Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- Sales doubling annually
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- Figure 1: U.S. mobile ad sales, 2010-12
- Mobile share of internet ad sales quadruples 2010-12
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- Figure 2: U.S. mobile ad share of total internet ad sales, 2010-12
- Market factors
- Trends in hardware penetration favorable for market growth
- Web activities on mobile phones gaining traction
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- Figure 3: Top web-based features used on cell phone in past 30 days, April 2011-November 2012
- Data limitations a hindrance to video, a perk for apps
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- Figure 4: Monthly cellular data allotment, by age, September 2012
- The consumer
- Social transitions to mobile
- Leisure activities more appropriate to mobile ads than packaged goods
- High-income groups disproportionately available on iOS, BlackBerry
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- Figure 5: Smartphone OS, by household income, April 2013
- Coupons, content, apps, drive interest
- Search, web surfing rank highest in mobile web usage
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- Figure 6: Top online activities conducted in last month on a cell phone, January 2013
- Ads reach three in four mobile web users
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- Figure 7: Types of mobile ads seen in past month, by age, January 2013
- Search clear leader for conducting research via phone
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- Figure 8: Methods of product research conducted on mobile phones, January 2013
- Blacks and Hispanics better audience for mobile ads than whites and Asians
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- Figure 9: Interest in purchasing products seen in mobile ads, by race and Hispanic origin, January 2012-August 2012
- What we think
Issues in the Market
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- Is the phone too personal for ads?
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- Figure 10: Perception of mobile ads compared to PC ads, by age, January 2013
- Is the phone too small or slow for advertising?
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- Figure 11: Attitudes to mobile ads, by age, January 2013
- Are mobile ads effective?
- Apps: Best deployed above the line or below?
Insights and Opportunities
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- Key points
- Leisure activities beat products
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- Figure 12: Trends in attitudes to mobile advertising and shopping, January 2010-August 2012
- Coupons beat activities
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- Figure 13: Interest in local mobile couponing, by age, January 2013
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- Figure 14: Use of mobile coupons, by household income, January 2012-August 2012
- Figure 15: Use of mobile coupons, by age, January 2012-August 2012
- Focusing on youth
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- Figure 16: Attitudes to mobile ads and shopping, by age, January 2012-August 2012
- Mobile video reaches young adults (only)
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- Figure 17: Features used on cell phone in past 30 days, by age, April 2012-November 2012
- Accessing an affluent audience
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- Figure 18: Features used on cell phone in past 30 days, by household income, April 2012-November 2012
- Figure 19: Attitudes to mobile ads and mobile shopping, by household income, January 2012-August 2012
- Targeting high-income households via the iOS
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- Figure 20: Smartphone OS, by household income, April 2013
- Buying the discount
Trend Application
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- Inspire Trend: Attention Economy
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- Figure 21: Attitudes to mobile ads, by gender, January 2013
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- Figure 22: Stipulations for receiving mobile ads, by age, January 2013
- Inspire Trend: Make It Mine
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- Figure 23: Purchasing and clicking in response to mobile ads, by gender, January 2013
- Mintel Futures: Human
Market Size
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- Key points
- Sales doubling annually
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- Figure 24: U.S. mobile ad sales, 2010-12
Competitive Context
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- Key points
- Mobile ads to overtake PC ads this decade
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- Figure 25: U.S. mobile ad share of total internet ad sales, 2010-12
Market Drivers
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- Key points
- Universal cell phone penetration
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- Figure 26: Cell phone ownership, April 2010-November 2012
- Majority of teens and adults own a smartphone
- The rise of Phablets
- Rollout of 4G
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- Figure 27: Attitudes to cellular internet speed, by current provider, September 2012
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- Figure 28: Attitudes to mobile ads in relation to internet speed, by age, January 2013
- Data allotments largely limited on mobile web
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- Figure 29: Monthly cellular data allotment, by age, September 2012
- Wi-Fi networks offer free access to mobile web
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- Figure 30: Devices used to access the internet at home, February 2010-August 2012
Innovations and Innovators
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- CSR and IndoorAtlas pursue precise hyper location
- Digital watermarks combine print with mobile
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- Figure 31: Brides magazine We Love It 2.0 app, 2013
- Figure 32: Digimarc Discover app
- Apps allows user to opt out of behavioral targeting
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- Figure 33: Ad Control app for iOS image, April 2013
- Secret “Mean Stinks” campaign links to cause-related social content
- Location-linked texting opens new doors
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- Figure 34: Preferences for types of mobile ads, by age, January 2013
- Google flu data used for location-based targeting in real time
- Mobile search goes vocal
- Verve Marketplace gives national access to local and local to national
Reach and Research
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- Key points
- Three in four mobile web users exposed to ads
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- Figure 35: Types of mobile ads seen in the past month, by age, January 2013
- Spending on social networks, professional review sites questionable
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- Figure 36: Methods of product research conducted on mobile phones, by age, January 2013
- Larger screens preferred for product research and shopping
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- Figure 37: Preferences between phones and larger devices for research and shopping, by age, January 2013
- Higher-income groups stuck on the PC
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- Figure 38: Preferences between phones and larger devices for research and shopping, by household income, January 2013
Mobile Web Activities
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- Key points
- Wide range of activities creates plethora of contact points
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- Figure 39: Features used on cell phone in past 30 days, April 2010-November 2012
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- Figure 40: Preferences for types of mobile ads, by age, January 2013
- Figure 41: Stipulations for receiving mobile ads, by age, January 2013
- Social mobile
- Apps
- Mobile shopping
