The latest report on Mobile Devices from Initiative, an IPG company reinforces the strength perceptions of the medium but most importantly quantifies the extent of its influence across markets. Mobile has been the happening medium for the last ten years now…. but its days may have finally arrived.

Not surprisingly, people are spending more time doing everything but not talking on their phones. Data acounts for 49% while voice calls account for only 37% of all mobile activity. For all you integrated media junkies, mobile internet usage has spiked and in doing so, it has led to a boost in total media consumption. Consumers browse the mobile internet in addition to what they are consuming on other media. This experience leads them to consume more of traditional and digital media.

And if you thought that mobile usage would be highest when traveling, think again. Mobile Internet usage is highest when people are relaxed. Relaxation differs by country. Americans get up in the morning and send emails while the Chinese wake up and play games. Looking at the state of the economies, I guess the Chinese can afford to play.

No surprises when it comes to the popularity of Apps with an average of 13 apps per smartphone (global average). Interestingly Chinese consumers download an average of 14 apps per phone but use only 5. The best way to promote your app is still WOM. More than half of the people surveyed indicated that they would download apps recommended by friends and family.

The real power of Mobile will come through only when it finds its place in a larger mix. Just understanding how mobile phones spur media consumption on other platforms by itself can improve our media choices by leaps and bounds. For more information on the study, visit http://www.madebylab.com/Initiative/Reports/

This entry was posted on Monday, July 26th, 2010 at 2:00 pm and is filed under Uncategorized. You can leave a response, or trackback from your own site.