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BizReport : Mobile Marketing : November 04, 2009


Touchscreen mobile adoption skyrockets more than 150%

In the past year, touchscreen mobile devices including the iPhone, have increased adoption rates at a staggering pace. Good news for mobile marketers offering more than simple text offers or coupons, but what about marketers just getting into the market? Is there still room for the touchscreen mobile market to grow?

by Kristina Knight

First, the statistics. According to a new comScore report touchscreen adoption grew by ">159% from 2008 to 2009; iPhone now accounts for one-third (33%) of the touchscreen marketplace. How many consumers are now touching mobiles? Nearly 24 million as of August 2009. At this point, touchscreen adoption is pushing quickly past smartphone adoption rates. Although there are still more smartphone users (33.7 million users vs. 23.8 million touchscreen users) the rate touchscreen devices are being adopted is a sign that smartphones may quickly fall behind.

"It's clear that consumers are embracing touchscreen interfaces that allow them to easily navigate the increasingly powerful and complex services afforded by new phones. This is a trend that should continue to pick up as additional touchscreen devices, many of them running the Android operating system, arrive in the market before the holiday shopping season," said Mark Donovan, comScore senior vice president of Mobile. ". . .As other [non-iPhone] devices have entered the touchscreen market with compelling devices, competition is clearly heating up."

The closest iPhone competitors are the LG Dare and Voyager (8% and 7% share respectively). But new offerings like Palm's Treo and Samsung's Instinct are gaining favor as well.

Other interesting findings include:

• Nearly half of touchscreen users are between ages 18 and 34
• Just over half of smartphone users are between ages 25 and 44
• Boomers and Matures are adopting smartphones and touchscreens at a slower pace than younger demographics
• Kids (age 13-17) to more likely to use a touchscreen device

Back to the question: can marketers get into the mobile space as easily now as they could a year or more earlier? Yes, depending. Depending on message, format and offer.

The truth is, with nearly any platform, marketers can engage the targeted consumer base but only if the message is interesting, the offer good and the format engaging. For most consumers these days that means rich media or mobile. So research the mobile space, figure out a message and see what happens.

Tags: comScore, iPhone, mobile advertising, mobile marketing, mobile offers, mobile users, touchscreen mobile










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