Nucleus Study Finds 'Stunning' Growth in Mobile Browsing

Have you ever heard of this from the people around you at least once that, mobile phones are slowly replacing the use of other electrical devices, such as PC? It's no longer something new, and yet surveys have been proving the statement is right. In another way, people like you and me are attaching with the mobile phones much more frequent. As such, isn't it a better way for us to communicate with our target groups?

“Stunning” growth in mobile web browsing in the six months since August 2011 has raised the prospect we are seeing the beginning of the end of the PC era.

The study, carried out by London-based web agency Nucleus, found while overall mobile web browsing was up 72%, the picture was not equal across all platforms.

However, the clear growth of mobile and the inroads Apple’s iPad has made into PC market share suggest a significant shift away from browsing on traditional computer consoles.

The report - the second six monthly analysis of the mobile sector by Nucleus - states: “Our latest study into mobile web browsing documents rapid growth and suggests much more to come.

“Between August 2011 and January 2012, some websites in our sample have seen a doubling of mobile traffic with several now registering over 20% mobile penetration. Our top site generated 24.2% from tablets and smartphones.”

The study took data from 10 UK and global travel websites from mass-market to luxury and comprised 2.75 million unique visitor samples. The key findings were:

Mobile web browsing grew 72% in the past six months to an average 17.4% of all traffic surveyed
iOS devices dominated with an average 85.6% share of mobile browsing devices
The iPad has made dramatic inroads into PC territory, adding 12% to its mobile share
Android has dropped in total share
BlackBerry has experienced a melt-down, and Windows is yet to make a mark
Luxury sites show highest mobile penetration

The Nucleus report said one “glimpse of light” for Google’s Android operating system was that it performs better for mass market websites “indicating more demographic strength in price-sensitive markets”.

It adds that Blackberry browsing has “virtually fallen off the chart” concluding that despite the device’s continuing popularity, it is not being used to browse the web. Of the main devices the iPad was the only one to have increased its mobile market share since last August.

Nucleus said, with shipments of tablet computers forecast to grow from 72 million to 383 million by 2017, overtaking PC shipments, retailers cannot ignore mobile devices.

“Providing mobile-friendly web browsing brand experiences is key, especially in the travel and ecommerce sectors, where online conversion is vital for business.

“Smartphone-friendly websites will also be a requirement for many brands, whether mobile-optimised or stand-alone mobile sites with stripped-down content and functionality and smartphone-friendly navigation.”

Source: By Lee Hayhurst on 7th February 2012

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Indonesia - Mobile Marketing Poised to Grow in Indonesia

How many mobile phones do you own? 1? 2? It is normal to see that more than one mobile phone is often in the hands of a consumer, and that leads to the percentage of mobile penetration is greater than population. Can you imagine how impactful mobile marketing is? Be the first few to tap into the mobile marketing market!

The growing mobile penetration in Indonesia coupled with remarkable improvements in mobile technology brings a new opportunity for marketers in the country to attract consumer attention. Mobile marketing is the new area for both marketers and solution providers to grow into. To address the potential and challenges of mobile marketing in Indonesia, Pacific Conferences is organising a two day conference on “Mobile Marketing” that will be held on 23 – 24 February. The conference will have industry experts and brand experts talking about how mobile marketing can be a viable channel to attract, capture and retain customers.

While businesses worldwide are embracing mobile technology as lucrative avenues to target consumers with their brand messages, in Indonesia it is still in a nascent stage. Pointing this out, Liam MacManus, digital director, Mindshare says, “Everyone has been talking about the opportunities for Mobile in Indonesia, but how many brands are really taking advantage of this fast-evolving environment? Is it right for every brand? How can we truly understand how our consumers interact with the channel and what are the real opportunities for 2012?”

