. it is the minimum requirement for high-speed mobile browsing.

21% 3.89% Android Android 23.79 iOS 44.52% 3.Jan 2012 Mobile pageviews in 4.23% 13.53% 12.94% 55.84% Symbian 33.63% iOS 70.93% 1 2 3 Samsung BlackBerry BlackBerry Symbian iOS 10. mobile visitors could be higher because the average mobile visitor surfs less than the average PC visitors.29% Android 38.33% 6.85% 7.78% 3.73% Android 26.42% 41.19% iOS Samsung Android Android 24.04% 7. in Jan 2012 Symbian Symbian Symbian iOS 31.39% via: mobiThinking Source: StatCounter (February 2012) • N.43% 30. by region.88% Top mobile operating system for pageviews.17% 5.62% Android 20. The above data is pageviews. 6) The percentage of people regularly accessing the mobile Web in Japan and urban China is more than double the US according to surveys by Forrester (June 2011) Percentage of mobile subscribers accessing mobile Web at least monthly Country Japan Urban China Percentage 47% 43% Country Hong Kong (China) Europe Percentage 16% 12% .3% Jan 2011 6.93% 11.89% 70. • More analysis here.69% 1.06% 2.B.

• In many developing nations. laptop or tablet to access the Web. the mobile-only tend to be under 25. social networking (52 percent). Percentage of mobile Web users who never or infrequently use the desktop Web Percentage mobile-only 70% 59% 57% 55% 54% 50% Percentage mobile-only 44% 32% 30% 25% 22% 19% Country Country Egypt India South Africa Ghana Kenya Nigeria Indonesia Thailand China US UK Russia . email (46 percent). highest include Egypt at 70 percent and India at 59 percent.000+ panelists in each target country that answer questions on mobile via the mobile Web. • In Africa the top mobile activities for mobile-only users are: downloading games (55 percent). downloading music (54 percent). • In developed nations. search (48 percent). On Device Research has recruited panelists of 1. i. they do not. • In many developing nations. according to On Device Research.United States 22% Urban India via: mobiThinking 8% Source: Forrester (June 2011) 7) Many mobile Web users are mobile-only. in India this is 57 percent of the mobile-only.e. the majority of mobile Web users are mobile-only. or very rarely also use a desktop. • Many mobile-only Web users do not have a bank account. Find out more: Using mobile Web-based research to deliver insights into the mobile-only generation. a large minority of mobile Web users are mobile-only. • mobiThinking note: The best thing about these stats is that they are generated by m-research. in the US particularly. many mobile-only are older people and many come from lower income households • In Africa the 85 percent of the mobile-only Web users access the Web with a feature phone. • In developed nations. Also see this: Guide to m-research. including the US at 25 percent.

48 percent of US and 61 percent of W. Starwood Hotels • For more on why your site needs to identify and react to mobile visitors see this Guide to device detection. according to The ITU (2011). screen sizes particularly. large images will be slow to load. Some countries such as Sweden. • 3G networks are now been launched in 159 countries. Today in US and Western Europe. over 85 percent of handsets shipped globally will include some form of browser. • For more on HTML5 see these video interviews: Why HTML5 changes everything – Dimitrios Kontarinis. HTML5 will help to deliver a richer. approximately 60 percent of handsets shipped will be smartphones with sophisticated browsing capabilities. Norway. along with associated Web adaptation tools.204 via: mobiThinking 8) In 2011 over 85 percent of new handsets will be able to access the mobile Web. 10) Top regions and countries for penetration of 3G handsets according to Informa and Ovum via Morgan Stanley: Top regions for penetration of 3G handsets according to Ovum Region 2009 2014 Top 10 countries for penetration of 3G handsets according to Informa Country % . • ABI Research (July 2011) predicts that 2. Don’t forget that most web-enabled phones are not smartphones and have much smaller screens.500 distinct Web-capable mobile devices models out there – that’s ignoring devices that only vary in color or phones that have be renamed/relabeled by operators etc. • comScore (February 2011) estimates that 90 percent of mobile subscribers in US and Western Europe have a phone that can access the mobile Web. more interactive mobile Web experience. • Gartner (March 2010) predicts that in 2011. the mobile Web. Velti and Meeting the needs of mobile customers with mobile Web/HTML5 – Stephen Gates. such as Western Europe and Japan. will be a leading technology for business to consumer (B2C) mobile applications through 2012. The specifications/features of these devices vary massively. and should be part of every organization's B2C technology portfolio. 90 percent of mobile subscribers have an Internet-ready phone. VP of innovation. the rest have WAP browsers. • ComScore notes that there are more than 60 different types/versions of mobile browser in use on mobile handsets. Europeans have a handset with an HTML browsers (this proportion is increasing fast). • mobiThinking note on smartphones and HTML browsers: just because people may be able to view your PC Website with a mobile device with an HTML browser. Many technologies commonly used on PC sites. Ukraine and United States are already moving to 4G. on many handsets. do not work. such as Flash. or work well. What’s more. including Apple. 9) 45 percent of the world‟s population is now covered by a 3G mobile network (required for fast mobile Internet access). including being able to play video without needing a plug such as the Adobe Flash Player. This makes mobile Web design more complicated than desktop Web design. • In mature markets. However good the mobile connection. viewing a PC Website requires scrolling left and right and up and down. • In mature markets. mobile users have different requirements from desktop Web users and provide different opportunities for your business.Source: On Device Research (December 2010) Survey group:15. doesn’t mean it is a pleasant or fulfilling experience. The majority of these are not smartphones. • dotMobi (July 2011) – mobiThinking’s parent company – estimates that there are 6.1 billion mobile devices will have HTML5 browsers by 2016 (up from 109 million in 2010). However big the device’s screen is.

Western Europe North America Eastern Europe AsiaPac (without Japan) Japan Middle East & Africa South & Central America 39% 38% 9% 92% 74% 40% Japan South Korea Australia 90% 75% 56% 7% 37% Singapore 44% 91% 7% 100% 35% Israel Spain 46% 41% 4% 17% USA 41% Sweden Austria Portugal Italy Global 15% 43% Global 40% 40% 35% 34% 12% Source: Morgan Stanley (April 2010) Morgan Stanley via: mobiThinking .

Google. Germany. USA) • March: The Mobile Marketing Conference (Miami.5 billion as a run rate.Europe (EU5) 8% Japan Source: ComScore (February 2011) Survey group: 27. Infinita states that penetration of unlimited data is the main reason mobile Web in Japan is so advanced.‖ Nikesh Arora. Brush up on your mobile Web and mobile marketing skills at one of these conferences. Europe. China claims to have the highest mobile Internet usage in the world despite low 3G handset penetration. Italy. Q4 2010. 2011 • There are 200 million mobile video playbacks every day on YouTube – YouTube internal data. including Mobile search. Spain).mobiThinking note on 3G: Morgan Stanley states that "3G is key to success of mobile Internet".1% Country Unlimited data plans Smartphone penetration Mobile media usage US 29% 27% 31. France. Mobile GDN and AdMob. Larry mentioned $2. • But Infinita estimates that 75 percent of Japanese are on unlimited plans (it was first introduced in 2004). • ComScore finds that where there are now 29 percent of US subscribers have unlimited plans.S and W. apps. however while Japan (king of the mobile Web) appears to be testimony to this conclusion. ―Let's turn to mobile advertising. CEO. driven primarily by mobile search… Many advertisers have greatly increased the size and frequency of their mobile campaigns. Mobile is becoming a must-have. This includes clients like InterContinental Hotels Group.5 billion. content downloads etc) over Western Europe. Mobile Market Enablers in the U. In this Guide to Japan. USA) • The BLN Making it Mobile . where mobile media penetration is 75 percent dwarfing both the US and EU5. Q3 2011 Earnings Call October. mobiThinking has negotiated great discounts and free tickets to give away: • January: Mobile Commerce Mexico and Central America (Mexico City) • 3rd Mobile Commerce Conference (San Francisco.5 times in the last 12 months to a run rate of over $2.1% 47% 37% 75% W. which has grown 2. Germany) • Mobile LATAM (Miami. which spans pretty much across our entire portfolio of properties. there are only 8 percent in the EU5 (UK. SVP. Our revenue growth continues to accelerate even in Mobile. according to ComScore 3G/4G handset ownership 50% 47.‖ Larry Page. Google. ComScore does not provide comparable data for Japan. while over 95 percent have 3G handsets.000 via: mobiThinking ―We're also seeing a huge positive revenue impact from Mobile. 11) More widespread availability of unlimited data plans has helped the US overtake and extend its lead in mobile media use (mobile Web. USA) • February: M-Days (Frankfurt.

