10 Facts about Mobile by MobiThinking
- There are 5.3 billion mobile subscribers (that’s 77 percent of the world population). Growth is led by China and India.
- Half of Facebook’s users accessed the site through their mobile devices in July 2011.
- Top mobile network operator for subscribers and revenues is China Mobile; for average revenue per user is 3UK; for lowest monthly churn is NTT DOCOMO Japan; and for proportion of revenues from data is Smart Philippines.
- Half a billion people accessed mobile Internet worldwide in 2009. Usage is expected to double within five years as mobile overtakes the PC as the most popular way to get on the Web.
• Just in China there are 277 million mobile Web users.
- Many mobile Web users are mobile-only, i.e. they do not, or very rarely use a desktop, laptop or tablet to access the Web. Even in the US 25 percent of mobile Web users are mobile-only.
- Unlimited data plans – Widespread availability of unlimited data plans drove mobile media in Japan, now it’s driving the US; but in W. Europe, lack of availability is holding up progress.
- SMS is the king of mobile messaging. 8 trillion text messages will be sent in 2011. But consumers are also embracing mobile email, IM and MMS rapidly. A2P – application to person SMS e.g. automated alerts from banks, offers from retailers, m-tickets is expected to overtake person to person SMS in 2016.
- Mobile ad spend worldwide is predicted to be US$3.3 billion in 2011 sky rocketing to $20.6 billion in 2015, driven by search ads and local ads. With US$1 billion in annual mobile ad revenues Google is the main recipient of mobile ad spend.
- Mobile searches have quadrupled in the last year, for many items one in seven searches are now mobile.
- Over 300,000 mobile apps have been developed in three years. Apps have been downloaded 10.9 billion times. But demand for download mobile apps is expected to peak in 2013.
But does reality match the hype around apps? The average download price of a mobile app is falling rapidly on all vendor app stores, except Android. And 1 in 4 mobile apps once downloaded are never used again.
- Japan sets the precedent for m-payment 47 million Japanese have adopted tap-and-go phones, but is expected to take off elsewhere as the world adopts NFC. In China alone, there will be 169 million users of tap-and-go payments in 2013.
- “In the last twelve months, customers around the world have ordered more than US$1 billion of products from Amazon using a mobile device,” – Jeff Bezos, founder and CEO of Amazon.com (July 2010).
MobiThinking offers the following snapshot of mobile
In the past two years, we have gone from a smattering of mobile statistics to an abundance of useful information. But there’s still a long way to go, there are still huge gaps in our knowledge, some countries enjoy a proliferation of data sources, while others have little or none; and the quality of statistics varies incredibly. As telecoms regulators and industry associations start to collect and share meaningful data, things will only get better.
An unfortunate side effect of the media’s recent surge of enthusiasm for mobile in the past year is a tendency to highlight data of dubious quality (often when better is available), and/or widespread misunderstanding, misreporting and failure to qualify figures they have cherry-picked. This isn’t just misleading and confusing, it’s damaging. If brands are persuaded by hype to divert funds into niche, ill-thought-through mobile projects and then get burnt, the whole mobile business suffers.
This mobile stats compendium – which is regularly updated – hopefully goes some way to putting right some of the sins of the last few years. But please remember that even the best quality independent statistics are speculative to some degree – stats are not facts.
- What do consumers use their mobiles for? Japanese consumers are still more advanced in mobile behavior, using mobile Web, apps and email more, but US or Europeans text and play more games. Most popular mobile destinations are news and information, weather reports, social networking, search and maps.
- US consumers prefer mobile browsers for banking, travel, shopping, local info, news, video, sports and blogs and prefer apps for games, social media, maps and music.