Public Research

By Steen Andersson, 5th Finger

http://www.slideshare.net/clisco/the-mobile-web-is-awesome

Introduction
Juniper Research defines a mobile coupon as “a coupon sent to and stored on a mobile phone that can be exchanged for a rebate, a financial discount etc. at a retailer or merchant when the
consumer purchases a product.” We have found that the term “voucher” is also used to mean a coupon, although we define a voucher as a coupon given as a gift.

Mobile coupons are becoming increasingly important to brand owners and retailers providing a “push to purchase” capability for mobile marketing and advertising campaigns. They are often used in conjunction with a mobile ticket, bundled in a mobile barcode alongside the ticket, allowing for offers and discounts to be available in addition to the ticketing functionality. 

Research from the Nielsen Company shows a moderate decline in mobile game usage, with 17 million mobile game downloaders during the second quarter of 2008, compared to 19 million in the previous quarter. The 17 million mobile game downloaders represent 6% of all wireless subscriptions, and a 19% decrease in year over year growth since Q2 2007. Tetris, Bejeweled, and Guitar Hero III were the top three game titles by revenue share according to Nielsen's latest Mobile Media report, which tracks the consumption of mobile messaging, Internet, video, games, audio and applications. Puzzle/Strategy remained the most popular category for games, followed by Action/Adventure and Sports/Racing.

Research from the Nielsen Company shows a steady rise in mobile Internet usage, with more than 100 million unique mobile subscribers and $1.8b in revenues for the second quarter of 2008. The 102 million mobile Internet subscribers represent 39% of all wireless subscriptions, and a 32% increase in year over year growth since Q2 2007. Portals, Email, Weather, News/Politics, and Search were the top five visited categories by mobile users according to Nielsen's latest Mobile Media report, which tracks the consumption of mobile messaging, Internet, video, games, audio and applications. There was also increased interest in the Business/Finance category given the recent activity in the financial markets, with the number of users growing from 5 million in August to 5.4 million in September.

What is the Mobile Advertising Report?

Read the full report

More people in the United States (and indeed globally) have a mobile phone than an Internet-connected PC.  Consumers are quickly emigrating away from pay-per-use mobile services and are heading toward free-to-enduser services that are supported by advertising. Coupled with a fragmenting media landscape, advertisingsupported, free-to-end-user services create exciting opportunities for brands to reach consumers in ways never before possible.

The Mobile Advertising Report is a tool to help marketers and their agencies understand this fast-changing medium. The Mobile Advertising Report is distributed free to marketers. To receive the mobile marketing report, email [email protected]. The Mobile Advertising Report is produced by Limbo and GFK/NOP research. The Q3 2008 (US) report is based on a survey of 1,000+ representative adults in the US.

Introduction
The goal of this research was to size the current US mobile TV/video market and empirically
determine consumer interest and acceptance in mobile TV/video advertising as well as the
baseline interests and opinions of key industry players.

The research is intended to provide the MMA and its membership with data that can be used
to catalyze industry activity and establish best practices.

On behalf of the MMA’s Mobile Video and Television Committee, M:Metrics conducted
extensive executive surveys with over 40 senior decision makers at brand advertisers,
agencies, and media companies and conducted an online consumer survey of more than
11,100 mobile service subscribers aged 13 and higher.

Download the full report

Research from the Nielsen Company shows that health risks and privacy concerns were trumped by price and convenience as the top motivators to subscribe to a cell phone service. The findings come from Nielsen's quarterly Mobile Insights survey, which measures the attitudes and behaviors of both wireless subscribers and non-subscribers. 42% of mobile non-subscribers would be more inclined to join a cell phone service if prices were lowered, and 23% would be motivated by simpler calling plans and phone options. Surprisingly, recent studies on possible health threats related to mobile phones were not a factor, with just 8% citing lower health and safety risks as a motivator. Concerns related to identity theft and privacy were also low on the list, with 9% of non-subscribers motivated by lower risks of fraud.