PARADIGM CREATIVES

Mobile Recent Trends

Report
BD TEAM

12

Recent Mobile Trends

Introduction:
Global smart phone &tablet shipments outpaced desktops &laptops Global statistics:

80% of humans own a mobile phone. There are 91.4 million smartphone in the United States alone. Out of the 5 billion mobile phones in the world, 1.08 billion are smartphones. Android has the highest market share with 46.9% the iPhone has 28.7%. 9 out of 10 smartphone users use their phone on a daily basis. The most popular smartphone activity is texting, followed by internet browsing and playing games. People between the ages of 25 and 34 are more likely to own a smartphone (62%) than any other age group. Android users consume the more data on a monthly basis (582MB) compared to users of other mobile operating systems. iPhone users download more apps on a monthly basis (48) when compared to users of other mobile operating systems.

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Top 10 countries smart phones penetration

50 40 30 20 10 0 Series1

countries

Location Based Services

Location-based services are a general class of computer program-level services used to include specific controls for location and time data as control features in computer programs. As such (LBS) is an information and has a number of uses in Social Networking today as an entertainment service, which is accessible with mobile devices through the mobile network and which uses information on the geographical position of the mobile LBS include services to identify a location of a person or object, such as discovering the nearest banking cash machine or the whereabouts of a friend or employee. LBS include parcel tracking and vehicle tracking services. LBS can include mobile commerce when taking the form of coupons or advertising directed at customers based on their current location. They include personalized weather services and even location-based games. They are an example of telecommunication convergence. Almost three-quarters (74%) of smartphone owners get real-time location-based information on their phones as of February 2012, up from 55% in May 2011. This increase coincides with a rise in smartphone ownership overall (from 35% of adults in 2011 to 46% in 2012), which means that the overall proportion of who get location-based information has almost doubled over that time periodfrom 23% in May 2011 to 41% in February 2012. There is a massive demand for location-based mobile services worldwide, according to the findings of a new TNS report, which found that the services are the most sought after by mobile users across the globe two-thirds of mobile users dont have location-based features would like to start using the feature, showing that there is huge untapped potential for check-ins, mobile maps and other services. The TNS survey mobile users from across 58 countries worldwide found that, while 62 percent of phone owners want location services, 19 percent already use the feature and associated services.. TNS

saw 12.5 percent of users admit they are prepared to share their location for a deal, while 21 percent are open to being served location-based adverts. People are realising that sharing their location often offers some kind of reward in terms of a discount or deal. It is the combination of time and context directing people towards a deal when they can easily redeem it that unlocks a powerful tool for marketers to develop precise targeting approaches Some examples of location-based services are

Recommending social events in a city Requesting the nearest business or service, such as an ATM or restaurant Turn by turn navigation to any address Locating people on a map displayed on the mobile phone Receiving alerts, such as notification of a sale on gas or warning of a traffic jam

Location-based mobile advertising Asset recovery combined with active RF to find, for example, stolen assets in containers where GPS would not work Games where your location is part of the game play, for example your movements during your day make your avatar move in the game or your position unlocks content. Real-time Q&A revolving around restaurants, services, and other venues

Increase growth of LBS services from 2011 to 2012

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% geo social services Location based service

Feb-12 May-11

Social network
Mobile social networking is social networking where individuals with similar interests converse and connect with one another through their mobile phone and/or tablet. Much like web-based social networking, mobile social networking occurs in virtual communities. A current trend for social networking websites, such as Facebook , is to create mobile apps to give their users instant and real-time access from their device. Internet users over the age of 55 are driving the growth of social networking through the Mobile Internet The top five US social networking sites via mobile internet:
40 35 30 25 20 15 10 5 0 13-17 18-24 25-34 35-44 45-54 55+ Face book Twitter Linked In My space Four square

Facebook: 46, 531,000 Twitter: 11,453,000 LinkedIn: 6,031,000 MySpace: 4,047,000 Photobucket:2,122,000

