|
Mobile Advertising and Usage
As consumers embraced mobile technologies like never before, last year the channel began to catch up with its hype. 2009 may actually be the point when advertisers start shifting to include mobile.
The Mobile Advertising and Usage report analyzes the (finally) accelerating mobile opportunities opening up for both consumers and marketers.
The true turning point for the industry was the introduction of the smartphone, heightened by Apple’s iPhone launch in mid-2007. The development of third-generation (3G) mobile phones led to better connection speeds, Wi-Fi connectivity and the rise of mobile Internet browsing.
Another critical factor was pricing plans that took the mystery out of data usage and encouraged unlimited mobile content consumption.
In light of the heightened activity and interest, eMarketer forecasts that advertisers will spend $3.3 billion on mobile advertising in 2013, up from $648 million in 2008.
Key questions the “Mobile Advertising and Usage” report answers:
- How will mobile advertising fare in a down economy?
- Can marketers count on smartphones to expand mobile’s reach?
- How will changes in mobile usage patterns affect marketers?
- What will be the affect of mobile video?
- Which ad-funded business models will take off?
- And many others…
eMarketer Reports—On Target and Up to Date
The Mobile Advertising and Usage report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make fast, whip-smart business decisions.
To download the report to your desktop—click Add to Cart:
As consumers embraced mobile technologies like never before, last year the channel began to catch up with its hype. 2009 may actually be the point when advertisers start shifting to include mobile.
Executive Summary
 US Mobile Advertising Spending, 2008-2013 (millions and % change)
Key Questions
The eMarketer View
Mobile Ad Spending
US Mobile Advertising Spending, 2008-2013 (millions and % change)
Comparative Estimates: US Mobile Advertising Spending, 2008-2013 (millions)
Marketer Usage
New Media Marketing Tactics that US Senior Marketing Executives Are Most Interested in Adding to Their Marketing Mix, August 2008 (% of respondents)
Most Popular Advertising and Marketing Tactics in 2009 According to US Advertising Agency Executives (% of respondents)
Tactics on Which US Marketers Plan to Focus Their Online Marketing Budget in 2009 (% of respondents)
Change* in Advertising Spending According to US Advertisers, by Media, October-November 2008 (% of respondents)
Change in Marketing Spending According to US Marketers, by Tactic, September 2008 (% of respondents)
Year When Mobile Advertising Will Become a Major Advertising Medium According to US Marketers* (% of respondents)
Consumer Attitudes About Mobile Advertising
US Internet Users Who Are Interested in Receiving Personalized Ads, by Media, 2006-2008 (% of respondents)
US Mobile Subscribers Who Would Be Willing to View Mobile Ads*, 2008 (% of respondents)
Number of Mobile Ads per Day that US Mobile Subscribers Would Be Willing to View*, 2008 (% of respondents)
Mobile Advertising Recall and Receptivity Among African-American and Hispanic Mobile Data Users, Q2 2008 (index)
US Adult Mobile Phone Users Who Recall Viewing Mobile Advertising in the Past Three Months, by Type, Q3 2008 (millions)
Demographic Profile of US Mobile Phone Users Who Recall Viewing Mobile Advertising, Q4 2008 (% of respondents in each group)
US Text Message Users Who Recall Seeing a Text Message Ad, by Age and Race/Ethnicity, Q2 2008 (% of respondents in each group)
Mobile Usage
Comparative Estimates: US Mobile Phone Subscribers, 2007-2013 (millions)
US Mobile Phone Subscriptions and Penetration, 2004-2014 (millions and % of population)
US Mobile Phone Users, by Age, 2005-2008 (% of respondents in each group)