With increasing use of smart phones and other mobile devices, there is an increasing digitisation of life in Indonesia. Consumers in Indonesia are connected constantly through their mobile devices that now serve as their health monitors, payment transfer devices, social connectors etc. Social media on mobile is a growing trend in the region, and this provides the marketers a viable medium to create brand recognition and loyalty. Venke Sharma, senior vice president, Arc Worldwide points out, “Indonesian consumers consider social media on mobile as the New Mass media. Marketers have not leveraged the opportunity as much as they would want to.”

Brands might feel hesitant jumping on the mobile marketing bandwagon because they do not feel confident about their initial foray into mobile marketing. Mobile marketing experts say that companies face the challenge of creating a unique level of personalised, targeted, time and location-sensitive rich brand engagement and interaction with customers, which could be the reason behind a low key approach in mobile marketing by brands. Harith Menon, Head of Mobile, Nokia Siemens Network explains, “There is a lack of belief that beyond TV and billboard, there are other tools that can be used effectively for an Integrated Mobile Campaign.”

In order to enable maximum and impactful brand engagement, marketers need to be equipped with the most relevant insights, understanding and inspiration into the mobile milieu for a successful marketing campaign. Marketers need to leverage on the right tool for optimum engagement and create innovative apps to capture customers at various locations and at any time of the day. Mobile technology has significant impacts on lives of Indonesians as it creates new ways for marketers to engage and influence millions of consumers at the point of their decision.

Source: By Staff Writer on 31st January 2012.

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Ireland - Translink Introduces Mobile Ticketing

With the advancement in smartphones and increasing mobile penetration rate, mobile ticketing is getting more popularised. Not only it helps to save costs (such as printing, maintenance costs) but also more environmentally friendly. So, the power of mobile phones can't be neglected. ;-)

Rail passengers in Northern Ireland can now take advantage of ‘on the go’ ticketing with the launch of mLink, Translink’s innovative new mobile ticket.

mLink enables passengers to buy, receive and display an electronic ticket on their mobile phone doing away with the need for a paper ticket and Catherine Mason, Translink Group Chief Executive, says it has been developed with the customer in mind:

“We are committed to constantly innovating and improving our service for our passengers and through mLink we are providing rail customers with a convenient and easy to use ticketing system.

“Tickets can now be purchased through customers’ mobile phones, making it both simple and safe to purchase tickets anywhere at any time without any time spent queuing at ticket offices.

“mLink tickets can be purchased and displayed using most standard mobiles as well as iPhone, BlackBerry and Android handsets.

“Tickets, purchased via the customer’s credit or debit card through a free to download app, can be bought up to three days in advance and can be stored and activated on the phone.

“The tickets are displayed as a ‘flash pass’ ticket with no electronic reading required, a visual check of the mobile phone screen by NI Railways employees at the ticket barrier or on-board the train is all that is needed.

“Rail passengers can purchase monthly, weekly or new 3 day flexi tickets** from their mobile phones, enabling users to avail of more flexible travel services to suit lifestyles and working patterns.

“This also offers excellent value for money; for example, the majority of our rail customers will save over £30 per month with a rolling monthly ticket.

“So, mLink now makes it even easier for our customers to enjoy great savings of over 28% with a monthly ticket, over 19% with a weekly ticket and over 15% with the new 3 day flexi ticket.

“In addition, from now until the end of February, we are also offering an extra 10% discount for mLink weekly and monthly customers.”

Mrs Mason continued; “With Northern Ireland having the highest mobile phone penetration in the UK at 92% and almost one quarter of people using smartphones, we are confident that mLink will soon prove to be the preferred option for train travel.

“We are encouraging as many people as possible to experience mLink as rail travel becomes more convenient, attractive and flexible. With the added convenience enabling customers to easily check prices in advance of travelling, buying tickets on the go is quick, easy and secure.

“Rail travel represents good value, especially in the current climate where the costs involved in running a car, for instance petrol and insurance costs, continue to rise.

“Additionally rail travel is an environmentally-friendly form of transport so the move away from paper tickets to mobile ticketing will make it an even greater form of sustainable transport in the future,” concluded Ms Mason.

Source: By A.Samuel on 9th January 2012.

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