Mobile world in numbers

Comscore launched it (first) annual report on the  mobile world (US, EU5 and Japan).  Free to download at their website!

I’ve rounded up the most important trends:

• Mobile growth in 2 speeds: US vs EU
  In total market share, the US is ahead of the European market. Although we see a similar growth in terms of smartphone and 3G adoption, the EU doesn’t embrace the unlimited data transfer yet, probably because of the expensive and segregated mobile market across Europe.
  We’ll see how the European Union deals with these challenges. The EU has already set maximum prices to text messaging and phone calls over the mobile network, it’s to be expected that they will set a maximum price on data transfer as well.

• Smartphone tops the charts
  When we purchase a mobile device, 80% in the US and 60% in the EU are buying a smartphone.  Off course the Apple iPhone is popular, but other manufacturers are selling their smartphones as well.
  

 

• Smartphone demographics show old users in the EU against youngsters in the US
  Again the EU sees older (35+) and more mature people buying and using smartphone.  Probably the budget plays a role in the decision-making process to buy a smartphone….althuogh we see the fastest growth in the EU in the categories of 18 – 24 year olds (up 54%) and 13 – 18 years olds (up 66%). Youngsters are shifting to mobile….
  

 

• Android OS on steroids
  Google’s Android OS was the fastest growing mobile operating system in 2010, taking over a lot of Symbian market share (hence the collaboration between Nokia and Microsoft…). Only to show that Apple doesn’t own the mobile market (although US Verizon is using Apple’s OS as their standard….so we’ll see in 2011 what this means in market share). Android’s main challenges will be, to sort out the big differences in versions to make it easier for developers….

• Steady growth of mobile media usage
  With the use of smartphones we switch our main use of the mobile device as well….not only texting and phone calls are popular, we access mail, social networks, browse and follow online retail stores,… with our mobile device.  The mobile device is taking centre stage in our life!  We see different usage in the US then in EU, but social networking is certainly a hit on the mobile!
  

 

• Japan uses mobile wallet!
  The mobile wallet is already a rising succes story in Japan.  Who needs real money when you have your mobile anyway?
  10% of the mobile subscriptions used their mobile as a paying device. They use it most of the time in classical retail situations.
  But again this is a trend which is developing in Northern European countries as well, ….only a matter of time to concur the world!

In 2011 we will see more mobile shifting.
Media usage will be more and more integrated between the different devices (PC, tablet, mobile, screen, ….)
Mobile Marketing will be the next challenge for the marketeers….they’re already working out new strategies!
Mobile Commerce will hand real-time price and product information to the consumer, and when this consumer embraces the mobile wallet…the sky is again the limit!

 (graphics taken from the Comscore report)

Social media gets a grip on young Europians

A Eurostat survey in 2010 shows that the flat world is coming along fast in Europe. I’ve lined up the most impressive figure for the European Union. Countries will do better or worse, since the given numbers are European Avarages. The world reference numbers I’ve collected through Internet World Stats, the European numbers are from Eurostat (and they differ from the figures from Internet World Stats, because they only reflect figure in the EU 27, outside the EU 27 there is a far less acces and usage of the flat world).

As you can see there is a lot of difference in the use and access to the flat world. The world average is only 28,7%!

 The western countries are in the lead, but if you look at the absolute figures you’ll notice that Asia has (825 mio) more users than Europe and North America together (475 mio + 266 mio).  Only to show you that numbers are as relative as they are absolute. BUT what’s more interesting is that of those Eupopean users 80% the youngsters (age 18-24) use social media on regular bases. This is our future….the social media. In the education section is already a small part incorporated dealing with the impact of social media on your life and business…and the best is yet to come! A Nielsen survey from february 2010 sees on 82% growth of social media.

 If you want a chance to reach out and touch those youngsters, be shure to get hooked on social media as part of your business model, communication strategy and marketing tool! But then you read the next newspaper article, and know that the road ahead is long: “Social Media, we need to stand up before we can walk!” In the article Mic Adam (general manager of Vanguard Leadership) stipulates that many companies aren’t ready to incorporate a social media strategy yet since they don’t know how to use these social media. He appeals to all business men to start using social media, so we can figure out how it fits the corporate strategy next time!

I coudn’t agree more with Mic Adam, since the next generation is already steps ahead!