Skip to main content

Smartphone Apps Usage Attracts U.S. Marketers


Mobile phone penetration within the U.S. market is estimated by eMarketer at nearly 80 percent in 2010. Moreover, the American mobile service subscriber market potential has now reached a critical mass of active users that are increasingly receptive to marketing messages.

As the mobile space becomes more important for U.S. marketer's efforts, they must keep pace with the changing scene, according to the latest eMarketer assessment.

"As feature phones give way to smartphones and tablet devices, mobility is taking on new dimensions," said Noah Elkin, eMarketer senior analyst.

The ability to create, share and consume more multimedia content translates into increased user engagement on mobile devices. It also means enhanced opportunities for marketers to reach out to potential customers via this additional mobile digital media exposure.

These new mobile marketing opportunities are being driven by the rise of smartphone adoption.

The percentage of U.S. consumers thinking about buying a smartphone has doubled since the beginning of 2008, according to ChangeWave Research, and Nielsen expects smartphones to be in the hands of half of U.S. mobile users by the end of Q3 2011.

As mobile handsets evolve, so do content consumption and usage patterns. As a result, mobile phone service providers and their marketing or content partners have transitioned to a focus on data services.

Furthermore, social networks are becoming the primary way mobile users exchange information. According to comScore, use of social networking applications increased by 240 percent between April 2009 and April 2010.

With social network users adopting various forms of mobile content, according to Edison Research and Arbitron, the growth in mobile apps also suggests further increases in content consumption -- and the need to pay for that content either through user fees or sponsor advertising.

Popular posts from this blog

Digital Transformation Investment at $3.4 Trillion

Business technology leadership matters. Across the globe, more leaders have been pursuing bold Digital Transformation (DX) initiatives with the goal of creating new sources of business value through digital products, services, and experiences. As an additional benefit, the COVID-19 pandemic revealed that digital transformation efforts improve an organization's resilience against global market disruptions. Global DX investment is forecast to reach $3.4 trillion in 2026 with a five-year compound annual growth rate (CAGR) of 16.3 percent, according to the latest worldwide market study by International Data Corporation (IDC). Digital Transformation Market Development "Despite strong headwinds from global supply chain constraints, soaring inflation, political uncertainty, and an impending recession, investment in digital transformation is expected to remain robust," said Craig Simpson, senior research manager at IDC . The benefits of investing in DX technology -- including aut

Artificial Intelligence for National Border Security

National border protection agencies are under pressure to provide the highest level of security in the face of growing threats, such as increasing illegal migration and international terrorism. Now, government agencies are embracing advanced border security technologies to aid in effectively and reliably securing national borders. These solutions look to detect and identify potential threats and prevent them from escalating to a point that may jeopardize security. Security Surveillance Market Development Traditional border security patrols and Closed-circuit Television (CCTV) surveillance systems aren't adequate protection, and agencies must increasingly deploy new solutions to stay ahead of criminals and other potential threats to ensure the safety of a country’s borders. According to the latest market study by Juniper Research, the value of the border security technology market will exceed $70 billion globally in 2027 -- that's rising from $48 billion in 2022. Growing by 47 p

Precision Medicine Spend to Reach $132.3 Billion

Precision Medicine uses molecular info to extract the optimum medical method from diagnostic protocols, by merging the impact of environmental and genetic factors. Data access is essential, with genetic metabolic and clinical data used to build a fuller picture of a patient's biology. Moreover, the primary aim of precision medicine is to design and optimize a pathway for diagnosis, therapeutic intervention, and prognosis, using large biological datasets. Personalized, evidence-based medicine uses stored health data, which includes patient diagnosis, laboratory work, insurance claims, and demographic information. The results enable healthcare providers to predict and prevent some illnesses. Precision Medicine Market Development According to the latest worldwide market study by Juniper Research, the total investment in precision medicine will reach $132.3 billion globally by 2027 -- that's increasing from only $35.7 billion in 2022. The significant market growth of 270 percent is