SOURCE: MarketResearch.com

MarketResearch.com

June 16, 2009 08:08 ET

Mobile Advertising Market Ready for Rapid Growth

ROCKVILLE, MD--(Marketwire - June 16, 2009) - MarketResearch.com has announced the addition of eMarketer's new report "Mobile Advertising and Usage," to their collection of Advertising & Marketing market reports. For more information, visit http://www.marketresearch.com/redirect.asp?progid=67618&productid=2208055

As consumers embraced mobile technologies like never before, last year the channel began to catch up with its hype. 2009 may actually be the point when advertisers start shifting to include mobile.

The Mobile Advertising and Usage report analyzes the (finally) accelerating mobile opportunities opening up for both consumers and marketers.

The true turning point for the industry was the introduction of the smartphone, heightened by Apple's iPhone launch in mid-2007. The development of third-generation (3G) mobile phones led to better connection speeds, Wi-Fi connectivity and the rise of mobile Internet browsing.

Another critical factor was pricing plans that took the mystery out of data usage and encouraged unlimited mobile content consumption.

In light of the heightened activity and interest, eMarketer forecasts that advertisers will spend $3.3 billion on mobile advertising in 2013, up from $648 million in 2008.

Key questions the "Mobile Advertising and Usage" report answers:

    
--  How will mobile advertising fare in a down economy?
--  Can marketers count on smartphones to expand mobile's reach?
--  How will changes in mobile usage patterns affect marketers?
--  What will be the affect of mobile video?
--  Which ad-funded business models will take off?
--  And many others...
    

eMarketer Reports -- On Target and Up to Date

The Mobile Advertising and Usage report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make fast, whip-smart business decisions.

Topics covered in the report include...
Executive Summary
   US Mobile Advertising Spending, 20082013 (millions and % change)
   Key Questions

The eMarketer View

Mobile Ad Spending
   US Mobile Advertising Spending, 20082013 (millions and % change)
   Comparative Estimates: US Mobile Advertising Spending, 20082013
   (millions)
   Marketer Usage
   New Media Marketing Tactics that US Senior Marketing Executives Are Most
   Interested in Adding to Their Marketing Mix, August 2008 (% of
   respondents)
   Most Popular Advertising and Marketing Tactics in 2009 According to US
   Advertising Agency Executives (% of respondents)
   Tactics on Which US Marketers Plan to Focus Their Online Marketing
   Budget in 2009 (% of respondents)
   Change* in Advertising Spending According to US Advertisers, by Media,
   OctoberNovember 2008 (% of respondents)
   Change in Marketing Spending According to US Marketers, by Tactic,
   September 2008 (% of respondents)
   Year When Mobile Advertising Will Become a Major Advertising Medium
   According to US Marketers* (% of respondents)
   Consumer Attitudes About Mobile Advertising
   US Internet Users Who Are Interested in Receiving Personalized Ads, by
   Media, 20062008 (% of respondents)
   US Adult Mobile Subscribers Who Would Be Willing to View Mobile Ads*,
   2008 (% of respondents)
   Number of Mobile Ads per Day that US Adult Mobile Subscribers Would Be
   Willing to View*, 2008 (% of respondents)
   Mobile Advertising Recall and Receptivity Among AfricanAmerican and
   Hispanic Mobile Data Users, Q2 2008 (index)
   US Adult Mobile Phone Users Who Recall Viewing Mobile Advertising in the
   Past Three Months, by Type, Q3 2008 (millions)
   Demographic Profile of US Mobile Phone Users Who Recall Viewing Mobile
   Advertising, Q4 2008 (% of respondents in each group)
   US Text Message Users Who Recall Seeing a Text Message Ad, by Age and
   Race/Ethnicity, Q2 2008 (% of respondents in each group)

Mobile Usage
   Comparative Estimates: US Mobile Phone Subscribers, 20072013 (millions)
   US Mobile Phone Subscriptions and Penetration, 20042014 (millions and
   % of population)
   US Mobile Phone Users, by Age, 20052008 (% of respondents in each group)
   Mobile Internet Activity
   US Mobile Phone Subscriptions and Mobile Internet Users, 20082013
   (millions)
   Mobile Content and Application Activities of US Mobile Subscribers,
   August 2008 (thousands and % of mobile subscribers)
   Mobile Devices Used by US Consumers to Access the Internet in the Past
   12 Months, June 2008 (% of respondents)
   Mobile Activities of US Mobile Phone Users, by Generation,
   SeptemberOctober 2008 (% of respondents)
   Smartphones
   US Mobile Phone and Smartphone Shipment Growth, 20082010 (% change)
   US Smartphone Sales, Q4 2007 & Q4 2008 (% of total mobile phone sales)
   Online Methods Used to Access Information About Brands* According to
   Young Adult Internet Users in the US and Worldwide, JuneJuly 2008
   (% of respondents)
   Top Five Mobile Content and Services that US Mobile Phone Users* Intend
   to Use in the Next Two Years, November 2008 (% of respondents)
   US Adult Smartphone Users, by Age, Q1 2008 (% of respondents)
   Installed Base of Mobile Content and Devices Among US Low and
   MiddleIncome* Mobile Subscribers, June & August 2008 (thousands and %
   change)
   US Mobile Phone Users and iPhone Users Who Recall Viewing Mobile
   Advertising, by Type, Q4 2008 (% of respondents in each group)
   US Mobile Phone Users and iPhone Users Who Responded to Mobile
   Advertising, by Method, Q4 2008 (% of respondents in each group)
   Text Messaging
   Text Messages Sent in the US, June 2007 & June 2008 (billions and
   % change)
   US Mobile Phone Users* Who Use Text Messaging, by Frequency, 20052008 (%
   of respondents)
   US Adult Mobile Phone Users Who Have Texting and Data Plans, by Age,
   April 2008 (% of respondents)
   US Mobile Phone Users Who Have Responded to Mobile Phone Offers, by
   Offer Type, MarchApril 2008 (% of respondents)
   Adult Mobile Phone Users in India, UK and US Who Recalled Viewing Text
   Message Advertising in the Past Three Months, Q2 2008 (% of respondents)
   Mobile Video and Mobile TV
   Methods Used to Access Mobile Video According to US Mobile Video
   Viewers, Q3 2008 (% of respondents)
   Weekly Time Spent Watching Mobile Video According to US Mobile Video
   Users, September 2008 (% of respondents)
   US Mobile OnDemand Video Viewers, by Content Type, August 2008
   (thousands and % of total)
   Demographic Profile of US Internet Users, by Time Spent Watching Online
   Video on Their Mobile Phone, OctoberNovember 2008 (minutes per day)
   US Mobile Broadcast Video Viewers, by Content Type, August 2008
   (thousands and % of total)

Trends to Watch

Conclusions

Endnotes
   102123
   US Mobile Advertising Spending, 20082013 (millions and % change)
   102306
   Comparative Estimates: US Mobile Advertising Spending, 20082013
   (millions)
   102397
   Comparative Estimates: US Mobile Phone Subscribers, 20072013
   (millions)


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