mobile internet figures v0.2
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La Agencia Digital de Origen
Activ@MenteMR
A few ideas & figures on the Mobile Internet
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P&G (gbs) - Dec 2010
La Agencia Digital de Origen
Activ@MenteMR
The next computing CycleWhy is Mobile the next big thing in the Digital Era?
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readers & e-paper
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La Agencia Digital de Origen
phones
wearables
car enternainment
gamin
Mobile (media) devices
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Mobile Internet Growth
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La Agencia Digital de Origen
5 Trends converging...
‣3G‣Social Networking‣Video‣Voip‣Impressive devices
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La Agencia Digital de Origen 14
Internet access: 50% growth
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Activ@MenteMR
Latin AmericaMobile Internet Figures
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La Agencia Digital de Origen
Activ@MenteMR
65% of latin americans will change their phones in 2010(compared to 29% in 2009)
Shift to social/web enabled phones is starting
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Source: TNS Gallup, Global Market Research
La Agencia Digital de Origen
Activ@MenteMR
530 million connected phones in Latin America (89% of pop.)*
- 10.6% of the World's phones are in LA- 8.6% are smartphones** (10% in Brazil***)
TeledensityBrazil: 128%Argentina: 101%Mexico: 81.9%Dominican Republic: 100%
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Sources: * IDC / Reforma - Dec 2010** ITU*** Nielsen
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La Agencia Digital de Origen
What do dumb-phone users do online?(latin americans using Opera Mini browser)*
‣Google, Facebook, Microsoft Live and YouTube, in order of popularity, in most Latin countries‣Social-networking site Orkut is popular in Brazil. The hi5 network is also popular in some countries‣Auction site MercadoLibre is popular in most countries‣Among Opera Mini users Nokia and Sony Ericsson handsets are the most popular
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68% of wireless subscribers in Latin America use their SMS functionality at least weekly; nearly double the rate in developed nations.** Sources:
* Opera Software** CTIA
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La Agencia Digital de Origen
Do latinos have a higher incentive to connect?
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La Agencia Digital de Origen
Low broadband penetration leads to higher mobile internet?
20Source: ITU ICT Statistics Database
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La Agencia Digital de Origen
Mobile Usage Habits(U.S. Americans, 18-29 year old)
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send or receive text messages
use their phone to take pictures
send photos or videos to others
access the internet on their mobile device
play music on their phones
use their phones to play games or record a video
have used their phone to send or receive email
have accessed a social networking site on their phone
use instant messaging on their mobile device
have watched a video on their phone
have posted a photo or video online from their phone
have used a status update service such as Twitter from their phone
have purchased something using their mobile phone
have made a charitable donation by text message
0% 25% 50% 75% 100%
19%
20%
21%
33%
40%
46%
48%
52%
60%
64%
65%
81%
93%
95%
Source: Pew Internet - Mobile Access 2010 Study (n:1009 Adults)
La Agencia Digital de Origen
Activ@MenteMR
Mobile Marketing Trends
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La Agencia Digital de Origen
What format will have the greatest growth in mobile marketing campaigns in 2011?
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Internet33%
SMS/MMS32%
Apps25%
Search11%
% of MMA Latinamerica attendees 2010
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La Agencia Digital de Origen
What's different on Mobile Marketing...‣ Measuring / analytics✓Mobile number becomes ID (portable, personal, unique)✓No pass-along✓Great to measure offline media
‣ Effectiveness✓Even more attention from consumer than on the web✓Discrete & personalized communication✓ In Store and Geolocated services ✓Always on: great for (push) notifications✓ It has a camera!
‣ Trends & challenges✓Less advertising, more apps & content✓Still many devices / sizes / capabilities / etc✓Multiplatform tracking / Web & TV integration✓New metrics and standards needed (Apps, video, games, etc.)
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Activ@MenteMR
La Agencia Digital de Origen
What are the most important factors to help grow the mobile marketing business?
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49%
22%
17%11%
% of MMA Latinamerica attendees 2010
Greater understanding of the subject and its possibilitiesEstablish metrics and indicatorsSelf-regulation and policies to protect consumer privacyProvide better and innovative formats
La Agencia Digital de Origen
Activ@MenteMR
Cheers!gustavo.ross.2010@activamente.comskype: am-gustavo.rosstwitter: @gustavo_rossphone: +52 1 (55) 2699 3804
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