Skyhook Wireless has done a very interesting analysis that seeks to reveal how many of the thousands of location-enabled apps are available across multiple smartphone platforms. Curiously there are only 43 it turns out. According to the report:
There are nearly 6,000 iPhone location apps, 900 on Android and 300 on BlackBerry. Only 43 of these apps are available in all three stores. Of these, only six are paid. Each of these six paid apps, detailed on the next page, has a distinct per-platform price point. These apps are always significantly more expensive on Blackberry than the counterpart versions of the same paid app on iPhone and Android. For example, Wikiango is offered for free on the iPhone and for $19.99 on Blackberry.
The most fascinating aspect of this, beyond the lack of overlap, is variable pricing for the same apps. BlackBerry users are getting stuck, it would appear, with much higher prices for the same apps. Here are three "case stuides" from Skyhook showing these price differences by platform:
As shown above, there's a $10 difference between the cost of the Zagat app on the iPhone/Android ($9.99) and BlackBerry ($19.99). Why is that? It may have to do with the demographics of the RIM user population and its legacy "enterprise user" base. Developers may simply believe they can charge more. There may be another explanation, but it's not evident.
More generally Skyhook also shows a comparison of free vs. paid apps across the three platforms. In the aggregate the iPhone has the most paid LBS apps, which is partly a function of having more apps in general:
Millennial Media's December/Q4 SMART report reflects some interesting trends, but mostly incredmental changes from November. The top ad spending category is now "portals and directories," which includes major Internet players (e.g., Yahoo, MSN). Travel moved up from category number 10 to number eight, as well.
Here are the highlights, as reported verbatim by Millennial:
We don't know all the specific advertisers in these categories but I would argue that at least five (maybe six) of these categories are substantially or mostly concerned with local "on their face":
Turning to handsets and OS market share, here's what Millennial is seeing on its network:
Compare AdMob's smartphone share numbers (North America) from December:
In both cases the iPhone is has the largest share, but on Millennial RIM is second, while AdMob's network shows Android handsets second to the iPhone. Among the top 20 mobile handsets appearing on Millennial's network, the G1 is the only Android handset reflected to date.
Before IDC Gartner made the same prediction, but by 2012. Both of these firms could turn out to be wrong -- very wrong.
It makes sense that Android will continue to gain, given the number of OEMs building and releasing devices with the OS. Indeed, Google SVP Jonathan Rosenberg, on the Q4 earnings call, said "Android started 2009 with just one device and is now at 20 in 48 countries." And the Verizon Android Droid is credited with dampening some of the iPhone's recent sales momentum: the iPhone sold "only" 8.7 million units vs. the 9.1 - 9.5 million that some of the most bullish Wall Street analysts had anticipated.
OK, Apple sold 8.7 million iPhones in the most recent quarter, but it also sold sold 21 million iPods. The company doesn't break out iPod Touch sales. But while iPod sales are declining, iPod Touch sales are up. At the end of the last quarter there were almost 60 million iPhone OS devices around the globe (including the iPod Touch). Morgan Stanley estimated the number at 57 million in early December.
So let's assume that 5 million of those 21 million iPods are iPod Touch devices. That would put the combined sales of the iPhone OS units at more than 70 million today. So the iPhone OS (not the iPhone itself) has already beaten the IDC Android unit sales projections for 2013.
What happens tomorrow with the iPhone is important for the future success of the platform in the US market. Regardless of whether there's a new iPhone OS or 4G device, if Apple announces that AT&T exclusivity is through and that the handset will be available from Verizon and/or others, we're likely to see Android momentum falter. If not, Android will continue to gain steam.
Apple executives made some comments yesterday, however, that suggested AT&T exclusivity may not be done. They expressed confidence in AT&T and its ability to "fix" network problems that have frustrated and infuriated iPhone users. That kind of remark doesn't sound like one from a company about to walk away from its exclusive relationship with AT&T. But we'll see.
