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If there’s one statistic that describes the massive untapped opportunity that is mobile advertising, it’s the number of dumbphones—”feature phones” in industry parlance—that are still on the market:Six billion.
That’s 6 billion devices that only make calls, texts and little else, which will one day fail (or their owners will get bored with them). It’s highly unlikely those owners will buy another dumphone, especially with companies like T-Mobile giving away basic Android 4G models free (with a lengthy contract). They will eventually be replaced by smartphones, which provide a much friendlier — and creative — environment for advertisers.
The 6 billion stat came from BI chief Henry Blodget’s keynote slideshow at our Mobile Advertising Conference today.
Here are a few other numbers describing the wide-open market that is mobile:
- More than half of the activity on Pandora and Twitter comes from mobile.
- $1.25 billion was spent on mobile ads in the U.S. last year.
- 62% of mobile ad dollars go on search.
- Of all the time consumers spend with media, 42% is pent with TV but only 1% is spent on mobile.
Yet mobile ad growth in dollars has been slower than equivalent early years of either TV or the internet, Blodget said.
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