First Keynote Speach: “An Update on Mobile Media Market” by Gian M. Fulgoni (follow on twitter) of Comscore.

Comscore covers 2 Mil. internet users and their behavior in a panel so they can question them. The mobile market in EU is different to the US market, while the size is almost the same. Everybody knows that SMS is bigger in EU but strongly growing in US. 27% in EU are mobile media users, while US mobile usage is higher. In both markets 3G phones are 41%, smartphones 21% in EU.

Only 5% have unlimited data access, compared to 21% in the US - this is why mobile media usage is still stronger in the US. The average user of mobile media is 35 years of age, 40% are women. Until now in EU there are 1442 different devices for mobile media. The iPhone has 9% market share, Nokia represents 34% of mobile media users.

Regarding mobile Services: News and info via browser have the greates share with 29% increase during the last year. The apps in this market grew by more than 60%. The top websites visited with smartpones are google (56%), facebook (29%), Microsoft (26%) according to Gsmworld.com/mobilemetricslaunch (UK Mobile Media metrics launch free registration feb. 4th).

IM traffic on Facebook is strongly rising, according to comscore 10/09. All together in EU social networking grew by 106%. More than 10% of mobile users are active in mobile social networking. Over 100 Mil. people use the iphone app. In Germany the usage of mobile facebooking is not very strong yet. The average mobile user spent 24 minutes in 3.3 visits on his device. The PC users spent 27 minutes with less access frequency.

In EU 53% are playing games via iphones, maps are the second biggest part of downloads, followed by instant messaging, email and weather. Then social media, then search. Meaning that games are much more important than all other activities.

Morgan Stanly predicts a strong growth from 2008 to 2013 with increase of 154% growth CAGR in video content. P2P 102 growth CAGR.

The projection for the mobile advertising market in US ranges from 160 Mil. to 3.1 Billion with a growth mainly driven by search. Gian M. Fulgoni compared the media spending in 2008 with the huge budgets of 186 Mil. $ in classical media, including a strong percentage on branding media. This remains in contrast to the budget in online media where the investments have become much stronger for direct response with a decline of branding and image impact.

Ask Comscore for a copy of the presentation: learnmore@comscore.com.

Tags: Facebook, Mobile, Social, Vor Ort, Wissen

Dieser Artikel wurde am Donnerstag, 28. Januar 2010 um 13:28 erstellt und ist in der Kategorie Allgemein, KMF Online abgelegt. Kommentare zu diesem Artikel können durch den RSS 2.0-Feed verfolgt werden. Es besteht die Möglichkeit, einen Kommentar zu diesem Artikel zu verfassen oder einen Trackback von der eigenen Seite zu senden.