If Apple fails to "cut the chord" tomorrow and broaden iPhone distribution in the US it will cede millions of users to Android. I would be happy using the Nexus One rather than switching to AT&T, with its network's mortally wounded reputation, to get the iPhone (I have an iPod Touch). And while it's not as intuitive or "elegant" as the iPhone, and the apps are not as polished, the N1 generally substitutes. Its speed and screen are better than the current iPhone as well. And the voice-text input features are compelling.
Apple may not see this timing issue as critical. It will exit AT&T exclusivity at some point. If it does so now, it will establish itself on a trajectory to become the dominant smartphone in the US market and Android's rise will be blunted (though perhaps not RIM's, the current market leader). If it waits for 2011, US iPhone prospects will likely have moved on or set their sites on other handsets. All the defectors that are going to head to AT&T for the iPhone have already done so.
As suggested, RIM is a wild card in this discussion and so is Windows Mobile, which is declining now but could get a big boost from WinMo 7. Nokia, regardless of Symbian UI upgrades, will continue to lose share in the US and Europe in the coming 12-18 months. It will remain strong in Asia, Latin America and Africa -- emerging markets that seek lower-cost handsets. Palm, I'm afraid, will be largely an also-ran in this race.
The market for smartphones, however, is very much evolving and in flux. What happens tomorrow (from Apple) could be very significant for both the iPhone and for Android's future in the US. It might be that Apple makes the wrong choice, falters and Android benefits. The thinking that Android will automatically grow to be the world's number two, however, is simplistic.
App store analytics provider Distimo has released its latest report profiling activity in the various app stores. The report points out, among other things, that app prices are highest in Europe and on the BlackBerry. It also shows that the majority of apps in the Android market (65%) are from US developers, presumably catering to the US market. However that will change as Android gains momentum in other markets.
Interestingly, the charts reflecting the top free and paid apps don't show much overlap on the major platforms. Below are graphics from the Distimo report about the top free apps:
Here are a few casual observations. Facebook is universally popular, voice search tools show up across platforms (Bing, Vlingo, Nuance/Dragon). Weather is there a couple of times (RIM and Android). Barcode scanners are also popular. Not reflected above, RedLaser is the top paid app for the iPhone, and two scanners are in the top 10 for Android, according to these data.
Some of the differences in app popularity may have to do with timing. Pandora was released first on the iPhone and was the most popular app that year. Later it rolled out to other platforms and became popular accordingly, while its popularity in the iTunes store declined.
One of the mantras at Internet2Go is that price drives behavior. A study released last week about UK mobile Web adoption and usage again affirms this fact but also shows a population resisting the mobile Internet to some degree.
The study (n=2,000 UK mobile subscribers 16+) by firm Essential Research found that 76% of mobile users don't access the internet on their handsets. The chief reasons cited for this were: connection speed, cost of mobile Web access, as well as handset battery life. Here are more findings:
Half of non-mobile-Web users not interested:
60% of UK mobile users claim to not even own a mobile with internet access and just 30% of these are interested in getting one . . . even for upwardly mobile internet users and owners of smartphones, one third (31%) have never used their phone to connect to the internet, a quarter (24%) use it less than once a week and 8% tried it but don’t intend to do so again.
Social media a driver of adoption:
Almost as many daily mobile internet users (70%) use social media services including social networks, instant messenger, blogs and forums on their phones as they do on their computer (79%).
Non-mobile-Web users interested in offers/coupons:
The ability to perform everyday activities such as checking real time travel updates (33%) and tracking in-store offers, coupons and vouchers (31%) were the most interesting to those that don’t currently use mobile internet.
Internet2Go's 2009 survey data show that 27%-29% access the mobile Internet on their handsets. These numbers would be larger today. Connection speeds will improve greatly with 4G (and so will handset battery life) but pricing is an issue that may or may not improve for consumers.
