The Mobile Internet is Awesome.

THE MOBILE INTERNET IS AWESOME.!

www.flickr.com/photos/35798967@N08/3307330817

@conradlisco

New research from Nielsen shows that 71% of

US consumers anticipate daily use of the

mobile internet within the next two years. !

The US has the highest mobile Internet usage in the world.!

Source: Bango February 2009

South Africa 5.4%

Egypt 1.7%

Sweden 1.1%

U.K. 20.3%

US: 29.3 %

Malaysia 1.4%

Spain 1.4%

Portugal: 1.2%

India 11.1%

others 21.6%

US Mobile Internet!Users !

140+ million

63 million

40

million

July 2008

January 2009

2013

Source: comScore & Parks Associates


Daily mobile Internet usage doubled!in just !a year !

JAN 2009

22.4

million

Source: comScore

JAN 2008

10.8 million


Better Networks!

Better Devices!

Better Prices!Hardware! Services!

Better Education!Marketers!Consumers!

Better Reporting!

Better Reporting !(this kind too)!

Everyone’s using it...!

Source: Nielsen

US Mobile Internet User Profile (Age) !May 2008!

2%

9%

35-54

37%

27%

13%

12%

13-17

55-64

65+

18-24

25-34

…for a broad range of activities.!


Used Business Directories! 2.45 million

Daily Mobile Internet Usage !Source: comScore, January 2009!

Movie Information! 3.07 million


Traded Stocks or !Accessed Financial Accounts !

3.27 million


Entertainment !News!

5.47 million


Social Networking !or Blogs!

9.28 million


News and Information!

22.4 million Daily Mobile Internet Usage !Source: comScore, January 2009!

Where’s it headed?!


Richer interactions.!

Implications!•  New reasons to explore and

discover…from need-based mobile

Web usage to plain old Web surfing.!

•  Leverage rich-media assets. !

•  New models for monetization.!

NOTE: Not all screens are created equal…so when designing

mobile websites with features designed to take advantage of the

latest and greatest features of the best devices (e.g. iPhone, G1,

BlackBerry Bold), you need to remember that many users are still

on older, slower phones and networks. They still need to be able

to access the most basic and important content – things like retail

locations, call centers or whatever is most relevant given the

context and campaign.!

Niche advertising inventory.!

Implications!•  Highly targeted mobile sites with specific

audiences. Better targeting equals higher CPMs.!

•  New ad units deliver rich-media experiences (e.g.

iPhone-specific banner ads).!

Savvier shopping.!

Implications!•  Customers can cross-shop in-store.!

•  Brick and mortar competing with online in

real-time (don’t have to wait to get home

to buy online).!

•  Access to peer/customer reviews.!

•  Will “price-matchers” like Best Buy start

honoring web-based offers at retail

locations? !

Location-aware communities.!

Implications!•  Contextually-correct, location-specific

offers and services.!

•  More handset manufacturers releasing

devices with embedded social networking

capabilities.!

•  Social Search Engine – Instead of

searching for just any old hotel in New

York, or for a hotel chain that paid for

the keywords “hotel” and “New York”,

users can ask for the hotel where their

friends stay when they are in New York. !

Soon, consumers will assume you have a mobile site.!

And they’ll expect it to be awesome.!

The Mobile Internet is Awesome.

Business

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