Here are all of the posts tagged ‘mobile stats’.
Social Brands Part 4: On The Go Is The Way To Go
It’s official: mobile is literally everywhere. Google tells us that more people around the world now own a mobile phone than own a toothbrush, while the UN just revealed that more people have access to mobile phones than toilets.
Here’s how things break down by geography:
However, despite the cellphone’s ubiquity, a recent WARC study revealed that barely 39% of brand advertisers in APAC consider mobile to be ‘very important’ to their current marketing plans, and a scant 29% actually have a mobile strategy.
So why aren’t marketers’ plans in tune with their audience’s existing behaviour?
In other words, it’s highly likely that, around the world, more people now use mobile phones than watch TV:
That’s a huge shift. Moreover, global cellphone adoption is still growing at a rate of 140 million new subscriptions per quarter.
Of course, many people around the world still rely on more basic ‘feature’ phones, but these devices still provide a level of intimacy that TV can’t match.
What’s more, the shift to internet-connected smartphone devices continues to accelerate with each month that passes, with global mobile data usage currently increasing at close to 30% per quarter:
Out of Sync
Perhaps more tellingly, people are more emotionally connected to their phones too: as we highlighted in our recent report on the country, 70% of people in China – the world’s largest consumer market – said that they “can’t live without” their cellphones.
People used to say the same of TV, but ironically, many people now use their mobile internet connections to download ‘TV’ content to watch on their mobile phones (sans adverts).
TV clearly still has a vital role to play in the marketing mix of course, and this isn’t about replacing one medium with another. Indeed, mobile has a big part to play in the continuing evolution of TV by enabling and driving phenomena like second screening and transmedia storytelling.
But in a world where brands can reach more of their consumers, more of the time, in more contextually relevant and intimate ways through mobile than through TV, marketers must spend more time – and more of their budgets – exploring how mobile can help them engage audiences and reach their objectives.
If Your Marketing Isn’t Mobile, It Isn’t Going Anywhere
Mobile offers a very different kind of audience experience to TV.
The latter is still largely a communal device; a centre piece that takes pride of place in the heart of our living rooms.
However, mobile is more personal; its primary purpose has always been to connect us with other people, rather than simply delivering passive entertainment.
Critically, people have more control over what they do on their phones.
They decide which activities they participate in, what content they consume, and where and when they do so:
Because of their size and increasing flexibility, mobiles have also become many people’s most important devices.
To put things in perspective, a recent survey found that 1 in 3 American smartphone owners would even give up sex before giving up their phones.
And with more and more of our activities shifting to mobile devices, this intimacy for mobile seems set to continue.
But, perhaps because of this heightened sense of device intimacy, people don’t welcome interruptions on their phones.
As with so many of today’s big marketing opportunities, interruptive, broadcast approaches simply aren’t the best use of the medium.
Social by Design
Critically, mobile phones started life as truly ‘social media’ – they were always intended to be a means of connecting people.
However, as they’ve evolved from voice-and-text handsets into today’s multi-purpose connected devices, the scope of the social interaction they offer has increased dramatically, to the extent that telephony has dropped way down the list of activities people use their ‘phones’ for.
Meanwhile, the importance of social networking on mobile devices continues to grow.
Smartphone users check Facebook an average of 14 times every day, and American smartphone users spent 40.8 billion minutes on social media mobile apps in July 2012. On an annualised basis, that’s close to 1 million years of human time spent on mobile social activities in the US alone.
Meanwhile, another recent survey from J. D. Power found that, across all age groups, American smartphone users spend an average of almost 2 hours per week using social media apps.
comScore now reckons that 55% of all social media activity in the US takes place on a mobile device.
These trends aren’t unique to the US though, and based on our recent round of SDMW research, mobile’s share of social activities around Asia is likely to be even higher.
More importantly, with the increasing role of mobile instant messaging apps (MIMAs) like WeChat, Line, and Kakaotalk, mobile social’s share of our attention is only set to increase.