Aggressively priced "all you can eat" data plans are now the single greatest variable in mobile Internet adoption and usage (now that handsets and the mobile Web experience have improved dramatically). However US carriers want to get away from these low-cost plans and move toward tiered pricing based on usage, which could inhibit consumers because of cost uncertainty.
Social adoption of the mobile Web will also motivate people to get data plans. If all my friends are online on their handsets I will want to be too; social networking adoption on mobile devices may accelerate this phenomenon as well.
I was reading the Rubicon Project's Q4 market report and it cited and reminded me of a September Millennial Media mobile ad survey of "100 leading [US] agencies" and brands. The Millennial report presents a picture of increasing investment in mobile marketing but also, a lack of resources and knowledge to effectively mount mobile campaigns in some cases.
Here's an excerpt from the executive summary:
Mobile spending is expected to increase next year, with 31 percent of agency respondents stating that they will invest between $100K and $249K. More than 15 percent (15.4 percent) plan to invest more than $1 million. More than half of Q4 mobile campaigns will represent between 1 percent and 10 percent of their clients’ total spending, but, for a few, that number will be a whopping 40 percent - 50 percent. Current participation remains high with nearly ¾ of the 100 leading agencies that responded to “The State of the Industry” stating that they have developed mobile campaigns for themselves or a client. Meanwhile, 28 percent have not taken the plunge.
It's worth revisiting and showing a few of the graphs:
Targeting approaches utilized:
Campaign objectives and success metrics:
Barriers to mobile ad adoption:
Arguably this final slide is the most important, with many agencies and brands not being sure where to begin, as well as being intimidated by what they perceive as complexity (also fragmentation) in the market.
It's very curious, however, that half of the agency respondents say they have "no internal resources" to deal with mobile. Many of the big holding companies bought mobile agencies (e.g., Publicis/Phone Valley). But, beyond that, isn't it their job to deal with important emerging channels? One would think so.
As platforms and exchanges emerge to make it easier to buy across the ecosystem or single networks with enough reach (e.g., Goog-Mob) are established we'll see many more brands and agencies move into mobile. This year and early next, we'll see rapid advancement of mobile advertising.
The mobile analytics segment is starting to mature and rapidly becoming more competitive. M:Metrics has been arguably the strongest player in the segment for the past few years. The company was acquired by comScore in May, 2008. Since that time new players such as Pinch Media and Flurry have arisen, among others, to measure the smartphone apps marketplaces. These two firms merged in December.
But there are a slew of others out there trying to help marketers gauge where to place their mobile ad dollars. Today a company called "GroundTruth," based in Seattle and founded by one of the co-founders of Medio Systems, Michael Libes, emerged from "stealth mode."
According to the release out today:
To date, estimates of Mobile Internet traffic have varied markedly, making decisions difficult for publishers and advertisers. Publishers have been unable to validate their audiences or use the information to understand their competitors. Advertisers have struggled to justify media buys or effectively evaluate mobile marketing campaigns.
Ground Truth data comes directly from mobile operators and other data providers to report aggregate mobile data usage, on any visited mobile site. What the company has found using this superior methodology dispels many commonly held beliefs about how consumers interact with the Mobile Internet.
The company argues by implication that its analytics are much more accurate than competitors (read: comScore). GroundTruth is getting its data mostly from mobile carriers (probably by paying for it or cutting some sort of barter deal). The company received $2.6 million in venture capital funding to date. And GroundTruth's data set consists of 2.5 million mobile users.
As a teaser GroundTruth put out "Top 10 Mobile Web Sites"* for the first week of 2010 (January 4-10, 2010)
(Ranked by total Page Views)
*Not including pages served by operator portals
This is very different, for example, than Nielsen's Top Mobile Sites list for most of 2009:
Libes told Moconews some other observations about the market, based on its data:
I'm actually skeptical of the top 10 list provided by GroundTruth. I assume this list is "everyone" and not simply smartphones or feature phones. I'm eager to talk to the firm about its methodology.
