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Always-On Mobile Devices and Networks:
New Opportunities to Reach Consumers
The portability of content from device to device represents the future of media consumption. However, the devices themselves continue to shift, partially in response to the evolving electronics landscape and partially as a result of changing consumer preferences.
The central challenge device manufacturers, marketers and publishers alike face today is making content available where, when and how their end users want to consume it. Thanks to the advent of ubiquitous wireless broadband networks and an expanding range of portable Internet access platforms, the solution, increasingly, must be anywhere and anytime. Netbooks, e-readers, gaming devices and ever-smarter smartphones give new meaning to the phrase, “you can take it with you.” These devices help consumers determine when they will read books and magazines, listen to music and watch their favorite video programming. And these devices are likewise untethering content producers from their desktop PCs—a trend that will contribute to a virtuous cycle of creation and consumption. 
Key questions this report answers: - What new portable Internet access device platforms are emerging and what is the outlook for each?
- What types of content, media and marketing messages are best suited for delivery on these devices?
- In what ways are these devices changing where, when and how consumers access content?
- How can marketers tap into networks and mobile devices such as e-readers and netbooks to deliver content and drive sales?
The portability of content from device to device represents the future of media consumption. However, the devices themselves continue to shift, partially in response to the evolving electronics landscape and partially as a result of changing consumer preferences.
Executive Summary
 High-Speed Wireless Internet-Enabled Device Shipments Worldwide, 2008-2013 (millions)
Key Questions
The eMarketer View
Mobile Device Landscape: Going Beyond the Phone
Mobile Internet Device Shipments Worldwide, 2007 & 2012 (millions of units)
Netbooks
Notebook PC Shipment Revenues Worldwide, by Type, Q2 2008 & Q2 2009 (millions and % change)
Notebook PC and Netbook Average Selling Price Worldwide, Q2 2008-Q2 2009
Notebook PC and Netbook Share of Portable Computer Shipments Worldwide, Q2 2008-Q2 2009
Notebook PC and Netbook Shipments Worldwide, by Region, 2008 & 2009 (millions and % change*)
In which regions and to what extent do netbooks represent a substitute for notebook PCs?
E-Readers
E-Reader Sales Worldwide, 2009 & 2013 (millions)
E-Reader Shipments Worldwide, 2008 & 2013 (millions of units)
E-Reader Sales Worldwide, 2008 & 2013 (billions)
US E-Reader Sales, 2009 & 2013 (millions of units)
US E-Book Sales , Q1 2008-Q3 2009 (millions)
Kindle Revenues Worldwide, 2007-2010 (millions)
What do consumers want from e-readers?
US Consumers' Opinions About Digital Book Readers*, December 2008 & March 2009 (% of respondents)
Media Players
Gaming Platforms
Handheld Game Console Shipments Worldwide, 2008 & 2013
Mobile Broadband: Ubiquity Without Uniformity
Wi-Fi, WiMAX and Carrier-Based Networks
4G Long Term Evolution (LTE)* Users Worldwide, 2013 & 2017 (millions)
Mobile Broadband Users Worldwide, 2009-2017 (millions)
WiMax and LTE Deployments Worldwide, by Region, Q2 2009 (% of total)
What is the outlook for mobile broadband adoption?
Mobile Broadband Users in Europe, 2008 & 2014 (millions)
Where do mobile carriers stand on mobile broadband?
Most Common Smartphone Feature Used by Smartphone Owners Worldwide, May-June 2009 (% of respondents)
Wi-Fi-Enabled Consumer Electronics Device Shipments Worldwide, 2009 & 2013 (millions)
Residential 4G* Subscribers Worldwide, by Region, Q2 2008 & Q2 2009
Mobile Proximity Services: Contactless Marketing, Ticketing and Payment
NFC*-Enabled and Total Mobile Phone Shipments, 2007-2012 (millions)
Which mobile stakeholders stand to benefit from NFC?
Current and Planned Airline Mobile Features According to Airline IT Executives Worldwide, 2009, 2010 & 2012 (% of respondents)
Usage of Portable Devices
Mobile Device Used to Access the Internet According to US Consumers, June 2008 (% of respondents)
Activities Performed with Consumer Electronic Devices According to US College Students, April 2009 (% of respondents)
Ways that Internet Users in Canada Use* Select Consumer Electronics Devices, June-July 2009 (% of time spent with device)
Internet Access Devices Used* by Mobile Users in Spain, May 2009 (% of respondents)
Mobile Advertising Requests* from US Wi-Fi Devices, by Device Manufacturer, November 2008
Mobile Advertising Requests* from UK Wi-Fi Devices, by Device Manufacturer, November 2008
Profile of US Adults Who Own E-Readers vs. Average US Adults, Fall 2009
US Mobile Video Viewers, 2009 & 2015 (millions)
New Devices, New Technologies, New Opportunities?
Where is the inflection point in the e-book market?
Print Industry Professionals in North America Who Believe that More People Will Rely on Mobile Devices as Information Sources*, June-July 2009 (% of respondents)
Devices on Which Internet Users in the US and Worldwide* Prefer to Get Online News, October 2009 (% of respondents)
Future Business Model* for Mobile Content According to Print Industry Professionals in North America, June-July 2009 (% of respondents)
Conclusions
Endnotes
102368
Mobile Internet Device Shipments Worldwide, 2007 & 2012 (millions of units)
Related Information and Links
Related Links
Contact
Report Contributors
The portability of content from device to device represents the future of media consumption. However, the devices themselves continue to shift, partially in response to the evolving electronics landscape and partially as a result of changing consumer preferences.
AdMob
Airline Business
Alloy Media + Marketing
Association of American Publishers, Inc. (AAP)
Audit Bureau of Circulations-US
Boston Consulting Group (BCG)
Coda Research Consultancy
Crowd Science, Inc.
DisplaySearch
ENTER
Forrester Research
Harris Interactive
IDATE
In-Stat
Interactive Advertising Bureau Spain (IAB Spain)
International Data Corporation (IDC)
iSuppli Corporation
Maravedis Inc.
Market Intelligence & Consulting Institute (MIC)
Mediamark Research & Intelligence (MRI)
Microsoft
Morgan Stanley
Openwave
OTX
Piper Jaffray & Co.
Pyramid Research
SITA (Société Internationale de Télécommunications Aéronautiques)
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Price: $695.00
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Price: $695.00
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