In her third appearance on MobileBeyond and IM-Mobile, Joy, one of the most engaging experts in consumer mobile behavior and advertising research, reveals her thoughts about the growth of mobile and online in the past year.
Before getting into the stats, Joy updates listeners on her personal mobile inventory–iPad, MacBook Air, BlackBerry, iPhone, Android, etc. She claims she’s lowered the weight of her mobile gadgets from 17.6 pounds to under ten. (To make sure she maintains her mobile weight, MobileBeyond and IM-Mobile have arranged with the staff at InsightExpress to attach a wireless weight monitor and report her daily wireless gadgets to the media.)
In this audio interview, Joy reviews her latest 2009-2010 report (InsightExpress Mobile Norms; click to download the PDF). The short summary discusses performance changes in mobile, the “closest cousin to online.” Some of Joy’s other comments and predictions:
- Due to improved online advertising effectiveness, mobile was only 3-4 times as effective as online in 2009-2010 vs. 4-5 times in the past.
- Significant differences between mobile and online: Ad awareness (23%/8%), message association (14%/4%) and purchase intent (11%/3%).
- Mobile users are highly engaged with ads due to device type, screen size, quality of creative and other factors.
- Smartphone penetration is now around 33% in the U.S. and will likely grow to 50%, but the carriers’ increased selection of mobile phones is changing the definition of “smartphone” vs “feature phone.” Carriers are flooding the market with “smarter” phones which, to consumers, are just “phones.”
Listen to the complete audio interview on IM-Mobile.