Mobile Search

By2014, mobile Internet usage will overtake desktop

Smartphone sales will quadruple between 2010and2015 Tablet users will jump 62.8% in 2012 75% say that mobile search made their life easier 32% say they use mobile search than desktop search 49% of mobile searcher made a mobile purchase Mobile Paid Search Impressions Continue to Rise Mobile paid search impressions on Google peaked at 16.4% in Dec.2011 ,the highest of all-time Impressions remained high in Jan.2012,at15.9% of all paid search impressions For the last 3months ,tablets were 38% of all mobile impression 21.5% of all clicks are mobile clicks in jan 2012 Tablet share of mobile clicks was 39.6% in Jan.2012, a 14.8% jump from Dec

Mobile commerce
Today, mobile commerce is more of an extension of e-commerce but in a smaller form factor and with a more-streamlined experience. However, over the next 24 months, we can expect the emergence of uniquely mobile functions, such as the ability to "check in" to a store to alert a retailer that you are there, or the ability to add items to a shopping cart simply by taking a photo of an item or bar code in the physical store. Forrester Mobile Commerce Forecast. 2011 isnt looking too shabby if this report is accurate, showing the mobile commerce sales will hit $6 billion by years end. Assuming that this year will reach $6 billion and 2016 will reach $31 billion that would represent a compound growth rate of 39% for mobile commerce over the next five years

The report found 29% of retailers have already implemented a mobile strategy. 19% are only now starting work on implementation. 9% have a strategy they have not implemented yet. A whopping 39% are in the early stages of developing a strategy.

Mobile payment
Although near field communication (NFC) payment will be included in high-end phones from 2011, Gartner does not believe that it will become mainstream before 2015. In order to get consumers on board, payment solution providers need to address ease-of-use for users and ease-of-implementation for customers without compromising security. According to the survey respondents, the big winners in this trend would be credit card companies such as Visa and MasterCard, followed by wireless operators, and eventually companies like Google, PayPal, and Smartphone makers. Bringing up the rear were startups, though the makeup of the respondents should be considered (categories are shown in the survey).

Virtual goods:
The global market for mobile virtual goods and premium subscriptions is expected to reach $4.7 billion USD by 2016virtual goods, which are intangible, digital items which cost little to produce and are often sold in bulk at low prices, typically cost about $1 USD each. Many virtual goods are images of physical goods, These items can often be obtained free through hours of game play, but most players choose to save time by buying them instead.

13 percent of consumers with Internet access have bought digital or virtual goods online in the past 12 months; 21 percent of these virtual goods buyers will buy more in the next 12 months. On average, virtual goods buyers spent $92 on virtual goods last year. iPhone owners, virtual world regular visitors, and frequent gamers are the heaviest virtual goods buyers. More than 50 percent of buyers bought virtual goods in a game. A net of 48 percent of buyers bought digital goods through a social network site; more than onethird bought goods in a free Web-based game.

Mobile advertizing
Although mobile advertising, either iAds or in-app, was a mere $1.6 billion market in 2010, that figure should mushroom to $20.6 billion by 2015, according to the research firm. Mobile ad budgets are expected to comprise 4 percent of total advertising spending by 2015, up from just a blip of 0.5 percent last year. Mobile ads in North America should grow to 28 percent of the global market by 2015, with revenue jumping to $701 million this year and $5.7 billion in four years. Western Europe will spend $569 million on mobile advertising in 2011 and $5.1 billion by 2015. Asia/Pacific and Japan remain leaders in mobile advertising, comprising 49.2 percent and 33.6 percent of the world market. Mobile ad spent across the globe in 2010 is $87 M which increases through 10 times $894 M in 2015

Locally targeted ads are forecast to account for 65% share of total US mobile ad revenues in 2016, according to details from an April 2012 BIA/Kelsey Group blog post. Specifically, local will account for $5 billion of the projected $7.7 billion in mobile ad revenues. This represents a dramatic increase from the estimated $0.8 billion in locally-targeted mobile ad revenues in 2011, which equaled 45% share of the $1.7 billion total. This year, mobile ad revenues are predicted to be $2.7 billion, about evenly split between local and national

