Armed with fast, high-powered smartphones, a new class of consumers, 100 million strong and growing, is rerouting the path to purchase and redefining cultural norms in the US. Members of the “smartphone class” stand apart from other Americans in the way they shop,communicate, consume media—even how they use their spare time. Its members define themselves by their connectedness and their sense of empowerment through unfettered access to real-time information.
Return Path projects that mobile will overtake Webmail and the desktop PC to become the leading platform for e-mail by year’s end. Email readership on mobile devices accounts for 30% of all opens, up from 10% a few years ago, according to a new study by the email certification and reputation monitoring company,
Return Path estimates that proportion will reach about 35% by June, eclipsing Webmail services like Yahoo Mail, Hotmail and Gmail, and roughly equaling email opens on desktop clients like Outlook by mid-year. “What we’ve seen over the past year and a half is that mobile is really eating away at the share of Webmail views,” said Tom Sather, senior director of email research at Return Path. (A Webmail service accessed within a phone’s native email program would be counted as a mobile view in the study.)
Though still early in its development, mobile is emerging as the most imbalanced medium in terms of ad spending versus share of time spent, at 1 percent versus 10 percent, per recent data from eMarketer.
This is not new. Web publishers have always struggled with the fact that the amount of ad spending devoted online falls short of the share of time consumers spend on the medium, 22 percent versus 26 percent – especially when compared to print, which eMarketer estimates is at 15 percent of spend versus only 4 percent share of time spent for newspapers, and magazines, which are at 10 percent versus 3 percent.
Gartner Press Release
Enterprise Sales of Media Tablets Will Account for Approximately 35 Percent of Sales in 2015
STAMFORD, Conn.— Worldwide media tablet sales to end users are forecast to total 118.9 million units in 2012, a 98 percent increase from 2011 sales of 60 million units, according to Gartner, Inc. Apple’s iOS continues to be the dominant media tablet operating system (OS), as it is projected to account for 61.4 percent of worldwide media tablet sales to end users in 2012 (see Table 1).
The number of US mobile phone users will increase at a compound annual rate of just 1.8% between 2011 and 2016, eMarketer estimates, moving from nearly 75% penetration in 2010 to 79% by the end of the forecast period.
There is now solid research to back up the idea that tablets are taking away focus from other, more important things. Like watching TV. A new study from media research group Nielsen has found that an astounding 88% of tablet owners have admitted that they fumble away on their portable device while watching TV, because passive mediums live television just don’t enthrall us the way they used to.
Almost half (49.7%) of U.S. mobile subscribers now own smartphones, as of February 2012. According to Nielsen, this marks an increase of 38 percent over last year; in February 2011, only 36 percent of mobile subscribers owned smartphones. This growth is driven by increasing smartphone adoption, as more than two-thirds of those who acquired a new mobile device in the last three months chose a smartphone over a feature phone.
By year’s-end, mobile will contribute 25% to total paid-search ad clicks, up from 12%. By then, U.S. mobile campaigns will contribute about 23% to Google’s paid-search revenue in the United States.
More consumers on mobile devices continue to click through on ads at a higher rate compared with desktop, according to Matt Lawson, vice president of marketing at Marin. “The small screen on the phone only allows room for one or two at the top, not six to 10 down the right rail,” he said. “When Google renders results from a query, the paid ad may take up as much as two-thirds of the screen.”
NEW YORK – Panelists at the 4th annual Mobile Marketing Day 2012 conference said that although applications are great, the mobile Web is ubiquitous and it is the bare minimum needed to get started in mobile.
During the “Debate: Which Channel Will Be the Breakout Star in 2012?” panel, executives discussed what the breakout stars will be this year – whether it is SMS, mobile ads, mobile search, mobile Web, mobile apps, QR codes or mobile video. The panel was moderated by Mickey Alam Khan, editor in chief of Mobile Marketer, New York.