Mobile stats – a wide collection

Posted on April 24, 2012

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This was originally posted to my internal IBM blog on 09:44 28/03/2012, Steve Devo, data, demographics, industry, mobile, research, statistics, stats, usage, web, Mobile Internet

the Global Mobile Statistics page on the Mobile thinking site, will not surprise you in having a lot of mobile statistics.

So if you’re in need of data regarding sales of handsets, usage of the mobile internet etc, then this is a good place to go.

You need to scroll down to see all the data, as it is not categorised in any particular way (it’s what ctrl-F was invented for)

Here is a simple example of the detail (i’ve made it a picture, it is cut and paste-able text on the site.

and here is the main description of the available stats, as of the end of march 2012

The links should still work for you.  Please go to the site so that you get the latest,  this is just a capture so you can see how good it is.

PART A: Mobile subscribers; handset data; mobile operators
1) There are 5.9 billion mobile subscribers (that’s 87 percent of the world population). Growth is led by China and India, which now account for over 30 percent of world subs,
• What other medium offers that reach?
2) Mobile devices sales rose in 2011, with smartphones showing strongest growth, Nokia remains the number one handset manufacturer, but Samsung is now the leading smartphone hardware vendorAndroid is now the top smartphone operating system.
• Feature phones sales (let alone ownership) still outnumber smartphones 2:1. If your mobile strategy doesn’t include feature phones, it doesn’t include most of your customers.
3) Top mobile network operator for subscribers and revenues is China Mobile; for average revenue per user is 3UK; for lowest monthly churn is NTT DOCOMO Japan; and for proportion of revenues from data is Smart Philippines.
• But it’s not all good news. Mobile operators in developed countries could run out of profit in the next two to four years if they do not change their business models.
• All these stats in detail below…

PART B: Mobile Web; users; 3G coverage
1) There are now 1.2 billion mobile Web users worldwide, based on the latest stats for active mobile-broadband subscriptions worldwide; Asia is top region.
2) South Korea and Japan lead in mobile broadband penetration with 91 and 88 percent respectively.
3) Mobile devices account for 8.49 percent of global Website hits.
4) Many mobile Web users are mobile-only, i.e. they do not, or very rarely use a desktop, laptop or tablet to access the Web. Even in the US 25 percent of mobile Web users are mobile-only.
• Still think you don’t need a mobile site?
5) The drivers of mobile Web and mobile media are:
(i) Web-enabled handsets – by 2011, over 85 percent of new handsets will be able to access the mobile Web. In US and W. Europe, it is already surpassed that. Lots of new handsets support 3G (fast Internet).
• N.B. smartphones are only a fraction of Web-enabled phones.
(ii) High-speed mobile networks – almost one in five global mobile subscribers have access to fast mobile Internet (3G or better).
(iii) Unlimited data plans – Widespread availability of unlimited data plans drove mobile media in Japan, now it’s driving the US; but in W. Europe, lack of availability is holding up progress.
• All these stats in detail below…

PART C: Mobile marketing, advertising and messaging.
1) SMS is the king of mobile messaging
8 trillion text messages will be sent in 2011.
But consumers are also embracing mobile email, IM and MMS rapidly.
A2P – application to person SMS e.g. automated alerts from banks, offers from retailers, m-tickets is expected to overtake person to person SMS in 2016.
• Is your opt-in CRM database part of that revolution?
2) Mobile ad spend worldwide is predicted to be US$3.3 billion in 2011 sky rocketing to $20.6 billion in 2015, driven by search ads and local ads. In the US over half of U.S. mobile ad spending is local. Asia – Japan particularly – continues to dominate global mobile ad spend.
• With US$2.5 billion in annual mobile ad revenues Google is the main recipient of mobile ad spend.
3) To what types of mobile marketing do people respond best? In the UK and France opt-in SMS gets the best results, in Germany mobile Web ads get the best results.
• All these stats in detail below…

PART D: Consumer mobile behavior
1) What do consumers use their mobiles for? Japanese consumers are still more advanced in mobile behavior, using mobile Web, apps and email more, but US or Europeans text and play more games. Most popular mobile destinations are news and information, weather reports, social networking, search and maps.
• In all countries surveyed more consumers used their browser than apps and only a minority will use Web or apps exclusively.
2) US consumers prefer mobile browsers for banking, travel, shopping, local info, news, video, sports and blogs and prefer apps for games, social media, maps and music.
3) Mobile searches have quadrupled in the last year, for many items one in seven searches are now mobile.
• Did you know 71 percent of smartphone users that see TV, press or online ad, do a mobile search – will they find your mobile site or your competitors’?
• All these stats in detail below…

PART E: Mobile apps, app stores, pricing and failure rates
1) Over 300,000 mobile apps have been developed in three years. Apps have been downloaded 10.9 billion times. But demand for download mobile apps is expected to peak in 2013.
2) The most used mobile apps in the US are games; news; maps; social networking and music. Facebook, Google Maps and The Weather Channel (TWC) rule.
• But does reality match the hype around apps? The average download price of a mobile app is falling rapidly on all vendor app stores, except Android. And 1 in 4 mobile apps once downloaded are never used again.
• All these stats in detail below…

PART F: Mobile payment, NFC, m-commerce, m-ticketing and m-coupons
1) Paying by mobile i.e. m-payments will be worth US$240 billion in 2011 and could be over US$1 trillion by 2015. Purchasing digital goods is the largest segment ahead of physical goods, near-field communications (NFC), m-banking and money transfer. Biggest market today is Japan, but in the future could be China.
2) Japan sets the precedent for m-payment 47 million Japanese have adopted tap-and-go phones, but is expected to take off elsewhere as the world adopts NFC. In China alone, there will be 169 million users of tap-and-go payments in 2013.
3) M-commerce is predicted to reach US$119 billion in 2015, Japan remains king. Top m-commerce retailers globally include: Taobao, Amazon and eBay. The US m-commerce market will be US$31 billion by 2016.
• 1 in 8 mobile subscribers will use m-ticketing in 2015 for airline, rail and bus travel, festivals, cinemas and sports events.
• All these stats in detail below…

PART G: Mobile financial services (MFS) and m-banking
Between 500 million and 1 billion people will access financial services by mobile by 2015, depending on estimates. The MFS market will be dominated Asia, driven by mobile operator-led initiatives in developing nations to bank the unbanked. Remittance/transfers by mobile is growing three times faster than m-banking.
• Will MFS be mobile’s killer application?
• All these stats in detail below [ed’s note: below on the original site, of course.]…

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