BII MOBILE INSIGHTS: Mobile As The First Screen

Mobile Insights is the new daily newsletter from BI Intelligence that collects and delivers the top mobile strategy news. It is delivered first thing every morning exclusively to BI Intelligence subscribers.

10 Astounding Mobile Stats And 3 Mobile Trends To Watch (Viget)
The stats illustrate three important trends:

  1. There are more iPhones sold every day than there are babies being born
  2. By the end of year, there will be more mobile devices connecting to the Internet than there are people on Earth
  3. Android has 1.3 million device activations per day and climbing
  4. 480 million Android users
  5. 31% of American adults who have cell phones use their phones for the majority of their Internet access
  6. More than half of internet connections on the African continent are exclusively on mobile
  7. 17% of cell phone owners do most of their online browsing on their phone
  8. Last year, there were 6 billion mobile subscriptions, equivalent to 87% of the world population
  9. 6 billion connections today, 10 billion connections in 2016, 26X worldwide traffic growth
  10. 31% of all Americans (50 million) only or mostly use the Internet on their mobile phones

While these stats alone aren’t revealing, we can infer a few trends that are important for companies operating locally and globally:

  1. Desktop no longer the only door to the Internet
  2. Technology here to stay
  3. Mobile as first screen

What’s your mobile strategy?

Android App Development Growing At A Faster Pace Than iOS (GigaOM)
Apple’s iOS still dominates among app developers, but it may be losing its edge. According to a recent GigaOM Pro survey, both iOS and Android use is growing, but app developers are adopting Android at a faster rate. The web-based study surveyed 352 app developers on everything from who they are to where they sell their apps to how much money they make. It asked them which platforms they currently use and which they plan to develop on next year. The growth in the percentage of developers using Android to create mobile apps is nearly twice that of iOS; and it’s four times as fast (on Android vs iOS) for tablet apps.

app growth

Photo: GigaOM

To complement this, check out BI Intelligence’s report on Android’s continued international surge.

Why We Should Take The Pressure Off Mobile (iMedia Connection)
In the ongoing discussion about the “year of mobile,” most of the industry has come to realise that we are now talking about something much bigger. “Mobile” today is not a singular device, but a galaxy of connected systems. We live in a world where everything is connected, but the second Wi-Fi goes down, we curse it all. Marketers still have further expectations about mobile becoming a dominant ad channel in the mythic “year of mobile.” Why not focus on what we can do.

  • Location-based targeting
  • Mobile web
  • Interconnectivity

This is not quite a glass-half-full vs. glass-half-empty situation. But why constantly belabor mobile’s status, when this familiar journey is something we already understand as an industry anyway?

Mobile Content Use Keeps Treading Up (BI Intelligence)
The rise of smartphones continues to push U.S. mobile content use higher. According to the latest comScore numbers, mobile apps and web browsers were the biggest winners, notching 12 and 10 percentage point gains in the past year, respectively. As we discuss in our mobile usage report, much of this activity is additive. For example, while some mobile Internet use certainly cannibalizes desktop browsing, much of it would not have happened without smartphones. However, smartphone penetration in the U.S. will begin to slow as we cross the 50% threshold, which means that growth in mobile content use will temper as well.

Mobile Content Usage

32% Of Smartphone Owners Use Mobile To Research Products Every Week (Econsultancy)
More than two-thirds (71%) of smartphone owners research products on their mobile, with 32% doing it on a weekly basis. But the volume of research done on smartphones doesn’t necessarily translate into mobile conversions. When asked what they had done after researching products on their mobile, 38% of respondents said they completed a purchase in store compared to 25% that made a purchase on their smartphone. In response to a different question, 41% of respondents said they use their mobile in-store at least half the time they are out shopping with 74% of respondents would be happy for a retailer to send a text or email with promotions while they’re using in-store Wi-Fi.

Where The Majority Of Retailers Will Be Spending Their 2013 Budget (Worldwide Business Research)
Not surprising, mobile is the biggest growth area of next year. Check out the infographic:

Photo: Worldwide Business Research (WBR)

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