Mobile doesn’t just offer new opportunities to drive attention and engagement though; it is increasingly becoming a key channel for conversions too:
Here again, the role of mobile social comes to the fore, with around half of Facebook’s users checking the site while in stores.
As a result, within the next few years, marketing strategies that don’t come to life on mobile devices will never come to life at all.
That shift requires a significant re-evaluation of the way we approach communicating with audiences too.
We won’t be able to rely on interruption anymore, and as we saw in the previous post in this series, marketers will need to get much savvier at adding value instead of finding more efficient ways of distracting people.
Consequently, it’s imperative that marketers explore mobile-social synergies, and build contextual engagement into the core of their engagement strategies.
So how do marketers make better use of mobile apps?
First up, the answer doesn’t have to be about building native apps.
Indeed, even when native apps are available, people don’t always use them; as Mark Zuckerberg revealed recently, “there are actually more people in the world using Facebook on mobile Web” than using the iOS and Android native apps combined.
The real trick is understanding why people use mobile devices – what are the specific wants, needs and desires driving their behaviour?
The best mobile marketing embodies a few simple principles:
- Deliver something of value, whether it’s utility, entertainment, or social interaction;
- Take advantage of context, using mobile devices’ portability to offer different experiences depending on where and when people engage;
- Keep things streamlined, with content that’s easily accessible and suitable across a range of different devices and connection speeds;
- Build in device portability, allowing people to continue their experience across phones, tablets and computers if they choose to, especially when sharing things with other people;
- Harness layers of detail, allowing people to enjoy a rewarding experience whether they’ve got just 30 seconds on their work break, or 30 minutes on the bus home.
Stay In Touch
Lastly, don’t forget that mobile is still primarily a social channel – a reality that presents a huge opportunity.
Social media experiences will increasingly come to life on the go, and here at We Are Social, we’re already planning on the basis that mobile and social should be seamlessly integrated to provide the best possible social experiences, wherever and whenever the audience wants to engage.
Today’s #SDMW report focuses on one of Asia’s most exciting markets: India.
With the world’s second largest population, India holds huge potential for marketers from all over the world.
The country’s 1.2 billion inhabitants have embraced social, digital and mobile technology too, and India’s online ecosystem offers some truly startling numbers.
To start with, here are the top headlines:
- India has 137 million internet users – more people than the total population of Japan.
- More than 60 million people in India use social networks – equivalent to the total population of Italy
- India is home to a staggering 934 million mobile subscriptions – equivalent to more than 13% of the world’s entire population
Despite these impressive numbers, however, internet penetration in India remains quite low, with just 11% of the population having used the internet.
The country’s 137 million users still put India in 3rd place on the global rankings by number of internet users though, and this number is continuing to rise by at least 1.5 million users per month.
Moreover, with 56% of India’s population aged below 30 – and a new child born in the country every 2 seconds – it’s clear that India’s digital journey still has plenty of potential for growth.
Indeed, India is the fastest growing online market in the world, and internet usage grew by more than 40% in the year to July.
Indian netizens also appear to spend a considerable amount of time online each day – up to 8 hours each – which adds extra weight to the basic user numbers.
These users spend plenty of money too; The Times of India reports that Indian youth will spend more than US$9 billion on mobile internet activities in 2012 alone. That’s more than the GDP of the Bahamas.
Social Networking continues to be the main driver behind much of India’s increased online activity, although social media penetration in India remains remarkably low at just 5%.
Facebook continues to dominate India’s social media landscape with more than 60 million active users, and the world’s most popular platform show no signs of slowing either, adding a new Indian user every single second.
With social networking use expected to grow by more than 50% in 2012, it’s likely that these numbers are also on the conservative side; estimates from eMarketer and Global Web Index both put Indian social networking users above 75 million.
Interestingly, 60% of India’s Facebook users are under 25, with barely 12% over the age of 35. They’re still predominantly male too, with barely 3 female users in every 10 on Facebook.
