Data on mobile devices and trends
PROJECTED MOBILE PHONE USERS WORLDWIDE BY REGION
➜U.S. MOBILE AD SPENDING BY FORMAT
U.S. MOBILE SUBSCRIBERS BY OPERATOR
4.85 billion people will use mobile phones by 2015
TOTAL 2014
Total mobile audience: 234 million
USERS IN MILLIONS
REGION 2012 2013 2014 2015
Asia-Pacific 2,350 2,550 2,720 2,890
Europe 640 650 660 670
Middle East & Africa 460 500 530 560
Latin America 400 420 430 450
North America 260 270 270 280
Worldwide 4,110 4,380 4,610 4,850
Source: eMarketer, April 2011. Individuals of any age who own at least one mobile phone and use the phone(s) at least once per
month. Numbers rounded. U. S. Census Bureau projects worldwide population will reach 7. 25 billion in 2015, so 67% of the world’s
population will be using mobile phones.
U.S. mobile ad spending by format, 2009-2014 (in millions). See notes and table below.
$2.55 billion
VERIZON1
73.4M SUBSCRIBERS
AT&T2
62.0M SUBSCRIBERS
ALL OTHER
28. 9 million people (or 12% of the U.S. adult
2014:
$201.3
T-MOBILE2
23.5M SUBSCRIBERS
population) are projected to have e-readers
SPRINT3
36.9M SUBSCRIBERS
by 2012, up from 20. 6 million in 2011.
PHONE FEATURES: GPS AND SOCIAL MEDIA ARE MOST VALUED
By 2013, there will be 91.5 million mobile
gamers, 35.6 million mobile coupon users.
37% of consumers access social media on mobile phone
By 2012, 18% of smartphone users (and 7%
60% HAVE THIS FEATURE MOST VALUED
of all mobile phone users) will book travel via
40%
mobile internet or app service at least once a
VIDEO
year.
Source: NM Incite, a Nielsen/McKinsey Co., “The Social Media Report, Q3 2011.” GPS is global positioning system.
Mobile
payments
Scan
barcodes
Send
feedback to
companies
Check
in to
places
Games GPS Web
browsing
Social
networking
Download/
play music
2014:
$602.5
Tablets represent 1.8% of internet traffic.
More than 350 million active users access
SUBSCRIBERS (000) MARKET SHARE
OPERATOR JULY 2011 JULY 2010 JULY 2011 JULY 2010
Total mobile audience 234,000 234,000 100.0% 100.0%
Verizon1 73,442 72,744 31. 4 31. 1
AT&T2 62,029 58,350 26. 5 24. 9
Sprint3 36,881 36,764 15. 8 15. 7
T-Mobile2 23,537 27,936 10. 1 11. 9
Tracfone 15,391 12,341 6. 6 5. 3
MetroPCS 7,377 6,052 3. 2 2. 6
U.S. Cellular 5,011 5,064 2. 1 2. 2
Cricket 4,859 4,475 2. 1 1. 9
Other 5,473 10,274 2. 3 4. 4
Source: ComScore. Figures are three-month rolling averages for total audience ages 13 plus. 1. Verizon Communications owns 55%;
Vodafone Group owns 45%. 2. AT&T in March 2011 agreed to buy T-Mobile USA from Deutsche Telekom. The U. S. Justice Department
in August 2011 filed a civil antitrust lawsuit to block the deal. 3. Sprint includes pre-paid brands Boost and Virgin Mobile USA, but
excludes Clearwire, in which Sprint Nextel had a 54% non-controlling economic interest as of June 2011. Numbers rounded.
IPHONE EXPLOSION: 22. 1 MILLION USERS IN THE U.S.
Facebook through mobile devices. They are
twice as active on the social network as
Users by device generation in thousands of users
non-mobile users.
SMARTPHONE SUBSCRIBERS BY PLATFORM
TOTAL:
22,096
Sources: eMarketer for e-readers (May 2011); gamers (July 2011); coupons (August 2011); travel
(February 2011), all for U.S. adults. ComScore for tablet data (July 2011). Facebook data from
Facebook.com (September 2011).
MESSAGING
Android is now the No. 1 smartphone platform
IPHONE 4
IPHONE 3GS
JULY 2011
IPHONE 3G
IPHONE
7,050
U.S. MOBILE AD SPENDING BY FORMAT, 2009 TO 2014
1,880
3,766
July 2009
Source: ComScore.
July 2010
July 2011
Spending will grow to $2.55 billion
TOP ANDROID APPS BY ACTIVE REACH IN THE U.S.
