January 24, 2011
Mobile
RESTON, VA: US email habits are undergoing a dramatic shift, with more and more people checking their messages on their phones.
Visitors to email websites fell 6% between November 2009 and November 2010, according to comScore.
But use of mobile email climbed 36% over the same period and now covers 78% of the nation’s smartphone population, in what the research firm is calling an “email evolution”.
Around 153 million Americans visited email sites such as hotmail.com and gmail.com during November 2010, spending a collective 43,474 minutes on the site and viewing 38,204 pages.
These totals are 6%, 9% and 15% lower than their equivalents for November 2009.
The drop-off in usage is sharpest among younger demographics, though the number of over-55s actually increased from the previous year.
In all, 70m Americans used their mobiles to access email during the month.
This not only represents a 36% increase in users, but a 40% increase in daily users – suggesting that accessing the services has become routine.
Mark Donovan, comScore senior vice president of mobile, suggested the trend towards mobile is part of the general fragmentation of media use observed over recent years.
“From PCs to mobile devices, whether its email, social media, IM or texting, consumers have many ways to communicate and can do so at any time and in any place,” he said.
“The decline in web-based email is a byproduct of these shifting dynamics and the increasing availability of on-demand communication options.”
Data sourced from comScore; additional content by Warc staff, 24 January 2011 http://goo.gl/4Fvxf
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February 11, 2009
Mobile
-By Mark Dolliver
NEW YORK Advertising on mobile phones is becoming an increasingly mainstream phenomenon, to judge by a Limbo-GfK Technology Mobile Advertising Report released today. (Limbo is a mobile social network whose free services to members are supported by the revenue from mobile ads.)
Thirty-three percent of Americans with mobile phones said they recalled seeing mobile advertising during the fourth quarter of 2008. Among those with iPhones, the figure was even higher, at 41 percent. “The vast majority of these ads were seen in SMS text messages,” the report notes.
What do people do when they receive mobile advertising? One-third of those who recalled getting such ads said they “responded in some way,” with the most common form of response being to call a toll-free number included in the message: “16 percent of ad-aware consumers recall doing this.” Women were almost twice as likely as men to say they responded in some way to a mobile ad they’d received. In a breakdown by age, 18-24-year-olds were the most likely to report having done so. Perhaps most encouraging for advertisers, says the report, “is the fact that one in seven people also reported that they had bought a product or visited a store as a result of seeing a mobile advertisement.”
Among other tidbits from the report: “More than 162 million consumers used text messaging in the fourth quarter of 2008,” up 16 percent from fourth-quarter 2007. Ten percent of Americans with mobile phones used location-based services in last year’s fourth quarter, with the figure rising to 22 percent among 25-34-year-olds.
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December 16, 2008
Mobile, Social
By Dan Butcher Mobile Marketer
Evolving handset technology and more sophisticated mobile apps are driving up mobile social network usage.
Consumers using mobile social networks today are mainly checking messages, status updates and comments of friends rather than posting photos or comments themselves, according to a recent study by ABI Research. However, this pattern is changing as more consumers have access to better-equipped mobile phones and mobile social network applications that allow for easy uploading and communication.
“As the adoption of smartphones increases, more consumers who use online social networks want to be able to connect on the go, to be more active and upload photos,” said Michael Wolf, research director at ABI Research. “The current demographic for mobile social networking tends to be people who already use online social networks—more tech-savvy and skewing a little bit younger.
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“Social networking, as a whole, is broadening, and we’ll see the same phenomenon on mobile,” he said. “Mobile social networking’s audience will broaden over time to mirror the trend of the online space, eventually reaching the mass market.”
Today more than 60 percent of those who access a social network on their phone do so mainly to check for messages or comments from friends, compared to less than 30 percent who upload photos, according to the ABI study.
Evolving handset technology and more sophisticated mobile apps are driving up mobile social network usage.
Consumers using mobile social networks today are mainly checking messages, status updates and comments of friends rather than posting photos or comments themselves, according to a recent study by ABI Research. However, this pattern is changing as more consumers have access to better-equipped mobile phones and mobile social network applications that allow for easy uploading and communication.
“As the adoption of smartphones increases, more consumers who use online social networks want to be able to connect on the go, to be more active and upload photos,” said Michael Wolf, research director at ABI Research. “The current demographic for mobile social networking tends to be people who already use online social networks—more tech-savvy and skewing a little bit younger.
“Social networking, as a whole, is broadening, and we’ll see the same phenomenon on mobile,” he said. “Mobile social networking’s audience will broaden over time to mirror the trend of the online space, eventually reaching the mass market.”
Today more than 60 percent of those who access a social network on their phone do so mainly to check for messages or comments from friends, compared to less than 30 percent who upload photos, according to the ABI study.
link to read more http://www.mobilemarketer.com/cms/news/research/2286.html
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