I just checked out an online presentation from the folks over at the Tokyo based Infinita Inc. and came across yet another informative arrangement of mobile stats, insights and other goodies. The author of these reports, Christopher Billich was recently in Singapore at the Youth Marketing Forum 2008 to give his presentation entitled: Harnessing Mobile Marketing to Connect with Today’s Youth. As I went through, I was thinking that this presentation was much the same as many of his others in that current mobile functionality topics were covered along with examples of mobile campaigns by large companies. However, that is when I stopped to think about this a little more. I looked at his stats section again and really concentrated on what is being shown here and what I found were key youth metrics such as time spent on mobile web by youth aged 16-24 essentially exploding.
61% of these youth spend one hour or more per day on their mobile web!
90% of youth use the mobile web daily!
42% of youth aged 10-19 rated mobile first, as the medium which matters most to them!
(This stat topping TV (25%), PC (22%) amongst others included in that survey)
What do these stats mean to mobile CRM opportunities? Well, they mean a lot if you are in any way positioned within this market. The signs are there for exponential growth in the near future. Look no further than Mr. Billich’s collection of stats on mobile advertising. One could be a bit put off by the fact that at present advertisers are only directing 1% of budgets towards mobile campaigns. However, looking closer we realize that the year on year growth dating back to 2005-2006 was +35.4% and 2006-2007 coming in at +59.4%. Still not impressed? Okay, how about the fact, that last year alone the equivalent of half a billion U.S. dollars was spent on mobile advertising and this stat is expected to double by 2011.
Is this sinking in? I certainly hope so because this is where this market is going. The bigger companies with larger exploratory budgets are starting to realize this, as it is not unusual to see campaigns by MacDonalds, Nike, Gucci etc. on the mobile web. It is an exciting time for companies which harness mobile CRM systems. In addition, this can be a fun time for mobile CRM developers as well as the end users who ultimately are able to enjoy these new and unique ways of company/customer interaction. Just see my colleague, Chris Delcourt’s recent posts on this and you begin to get the idea.
In closing, we can see certainly see the signs of change on their way within the mobile CRM industry. This advance which is being led by today’s youth, is gaining in strength and it will not be long before a number of companies are suffering the consequences of ill preparation. Conversely those which keep tabs and position themselves well have the potential to ride this proverbial mobile CRM wave to new frontiers.
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