As popular as MySpace remains, I'm doubtful that it's truly the most visited mobile website. And while Mocospace has been around for some time, I'm also skeptical that it actually ranks as well as the GroundTruth list argues.
Consider the following list from Opera for November, 2009, which is based on actual usage rather than survey data:
Regardless, GroundTruth is a potentially strong and direct challenger to comScore (and Nielsen) because of its claims of greater accuracy and methodology based on actual usage and behavior rather than sampling or surveys.
Mobile is one of the areas on Google's Q4 earnings call that received the most attention and interest during the Q&A session. Here are verbatim comments (from the transcript) about mobile. I have grouped all of a particular individual's comments together though they may have been made at different times during the call.
CEO Eric Schmidt:
Everybody knows about the success of Android, our search traffic increased 5 times in the past two years. The Droid and Nexus One show the power of the Android approach. Great devices, multiple partners, great features, [lost] for use cases. Again, a pretty clear success at this point . . .
There the most obvious one in terms of growth rate would be mobile and a lot of that depends on the competitive dynamics of the industry, how successful the new AFMA product from us is, the AdMob acquisition if that comes through. We have a lot of evidence that people are moving to these data friendly mobile devices very, very, very quickly. Our search traffic growth rate is quite a bit faster than on PCs. We expect that to continue. So for lots of reasons 2010 will be a year of significant mobile revenue growth for the whole industry. I am sure we will be able to play a major part of that.
CFO Patrick Pichette:
As we enter 2010 we are very excited about the opportunities our core business, display, mobile and apps and so you should expect us to continue to drive real investment in significant ways in the areas we believe have real long-term opportunities for Google and that will accelerate our pace of innovation.
Product SVP Jonathan Rosenberg:
Personalization is also getting more important and we think mobile is a big part of that. More users both for search and other products are accessing us from mobile devices. With all the capabilities these phones that are coming out have like GPS, cameras, we think there is the potential to actually make this mobile web better than the PC web...
[W]e are starting to see . . . that advertisers are getting better at figuring out what kind of ads work on the mobile devices. The simple addition, for example, of things like including a phone number or an offer is substantially increasing the click through rates and the ROI for the subset of advertisers who are correctly optimizing their mobile campaigns. So we are certainly seeing very strong growth there . . .
I am not going to give specifics on mobile RPMS versus desktop RPMs but I think the main thing we can say is the new formats, the targeting tools and the reporting we are giving the mobile advertisers is making the huge difference. I mentioned Click to Call putting phone numbers in the mobile ads making a difference. Try something like auto insurance on your phone and you will see that the Progressive ad on the phone actually shows the phone number while on the PC it doesn’t. Nikesh gave the Razorfish example in his opening remarks and we are also letting the advertisers target high end devices, specific devices or specific carriers and we have also launched the reporting with analytics to the mobile phones. We are starting to see much improved monetization in general across mobile.
Head of Sales Nikesh Arora:
Finally with the trends that Jonathan mentioned, the penetration of smart phones and other mobile devices our sales teams are continuing to work with advertisers who can reach and target their customers through mobile advertising like never before.
One campaign of specific note was done by Razorfish, an agency partner of ours, who used a targeted mobile campaign to improve conversion rates towards monetary retail clients by approximately 10%. So we continue to see promise in this area.
Finally, regarding Apple specifically . . .
With respect to Apple it is probably better to say that Apple, I as a former board member have a special spot for Apple in my heart but I will tell you Apple is a very well run company. They have a lot of very good stuff coming. We have a couple of very good partnerships with them and we also compete with them in a couple of areas. My guess is that is a pretty stable situation for awhile . . .
We are not going to speculate on the market share of Apple mobile products. That is for Apple to discuss with you. As far as I can tell our business structures with Apple are quite stable. I am not going to speculate on any deals of any kind, rumored, true, not true, you name it we are not going to talk about it.