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- Figure 42: Online activities conducted in last month on a cell phone, by age, January 2013
- Mid- and high-income groups more active in mobile web
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- Figure 43: Online activities conducted in last month on a cell phone, by household income, January 2013
Dads and Moms
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- Key points
- Men more friendly to ads, women more keen on coupons
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- Figure 44: Willingness to receive mobile ads, by gender, January 2013
- Figure 45: Attitudes to mobile ads and mobile shopping, by gender and age, January 2012-August 2012
- Orienting ads towards dads and moms discretely
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- Figure 46: Willingness to receive mobile ads, by parental status, January 2013
- Figure 47: Purchasing and clicking in response to ads, by parental status, January 2013
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- Figure 48: Online activities conducted in the last month on a cell phone, by parental status, January 2013
Impact of Race and Hispanic Origin
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- Key points
- Asians lead in mobile activity, but not ad friendly
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- Figure 49: Features used on cell phone in past 30 days, by race/Hispanic origin, April 2012-November 2012
- Hispanics, Blacks more open to mobile ads
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- Figure 50: Attitudes to mobile ads and shopping, by race and Hispanic origin, January 2012-August 2012
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- Figure 51: Use of mobile coupons by Hispanics, by language spoken in home, January 2012-August 2012
Custom Consumer Groups: Based on Ad Engagement
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- Key points
- Definition and demographics
- Definition
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- Figure 52: Stipulations for receiving mobile ads, by mobile ad groups, January 2013
- Demographics
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- Figure 53: Mobile ad groups, by age, January 2013
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- Figure 54: Mobile ad groups, by parental status, January 2013
- Online activities
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- Figure 55: Online activities conducted in last month on a cell phone, by mobile ad groups, January 2013
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- Figure 56: Methods of product research conducted on mobile phones, by mobile ad groups, January 2013
- Attitudes to ads
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- Figure 57: Attitudes to mobile ads, by mobile ad groups, January 2013
Appendix – Additional Consumer Data
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- By gender
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- Figure 58: Methods of product research conducted on mobile phones, by gender, January 2013
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- Figure 59: Attitudes to mobile ads, by gender, January 2013
- By age
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- Figure 60: Devices used to access the internet at home, by age, January 2012-August 2012
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- Figure 61: Purchasing and clicking in response to ads, by age, January 2013
- By gender and age
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- Figure 62: Online activities conducted in last month on a cell phone, by gender and age, January 2013
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- Figure 63: Purchasing and clicking in response to ads, by gender and age, January 2013
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- Figure 64: Use of mobile coupons, by gender and age, January 2012-August 2012
- By household income
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- Figure 65: Types of mobile ads seen in past month, by household income, January 2013
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- Figure 66: Devices used to access the internet at home, by household income, January 2012-August 2012
- By marital and parental status
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- Figure 67: Features used on cell phone in past 30 days, by marital status and presence of children, April 2012-November 2012
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- Figure 68: Stipulations for receiving mobile ads, by marital status, January 2013
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- Figure 69: Stipulations for receiving mobile ads, by parental status, January 2013
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- Figure 70: Attitudes to mobile ads, by parental status, January 2013
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- Figure 71: Preferences for types of mobile ads, by parental status, January 2013
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- Figure 72: Methods of product research conducted on mobile phones, by parental status, January 2013
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- Figure 73: Attitudes to mobile ads and shopping, by marital status and presence of children, January 2012-August 2012
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- Figure 74: Preferences between phone and larger devices for research and shopping, by parental status, January 2013
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- Figure 75: Devices used to access the internet, by parents with children in household, January 2012-August 2012
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- Figure 76: Devices used to access the internet, by marital status and presence of children, January 2012-August 2012
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- Figure 77: Types of mobile ads seen in past month, by parental status, January 2013
- By race and Hispanic origin
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- Figure 78: Methods of product research conducted on mobile phones, by race/Hispanic origin, January 2013
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- Figure 79: Online activities conducted in last month on cell phone, by race/Hispanic origin, January 2013
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- Figure 80: Stipulations for receiving mobile ads, by race/Hispanic origin, January 2013
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- Figure 81: Preferences between using a phone and larger devices for research and shopping, by race/Hispanic origin, January 2013
- By language spoken in the home
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- Figure 82: Features used on cell phone in past 30 days, by language spoken in home, April 2012-November 2012
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- Figure 83: Attitudes to mobile ads and shopping, by language spoken in home, January 2012-August 2012
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- Figure 84: Devices used to access the internet, by languages spoken in home, January 2012-August 2012
- Methods of research conducted on mobile phones: cross-tabulated
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- Figure 85: Methods of product research conducted on mobile phones, by methods of research, January 2013 (part 1)
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- Figure 86: Methods of product research conducted on mobile phones, by methods of research, January 2013 (part 2)
- By mobile ad groups
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- Figure 87: Purchasing and clicking in response to ads, by mobile ad groups, January 2013
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- Figure 88: Preferences between using a phone and larger devices for research and shopping, by mobile ad groups, January 2013
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- Figure 89: Types of mobile ads seen in past month, by mobile ad groups, January 2013
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- Figure 90: Preferences for types of mobile ads, by mobile ad groups, January 2013
Appendix – Trade Associations
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