New mobile statistics
Rating: just mobile statistics, man
We promised via our involvement in momo London to publish all the mobile stats and we have been very bad at it! Here are two of the latest studies from Harris Interactive and Portio Research.
Many of you ask if BKI Media offers statistics and the answer is no. We only did one research study for a client on the value of mobile search in 2011. Bena Roberts was an analyst in 1995 at Romtec UK (now GFK) and has experience of trend analysis -but our core focus is industry analysis. We do rely on these companies as well as M:Metrics for hot new stats that we can use to assist our industry analysis or edgy wireless new.
Harris Interactive Mobile AdvertisingIncentive-based advertisements
According to the study, a surprising 35 percent of adult cell phone
users are willing to accept incentive-based advertisements. Of these
adults, 78 percent say the best incentive would be cold hard cash, followed
by free minutes (63%), free entertainment downloads (e.g. ring tones,
games; 40%) and discount coupons (40%).
Preferred method of delivery
The survey further reveals that over half (56%) of those who are at
least somewhat interested in receiving ads on their cell phone say they
would prefer to receive them via text message, while 40 percent would like
to receive them as a picture message. Less than one-quarter of adults would
choose to receive them as videos (24%), while others would have them
transferred automatically to email (23%), as a voice message (22%) or
something else (7%).
Privacy and control matter
Just under three-quarters (70%) of respondents who are at least
somewhat interested in receiving mobile advertising are also willing to
provide information about themselves to their cell phone provider in
exchange for an ability to customize the service to their needs. Among
them, 30 percent are willing to receive the ads for the right incentive,
while 20 percent would receive them if they have control to turn them on or
off and 20 percent are willing to receive the ads if they can choose who
the information is sent to.
Incentives
Adult mobile phone users who are at least somewhat interested in mobile
advertising also feel that the following could lower the pain associated
with watching these ads:
– The ability to opt out (66%);
– Choosing the type of ads to be received (56%);
– Choosing the number of ads to be received in a given period of time
(48%);
– Providing a profile of desired areas of interest so only specific ads
are sent (43%);
– Different/discounted plan if ads included (42%);
– Choosing specific times when ads would be received (40%).
These data were presented by Joe Porus and Judy Ricker at the Mobile
Advertising and Marketing USA Conference held on March 6 and 7 in New York
City. To view the presentation, go to
http://www.harrisinteractive.com/services/pubs/HI_TECH_MCR_PPT_Mobile_Adver
Portio Research on Mobile Gaming highlights:
About this market study
Following six years of decline from a high of USD$39.7 billion in 2000 to just USD$32.1 billion in 2006, we believe that the value of the global music market is set to reverse and grow again back to USD$38.8 by 2011. In 2006 the major mobile handset manufacturers (Nokia, Motorola, Sony Ericsson, LG and others) have been shipping MP3 enabled handsets in some volumes. At the same time, many mobile network operators (MNOs) have started to distribute MP3 enabled phones and launch OTA (over-the-air) music download services (Vodafone, Sprint Nextel, T-Mobile, Cingular, DoCoMo, SKT, O2, Orange and many more) thus creating a new digital music consumption market.
Worldwide, the mobile services market dwarfs the music industry in revenue terms, and music companies need to be taking a very, very serious look at mobile operators as they may possibly become one of the future’s biggest channels to market.
In the portable digital music device market, Apple has continued to produce new models of its highly successful iPod, and while the iPod leads the market, alternative MP3 players have continued to proliferate world wide. In November 2006, Microsoft launched its rival digital music player – Zune. Sales so far have not been outstanding, but this signifies a major move by a very major player, and this has brought further interest to the digital music player market. We expect to see in excess of 1 billion mobile handsets shipped worldwide in 2007, and almost half of these will be MP3-enabled. With so many devices shipping out to consumers the MP3 player market will soon be totally dominated by the mobile handset vendors.
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