Consulting firm Deloitte contends that ''NetTabs will be purchased by tens of millions of people in 2010." NetTab is an awkward term coined by the firm to refer to the emerging category or tablet or slate computers.
In September last year electronics shopping site Retrevo published the results of a US survey (n=771) that asked about eReader buying intentions:
Planning to buy an eReader this year?
What brand are you going to buy?
The Kindle and Sony devices are not Internet access devices at this point. Many new tablets/readers (including the Nook) have been introduced since this survey was conducted. However it's not clear to me that what Deloitte is arguing will come to pass. Much remains to be seen, including whether the Apple Tablet can be a mainstream device and "market maker."
Tablet computers have actually been around for a long time but failed to catch on. The new category of "bigger than a smartphone, more convenient than a netbook or laptop" is what we're talking about here. So far, however, none of the devices introduced are all that exciting (other than the pure eReaders like Kindle). Accordingly there's no indication that the category that Deloitte is talking about will take off -- at the moment.
Gartner is predicting that mobile app downloads will be worth $6.2 this year:
Consumers will spend $6.2 billion in 2010 in mobile application stores while advertising revenue is expected to generate $0.6 billion worldwide, according to Gartner, Inc. Analysts said mobile application stores will exceed 4.5 billion downloads in 2010, eight out of ten of which will be free to end users.
Gartner forecasts worldwide downloads in mobile application stores to surpass 21.6 billion by 2013. Free downloads will account for 82 per cent of all downloads in 2010, and will account for 87 per cent of downloads in 2013.
I haven't independently tried to calculate or verify these numbers. However, the paid-free ratio that Garnter uses is relatively conservative; the firm assumes 18% of apps are paid. In 2013 that number goes down to 13% in the Gartner forecast. As another datapoint, there are roughly 6 million iPhone apps now downloaded on a daily basis according to simple math (see Apple Insider). That's more than 2 billion on the iPhone alone annually.
The lion's share of apps revenue will be on the iPhone; however RIM and Android are a growing component. One variable to consider in all this is that more publishers and developers may shift from apps to mobile Web for several reasons: single "platform" across smartphones, no approvals (in the case of the iPhone). If there's a large developer and publisher shift in that direction it would mean diminished revenues vs. the 2013 Gartner projection.
On the other hand, deeper smartphone penetration could potentially mean more app downloads and revenues accordingly. Nielsen has boldly predicted 50% smartphone penetration in the US by 2011. Those numbers are very aggressive however. Right now we stand at between 15% and 17% smartphones in the US market.
Apple takes a 30% of all paid apps.
What's also at stake with the debate surrounding apps vs. mobile Web is the focus and placement of mobile advertising. More apps means more ads in apps. Fewer apps or a weakening apps ecosystem over time would mean more attention and ad revenues would shift to the mobile Web. Of course ads will be in both locations.
Last month Mediamark released survey data on kids with mobile devices as well as demographic data on the 2.1 million owners of eReader devices in the US. Mobile phones are now deeply penetrated in the tween segment and eReaders are for the affluent according to the data, which follow.
First kids and mobile devices . . .
The data come from the company's "2009 American Kids Study, with approximately 5,000 participants from households included in the Survey of the American Consumer." Here were the top activities among kids on their mobile phones:
Mediamark says there are approximately 2.1 million US adults who own eReaders. The firm said that owners are "more likely than the average adult to be well-educated and have high incomes . . .They are also far more likely to be heavy Internet users." This of course makes sense, given that these are largely luxuries or "frivilous" devices right now.
Percent More Likely Than Average U.S. Adult to….
According to Mediamark:
At 56.3% of e-reader users, men outnumber women (43.7%). Adults ages 35-54 are the “sweet spot” for this product, as they are 20% more likely than the average adult to own an e-reader.
These data from from MRI's Fall 2009 Survey of the American Consumer, which is based on 26,000 interviews of US adults.