• Juniper Research (May 2011): By 2016. but to a lessening degree from 49.3 1.2 million users of mobile instant messaging (IM) in 2010.5 2015 5. Skype and Yahoo! Messenger] which cannot communicate with each other. It will continue to grow thereafter. • 249 billion MMS were sent. • See: What makes Asia Pacific the most exciting mobile market in the world? Interview with Rohit Dadwal. business administration.6 billion in 2015.7 billion by 2015. ticketing. expected to quadruple by 2015. expected to grow to 1. • Search ads and location ads (paid-for positioning on maps and augmented reality apps) will deliver the highest revenue. We want to be absolutely clear about this. ―While IM services have some advantages. such as real-time communication and apparent absence of cost. Microsoft’s Windows Live. advertising and messaging 1) SMS is the king of mobile messaging.9 6. according to Gartner Region North America Western Europe Asia/Pacific and Japan 2010 304. marketing. Messaging still dominates [mobile operators’] non-voice revenues worldwide‖.925. • Juniper Research (June 2011): Mobile IM users will exceed 1. Worldwide mobile messaging market will be worth over US$200 billion in 2011 (SMS is $127 billion of this). advertising. being worth more than US$70bn. • Need a regular fix of mobile stats? Follow us on Twitter for updates: @mobithinking PART C: Mobile marketing. UK) • 4G Device World Summit (Seoul. South Korea) • April: Mobile Payments & NFC Asia 2011 (Hong Kong) • MMA Forum Asia (Singapore). in 2010.6 trillion by 2015. • 480.0 .Forum (London.3 257. • Portio Research (January 2011): 6.1 868. • A2P messaging includes messages to or from an application to or from a large number of customers in financial services.131. This will sky rocket to $20. • Brand spending on mobile advertising will grow from 0. MD Asia Pacific.3 billion by 2016.2 percent of mobile ad revenue in 2011 to 33. • See: Q&A with Gartner for implications. 2010-2015 (Millions of Dollars). MMA.6 percent in 2015. • Asia will continue to dominate global mobile ad spend.7 569.9 SMS trillion messages were sent in 2010. application-to-person (A2P) messaging will overtake person-to-person (texting) messaging. • 311. more than doubling each year. • Portio says: ―Messaging is still king.3 billion in 2011.5 percent of the total advertising budget in 2010 to over 4 percent in 2015. reaching $334.‖ 2) Expenditure on mobile advertising and marketing worldwide: Gartner predicts mobile ad revenue will be US$3. Mobile Advertising Revenue by Region.8 2011 701. television voting etc. Worldwide. while video/audio ads will see the fastest growth through 2015.4 5.791. the market is fragmented by different services [AOL’s AIM.6 million users of mobile email in 2010. Blackberry Messenger.628. SMS traffic is expected to break 8 trillion in 2011.

that's US$1. • Based on its calculations of network revenues. IDC estimates that expenditure on mobile ad expenditure in US was $2. estimates IDC (December 2011).1 410. growing to 70 percent by 2015.2 billion in 2012. 5) The top mobile ad networks in the US are Google. 7) How many people see and react to mobile ads? According to consumer research by The MMA and Lightspeed Research (October 2010). Jumptap and many other networks). growing to US$38 billion in 2015. streaming music.9 percent. mobile ad spending will grow from US$790 million in 2010 to $4 billion in 2015. with 30 percent spent on mobile display adverting. $16. according to Google‟s Q3 2011 earnings call (October 2011). 6) Google‟s gross annual revenue from mobile advertising is over US$2.S.3 billion in 2011 and $21. • This makes locally targeted mobile ads 51 percent of overall U.627.7 20. • 70 percent of mobile ad budgets are spent on search advertising. Of this.5 billion. mobile is the dominant means of accessing the Internet: in India.S. mobile ad spending is local.102 in 2011. • Among the drivers of mobile ad revenue growth are smartphone penetration. • In 2010. Mobile search advertising rather than display advertising is the main contributor.9 1.8 billion. BIA/Kelsey (June 2011): U. Gartner. Apple. Microsoft. Yahoo!. ad spend on mobile Internet was estimated to be US$500 million in 2009. France and Germany.S. Microsoft and Jumptap. location awareness.5 billion in 2010. based on its highly developed mobile Web. • emarketer. • Mobile local advertising includes ads that target users in specific locations or contain location-specific calls to action.com (October 2010): US expenditure on mobile advertising and marketing is estimated to be US$416 million in 2009. Microsoft and Jumptap.761. text and media alerts) is estimated at US$3. BIA/Kelsey expects large brand advertisers to evolve their campaign objectives to the capabilities of the mobile device — most notably.1 billion Yen. • mobiThinking note: Ad networks remain very cagy on their revenues. The report also pointed out that: • Where fixed Internet access is limited. There are lots more juicy stats in this Guide to mobile in Japan 4) More than half of U. • Brands can build up much more detailed profiles of user responses compared to online and plan follow-up campaigns accordingly. estimates that Google’s US$1 billion would give it 70 percent of the global mobile ad market. The next biggest mobile ad networks are. Yahoo!. Millennial Media. mobile video. mobile accounted for nearly 90 percent of all Internet users in 2008. ABI Research (May 2009): Global expenditure on mobile marketing and advertising in 2009 was $7. mobile ad spending. • no other network taking more than 5 percent.Rest of the World Total Source: Gartner (June 2011) 196. $743 million in 2010 and will be $1. 3) Japan rules the roost when it comes to mobile advertising.6 billion in 2009. in order.309. in UK. 45 percent of consumers (especially younger people) noticed .14 billion (according to Dentsu). but display ($202 million) and search ($185 million) will catch up in 2012. forecasted to be $11. Apple.0 via: mobiThinking • Strategy Analytics (March 2010): Global expenditure on mobile advertising (defined as placing an advert within a variety of mobile media formats including mobile Internet. • Google takes the lion’s share of combined search and display revenue with 70 percent market share.5 billion per year.4bn in 2009 to US$6 billion n in 2014. Local ad spend will grow from US$404 million to $2. When Millennial Media announced its IPO it revealed its revenues and the extent of its losses for the first time. Juniper Research (August 2009): Total advertising expenditure on mobile is expected to rise from just over US$1.9 2. Millennial Media. mobile Web usage and related increases in ad inventory. This has made it difficult for analysts and pundits to gauge which ad network is biggest… though who says that biggest is best? Further reading: • Analysis of IDC‟s stats • Implications of Millennial Media‟s IPO • Guide to mobile ad networks(with in-depth profiles of Millennial. Mobile marketing and advertising expenditures in Japan in 2009 was 103. Google declared its annual mobile ad revenue to be US$1 billion.1 billion in 2011 (which is higher than other estimates). Year-on-year growth was 12. In 2010 mobile ad formats were dominated by messaging ($327 million).4 3. Video lags at ($28 million). mobile TV. games and applications.610.

