CHART: Advertising Tactics Trusted by Internet Users
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The “2010 Digital Marketing Outlook” report found that 81% of the brand executives surveyed expected an increase in digital projects in 2010, and one-half will be moving dollars from traditional to digital budgets. Further, more than three-quarters think the current economy will push more allocations to digital. |
Senior marketers reported that social networks and applications were their biggest priority for 2010, followed closely by digital infrastructure. While social media marketing looks set to stay top of mind, a majority of respondents considered a range of digital activities at least “important,” with only games failing to inspire widespread interest.
Nearly half of mobile industry executives and analysts in a new survey expect mobile ad spending to double this year, while almost one-third expect it to grow by 200%. That’s quite a bullish outlook. The survey by mobile consulting and research firm Chetan Sharma on 2010 predictions also covered topics including app stores, tiered pricing and mobile payments.
Read more at www.mediapost.com
One more indication of just how big mobile e-commerce is getting.
The number of items purchased via eBay mobile applications tripled during the 2009 holiday season over the previous year, the online auction giant said. Consumers purchased 1.5 million items on their mobile handsets during the holidays, translating to a sale every two seconds–acquisitions include a 23-foot boat ($19,108), a Steinway piano ($10,000) and a Hermes bag ($3,888). In all, eBay mobile users generated more than $500 million in transactions during 2009–close to 6 million consumers have now downloaded eBay’s iPhone application, and shoppers across 165 countries are now making 750,000 unique visits a day to the site using mobile apps.
Read more at www.fiercemobilecontent.com
According to an analysis of BIGresearch’s Simultaneous Media Usage Survey of over 22,000 consumers, there’s good news and bad news for marketers who are wading into the mobile marketing wars. The good news, says the report, is that the audience for mobile marketing is growing. The bad news is that the audience is still relatively small and confined to a limited segment of the market. Marketers who employ mobile marketing to the wrong consumer group risk turning them off, not on.
Read more at www.mediapost.com
Key Characteristics of Mobile Marketing Users and Non-Users
Mobile Marketing Users
Mobile Marketing Non-Users
Men
57.9%
46.2%
Women
42.1%
53.8%
Average Age
39.2
45.9
Online search triggered by cell phone
17.4%
2.4%
Communicate about search via cell phone
41.3%
26.3%
Download music/video to cell phone
33.3%
14.6%
Regularly Use Facebook
37.9%
27.8%
Regularly Use MySpace
23.2%
9.8%
Regularly Use Twitter
13.1%
3.5%
Source: BIGresearch, November 2009
When Google announced its proposed $750 million acquisition of AdMob earlier this month, there was little question that the deal would create a powerhouse in mobile display advertising. But exactly how strong a position the combined companies would have was more difficult to quantify.
Now, a new analysis estimates that Google and AdMob together would account for nearly a quarter of the total ad revenue generated by the top U.S. mobile ad networks. Based on their combined 2009 mobile ad revenue of $68 million, market research firm IDC estimates the two companies would have a 24% market share.
The next-biggest player would be Millennial Media, with $51 million in mobile ad revenue, or an 18% market share, followed by Yahoo, at $32 million (11%); Microsoft, at $23 million (8%); Quattro Wireless, at $21 million (7%); JumpTap, at $11 million (4%); and AOL, at $7 million (2%). All others combined would make up the remaining 26%.
Read more at www.mediapost.com
Nearly four in 10 consumers don’t want to receive mobile ads for any reason — and less than 20% recall seeing a mobile ad, according to new data from market research firm Parks Associates.
Many people who want to read electronic books are discovering that they can do so on the smartphones that are already in their pockets — bringing a whole new meaning to “phone book.” And they like that they can save the $250 to $350 that they would otherwise spend on yet another gadget.
Over the last eight months, Amazon, Barnes & Noble and a range of smaller companies have released book-reading software for the iPhone and other mobile devices. One out of every five new applications introduced for the iPhone last month was a book, according to Flurry, a research firm that studies mobile trends.
Read more at www.nytimes.com
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