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Mobile Users and Usage: It’s Personal
eMarketer, Aug 2009, Pages: 30
Mobile users are inseparable from their devices. Whether they have a smartphone or a traditional feature phone, it goes with them at all times. And as these devices become more capable, they are evolving into extensions of users’ desktops and home communications and entertainment systems.
With mobile usage now pervasive, eMarketer believes that the subscriber population is approaching its saturation point. Penetration will near 100% by 2013, reflected in a modest 2.7% compound annual growth rate (CAGR) in the number of subscribers between 2008 and 2013.
As mobile subscribers and the devices they use grow in sophistication, mobile will develop into a ubiquitous platform for messaging, social networking, entertainment and Web access. In turn, growing sophistication in users, devices and usage patterns will mean increased opportunities for marketers to connect with consumers, particularly among the growing population of smartphone users.
Yet marketers must take seriously the highly personal relationship users have with their mobile devices, and respect the need for a value exchange. Expecting something for nothing is not an option.
This report will give you the information you need to keep up with this important trend.
Key Questions:
- What does the US mobile user population look like?
- Where is there room for growth in mobile usage?
- How is mobile Internet access evolving?
- What can marketers do to successfully reach mobile users?
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