4 percent accessing the mobile Web and 57. in Germany 49 percent. music and games. • 71 percent of smartphone users that see TV. Germany. • Time sensitive special offers or discounts (especially m-coupons) were most likely to lead to purchase. application usage is still second to browser usage when it comes to the mobile web… Further analysis of browser use and application access shows that the two activities are not mutually exclusive… Instead of the browser vs. but US and European consumers are catching on fast. 49 percent make a purchase and 27 percent call the business. the mobile web audience has quickly come to expect and utilize both browsing and apps as an integral parts of the mobile web experience. Only 6 percent of app users in the US and 7 percent in Europe don‟t use their browser. Mobile behavior in United States. app or download) Europe Japan 46. Mobi Awards • WSA Awards and more. France. Spain and Italy) and Japan – October. 29 percent responded to it. do a mobile search for more information. more people use mobile Web than mobile apps. While 8 percent of browser users in the US and Europe don‟t use apps. EU5 (UK.7% 41. while in Germany it was mobile Web ads (27 percent). • The most effective form of ads was opt-in SMS in the UK (40 percent said they were more likely to respond to these) and in France (21 percent). Follow us for updates: @mobithinking PART D: Consumer mobile behavior 1) What do consumers use their mobiles for? According to ComScore's excellent 2010 Mobile Year in Review(February 2011) Japanese consumers are still much more advanced in their mobile usage. Very few use either mobile apps or mobile Web exclusively.mobile advertising and of these. app question being an „either or‟ proposition. from mobiThinking‟s library of over 75 video case studies from Global Mobile Awards • MMA Awards • Cannes Lions • EMMAs. 32 percent search for more information on their phone. our analysis in the US and the EU5 region showed that by a small margin. • People were most likely to purchase mobile content such as applications.1% 76. November. December 2010 Percent of total mobile audience (Age 13+) United States Used connected media (browser. with 55. 8) Why advertisers need a mobile-friendly site according Google/Ipsos (US consumer Mobile Movement survey April 2011) • Of people who react to seeing a mobile ad: 42 percent click on the mobile ad. apps and campaigns. Of those that responded to the ads. press or online ad. 35 percent visit the advertiser’s site. according to Google/Kelsey 2010. • The mobiThinking guide to mobile industry awards Draw inspiration from award-winning mobile sites. • Even in developed nations (where smartphone penetration is higher). “Even though applications received much more attention by the media throughout 2010.1 percent using email. • But 79 percent of large online advertisers still do not have a mobile optimized site.8% . UK 47 percent and in France 22 percent went on to make a purchase.” ComScore (February 2011). We‟ll let you know when we add new statistics via Twitter. • Keep your finger on the pulse.

6% 57.0% 25.8% 28.2% 20.2% 41.3% 26.5% 18.2% 15.7% 23.3% 68.8% Accessed financial services .5% 82.Used browser Used application Used messaging Sent text message Instant messaging Email 36.3% 16.0% 17.0% 5.4% 28.9% 22.8% 12.0% 55.2% 30.7% 62.6% 57.7% 5.6% 3.4% 24.7% 14.4% 53.1% Accessed entertainment/social media Took photos Social networking or blog Played games Recorded video Listened to music Watched TV and/or video 52.2% 22.1% 25.3% 15.4% 34.9% 19.

0% 12.4% 7.2% 9.5% 4.0% 16.5% 17.3% 6. reference News and information Weather reports Search Maps Sports news Restaurant info Traffic reports Classifieds Retail site Travel service 39.Bank accounts Financial news or stock quotes 11.2% 4.4% 32.1% 18.0% 7.9% Source: comScore MobiLens (Feb 2011) via: mobiThinking .2% 8.4% 8.9% 13.5% Accessed news.2% 21.0% 10.6% 57. sports.8% 15.0% 8. weather.4% 14.6% 34.4% 4.8% 10.5% 25. search.5% 2.5% 7.7% 14.8% 5.0% 6.2% 16. retail.7% 31.0% 3.4% 17.6% 8. travel.

• “To maximize reach. • USA. mostly smartphone users. accessing local information and reading news. • UK. 1 mobile activity. followed by social networking. • Germany.S. consumers.” – Adobe/Keynote. • Respondents generally favor the browser experience over downloadable mobile apps.200 U. except when it comes to games. social media. and spend nearly equal amounts of time interacting with each. maps and music. invest in a mobile-optimized web experience and look beyond a single device. US consumers’ favorite mobile activities and preferences for accessing the activity via app or browser Category Media and Entertainment: Social networking Local info News Music Games Video Sports Blogs/blogging 76% 73% 68% 63% 61% 56% 42% 41% 54% 46% 37% 55% 61% 42% 33% 25% 46% 54% 63% 45% 39% 58% 67% 75% Participated Prefer apps Prefer browser . 2) US consumers prefer browser to apps for most mobile activities. • Spain.• Read the insiders‟ guides to mobile in: • Japan. • Consumers report equal satisfaction levels with their browser and app experiences. October 2010) • Accessing maps and directions is the no. • France. according to Keynote/Adobe (survey of 1.

Source: Keynote/Adobe (October 2010) via: mobiThinking • mobiThinking note on mobile Web v mobile apps: both the results of the ComScore and the Keynote/Adobe research makes a mockery of the people who claimed the download app would kill the mobile Web.Product reviews Travel and mapping: Maps/directions Research travel Check travel reviews Check travel itinerary Banking and finance: Check bank account Conduct bank transactions Budgeting Shopping: 34% 22% 78% 81% 47% 43% 39% 52% 25% 23% 32% 48% 75% 77% 68% 67% 51% 43% 42% 39% 44% 58% 61% 56% For every shopping activity. most respondents (61-81%) preferred browser to native app. including researching products and prices. reviews. Despite all the media hype and unfathomable amounts of money invested in developing and promoting apps for proprietary . promotions and purchasing products.

After looking up a local business on their smartphone. • 79 percent of smartphone users use their smartphones to help with shopping • 71 percent of smartphone users that see TV. and m-commerce (6 percent). email (16 percent).6% 16.9% Category Restaurants Automotive Consumer electronics Finance and insurance Beauty and personal . the most popular activity is mobile IM. but how many of you are putting one seventh of your resources into mobile – anyone who hasn‟t got mobile only business? Your customer is trying to engage you… it would be like not doing business with your customers on Thursdays. That‟s why mobiThinking also has little time for the equally naïve counter argument that the mobile Web will kill the native app.handsets. AKQA 4) Mobile searches have quadrupled in the last year.” Jason Spero. games (21 percent). press or online ad. 61 percent of users called the business and 59 percent visited. 14. • For more on mobile apps see: Native v Web apps • Do mobile apps deliver ROI?. according to Google.8% 15.g. “It is true across the board. CINIC (July 2010) reports that the most popular activities in China (which its own data suggests is the world‟s largest mobile Web community) are: instant messaging (62 percent). but 79 percent of large online advertisers still do not have a mobile optimized site. social networking 36 percent. do a mobile search for more information. • 1 in 3 mobile searches are local.4%. • For more mobile in China see this video: What marketers need to know about mobile in China – Jia Zheng. mapping and social networking. web music (45 percent). mobile consumers still use and prefer the mobile Web to mobile apps… and they always will. followed by search. 3) In China. video (20 percent). Percentage of searches that are via a mobile device Proportion of searches that are mobile 29. web literature (43 percent). for many items one in seven searches are now mobile. are happening on a mobile phone. search (48 percent). even in the smaller categories. But many users prefer mobile apps for certain activities – particularly those that they use frequently and where they are loyal to one provider e.5% 15. Roughly one in seven searches. Google (Feb 2011).

