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consumer use of smart phone and mobile (2011)

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THE 2012 ENTERTAINMENT, MEDIA & ADVERTISING MARKET RESEARCH HANDBOOK • 82 • 10 CONSUMER USE OF SMARTPHONES & MOBILE DEVICES 10.1 Overview According to the Communications Industry Forecast 2011-2015 , by Veronis Suhler Stevenson (VSS, www.vss.com), adults spent 77 hours per person, on average, using mobile media in 2010, an increase of 49.7% from 2009. Based on the rapid adoption of computer tablets by consumers and businesses, VSS forecasts a 35.3% increase in time spent with wireless media in 2011, reaching 104 hours per person. A 19.8% compound average annual growth rate is forecast through 2015, with consumer purchases of e-books, music, mobile applications, and streaming video driving the increase. __ “Our obsession with mobile shouldn’t be about technology or tactics; rather it’s the ability to change the way we work, plan, communicate, and buy.”  Advertising Age, 10/13/11   ____________ ____________ 10.2 Mobile Internet Access eMarketer (www.emarketer.com ) assesses the number of U.S. mobile Internet users and penetration as follows: No. of Mob ile Pct. of Mob ile Pct. of  Internet Users Phone Users Population • 2010: 85.5 million 34.7% 27.6% • 2011: 101.1 million 40.3% 32.3% • 2012: 115.2 million 45.2% 36.4% • 2013: 129.7 million 50.1% 40.6% • 2014: 142.1 million 53.9% 44.1%

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Page 1: Consumer Use of Smart Phone and Mobile (2011)

8/3/2019 Consumer Use of Smart Phone and Mobile (2011)

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