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BizReport : Mobile Marketing : April 20, 2011


Forecast: Mobile to push content consumption by 2015

A warning to consumers, content creators and mobile providers: the amount of content consumed through mobiles may slow the mobile space considerably in the near future. That according to a recent Juniper Research report, which finds that data traffic will equal about 18 billion movie downloads by 2015.

by Kristina Knight

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What does that mean? Well, it means that not only are consumers going to check in on social networks and email through mobile devices, but they'll soon be reading newspapers, watching video clips, playing games and in general consuming loads of content through mobile devices. And provider networks may not be up to the task of handling the traffic.

"It is important for network operators to be cognizant of the net impact that both offload and onload have on the total data traffic through the network. So even though data offload alleviates some of the operator's network congestion, a significant proportion of the offload could itself be offset by fixed to mobile migration of data," said Nitin Bhas, author of the Juniper Research report.

The report indicates:

• Most content consumption will take place in North America and Western Europe (60%)
• Offload data growth will peak on the Indian sub-continent and region
• WiFi currently accounts for 90% of traffic offloads

Meanwhile, comScore reports that more than 230 million American consumers (age 13+) are using mobile devices, with nearly 70 million connecting via smartphone devices. The biggest use for mobiles continues to be texting (68% of use), but browser use and app downloads are growing, each accounting for about one-third of mobile usage. Social networks and game playing each account for about 25% of mobile usage.

Tags: comScore, content consumption, Juniper Research, mobile content, mobile marketing










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