In Q2 Android overtook Apple in terms of app downloads with 44 percent of downloads. are preloaded on mobile devices. Distimo makes analytics tools for mobile apps.9 billion in 2014 and will be worth US$35 billion. up from 9 billion in 2010. Change in price of a download app over 12 months. such as social networking. but if you think you have a big enough fan base and you can cut through the clutter of getting people to download your app. IDC predicts that global downloads will reach 76. • Canalys (June 2011): Predicts that direct revenue from the sale of apps.000 mobile apps have been developed • IDC (December 2010): In 2010 these 300. YOC Part E: Mobile apps 1) In three years over 300. except Android. in-app purchases and subscriptions across smartphones and tablets will be $7. interactive and mobile agencies (filmed September-November 2011): • Chet Fenster. • ABI Research (May 2010) predicts that app stores will slowly decline as subscribers migrate from download apps to mobile Web sites and more popular download apps. • Canalys expects MNOs to take more of a share of app revenues. Euro RSCG • Phillip Clement. then you can have a more immersive experience by creating an app. exploiting their relationships with the customer and the serious problem of application discovery for both developers and users in the overcrowded vendor app stores. Bemoko • Christian Louca.3 billion in 2011 rising to $36.000 -29 . compared to Apple‟s 31 percent. • ABI Research (October 2011): Predicts that there will be 29 billion apps downloaded in 2011. • Get your mobile strategy onto the right track with this series of video interviews with the experts from the top creative. If most people are going to find you through search then you should optimize your site for mobile Web. MEC • Mike Yonker. • The Distimo report (January 2011) finds that in December the average the cost of downloading an app was considerably cheaper than it was in January 2010. Rockfish • ILICCO ELIA.9 billion times.Source: Internal Google Data (February 2011) via: mobiThinking “Whether to have a mobile site or a mobile app and which to develop first depends on what kind of product you have.” Chet Fenster.7 billion by 2015. LBi • Russ Lidstone.000 -12 Blackberry Ovi (Nokia) Android 18. 3) The average price of a mobile app is falling rapidly on all vendor app stores.000+ applications were downloaded 10.000 -24 130. 2) Demand for app stores is expected to peak in 2013. 2010 according to Distimo App store Number of apps Price change All apps Apple 300.000 +1 25. MEC Entertainment (November 2011).

including the largest. how many people are still using the app a week. The most popular categories are games. Follow us on Twitter for updates: @mobithinking . Google Maps and The Weather Channel (TWC). month. Number of apps downloaded and used just once according to Localytics January-March April-June July-September October2010 2010 2010 December 2010 Quarter Proportion of apps used only once 22% 26% 26% 26% Source: Localytics (January 2011) via: mobiThinking • mobiThinking note on mobile apps: some app stores. Apple. mobiThinking says: the irony is that this is not a download app it‟s a short cut to the Facebook mobile site – Facebook is a Web app. • The Facebook App has been downloaded 100 million times from the independent app store GetJar. Searching for the right mobile agency or mobile ad network? • mobiThinking guide to mobile agencies • mobiThinking guide to mobile ad networks • We update our stats regularly. but download stats often provide an incomplete and inflated view. which saves the publishers from embarrassment. • “Tracking downloads is often a first step to gauging an app‟s success. according to GetJar (December 2010) (making this the most downloaded app from any app store).” – Localytics study (Localytics makes analytics tools for mobile apps). • On average US feature-phone users have 10 apps on board and smartphone users have 22 apps (of which iPhone users have the most with 37). news. or year later. 5) The most used apps across all smartphones – note that‟s used as opposed to downloaded – in the US according to Nielsen (June 2010). social networking and music. available for anyone with any Web-enabled handset.Top 100 apps -19 -24 -9 -61 Source: The Distimo report (January 2011) via: mobiThinking 4) One in four mobile apps once downloaded is never used again. High download numbers always feel great. they don‟t mean much without the retention rate i. Thus you will only hear download figures for the more successful apps. but while these sound impressive. • A study by Localytics (January 2010) found that many apps are downloaded. • For more on mobile apps see: It‟s all about the design • Native v Web apps • Do mobile apps deliver ROI? •Q&A with GetJar.e. keep download stats for individual apps a secret. but if those customers never open the app or abandon it after just a few uses. those high download numbers are really part of a high churn rate. maps. tried once and then discarded. are Facebook.

9 percent from 2010). East Asians will continue lead this market because governments and industry stop inter-industry haggling enabling projects that benefit the nation go ahead. • Active mobile money users will double by 2013. accounting for 41 percent of mobile transactions value in 2011. NFC contactless payments.7 billion in 2009. • Portio Research (March 2010): There were 81. • EMEA is the mobile money hot spot. says Yankee.6 million purchased in a grocery stores. physical goods purchases and money transfers. up from $240bn this year. instead of cash. • But IDC (May 2010) believes that in EMEA. By the end of 2014. compared to 35 percent in North America. this is forecasted to rise to nearly 490 million (8 percent of mobile subscribers).B. Feb 2011). in 2015. forecasting that less than 13 percent of mobile subscribers will be registered to use m-payments and volume of m-payments will be no more than $125 billion. ComScore (February 2011) research indicates that in December 2010 alone. The total payment value for NFC globally will exceed €110 billion in 2015. • Estimates include mobile ticketing. money transfers and NFC (Near Field Communications) transactions will reach $670bn by 2015. Volume shipments of NFC phones are expected in Western Europe and North America in 2011. rising to US$633. • Merchandise purchases (e.6 million consumers made a purchase in a retail/convenience store. For example. 7. m-payments will total US $86. • Celent (November 2010): There will be 169 million users of mobile contactless payment in China in 2013. due to the complexity and set-up costs for retailers. 2. • Juniper Research (June 2011): 1.2 percent from 2010).8 billion consumers globally will buy digital goods via their mobile in 2011.5 million paid a restaurant bill all using their mobile phone. • Juniper Research (July 2011 ): Total value of mobile payments for digital and physical goods. more than 400 million people on the Indian Sub-Continent will purchase digital goods via mobile.5 billion in 2015. • IE Market Research (July 2010): NFC will be 32. 2. in Japan it is already a way of life. and 1. • Yankee Group (June 2011): Global mobile transactions predicted to be US$241 billion in 2011 growing to more than $1 Trillion by 2015. strong growth in m-banking will lay the foundations for growth in mobile payments. • Digital goods is the largest segment and will account for nearly 40% of the market in 2015.7 million paid for public transport. • Frost & Sullivan (February 2011): 863 million units or 53 percent of new handsets will be NFC-enabled in 2015.2 million purchased from a vending machine.Part F: Mobile payment.4 billion by end-2014. mticketing and m-coupons. • The volume of m-payments i. eBay and Apple App Store) account for most of m-payments in developed markets. • Juniper Research (April 2011): Almost 300 million or 1 in 5 or smartphones worldwide will be NFC-enabled by 2014. 3) But tap-and-go m-payments will take off elsewhere as the world adopts near-field communications and more NFC-enabled phones hit the market: • Juniper Research (June 2011): Global NFC m-payment transactions will be almost US$50 billion worldwide by 2014. • 47 million Japanese have adopted tap-and-go phones in three years – this is one of the fastest roll outs of electronic products in human history.1 billion in 2011 (up 75. including m-commerce. 9. m-payments will take off slower than m-banking. Total . SMS and USSD will continue to dominate payments in developing markets and WAP payments will dominate in developed world.8 million or 10 percent of Japanese mobile subscribers used their mobile wallet to make a purchase.g. definitions of m-payments may vary. However.e. 22 percent in Asia-Pacific and just 1 percent in Latin America. but will still only be worth a fraction of ecommerce payments: • N. • Money transfers and prepaid top-ups account for most of m-payments in developing markets.13 trillion – in 2014.3 million people worldwide using their mobile device to make payments (including in-app payments. via Amazon.1 million m-payment users in 2011 (up 38. mobile ticketing and mobile coupons) in 2009. 2) While the rest of the world trial/dream of payment by mobile. • Yankee Group (June 2011): There will be 7 million NFC-enabled phones in 2011 growing to 203 million in 2015.8 percent of global m-payments transactions – estimated at US$1. card or check. near-field communications/contactless payments. face value of purchases and transactions was US$68. 3. • Gartner (July 2011): there will be 141. This reduces previous forecasts. 20 countries are expected to launch NFC services in the next 18 months. • NFC is being overhyped and will not be mainstream for at least four years. this will rise to 2. Thus m-payments will take off slower than many industry observers hope. 1) Worldwide mobile payments (m-payments) are growing strongly. (IDTechEx (R&M).

