Target Smartphone Users or Die!

I don’t feel I’m exaggerating at all when I say, “Any business not focusing some, if not most of their marketing resources towards the smartphone user in 2011 and beyond are going to go the way of the dinosaur.”

Most people in business are aware that smartphones are the fastest growing, and already most widely used tool for communication and online browsing, and are gaining popularity when it comes to playing games and listening to music. What is not as well know a fact is that the majority of handheld device manufacturers are focusing their product research and development on future generations of smart phones, not cellular phones capable of only making calls and sending text messages. So sooner, rather than later, most mobile phone retailers and service providers will be offering little else but smartphones. Also, with the next generation of smartphones having more features, more apps, greater computing capabilities, larger memories, and more versatility, it’s even more likely smartphones will be the preferred mobile communication and computing device of choice. vivo

Thus 2011 should be the year businesses focus attention on mobile device marketing, if they aren’t doing so already.

Important mobile device market facts:

Estimates for 2010 indicate that 234 million Americans ages 13 and older used mobile devices. Device manufacturer Samsung ranked as the top mobile manufacturer with 24.5% of USA mobile subscribers, up 0.9 percentage points from the 3 month period ending in August. LG ranked second with a 20.9% share, followed by Motorola with 17.0%, RIM with 8.8% and Nokia with 7.2%.

In the USA, statistics are that 61.5 million people owned smartphones in the last quarter of November, 2010, which is up 10% from the preceding quarter. RIM led with a 33.5% market share of smartphones. After months of steady growth, Google Android captured the #2 ranking among smartphone platforms for the same period with 26.0% of USA smartphone subscribers. Apple accounted for 25.0% of smartphone subscribers, which is an increase of 0.8 percentage points, followed by Microsoft with 9.0% and Palm with 3.9%.

In the final quarter of November, 67.1% of USA mobile subscribers used text messaging on their mobile device, up 0.5 percentage points versus the prior 3 month period, while browsers were used by 35.3% of USA mobile subscribers, up 0.8 percentage points. Subscribers who used downloaded applications comprised 33.4% of the mobile audience, representing an increase of 1.1 percentage points. Accessing of social networking sites or blogs increased 1.0 percentage points, representing 23.5% of mobile subscribers. Playing games attracted 22.6% of the mobile audience, while listening to music attracted 15.0%.

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