mobile internet figures v0.2

La Agencia Digital de Origen

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A few ideas & figures on the Mobile Internet

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P&G (gbs) - Dec 2010


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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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phones

wearables

car enternainment

gamin

Mobile (media) devices

5


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Mobile Internet Growth

8

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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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Latin AmericaMobile Internet Figures

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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


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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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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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Do latinos have a higher incentive to connect?

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Low broadband penetration leads to higher mobile internet?

20Source: ITU ICT Statistics Database

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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)


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Mobile Marketing Trends

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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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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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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


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[email protected]: am-gustavo.rosstwitter: @gustavo_rossphone: +52 1 (55) 2699 3804

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mobile internet figures v0.2

Business