One of the biggest keys to these new marketing opportunities is the rise of smartphones. The percentage of US consumers thinking about buying a smartphone has doubled since the beginning of 2008, according to ChangeWave Research, and Nielsen expects smartphones to be in the hands of half of US mobile users by the end of Q3 2011.
As handsets change, so do mobile consumption and usage patterns. Voice is becoming less relevant, and carriers and their marketing and content partners have transitioned to a focus on data.
Social networks are fast becoming the primary way mobile users exchange information. According to comScore, use of social networking applications increased by 240% between April 2009 and April 2010.
The full report, “Seven Key Trends in Mobile Usage,” also includes information on these important developments:
- The smartphone race is increasingly competitive.
- The increased ownership of smart devices is driving growth in mobile web penetration.
- The mobile-social nexus is all about location, location, location.
- Content revenues will rise—and ad revenues will climb even faster.
- The iPad and other devices are changing the face of mobility.