Mobile Internet Activity
US Mobile Phone Subscriptions and Mobile Internet Users, 2008-2013 (millions)
Mobile Content and Application Activities of US Mobile Subscribers, August 2008 (thousands and % of mobile subscribers)
Mobile Device Used to Access the Internet According to US Consumers, June 2008 (% of respondents)
Mobile Activities of US Mobile Phone Users, by Generation, September-October 2008 (% of respondents)
Smartphones
US Mobile Phone and Smartphone Shipment Growth, 2008-2010 (% change)
US Smartphone Sales, Q4 2007 & Q4 2008 (% of total mobile phone sales)
Online Methods Used to Access Information About Brands* According to Young Adult Internet Users in the US and Worldwide, June-July 2008 (% of respondents)
Top Five Mobile Content and Services that US Mobile Phone Users* Intend to Use in the Next Two Years, November 2008 (% of respondents)
US Adult Smartphone Users, by Age, Q1 2008 (% of respondents)
Installed Base of Mobile Content and Devices Among US Low- and Middle-Income* Mobile Subscribers, June & August 2008 (thousands and % change)
US Mobile Phone Users and iPhone Users Who Recall Viewing Mobile Advertising, by Type, Q4 2008 (% of respondents in each group)
US Mobile Phone Users and iPhone Users Who Responded to Mobile Advertising, by Method, Q4 2008 (% of respondents in each group)
Text Messaging
Text Messages Sent in the US, June 2007 & June 2008 (billions and % change)
US Mobile Phone Users* Who Use Text Messaging, by Frequency, 2005-2008 (% of respondents)
US Adult Mobile Phone Users Who Have Texting and Data Plans, by Age, April 2008 (% of respondents)
US Mobile Phone Users Who Have Responded to Mobile Phone Offers, by Offer Type, March-April 2008 (% of respondents)
Adult Mobile Phone Users in India, UK and US Who Recalled Viewing Text Message Advertising in the Past Three Months, Q2 2008 (% of respondents)
Mobile Video and Mobile TV
Methods Used to Access Mobile Video According to US Mobile Video Viewers, Q3 2008 (% of respondents)
Weekly Time Spent Watching Mobile Video According to US Mobile Video Users, September 2008 (% of respondents)
US Mobile On-Demand Video Viewers, by Content Type, August 2008 (thousands and % of total)
Demographic Profile of US Internet Users, by Time Spent Watching Online Video on Their Mobile Phone, October-November 2008 (minutes per day)
US Mobile Broadcast Video Viewers, by Content Type, August 2008 (thousands and % of total)
Trends to Watch
Conclusions
Endnotes
102123
US Mobile Advertising Spending, 2008-2013 (millions and % change)
102306
Comparative Estimates: US Mobile Advertising Spending, 2008-2013 (millions)
102397
Comparative Estimates: US Mobile Phone Subscribers, 2007-2013 (millions)
Related Information and Links
Related Links
Contact
Report Contributors
As consumers embraced mobile technologies like never before, last year the channel began to catch up with its hype. 2009 may actually be the point when advertisers start shifting to include mobile.
Advertiser Perceptions
Azuki Systems, Inc.
BMO Capital Markets Corp. (Harris Nesbitt)
Brightkite, Inc. (formerly Limbo)
ChoiceStream
comScore Inc.
comScore M:Metrics
CTIA-The Wireless Association
Deloitte
Direct Marketing Association (DMA)
eMarketer
Epsilon
Fiserv, Inc.
Forrester Research
Frost & Sullivan
GfK NOP
IE Market Research Corp.
iGR Inc.
International Data Corporation (IDC)
International Telecommunication Union (ITU)
JPMorgan
JupiterResearch
MAGNA
MarketingSherpa
Mobile Marketing Association (MMA)
MQA Research, Inc.
Myers Publishing LLC
Nielsen Mobile
Office of Communications (Ofcom) - UK
Openwave
PermissionTV
Reardon Smith Whittaker
Synovate
Tellabs
The Kelsey Group
The Nielsen Company
The NPD Group
Transverse
USC Annenberg School Center for the Digital Future
William Blair & Company
|
Price: $695.00
|
Price: $695.00
|