FORMAT IN MILLIONS OF DOLLARS
FORMAT 2009 2010 2011 2012 2013
Messaging $229 $327 $422 $477 $529
Display 91 203 335 489 693
Search 83 185 295 451 681
Video 13 28 51 84 134
Total 416 743 1,102 1,501 2,037
Source: eMarketer, September 2010. Numbers rounded.
2014
$603
888
858
201
2,550
SUBSCRIBERS (000) MARKET SHARE
PLATFORM JULY 2011 JULY 2010 JULY 2011 JULY 2010
Total smartphones 82,245 53,467 100.0% 100.0%
Google (Android) 34,358 9,098 41.8 17.0
Apple (iPhone) 22,216 12,714 27.0 23. 8
RIM (BlackBerry) 17,846 20,991 21. 7 39.3
Microsoft 4,703 6,304 5. 7 11. 8
Symbian 1,536 1,728 1. 9 3. 2
Palm 1,409 2,598 1. 7 4. 9
Source: ComScore. Figures are three-month rolling averages as of July 2011 for total audience ages 13 plus.
Men prefer maps; women prefer Facebook
APP
Android Market (store)
Google Maps
Gmail
Facebook
Google Search
YouTube
Advanced Task Killer Free
Angry Birds
Quickoffice Pro
Pandora Radio
OVERALL
90.5%
74.5
74.5
73.5
71.9
51.4
26. 1
25. 9
25. 3
23. 9
MEN
90.6%
77.1
75.5
66.9
72.4
53.7
24. 2
27. 3
27. 4
24. 4
WOMEN
90.5%
71.9
73.4
81.0
71.3
48.7
28. 3
24. 2
23.0
23. 2
U.S. HANDSET SHARE
SEARCH
2014:
$858.2
Samsung and LG have nearly half the market
U.S. MARKET
SHARE
4.7%
3. 8
2.0
1.0
0.7
5.0
U.S. MARKET
OEM SHARE
Samsung 25.5%
LG 20. 9
Motorola 14. 1
Apple 9. 5
RIM 7. 6
Nokia 5. 3
OEM
HTC
Kyocera
Pantech
Sony Ericcson
HP
Other
100 MILLION
Total tablet PC users (U.S.)
Tablet PC
sales (U. S.)
DISPLAY
SUBSCRIBERS (000)
JULY 2011 JULY 2010
MARKET SHARE
JULY 2011 JULY 2010
FORM FACTOR
Total audience
Candybar
Clamshell/flip
Slider
Swivel/pivot
OTHER ATTRIBUTES
GPS 177,634 158,227 75.9 67.6
QWERTY keyboard 80,804 70,926 34.5 30. 3
Touch screen 86,686 51,603 37.0 22. 1
Accelerometer 75,011 42,173 32. 1 18.0
Gyroscope 10,021 1,127 4. 3 0.5
Source: ComScore. Figures are three-month rolling averages for total audience ages 13 plus for mobile phones only (excludes tablets).
79,844
107,097
100.0%
42.4
33.3
22. 4
0.2
100.0%
34.1
45.8
18. 3
0.4
NUMBER OF APPS
ON TABLET
PERCENT WHO USE
THIS MANY APPS REGULARLY
Browsed through or searched in app store, or
app was featured in app store
Reviews in magazines and newspapers
Link within another app
Ads on the internet
Recommendations from family and friends
Ads on TV
Ads in magazines
Ads in newspapers
Ads on radio
PERCENT WHO
FOUND APPS THIS WAY
80%
ABOUT MOBILE MARKETING 2011 POSTER
ABOUT AD AGE DATACENTER
Produced by Ad Age DataCenter and included in the Oct. 10, 2011, print edition. To order a copy of the
publication including the poster: customerservice@adage.com. Information in this poster is available free at
AdAge.com/mobileposter2011.
Subscribe to Ad Age DataCenter ( AdAge.com/subscribe) to access exclusive premium content on marketers,
media, agencies and more. Index and sample data: AdAge.com/datacenter. Data from Ad Age’s Digital Issue,
Spring Edition (Feb. 28, 2011), available to DataCenter subscribers at AdAge.com/digitalfamilytrees2011.
4 T-Mobile2 [Deutsche Telekom] 582 510 14. 2
Top 4 4,784 5,156 - 7. 2
Other 585 319 83.2
Industry total 5,368 5,475 - 2.0
2. AT&T in March 2011 agreed to buy T-Mobile USA from Deutsche Telekom. 3. Sprint includes pre-paid brands Boost and Virgin Mobile USA,
but excludes Clearwire, in which Sprint Nextel had a 54% non-controlling economic interest as of June 2011. Numbers rounded.