Summary
Global mobile data traffic grew 2.3-fold in 2011, more than doubling for the fourth year in a row. The 2011 mobile data traffic growth rate was higher than anticipated.. Global mobile data traffic in 2011 (597 petabytes per month) was over eight times greater than the total global Internet traffic in 2000 (75 petabytes per month). Mobile video traffic exceeded 50 percent for the first time in 2011. Mobile video traffic was 52 percent of traffic by the end of 2011. Mobile network connection speeds grew 66 percent in 2011. Globally, the average mobile network downstream speed in 2011 was 315 kilobits per second (kbps), up from 189 kbps in 2010. The average mobile network connection speed for smartphones in 2011 was 1344 kbps, up from 968 kbps in 2010. In 2011, a fourth-generation (4G) connection generated 28 times more traffic on average than a non-4G connection. Although 4G connections represent only 0.2 percent of mobile connections today, they already account for 6 percent of mobile data traffic. Average smartphone usage nearly tripled in 2011. The average amount of traffic per smartphone in 2011 was 150 MB per month, up from 55 MB per month in 2010. Smartphones represent only 12 percent of total global handsets in use today, but they represent over 82 percent of total global handset traffic. In 2011, the typical smartphone generated 35 times more mobile data traffic (150 MB per month) than the typical basic-feature cell phone (which generated only 4.3 MB per month of mobile data traffic). In 2011, 72 petabytes of smartphone and tablet traffic were offloaded onto the fixed network each month. Without offload, traffic originating from phones and tablets would have been 217 petabytes per month rather than 147 petabytes per month in 2011. Android is now higher than iPhone levels of data use. Toward the end of 2011, Android consumption was equal to iPhone consumption, if not higher, in the United States and Western Europe. In 2011, the number of mobile-connected tablets tripled to 34 million, and each tablet generated 3.4 times more traffic than the average smartphone. In 2011, mobile data traffic per tablet was 517 MB per month, compared to 150 MB per month per smartphone. There were 175 million laptops on the mobile network in 2011, and each laptop generated 22 times more traffic than the average smartphone. Mobile data traffic per laptop was 2.1 GB per month, up 46 percent from 1.5 GB per month in 2010.

Nonsmartphone usage increased 2.3-fold to 4.3 MB per month in 2011, compared to 1.9 MB per month in 2010. Basic handsets still make up the vast majority of devices on the network (88 percent).

Future Forecast
Global mobile data traffic will increase 18-fold between 2011 and 2016. Mobile data traffic will grow at a compound annual growth rate (CAGR) of 78 percent from 2011 to 2016, reaching 10.8 exabytes per month by 2016. By the end of 2012, the number of mobile-connected devices will exceed the number of people on earth, and by 2016 there will be 1.4 mobile devices per capita. There will be over 10 billion mobile-connected devices in 2016, including machine-to-machine (M2M) modules-exceeding the world's population at that time (7.3 billion). Mobile network connection speeds will increase 9-fold by 2016. The average mobile network connection speed (189 kbps in 2011) will exceed 2.9 megabits per second (Mbps) in 2016. In 2016, 4G will be 6 percent of connections, but 36 percent of total traffic. In 2016, a 4G connection will generate 9 times more traffic on average than a non-4G connection. By 2016, 39 percent of all global mobile devices could potentially be capable of connecting to an IPv6 mobile network. Over 4 billion devices will be IPv6-capable in 2016. Two-thirds of the world's mobile data traffic will be video by 2016. Mobile video will increase 25-fold between 2011 and 2016, accounting for over 70 percent of total mobile data traffic by the end of the forecast period. Mobile-connected tablets will generate almost as much traffic in 2016 as the entire global mobile network in 2012. The amount of mobile data traffic generated by tablets in 2016 (1.1 exabytes per month) will be approximately equal to the total amount of global mobile data traffic in 2012 (1.3 exabytes per month). The average smartphone will generate 2.6 GB of traffic per month in 2016, a 17-fold increase over the 2011 average of 150 MB per month. Aggregate smartphone traffic in 2016 will be 50 times greater than it is today, with a CAGR of 119 percent. By 2016, over 3.1 exabytes of mobile data traffic will be offloaded to the fixed network by means of dualmode devices and femtocells each month. Without dual-mode and femtocell offload of handset and tablet traffic, total mobile data traffic would grow at a CAGR of 84 percent between 2011 and 2016 (21-fold growth), instead of the projected CAGR of 78 percent (18-fold growth). The Middle East and Africa will have the strongest mobile data traffic growth of any region at 104 percent CAGR. This region will be followed by Asia Pacific at 84 percent and Central and Eastern Europe at 83 percent.

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