• Of those: 76 percent purchased in store. 2010). in 2011. For more insight on Japan. retail. • On eBay. 28 percent used a discount coupon on phone. • m-commerce includes mobile media and content. NFC more than any other technology requires close cooperation of all parties – this was the secret of success of FeliCa in Japan (which isn‟t NFC. 40 percent looked for promotions and discounts. 7) Top m-commerce retailers: • In 2009. m-commerce will reach US$119 billion in 2015. January 2012). • NFC Chip Makers predict there will be at least 40-50 million NFC phones on the market by 2011. according to Google/Ipsos (April 2011). growing to $31 billion by 2016. smartphone apps or NFC. (part of Chinese Web giant Alibaba Group) with an estimated $800 million in revenues. where mobile Web shopping exceeded US$10 billion in 2009. 22 percent purchased through a mobile app. 15 percent deployed an Android app. 6) Four out of five US smartphone owners. people purchased $5 billion of goods using their mobile. and services • 91 percent of online retailers in the US have a mobile strategy in place or in development. 34 percent search in-store inventory. • Jupiter Research (March 2011): In 2010. according toShop. i. bar codes. • NFC-based systems will start to take off from 2013. 35 percent purchased on their smartphones. but the model is similar). In 2012. January 2012). airlines issued 160 million mobile boarding passes. predicts ABI Research(February 2010). according to Forrester Research (June 2011). • Jupiter Research (March 2011): By 2015. Japan is king of m-commerce. compared to 230 million today. as are currently used in Stockholm and Prague. m-commerce revenues are expected to hit $6 billion by the end of 2011. • But m-commerce will only be 2 percent of e-commerce in 2011 and 7 percent of e-commerce in 2016. use phone to help with shopping. 49 percent compare prices to help decide. which is the amount of goods bought and sold in the market place. Ticket delivery will be by SMS.number of m-payment users will be 410 million. travel. 35 percent had deployed an iPhone app. 59 percent purchased on their PCs. • The average annual spend on mobile purchases was US$300. similar to NFC) systems in operation typically use SMS or bar codes. 46 percent called a retailer. 15 percent had deployed an iPad app. • 74 percent of smartphone shoppers have made purchase following research on phone. (eBay.2 billion bought in the US by mobile look trifling. • PayPal expects to see $7 billion in mobile payment volume in 2012. 5) In the US. 44 percent read reviews and product info." according to Jeff Bezos. PayPal. Oct. thus there could be considerable overlap between the eBay and the PayPal figures. By 2013. the top m-commerce retailer according to Altimeter Group (June 2010) was Taobao. • Of those: 54 percent located a retailer. • “In the last twelve months. cinemas and sports events. this will be . which takes a percentage of sales over its platform. see this: guide to mobile in Japan • M-commerce in Europe is expected to outpace the US by the end of 2010.org/Forrester Research (May 2011) • 48 percent of US retailers surveyed had a mobile-optimized website. This is over five times growth from 2010. is an online payment system. customers around the world have ordered more than US$1 billion of products from Amazon using a mobile device. that‟s about 8 percent of the total e-commerce market: • Today. rather than actual revenue made by eBay. Amazon.com (July 2010). • Long-term growth in m-commerce will come from developing nations where mobile is virtually the only way to access the Internet. 27 percent purchased via a mobile site. mobile web. • Outside Japan (which uses contactless payments. mobiThinking note on eBay and Paypal: The eBay figure is gross merchandise volume (GMV). eBay projects this will rise to $8 billion. Find out more: The essential ingredients for the success of NFC 4) Shopping on the mobile Web. over 750 million users will either have a ticket delivered to their mobile phone or buy a ticket with their phone. • Jupiter Research (April 2011): 500 million people worldwide to use their mobiles as metro and bus tickets by 2015. 8) 1 in 8 mobile subscribers will use m-ticketing in 2015 for airline. (PayPal. based on orders for NFC chip sets (NFC Times. coupons/deals. making the US$1. festivals. A survey of 5013 US smartphone owners found: • 79 percent use a smartphone to help with shopping and 70 percent use phone in store. owned by eBay. The fact is that seven years after the foundation of the NFC forum there are almost no NFC phones on the market. making China the largest m-payments market in the world. rail and bus travel. eBay encourages its customers to use PayPal.e. • mobiThinking note on NFC: recent announcements from everyone from Google to Vodafone has created a media frenzy around NFC.

but mobile advertising expenditure will exceed coupon redemption values by 2013 . • Berg Insight: Evolving from traditional/online banking. driven by initiatives to bank the unbanked and money transfers: • Berg Insight: More than half of global MFS customers will be in Asia Pacific – Middle East and Africa is also expected to be important market – as mobile operators drive initiatives to bank the unbanked.The United Nations‟ World Food Programme (WFP) (October 2010) plans to use m-vouchers to deliver food aid to 40. as banks respond to growth of mobile Web. • ABI: Banking institutions will be the major promoters of MFS. This is driven by the enthusiasm for such services in developing world often from previously „unbanked‟ people. 3) In developed nations m-banking will be driven by banks: • GIA: In North America and Europe.5 million users.000 Iraqi refugees in Syria by the end of 2010. • Berg Insight (April 2010) estimates that users of m-banking and related services (including money transfers) doubled between 2008 and 2009 to 55 million and will double again in 2010. Part G: Mobile financial services.The m-coupon service of McDonald‟s Japan is used by 4. • Berg Insight predicts international money transfers will increasingly be done by mobile. . • GIA: Asia-Pacific will emerge as the predominant MFS market in terms of customer base. including m-banking and money transfers 1) Mobile financial services (MFS) (m-banking.2 billion in revenues to the mobile industry). 9) M-coupons will dominate mobile retail marketing spend until 2013. . Growth is being driven by efforts by operators and banks in developing countries (particularly in Asia) to bank the unbanked. there will be nearly half a billion customers of MFS. m-banking is extension of online banking.‟ help banks cut costs and automate. including m-banking. mobile domestic person-to-person payments (i. But in Europe. • Global Industry Analysts (GIA) (February 2010) predicts the global customer base for m-banking will reach 1. Today 30 airlines offer mobile boarding passes. mobile coupons (11 percent) and mobile payments (9 percent). Launched in May 2007 it now has 1.480 million or one in seven boarding passes. smart poster fees and advertising expenditure). according to Juniper Research (March 2010): • Mobile retail will exceed US$12 billion by 2014 (mobile retail is defined as m-coupon redemption values. by 2015. "Mobile handsets are in an excellent position to become the primary digital channel for providers of banking and related financial services in emerging markets” – Berg Insight. remittance/transfers etc) are growing fast: • Yankee Group (June 2011) predicts that there will be 500 million m-banking users globally by 2015. 4) Remittance/transfers by mobile is growing much faster than m-banking (driven by developing nations) • ABI Research (July 2009) predicts that 170 million mobile subscribers worldwide will make domestic person-toperson payments (i.e.2–6. money transfers) and international person-to-person payments. Bank of America is a leader of m-banking. 2) Asia will be the key market for MFS. half of these also offer mobile ticket booking and purchasing. • ABI: In the US. m-wallets. and most importantly. 27 percent of all survey respondents use mobile banking--far more than use m-commerce (13 percent). • ABI Research (January 2009) forecasts that in 2013. according to Infinita (March 2010). • For more insight into MFS in developing nations. In Middle East and Africa.e. • Currently. m-banking will attract 115 million users in Europe and 86 million users in North America. as it helps to increase customer „stickiness. By 2015 3–15 percent of transfers handled by agent networks today will be carried out by mobile handset (worth US$1. • The mobile retail sector would initially be dominated by coupons. transfers) in 2011 – that's three times as many as those that will conduct traditional banking functions by mobile.5 million subscribers. m-banking is in early stages. driven by convenience and value-add rather than revenue generation. see: The insider's guide to banking the unbanked. the need to provide financial services to remote areas will be central to the growth of m-banking. In 2015 there will be 894 million users globally. to reach the unbanked.1 billion by the year 2015.