More than half of India’s social media users purport to use more than one social platform too, with Google+ claiming the second largest user base at around 50 million.
Twitter and LinkedIn are also popular amongst Indian netizens, with each claiming more than 15 million users.
YouTube has particular appeal for Indian audiences too, with 20 visitors every single second. Each month, almost 56 million visitors from India consume more than 4 billion videos – 25% of them via mobile devices.
And it’s mobile usage like this that’s leading the charge towards the future.
With almost 1 billion mobile subscriptions, India’s mobile market is second only to China’s.
Critically, more than one third of these subscriptions are from the rural areas that are home to 69% of India’s population.
Many of these rural areas still lack fixed communication infrastructure (mobile subscriptions outnumber fixed line telephones 30 to 1), so mobile holds the key to India’s evolving digital world.
Tellingly, there are already more than 50 million mobile internet users across the country, but this 36% of users accounts for more than 50% of national internet use.
Smartphone use is also picking up quickly in India, and the nation’s 27 million smartphone users each spend an average of more than 40 days every year using their phones – roughly 16% of their waking lives.
With numbers like that, it’s clear to see why we’re excited about India’s digital future too. We’ll see you there.
The sources for all the stats can be found at the bottom of each slide in the SlideShare deck above. You can also download a high-res PDF of this report here.
Asia’s digital landscape continues to evolve at an astonishing rate, and staying up to date with the latest data and trends can be a challenge.
We have good news, though: today, we’re delighted to launch a new edition of our hugely popular #SDMW reports.
In the SlideShare presentation above you’ll find our Asian Overview report, with more than 100 slides of the latest facts and figures from around the region, including select highlights from each of the 24 countries we cover.
We’ll follow this overview with individual country reports over the coming weeks, each one packed with all the local stats and facts you need to understand the Social, Digital and Mobile landscapes and audience behaviours in the world’s most dynamic markets.
To start with, though, here are some highlights from the overview report:
- There are now well over 1 billion internet users around Asia;
- At least 811 million of these people use social media;
- 50% of the world’s social media users are in Asia;
- More than 10 million new people in Asia join Facebook every month;
- Asia is home to more than 3 billion mobile subscriptions.
All of these numbers are significantly higher than those we reported in the previous edition of the #SDMW series that we released back in November 2011:
- The number of internet users in the region has grown by almost 14%;
- Users of the top social network in each country around Asia have increased by more than 8%;
- Mobile subscriptions have seen growth of more than 12%.
It’s not just the growth in user numbers that are impressive, however; netizens in Asia spend almost 2 million years of combined time on the internet every month, watching almost 45 billion online videos.
That’s more than half a trillion videos every year.
We also noted a continued trend of diversity in behaviour around the region.
Despite becoming Facebook’s biggest region just a few weeks ago*, the world’s favourite social network ranks just 4th in Asia by user figures. However, Buddy Media found that Facebook is still the platform of choice for brands around the region, with almost 9 in 10 Asian companies giving it a ‘Like’. They also report that two thirds of Asian companies on social media have a presence on Twitter.
Most companies focus the majority of their social media efforts on marketing, but figures suggest an increasing number of Asian brands are adopting social media for customer service purposes too.
Meanwhile, the mobile opportunity is becoming increasingly important around Asia too, with 4 in 5 companies in the region stating that mobile social is “an important part” of their overall strategy.
Be sure to check out the full deck for many more insights. Meanwhile, if you’re looking for regular updates on Social, Digital and Mobile news around Asia, be sure to check our Singapore office’s Tuesday Tuneup and 5FF blog posts each week. Even better, you can sign up to have them delivered to your email.
And for those of you who are stuck behind a firewall and can’t view SlideShare, just send us an email and we’ll be happy to send you a copy of the report.
You’ll find the source for all the stats above at the bottom of the relevant slides inside the report itself. * Note that the countries included in SocialBakers’s classification of ‘Asia’ differs to the one used in our SDMW reports, so figures may not correlate between these reports.