Among the many Gartner IT-related predictions the company asserts that mobile Web usage on a global basis will exceed that of the PC by 2013 -- three years from now:
By 2013, mobile phones will overtake PCs as the most common Web access device worldwide. According to Gartner's PC installed base forecast, the total number of PCs in use will reach 1.78 billion units in 2013. By 2013, the combined installed base of smartphones and browser-equipped enhanced phones will exceed 1.82 billion units and will be greater than the installed base for PCs thereafter.
Mobile Web users are typically prepared to make fewer clicks on a website than users accessing sites from a PC. Although a growing number of websites and Web-based applications offer support for small-form-factor mobile devices, many still do not. Websites not optimized for the smaller-screen formats will become a market barrier for their owners — much content and many sites will need to be reformatted/rebuilt.
There's no question this is true in developing countries. However it's unlikely to be the case in the West.
Today there are approximately 198 million Internet users in the US; there are just over 70 million mobile Internet users. It's very likely that number will grow to 100 million at some point this year. Accordingly the mobile Internet audience will be roughly half of the PC Internet in the US. The numbers are probably comparable in Europe.
But the lesson is not whether the Garnter prediction is technically accurate. The lesson and takeaway is: prepare for the mobile Internet today. Because there will be a time relatively soon when a substantial amount of traffic -- if not the majority -- is coming from smartphones and other mobile devices.
Google has said that its infrastructure was hacked in an apparent effort to get at Chinese dissidents' GMail accounts. The implication is that the Chinese government was behind the attacks. The company has taken a laudable and very strong stand and said it will no longer comply with Chinese government censorship. It also said that if it cannot operate in an uncensored way going forward it may exit the market entirely.
According to the Google blog post:
These attacks and the surveillance they have uncovered--combined with the attempts over the past year to further limit free speech on the web--have led us to conclude that we should review the feasibility of our business operations in China. We have decided we are no longer willing to continue censoring our results on Google.cn, and so over the next few weeks we will be discussing with the Chinese government the basis on which we could operate an unfiltered search engine within the law, if at all. We recognize that this may well mean having to shut down Google.cn, and potentially our offices in China.
China is the world's largest mobile market with 700 million subscribers, more than twice as large as the US population as a whole. The Internet advertising market in China is less mature than in the US and Europe, but over time it would be worth many billions off dollars. Baidu currently dominates search on PCs with roughly 65% - 80% market share.
This is a very gutsy move on Google's part. There's no reason to believe the Chinese government will allow Google to operate on an uncensored basis. So that may mean -- if Google is true to its public word here -- that it must say goodbye to the world's largest Internet market.
Presumably Android handsets would still be available in China (e.g., the Dell Mini 3) but they would likely have to be stripped of Google Search and other services.
In the first 6 months of 2009, more than one of every five households (22.7%) did not have a landline telephone but did have at least one wireless telephone (Table 1). Approximately 21.1% of all adults--approximately 48 million adults--lived in households with only wireless telephones; 21.3% of all children--nearly 16 million children--lived in households with only wireless telephones.
The percentage of households that are wireless-only has been steadily increasing. The 2.5-percentage-point increase from the last 6 months of 2008 through the first 6 months of 2009 is nearly equivalent to the 2.7-percentage-point increase observed from the first 6 months of 2008 through the last 6 months of 2008. The percentage of households that are wireless-only increased by approximately 5 percentage points in just 12 months, from 17.5% in the first 6 months of 2008 to 22.7% in the first 6 months of 2009.
The percentage of adults living in wireless-only households has also been increasing steadily (see figure). During the first 6 months of 2009, more than one of every five adults lived in wireless-only households. One year before that (i.e., during the first 6 months of 2008), one of every six adults lived in wireless-only households. And 2 years before that (i.e., during the first 6 months of 2006), only 1 of every 10 adults lived in wireless-only households.
Given the trend, it's likely that we'll hit 25% at some point in 2010. That's a lot of people.