Sencha. MeLLmo. MobileIron. Cotendo. . Onavo. Top five VC financings in mobile in 2011 according to Rutburg & Co Company Location Type of company wholesale mobile broadband provider Amount LightSquared USA $265 million InMobi USA mobile advertising network $200 million mobile display technology for e-readers mobile consumer accessories mobile telecom towers for Africa Plastic Logic UK $200 million Jawbone USA $159 million Eaton Towers UK $150 million Top five most active VC investors in mobile companies in 2011 Number of investments VC Firm Mobile companies invested in by VCs Sequoia Capital 24 Bubble Motion. Evernote. Sourcebits.4 percent of their budgets on mobile investments in 2011 (up from $4. Bump. Inkling (2). Square. Just Dial. Flite. Stoke.3 billion or 42. Meraki. Quantenna. DailyBooth.4 percent in 2010). • VC investments in mobile commerce and payments was $558 million in 2011 (up from $276 million).5 billion or 30. • VC investments in mobile health was $356 million in 2011 (up from $209 million). Color. MoboTap.Part H: Venture capital investment in mobile companies Venture capitalists are investing more and more of their funds in mobile companies: • Research by Rutburg & Co (Jan 2012) finds that VCs spent US $6. • VC investments in mobile marketing and advertising companies was $592 million in 2011 (up from $128 million). Clickatell.

access. Nettle. Sotera. ShowMe. Tagstand. Animoca. Fixmo. Poshmark. Cooliris. Stickery. Jawbone. Shazam. Square. Unity 4tiitoo. Swrve. Milk. Dribble. Subtext. Digital Chocolate. Astrid.com. Enterproid. Trippy. ThinkNear. July. Scvngr. Swrve. Orchestra. Flipboard. Crittercism. GainSpan. competitions etc… follow mobiThinking on Twitter: @mobithinking. Echoecho.Synapsense. guides. Miso. BankSimple. Onswipe. Game Closure. Waze. Session M.me. Path. Total Immersion. INRIX. Bump. Trippy Airy Labs. Urban Airship AppRedeem. Apperian. Sincerely. GOGII. Pocket Change. Mocana.in. Hyperink. Kovio. Arcsoft. SkyCross.me. just. just. Stoke. skyrockit. Rumble. great discounts and free tickets • 19 video interviews with leading mobile experts • The insider‟s guide to mobile device security • The mobile city project – the blueprint of a truly mobilized city • The insider‟s guide to device detection • The insiders' guides to world‟s greatest mobile markets • Guide to mobile agencies • Guide to mobile ad networks . Parse. Kno. Borqs. Mindless. WorkSmart via: mobiThinking Intel Capital 23 SV Angel 21 Google Ventures 19 Kleiner Perkins 19 Source: Rutburg & Co (January 2012) • Please comment below or email editor (at) mobiThinking. EggCartel. Ordr. Awarepoint. InVisage. • Be the first to know when mobiThinking adds new stats. Kno. SnapGuide. Everyme. Crittercism. CloudMade. AltoBridge. TOA. TweetNGo Aerohive. mFoundry. ip. Parse. Read It Later. NeuString. And don‟t miss: • Most popular content on mobiThinking in 2011 • Mobile events 2012: best conferences. Drchrono. iControl. SecureKey.

Feel free to reference. Please see mobiThinking‟s legal statement.3G / GPRS / WIFI users in the country and penetration percentage (versus total population) . but reprinting or republishing the whole or substantial parts of the piece without permission will not be tolerated.Nokia / iPhone / Android / iPad etc split .Impressions or PVs levels . 2011 . versus News etc. quote or paraphrase parts of mobiThinking articles.com does provided important news regards mobile Marketing in Vietnam. They have a graphic in a white paper they produced called "Conversational Advertising”.19:53.07:04. .co.Any information on usage? Where do they go i. Lot of great info! BTW.Smartphones and Tablets >? Also other information related to this will be highly appreciated . cheers bala reply  Submitted by Anonymous (not verified) on 8 February. Looking forward to ad companies other than Google to make things more available on mobile.  All of my questions settled-thanks! reply Submitted by Chris Alexander (not verified) on 7 December... versus Content Download. Hi Can you please help me out with the percentage of subcribers in Indian Metros( Delhi. How are you??? I found http://mobithinking. 2011 .00:27. business are still in the dark about QR codes and how having a mobile website is much more beneficial than an app. Appreciated if you could give some advise.e. Social Media. As a SEO accredited specialist I am very interested how the mobile market will unfold. Like to receive such update on regular basis.Thanks in advnace reply  Submitted by Kacy (not verified) on 28 January.uk/). reply  Submitted by Vitamini (not verified) on 22 November. I think the market is small compared to even a year from now where projections are going to be 50% higher for mobile users.Number or Mobile in Vietnam and penetration percentage (versus total population) . Mr Lim reply  Submitted by SunWalk Media (not verified) on 27 February. Mumbai and Chennai) using handsets.08:11. 2012 . could you please.I am writing to inquiry some information.• Guide to mobile industry awards • The big compendium of global mobile stats © mobiThinking.19:53.23:33. hope that you could provide some advise.. 2012 . 2012 .05:53. as far as mobile goes. 2012 .03:53. Rating for this article: Average: 5 (1 vote) Submitted by Anonymous (not verified) on 27 February. The source I found for the SMS quote was from Mobile Squared (UK Research company http://mobilesquared. 2011 . Hi Sir.Smart phones % / Feature phones . reply  Submitted by Bala A Kumar (not verified) on 13 February. clearly stating and linking to mobiThinking as the source.Kolkata. Please see the following: . As pointed out imagine the impact of the difference between a text message which on average is read in 4 seconds then the time it takes for a recipient to read an email reply  Submitted by Stefan Heller (not verified) on 23 November. 2012 . Hence. Thanks.

08:39. although i am do not have a technical background. 2011 .18:01. 2011 .g. we‟re glad the mobile stats compendium comes in useful. @Rose @ Anonymous – mobiThinking is happy for you to quote from any of our content. assuming you credit us and link back. As a web developer what i know is that i got more and more request for responsive web design adaptable to mobile devices. as so many elements remain unknown e. Thanks a ton for these figures put here. 2011 . @all – thanks for all your comments.  This data is incredible. Great content. 2011 . Forrester) quote just over 31 Billion by 2016. But however analysts define mobile payments. reply Submitted by Darshana (not verified) on 22 November. Thanks again. Am I missing something? reply  Submitted by Tania (not verified) on 4 November. I appreciate your post. :) reply Submitted by Xplor Global (not verified) on 12 October. reply Submitted by Otieno Ogeda (not verified) on 4 October. banking-type transactions initiated via mobile). SMS allows you to pass information directly to the right customer at very affordable prices and fast delivery. Can I Copy and Share these facts. purchasing goods and services via the mobile Web/app) will only be a part of the story. 2011 . but he prefers that you just cite mobiThinking. The author is the mobiThinking editor Andy Favell.11:19. Cannot reconcile most statistics seem to indicate that mobile payments will acount for around 280 Billion $ in the US market (about 25% of the world market) by 2016 yet some stats (See Nov. academic or non-profit-making then we wouldn‟t expect any analyst group to mind you using the stats.16:20. take off slowly or take off really quickly? Also the definitions of what constitutes mobile payments varies a lot from research group to research group. but for whatever reasons.09:45. thanks. Judy reply  Submitted by stock market tips (not verified) on 10 October. will NFC payments take off. if you want data on a particular country. reply . but if you are using statistics from a particular analyst group you should always cite the original source of the data.e. 2011 . reply Submitted by admin on 21 November. Most of the content here is publicly available information. However if your activity paid-for you should probably ask permission to reuse the stats. as all publicity is good publicity. then try the local telecom regulator. Also we usually concentrate on global stats. Your team has put together a wonderful site full of resources we can all tap into. 2011 . You might want to remind customers of specific events or promotions. 2011 . mcommerce (i. reply Submitted by sergio (not verified) on 14 November. We will definitely be sharing this content with our group. i am hired by a telecom company as a technical writer. mcommerce (probably) does include NFC payments and other mobile ticketing or money transfers (i. I also wrote that SMS advertising provides a cost effective method of targeting promotions to specific customer profiles.02:04.10:35. @Sergio – estimates and forecasts for mobile payments vary greatly.  Hi. correctly and sourced.  i do not close this tab.e.04:28. so if your activity is journalistic.04:43. 2011 . reply  Submitted by Mrs Kumar (not verified) on 7 October. And all the credit goes to your hard work.  very credible information. i refer to this page for a lot of my writing as well as for understanding the scenario. reply  Submitted by Anonymous (not verified) on 16 November. for example.  I agree that very soon the m-banking will surpass the conventional banking activities in India as well.

