Nielsen: U.S. at “Critical Mass for Mobile Marketing”
ADOTAS – The U.S. is ground zero for mobile marketing, according to a new study from Nielsen Mobile. With about 40 million people, or 15.6% of mobile subscribers “actively using the mobile Internet” the U.S. leads market penetration and has reached “critical mass for mobile marketing.”
Among the study’s findings:
• Advertising is becoming a common part of the mobile Internet experience. Today 26% of mobile Internet users view ads while using the mobile Internet.
• The Motorola RAZR phones are the most popular phones among U.S. mobile Internet users, while Nokia handsets lead the market in Europe and Asia.
• Unlimited data packages are increasingly popular with mobile Internet users. Today 14% of U.S. subscribers access the mobile Internet with an unlimited data package, and 50% of data users say that they prefer the unlimited pricing model.
• 3G networks drive user satisfaction with mobile Internet, and these networks improve data throughput speeds as much as six times, compared with 2 and 2.5G networks.
• Mobile Internet users are more receptive to mobile advertising than average data users.
The top destinations for mobile users in the U.S. were Yahoo Mail (14.2 million unique visitors in May), Google Search (9.1 million), the Weather Channel (8.6 million) and MSN Hotmail (7.9 million).
Reader Comments.
I agree that reaching 40M mobile Internet users out of 255M mobile users is a good start (15.6%) for advertisers to target with text and banner ads. But there is an ability to reach 255M out of 255M mobile users (100%), and that is through voice-based mobile advertising. Advertisers would be amiss to ignore this opportunity.
We are running millions of ads for our ad partners and getting 6 to 8% CTR’s with our relevant ads targeted to trend-spreaders, movie goers, cost-savers and business travelers. An example is a major restaurant chain enticing a caller to a movie show time application to have dinner before the movie 2 blocks away from the requested theater. Pressing 1 sends a coupon code to the caller for free soft-drinks for the children if they requested a G-rated movie or half-priced wine if the movie was R-rated.
The mobile Internet is not needed to reach these people, just a phone call.
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