The survey is from Motorola and TNS International. It was conducted during this past November and December. It had 4,500 respondents. Respondents were from the US, Canada, UK, Germany, France, Italy, Spain, Mexico, Brazil, India and China.
Here are the findings:
These are not simply smartphones either. Consumers are doing a range of activities on the phones: looking for price comparison information or reviews, taking photos of products, looking for coupons or deals and so on.
We've argued for a long time that shopping was one of the "near-term use cases for mobile phones." It's only going to be more so in the future.
Related: Clients see our recent mobile coupons report.
Nielsen says that smartphones are now 15% of the US handset market, while Forrester says it's 17%. Our data from 2009 show 15% as well. Previously Nielsen argued that smartphones would cross the 50% threshold by 2011. That's still optimistic I believe but they're grabbing a larger and larger share of handsets.
We know from our research and that of others that people are very enaged with their smartphone devices. Now Compete Inc has released some data from its Q3 2009 smartphone survey about shopping and "m-commerce" on these devices. Here are the top-level bullets:
The slide able suggests that people aren't willing to spend more than token amounts of money via smartphone purchases. This will change as people come to see the Internet on their smart devices as comparable to e-commerce online. However, most purchases do not occur online; they take place in stores. However the Internet influences those purchases.
The smartphone is a bridge between the PC Internet and the larger physical world.
Much of the behavior in the slide immediately above is the same or substantially the same as what exists online today. The difference with smartphones is that people have them when they're standing directly in front of an item in a store. Accordingly people are looking for reviews, competitive price information, and coupons about products they want to buy. They're also trying to find stores and stores where they can pick up those products.
Finally here's the strategic takeaway:
8% of smartphone owners that tried to purchase a product on their device were unable to do so. 45% of those that abandoned the process reported that they did so because the site would not load, and an additional 38% left the site because it was not developed specifically for smartphone users.
So despite the webkit browsers that can render full websites, you still need a smartphone-optimized mobile website (or an app or both) for optimal user engagement, especially if you're trying to sell things.
In a banner day for the mobile Internet that included noteworthy announcements from both Apple and Google, a newly released Quantcast report details the explosive growth of the mobile Web in the last year.
While growing mobile Web usage is to be expected, the numbers are significant and today's announcements underscore the dramatic battle for market share that's sure be had in the coming year.
Among the highlights in the report:
A snapshot below shows the steep rise in mobile Web consumption over the past three years.
We reported on this earlier but Nielsen has released its year-end mobile lists: handsets, brands and top sites accessed via mobile devices. It's not entirely clear what the distinction between a "site" and a "brand" is in this set of rankings but below are the charts.
Compare the top Nielsen sites (for 2009) with Opera's top sites for November. There's overlap but the lists are also different, Presumably the Nielsen data capture iPhone, Android and a somewhat broader spectrum of device usage than the Opera data:
And finally, the top handsets for the year:
This month Opera is focusing on Africa. I'm not going to elaborate on the findings there except to point out that Opera says:
Facebook has taken the lead in Africa; it is the most popular site visited by Opera Mini users in 6 out of 10 countries and the #2 site in three of the countries where it is not #1. Google is also very popular, and is ahead of Facebook in a few of the top 10 African countries. Yahoo and Wikipedia are also ubiquitous in the top 10 lists of the various African countries.
Here are the top lists for the US, UK and China:
As with all other such data (e.g., from AdMob, Millennial Media) it's important to note that these data are from handsets where Opera Mini is installed and not necessarily representative of the mobile Internet as a whole. However these data are going to be broadly consistent with trends among other users.
Deloitte conducted its "State of the Media Democracy survey" this past September. Just over 2,000 responses were collected from the online survey. Respondents were between 14 and 75 and reside in the US.
It was a very broad survey about media usage and attitudes. Here are the mobile-related findings:
According to the survey these were the most popular mobile activities: