The document discusses the growing adoption of mobile devices and m-commerce. It notes that 27% of adults and 47% of teenagers now have smartphones, representing significant year-over-year growth. While the iPhone is still aspirational, blackberries are more popular among teenagers. The document also highlights that mobile sales currently only represent around 5% of overall online sales but are growing, and certain advertisers see over 40% of their sales coming from mobile. It concludes by discussing opportunities for networks, advertisers and affiliates to better capitalize on the growing mobile sector.
4. 27% of adults have a smartphone, (60% YoY increase)* 47% of teenagers have a smartphone (87% YoY increase)* ...Phenomenal adoption: can we keep up...? *Ofcom, Communications Market Report, August 2011
5. The iPhone is aspirational and enjoys the highest ABC1 concentration 16-24 yr olds prefer the Blackberry (37%) to the iPhone (25%) … mobile offers fascinating insight into users *Ofcom, Communications Market Report, August 2011
21. Does it make a difference? 2.1% sales through mobile 4.2% sales through mobile (with iPad) 3.1% sales through mobile 5.4% sales through mobile (with iPad)
22. Are they incremental sales? At present, we don’t know Advertisers focus on the iPhone Sector & time considerations (low basket, impulse) m-commerce sites enable mobile optimisation and happy customers...
25. Missed opportunities? DevMobile “ Probably . My other app based on Dutch retailer bol.com , saw conversion increase from 8 to 12%: a 50% increase in sales.”