. 2011 . Very exhaustive information on Mobile phones and its usage around the world.02:39.06:50.. reply . Thanks for publishing such important and useful statistics. This is very informative indeed.com/mobile-city-project @Anonymous – we will investigate if there is any data on operators/manufacturer relationships. 2011 .08:58. 2011 . reply  Submitted by admin on 4 September. @Mohamed Sami – please go ahead.India reply  Submitted by filmword (not verified) on 10 August. take our look at brand-new mobile cities guide:http://mobithinking. tiny web ap .A. 2011 .A. reply  Submitted by mks (not verified) on 23 July. @everyone – Thanks for all the comments. can i know the name of the author so that I can do citation for this? Thanks. Would you know of a resource or methodology to estimate the share of SIM-unlocked phones (especially smartphones)? Thanks reply  Submitted by amit (not verified) on 30 July.13:44. Hi. 2011 . but suspect it may be confidential. 2011 . @rwk – we don‟t know of any resource or methodology to estimate the share of SIM-unlocked phones. Please cite the original source of the data as well as the mobiThinking global mobile stats compendium. But i wish to know as to why people today spend a large percentage of their hard earned money on buying mobile phones and the services related therein.appmakr.Submitted by Rose (not verified) on 10 September. 2011 . I am doing a porject regarding the smartphone usage in Singapore and I want to use statistics this article has mentioned. with a link back. but will investigate.Jagadeesh (not verified) on 10 August. Dr. reply  Submitted by Anonymous (not verified) on 9 August. for example. Do you happen to know of any sort of Phone-Operator Channel Map? Which explains which phone makers have relationships with which Telco/Mobile Operators? Any information would be great :) reply  Submitted by Mohamed Sami (not verified) on 1 August. Just starting out on simple. Hi. it‟s appreciated. 2011 . this is great research and information.16:26.10:37. Hence.never knew the number of users was already so HUGE!!! Thanks for your valuable tools and information . reply  Submitted by Dr.09:02. Thanks for keeping this amazing source of information always updated: truly invaluable.18:10. 2011 .  Your analysis is outstanding. Is that value for money? Have we as consumers been completed deluded by systamatic brainwashing done by overwhealming blurbs..It will act as reference material. @Amit – This would make a very interesting and lengthy debate. And why do we expect the handset to last only a year or two. i'm working on Strategy and i want to use some of these data as reference could I ? reply  Submitted by rwk (not verified) on 31 July. please help spread the word and take a look at mobiThinking‟s other content. If you find it useful.com and other sites ought to be paying you to present this info too.19:27. but we‟re not sure mobiThinking is ready to take on the challenge – but we will consider it.Jagadeesh Nellore(AP).

20:29. @Anonymous – Please cite the mobiThinking global mobile stats compendium.Kumar (not verified) on 28 April.15:42. could be the same again.08:17.  Hi. M-payments would include m-ticketing and m-vouchers for example which I personally wouldn‟t include in m-commerce if redeemed in store… m-commerce.  plz provide some insights and forcasts for mobile advertisement scenario in india.its present status. @researcher#1. Might i suggest you add the contributors/authors who wrote this page so that I among other may more professionally cite your information. May I cite your blog then? reply  Submitted by Max (not verified) on 13 April. I am looking for a statistics about how many are the current/actual cellphone / mobile phone user up to at least year 2010. @ N.20:21. other than that which is included in this guide: http://www. @Max.07:50. 2011 . While there is some overlap between m-payments and m-commerce.Kumar. Is it a Web app or a native app? It also depends on how sophisticated the app is – does it include m-commerce? If it is a native app the price climbs rapidly the more types of handset the app will work on. reply  Submitted by admin on 3 May. @Kate – different research analysts use different definitions.20:52. I consider to be sales of goods and services via a mobile site or mobile app. sorry we don't have handset share for all countries. reply  Submitted by Anonymous (not verified) on 31 March. @ Tapas.com/guide-mobile-web-India. I'm writing a paper about cell phones (texting in particular) and these statistics would be perfect.mobithinking. Then there‟s all the cost of promoting the app. 2011 .Usage pattern(as in what format of mobile advertisement is consumed the maximum) reply Submitted by Tapas Ghatak (not verified) on 21 April. 2011 . sorry we don‟t have any data on age of people who download wallpapers/video of models in swimsuits or similar content. 2011 . 2011 . All we can say for sure is that one third of handsets sold globally are Nokia. 2011 . which was published one year ago.20:41. but functional retail download app on one or two platforms to start at $100K in development costs. what is the %age of people who download wallpapers/video of Models in Swimsuit's and similar content reply . they are not the same (usually). It seems that I got the figure in this website. reply  Submitted by N.13:26. sources of data and algarythms for calculating estimates of future spend. but he prefers that you just cite mobiThinking. 2011 . with a link back.07:40. Personally I‟d expect a basic. 2011 . i wish to understand... I am conducting a study on telecommunication Industry. It varies greatly. without knowing more about their intentions. Sorry we don‟t have any more information on the Indian market. Anyone else like to help with this? reply  Submitted by admin on 3 May. It isn‟t unusual for projections for the same thing to be wildly different. 2011 .  I was wondering how much do you think a retailer with annual revenues of around 700 mil would spend on a mobile app? reply Submitted by Anonymous (not verified) on 12 April. reply  Submitted by admin on 3 May.00:52. The author is the mobiThinking editor Andy Favell. This is wonderful information.Submitted by admin on 3 May. 2011 .  please tell me nokia india market share in 2011 reply Submitted by Researcher#1 (not verified) on 17 April. But you should also cite the original source of the data – in this case the mobile subscriber numbers the source is the ITU. It is very difficult to guess how much a retailer would spend on a mobile app. @ Anonymous.

