Mobile Wednesdays

I’ve been meeting with mobile marketing startups for the last 6 years but have always remained hesitant to participate in the space because of the current infrastructure and mobile marketing initiatives. I guess all of the research and constant phone calls have softened me up to the mobile world and last week, posted about the iPhone.

I was reading some research this morning and wanted to share these tidbits from both Nielsen (mobile stats overall) and Rubicon Consulting (iPhone data):

  • A third of iPhone users carry a second phone. There have been anecdotal reports of iPhone users carrying a second mobile phone, either for basic voice calling, or for other functions like composing e-mail. The survey confirmed those reports.
  • A quarter of iPhone users say it’s displacing a notebook computer. 28% of iPhone users surveyed said strongly that they often carry their iPhone instead of a notebook computer.
  • The iPhone increases phone bills. The iPhone has increased its users’ monthly mobile phone bills by an average of 24%, or $228 extra per year.
  • E-mail is the #1 function. The most heavily used data function on the iPhone is reading (but not writing) e-mail.

Note that the iPhone data is skewed towards the early adopters.  I’m not sure that the mainstream adopters are going to replace their computer for an iPhone but this data is indicative of how mobile may shape the future.  The Nielsen report is located here if you’d like to read it.

MediaPost sent out a research brief this morning (I usually ignore them) and had some interesting information:

  • The number of data users who recalled seeing mobile advertising between the second and fourth quarters of 2007 increased 38% (from 42 to 58 million subscribers)
  • Asian-Americans and African-Americans are more likely to recall mobile advertising (42% and 40%, respectively) than all data users
  • 26% of those who saw an ad responded at least once by sending an SMS text-message, the most popular ad response.  9% say they’ve used click-to-call to respond to a mobile ad
  • 32% of data users said they are open to mobile advertising if it lowers their overall bill

These numbers are impressive but I’m assuming the response rate will drop as the medium becomes cluttered.  I’m personally not sold about getting SMS marketing on my mobile phone as that tends to remind me of SPAM in the days of email marketing.  The response rates for email marketing were extremely high in the early days but as the medium got cluttered, they dropped significantly.

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  • Jamie Hutson

    Very interesting data. Isn’t the idea of the iPhone that it replaces several mobile devices and brings them into one? While I agree that mobile marketing has a long way to go, the fact that early adopters are carrying multiple mobile devices and replacing altogether bulky laptops says a lot about the future potential of mobile, specifically in my mind – click to call.
    – Sent from my BlackBerry

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  • LeeF

    Very powerful video, Darren.  Great find!  Here’s another you may find relevant, Lester Wunderman describing the origin of accountable advertising…  http://bit.ly/HsPMOs

  • http://twitter.com/sandieman Rob Sandie

    fist shake pause at the end was most epic. seriously though.. nice video. amazing how brand vs. direct response advertising is finding it’s own through the changes in mediums.