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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.
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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.
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• The mobile Internet audience is not, as some expect, overly
concentrated in high-income households, either.
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Growth of UK Mobile Internet and PC-based
Internet:2008
Unique Audience (millions) Unique Audience % Growth
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
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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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Unique Audience size figures (to go with % figures in main part of release).
Mobile ‘PC-based
Age Group
Internet 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
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Internet Usage Habits among Smartphone Subscribers in
Europe
Percent of Subscribers
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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.
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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.
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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 CONTENTS
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MOBILE COMMERCE
Through content received via Mobile such as alerts or warnings you are
involved into M-commerce
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Source: OPA Europe
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Users want to receive mobile advertising in exchange for free access to
mobile content favorites
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Cos’è ?
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