Mobile data:overview

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Mobile data: overview

Produced by movylo.com

TURIN – May 25, 2009

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• 61% of the world's population owns a mobile phone (4mld and 100 million

people) (source: United Nations 2009)

• 92% of young people worldwide have a mobile (source: United Nations

2009)

• Number of SIM in Europe: 152% (source: EU report, March 08)

• Just in Italy, the number of young who use advanced features on their

mobile are 72.5%

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• The mobile penetration rate in the UAE now stands at 193%, according to

figures released by the country’s telecoms regulator. The figure is up from

182% in September last year, and it suggests that the UAE has the

highest mobile penetration rate in the Middle East. (source : itp.net may

12, 2009)

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Internet Mobile

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The iPhone has increased mobile internet consumption by a factor of 13 times

Source: David Kelly PhD research in Information System 2008

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The US mobile Internet audience (over the age of 13) is about evenly split between those over the age of 35 (48 percent) and those under the age of 35 (52 percent).

Additionally, there are approximately as many teenagers using the mobile Internet as there are persons over the age of 55 (5.1 million persons age 13–17 and 4.4 million persons 55 and older).

Source: Nielsenmobile.com 2008

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• The audience was still slightly more male than female—56% of Mobile

Internet users are male and 44% are female.

• The male bias of mobile Internet use is consistent across markets and is

most pronounced in Germany, where 75% of mobile Internet users are

male.

Source: Nielsenmobile.com 2008

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• In general, Internet users in European markets is inclinated more male than

those in the US: 66% of mobile Internet users in the UK and Spain are male

while in France and Italy they are 63% . In Brazil, Russia, India and China,

as well, males are more likely than females to browse the mobile Internet.

Source: Nielsenmobile.com 2008

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• The mobile Internet audience is not, as some expect, overly concentrated

in high-income households, either.

• While 24 percent of all mobile Internet users have household incomes of

$100,000 or more, approximately the same portion of mobile Internet

users have a household income of under $50,000 (26 percent).

Source: Nielsenmobile.com 2008

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Source: Nielsen Online. E.g. from Q2 – Q3 the number of Britons active on Mobile Internet increased by 25% from 5.8 to 7.3 million

Unique Audience % GrowthUnique Audience (millions) 

Growth of UK Mobile Internet and PC-based Internet:2008

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15+ UK Unique Audience Composition for Mobile Internet and PC-based Internet

Source: Nielsen Online, Q3 2008. E.g. 16% of Britons aged 15+ active on PC-based Internet are aged 15-24 years old

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Age GroupMobile Internet

‘PC-based Internet’

15 - 24 1.8 5.1

25 - 34 1.9 6.8

35 - 44 1.6 7.2

45 - 54 1.0 5.8

55+ 0.9 7.2

Unique Audience size figures (to go with % figures in main part of release). 

Audience Composition (millions) for Mobile and PC-based Internet

E.g. on average 1.8 million Britons aged 15-24 accessed the mobile Internet each month in Q3, 2008 

Source: Nielsen Online, UK, Q3 2008.

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Internet Service Accessed via Phone

Percent of Subscribers

iPhone Smartphone MarketAny news of information via browser

 84.8% 58.2% 13.1% 

Accessed web search 58.6% 37.0%  6.1% 

Watched any mobile TV and/or video 30.9% 14.2%  4.6% 

Accessed a social networking site or blog 49.7% 19.4%  4.2% 

Listened to music on mobile phone 74.1% 27.9%  6.7% 

Internet Usage Habits among Smartphone Subscribers in Europe

Source: comScore M:Metrics, MobiLens

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Most Popular UK Mobile Internet Sites and corresponding PC-based Internet figures (% Reach)

E.g. on average 24% of Britons active on Mobile Internet visited BBC News through their mobile phone each month in Q3, 2008.

Source: Nielsen Online, UK, Q3 2008.

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• While carrier portals (also referred to as “decks”) provide users with links to specific websites, most mobile Internet users actively seek out websites to visit.

• 40 percent of mobile Internet users say they find the sites through search engines, 22 percent say they type in the URL directly (underscoring the importance of mobile optimized or redirected sites) and 18 percent say they find the sites

Source: Nielsen Online, September 08

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• On the mobile Internet, categories such as search, news, weather and sports

perform well, as expected, but emerging mobile categories such as social

networking and banking are attracting sizeable and growing audiences.

• Portals, with brands such as Yahoo! and Google, were the most popular category of

mobile websites as of May 2008.

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• 36 million unique mobile Internet users (89 percent of the mobile Internet audience)

accessed portals over the mobile Internet.

• Email is the next most visited category with 26 million unique users in May 2008 (65

percent of the mobile Internet audience).

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• Digital content is any content that may be distributed on digital media

and transported by communications networks

• In the future digital contents will be 90% of total contents

• Digital contents are videos, applications, wallpapers, ringtones, photos,

games, widgets, texts, MMS, mobile tv, communities, voip, p2p…..

DIGITAL CONTENTS

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Through content received via Mobile such as alerts or warnings you are involved into M-commerce

Source: OPA Europe

MOBILE COMMERCE

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Mobile advertising drives visits to sites and shops, and increases the desire for product information

Source: OPA Europe

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Users want to receive mobile advertising in exchange for free access to mobile content favorites

Source: OPA EuropeSource: OPA Europe

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