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BizReport : Mobile Marketing : May 09, 2011

Report: Social, banking, nav services big mobile winners

Consumers are flocking to mobile providers to upgrade their feature phones to smartphones or simply get the lastest smartphone - even before their contracts are up. Why? They want more connection and more services. According to new data from TNS Mobile Life social networking, mobile banking and navigation services are the big winners so far.

by Kristina Knight

So far social networking is the big winner with mobile consumers, likely because of the user friends apps developed for top-rated hubs such as Facebook and Twitter. According to detailes from TNS Mobile Life 46% of global consumers now access social networks from mobile devices, up from 30% a year ago. Meanwhile 14% of consumers are expected to utilize mobile banking features and 13% navigation services by year's end.

The study further found:

• 18% of global consumers upload images and videos from mobile devices
• 44% more would like this capability
• 49% of 'emerging market' consumers wish to upload content
• 55% of these do not have the ability to do so

"With mobiles increasingly becoming the primary device for internet access and communication, particularly in emerging markets, entertainment and multimedia features are a key requirement for engaging with consumers," said James Fergusson, Managing Director, Global Technology Sector, TNS. "Handset manufacturers need to ensure that entertainment offers, particularly mobile music, gaming, pictures, video and social networking are available and easy to access. Many are missing a trick in not bringing more smartphones to market in high-growth countries."

Content may be another big winner in the mobile space, especially as more consumers convert to or add tablets to their computing options. According to a recent Juniper Research survey data traffic will equal about 18 billion movie downloads by 2015 as consumers read newspapers and magazine, watch and stream video, play games and consume more mobile content.

Tags: Juniper Research, mobile ads, mobile content, mobile marketing, social marketing, TNS Mobile Life

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