FRAMINGHAM, Mass. November 26, 2013 – According to a recently published mobile phone forecast from the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker, worldwide smartphone shipments are expected to surpass 1.0 billion units in 2013, representing 39.3% growth over 2012. Despite a number of mature markets nearing smartphone saturation, the demand for low-cost computing in emerging markets continues to drive the smartphone market forward. By 2017, total smartphone shipments are expected to approach 1.7 billion units, resulting in a compound annual growth rate (CAGR) of 18.4% from 2013 to 2017.
A number of trends co-exist in the global smartphone market, but none have more of an affect on driving market growth than the steady decline in average selling prices (ASPs). Android has enabled a number of new manufacturers to enter the smartphone market supported by a variety of turnkey processing solutions. Many of these handset vendors have focused on low-cost devices as a way to build brand awareness. In 2013, IDC expects smartphone ASPs to be $337, down -12.8% from $387 in 2012. This trend will continue in the years to come and IDC expects smartphone ASPs to gradually drop to $265 by 2017.
“The game has changed quite drastically due to the decline in smartphone ASPs,” said Ryan Reith, Program Director with IDC’s Worldwide Quarterly Mobile Phone Tracker. “Just a few years back the industry was talking about the next billion people to connect, and it was assumed the majority of these people would do so by way of the feature phone. Given the trajectory of ASPs, smartphones are now a very realistic option to connect those billion users.”
Twitter Inc., the microblogging service that plans an initial public offering, is outpacing its bigger competitors Facebook Inc. (FB) and Google Inc. (GOOG) in a crucial growth area: mobile advertising. Ads on smartphones and tablets will make up more than half of Twitter’s ad revenue this year, according to EMarketer Inc. That puts it ahead of Facebook, which generated 41 percent of its ad revenue from mobile promotions in the latest quarter. Google, the largest search engine, is estimated to get slightly less than one quarter of its revenue this year from mobile ads, EMarketer said.
While Twitter makes up just a tiny slice of the $16.7 billion projected mobile-ad market this year, it has the advantage of concentrating on mobile from an earlier stage and from a smaller base. That may help assuage investor concerns going into the company’s IPO, as mobile has been an area that has bedeviled other Internet companies. Facebook and Google, which initially focused on online ads for personal computers, have more recently had to reshape their massive ad businesses as users spend more time on the Web via smartphones and tablets.
FRAMINGHAM, Mass., June 28, 2013 – The PC market continued to suffer slow shipment growth in top countries across regions in May, according to the International Data Corporation (IDC) Monthly PC Tracker. April shipment growth had improved slightly from March in Latin America and Europe, Middle East and Africa (EMEA), but May growth has come in slower than April for each of these markets except India and UK.
FRAMINGHAM, Mass., June 10, 2013 – According to the International Data Corporation (IDC) Worldwide Quarterly Smart Connected Device Tracker, global shipments of smart connected devices (PCs, tablets, and smartphones) are expected to surpass 1.7 billion units by 2014 with roughly 1 billion units delivered to emerging markets. Within the emerging markets, the BRIC countries — China, India, Brazil, and Russia — are expected to generate shipments of 662 million units with a shipment value of more than $206 billion. More than 650 million units are forecast to be shipped to developed markets, with the United States, UK, and Japan capturing more than 400 million units with a shipment value of $204 billion.
With the BRIC countries expected to surpass the total shipments to developed markets by 2014, it is clear that demand for smart connected devices is quickly shifting from developed to emerging markets. The emerging markets are expected to grow at a compound annual growth rate (CAGR) of 17% over the 2012-2017 forecast period, compared to the 7% CAGR expected in developed markets.
Mobile real-time bidding (RTB) spend in Europe increased 275% during the first quarter this year, while March alone saw a 66% jump in total RTB spend. The figures come from Adform’s RTB Trend Report Europe Q1 2013. Mobile still only accounts for less than 3% of total RTB impressions (2.75%), but the number is up significantly from 1.25% in Q4 2012. As “mobile” is really a tale of two devices, it’s worth breaking down spend on smartphones versus tablets, too.
According to the report, spend on smartphones currently exceeds spend on tablets. However, March was the strongest month yet for tablets in terms of percent of total RTB impressions.
The 2013 Emerging Markets Mobile Attitudes Report from marketing technology company Upstream, which commissioned YouGov and Vanson Bourne to poll the views of a representative sample of 3,670 adults in Brazil, India, Nigeria and Saudi Arabia, revealed that while Apple’s success in the West has been predominately shaped by its premium brand status, the door is open for others such as Nokia to stake its claim on the emerging market audience.
The report reveals that Apple (21 per cent) only secures third place on emerging market consumers’ wish lists – after Samsung (32 per cent) and Nokia (22 per cent). Despite its recent decline in Western markets, Nokia has been named the brand most Nigerians would like to own (37 per cent), and second favourite in Brazil after Samsung. While an appetite for high-end smartphone devices exists throughout emerging markets – 16 per cent willing to spend more than $450 on a device – the report finds that brand desirability cannot guarantee success in these new markets. The report reveals that almost a third of consumers (27 per cent) with less purchasing power will ultimately bypass their favourite brands and buy devices with similar functionality, but at a cheaper price.
IDC claims BRICs to account for 60% of smartphone, tablet and PC shipments to developing economies.
Shipments of smartphones, tablets and PCs to emerging markets will reach 1 billion units in 2014, predicted IDC on Monday.
On a global basis, the research firm expects smart connected device volumes to exceed 1.7 billion units next year, and for overall annual shipment value to near $700 billion. Smartphones and tablets will represent $500 billion of that total, while PCs will account for less than $200 billion.
“It is evident that smartphones and tablets have successfully established a strong presence as the second screen, owing to the transformation in usage patterns, device affordability, and, most of all, the comfort of a mobile and digital lifestyle,” said IDC research analyst Megha Saini, in a statement.
According to an industry analysis by Adobe Digital Index, mobile devices have changed the way consumers interact with businesses, making an understanding of the trends, strengths, and weaknesses of both tablets and smartphones important in serving mobile customers. Another perspective in the ongoing and growing interest in mobile marketing and advertising. In just three years, says the report, tablets have overtaken smartphones in the amount of traffic they drive.
Tablet versus smartphone growth
• Globally, websites are getting more traffic from tablets than smartphones
• Internet users view 70% more pages per visit when browsing on a tablet vs. a smartphone
• While tablet and smartphone consumers are both mobile users tablet users actually behave more like PC users in the way they browse and engage
The number of smartphone owners using mobile Internet shot up 45 percent from 2010 to 2012. You don’t need to be a business mogul to see the growth there, and you probably don’t need to be told that the trend shows no signs of slowing down.
For email marketers, this means that mobile optimization needs to happen now. The sooner, the better. An infographic put together by email marketing firm GetResponse illustrates the importance of mobile optimization sooner rather than later, offering some crucial demographic data and quick tips to painless implementation.