Related to my post the other day on print's perfect storm is a report from Nielsen that the US is among those leading in the adoption of mobile Internet penetration.
Key takeaways from from the report include:
The US, UK and Italy are leaders in mobile Internet penetration. 15.6 percent of mobile subscribers in the US, 12.9 percent of subscribers in the UK and 11.9 percent in Italy actively use the mobile Internet
We believe mobile Internet has reached a critical mass as an advertising medium in the US. As of May 2008, there were 40 million active users of the mobile Internet in the US, with individual sites that attract millions of unique users. This provides scalable marketing potential with demographic breadth.
As mobile Internet publishers build out an advertising inventory, advertising is becoming a common part of the mobile Internet experience: 26 percent of mobile Internet users recall seeing some form of advertising while using the mobile Internet. Mobile Internet users are 60% more likely to be open to mobile advertising than the average mobile data user.
The Neilsen Critical Mass report is a free download at http://www.nielsenmobile.com/documents/CriticalMass.pdf
Discussion
By Bryan Yeager on Jul 14, 2008
What does this mean? It's time for print service providers to start adopting mobile marketing and general mobile e-presentment into their arsenal of offerings.
With devices like the iPhone with its full-featured web browser, as well as software development kit for both iPhone applications and Web applications, it's pretty easy to tailor offerings for the mobile web. It will only get easier as mobile phone technology evolves and the current issues with delivering mobile content (low-res screens, multiple platforms and formats, inadequate browsers and email support among others) become a thing of the past.
Discussion
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