9) Apple 24.. In the earning call when this was announced @17:14 Patrick Pichette CFO says: “I just want to add one fact regarding the new disclosures that Jonathan just gave you. If the ad networks are not briefing IDC… then why not? If the ad networks are briefing IDC… then why the huge discrepancy in the numbers? reply  Submitted by Stan (not verified) on 4 March.9) Palm 4. . reply  Submitted by Anonymous (not verified) on 12 November.Thanks for all other comments and suggestions. @Mattius and others .5) Google's share is growing in a fast pace after introduction of Android. This saves my time on mobile market research. The amount that IDC revised the market share for the networks over a three month period causes some concern about IDC‟s methodology. So. They're all on the to-do list.S. many thanks for the great summary.20:32.0% ( 5. Google is eating share of RIM and Microsoft.businessweek. but it appears to only be a “small” proportion. 2010 .4% (12. will widen its lead in the $877 million U. Three months later IDC told Business Week that Google/AdMob‟s 2010 share would be 59 percent and Apple‟s would have 8. you can estimate the number of users of each OS as follows: Smartphone OS share (# users inMM) RIM 37. According to comScore MobileLens.com/Press_Events/Press_Releases/2010/7/comScore_Repo.3) Google 21.com/technology/content/dec2010/tc2010123_780712.Thanks and glad to be of service. They said they were on track to hit a billion. For the digest of the latest report.com/blog/google-one-billion We have been tracking the IDC estimates for the shares of the mobile ad market with interest. First of all. 2011 .05:54. this trend is understandable.08:58.6) Microsoft 10.) http://www. smartphone OS share of 3-month average ending September 2010 was the following and there were 58.. ??? reply  Submitted by admin on 7 March.comscore.3% (14. You are awesome . owner of the world's most popular search engine. 2010 . @Ken @Emma . reply  Submitted by admin on 15 December.” See:http://mobithinking. This is great information consolidation! I was wondering how you reconcile the discrepancy between the Juniper esitmate for $170B in 2011 in m-payments (representing it says only 5% of retail ecommerce) and then later the point about ABI's estimate for $117B by 2015 for m-commerce (which it says represents 8% of ecommerce total).22:56.thanks!!! It's really great to have this all in one place.4 percent of the US mobile ad market. @ Stan – we believe that revenue from AdMob was included in Google‟s $1billion.  Thanks you for this comprehensive list! You saved me about a month of frustration! reply Submitted by Tomoko (not verified) on 27 November.21:07. ending the year with a 59 percent share. In September IDC told Business Week that Google and AdMob‟s 2010 market share would be 21 percent and Apple‟s would be 21 percent of the US mobile ad market. 2010 ..3% (21. I think the $1 billion given out by Google in August is no longer operative for Admob revenue. 2011 . I think that what Patrick was referring to is smartphone OS share among smartphone subscribers in US.. Obviously this is revenues from two different angles of our business and with it we recognize in some cases some small overlaps so for example the AdMob revenues are obviously included both in the mobile number because it is a mobile product and in display because it is a display product. @Alex .Submitted by Kate (not verified) on 21 March. comScore MobileLens reports are issued quarterly. Thanks for all the great info. go to: http://www. Considering that Android users are more likely PC users. 2011 ." (That makes their share $517 million or half of their original claim.21:01. These are very small but I wish to clarify this out for every body. 2010 . market for mobile advertising.2% ( 2. Since then in December IDC revised the numbers according to Olga Kharif in BusinessWeek: "Google.good luck with the paid for round-up of mobile stats .is it as good as what mobiThinking gives away here for free? reply  Submitted by Ken (not verified) on 14 December. However. according to research firm IDC.7MM smartphone subscribers in US..19:52.

Thanks for the suggestion Greg. To measure this objectively you'd need the cooperation of all the operators (this doesn't happen. not unique users and are subjective and reflect the nature of each network's business (and to some extent agendas) .etc. This is estimated at around 500 million globally (though this figure seems low if China has 233 million as quoted by the national statistics). but it will. 2010 . M commerce is present but its so much in a fragile and minimal form. and can't find the source relates to mobile text messaging -. i sincerely hope that the US$119 billion in 2015 prediction does come true. reply Submitted by Morse (not verified) on 27 June. 2010 . should we not be past the point of looking at just the what and how many but starting to focus on the how? Understanding how someone is using something. are the majority just browing. Thanks.. I suspect most Apple and Android users are on flat-rate-data plans.08:45. Excellent summary of trends and stats . that will be opening a lot of mobility frontiers.09:58. 2010 . Interesting reading. but not so much on text marketing or consumer reaction. Thanks for posting this information. global picture here. Provides for very thought provoking conversations .95% of text messages are read within 4 minutes of receiving. From a usage perspective. eventually). Editor. 2010 . a lot lies in security development which is at its minimum at the moment with regard to mobile phones. please let us know.thank you.08:23. using the credible data from reliable sources. reply  Submitted by admin on 24 April... Thank you for this global perspective statistics.all in one place. I suspect you are talking about how mobile Internet use is divided between users of different handsets.23:04.22:42. rather than unique users. Are your clients able to distinguish unique users? If they can't then they might be seeing the same small proportion of users doing a lot of browsing. I appreciate this source of information so much and value it greatly. One stat I've heard thrown around. I think we'll see more advertisers get involved with text marketing and 2d codes to quickly access information. Emma reply  Submitted by Mattius (not verified) on 1 October. I have seen similar metrics for internet but not specifically for mobile. 2010 . Patrick.. predict to a better level what the true demand of certain processes are likely to be and contribute to design definitions with a greater level of clarity. reply Submitted by Emma Reynolds (not verified) on 5 October.  Could anyone share a breakup of the global mobile phone population (region wise) according to the operating system they use? It will be very helpful for mobile applications developers. Are we seeing a rise in purchasing through a mobile. what are they doing when they go to the top mobile optimised sites such as Facebook or Amazon. We plan to add more statistics to this section as we find them. what I am struggling to find is any behavioural statistics. how are people using apply processes when on a mobile. 2010 .with this information you can start to understand the "need". If you know of any. we couldn't find any substantive research on this. I'm struggling to understand the figures you quote – can you or the publishers explain more. thanks for the thought-provoking feedback. I don't recall seeing any on 2d codes. reply  Submitted by admin on 21 April.. Are there differing user experience patterns emerging due to the unique capabilities of the devices. please? I surmise that the 70 percent must be page impressions..hence the contradictory findings. reply  Submitted by Greg (not verified) on 23 April.now that is powerful information!!! reply  Submitted by Shahid (not verified) on 28 September. We've tried to give the big. the headline figure here is unique mobile Internet users. As for mobile commerce. I've seen plenty of data on text messaging generally. But it's exactly the sort of thing we are interested in.07:33.12:50.. What are people doing when on the web/ app on a mobile? Predictions of users/page impressions is useful but the long tail is surely how people are using these websites. Many of the figures for handset data you see in the media are drawn from mobile ad network's reports. 2010 . these are based on page impressions. where as most US mobile subscribers aren't – is that ..

instead of investing in mobile Web and SMS to service all customers whatever their handset. Or perhaps something (e. it's possible that mobile Internet usage nationally in the US is much lower than I thought and Apple's business is much more concentrated. but it is important) assuming they all use the mobile Internet that's still only 7. By only reporting on phone sales statistics. Thanks very handy data. The truth is most mobile phones "accessing" the mobile web (off-deck) in North America are iPhones and Android phones. But from the global perspective Apple shipped 39 million units (that's the highest estimate) in 2008 and 2009 (sorry to return to sales data. not just the ones that do a lot of browsing? I plan to look more closely at individual markets. So to play down the influence and importance of building experiences for these specific handsets is further spreading doubt and misinformation. I'm assuming that every visitor is important to your clients. correct? (What will your usage figures look like when the US has pervasive flat-rate-data plans as Japan has had for years?). Apple and Android makes up to 70% of their mobile web usage. Focus on usage data. and not just sales data and you're better able to determine what to build for now. Homepage: Comment: * . and not usage statistics you get a biased view of what is important. But it is not the total view as you claim.20:41. Email Andy on: editor (at) mobiThinking. I'm fascinated to know how these figures you quote have come about.8 percent of the 500 million (that's probably conservative) global mobile Web users. do they have download apps that might distort the figures?) makes your clients unrepresentative of the rest of the US.com reply Submitted by Patrick Collins (not verified) on 21 April. 2010 . Unfortunately some companies (in the West only. It is a mystery to me why this occurs in mobile. What proportion will Apple have when this is 1 billion global mobile Web users in a few years time? There's nothing wrong with your clients focusing on Apple or Android if they bring in the most traffic (that's not our point) as long as this isn't at the expense of all their other customers that do not use those particular cell phones. (Android sold 7. reply  Post new comment Your name: * Anonymous E-mail: * The content of this field is kept private and will not be shown publicly.g. Patrick. mobile is a lot more inclusive in Japan for example) will focus budgets on native applications for a single platform. but not in any other medium… how many brands run TV ads that only worked on one type of television (even if it was believed that the people that owned that brand watch more TV)? Please get in touch and introduce me to these publishers.4 million in 2008/9). For many publishers that I deal with. I think this data doesn't tell the whole truth.

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