The Apps Store is Born: Smartphones Enable New Marketing and Advertising Opportunities Worldwide
In-Stat
March 17, 2009 22 Pages - SKU: ZZZQ2211010
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The Apple iPhone caused dramatic changes in the mobile market not only with its hardware but also with "real web" browsing and its application store. Those two factors have changed the way people user their phones and opened several new opportunities for marketers. This research focuses on quantifying the potential reach for mobile advertising on the advanced browsers used by smartphones as well as an all new category called application marketing.
The unique capabilities of smartphones along with their new usage models represent a rapidly growing market for mobile advertising and marketing.
The report includes updated global forecasts for Windows Mobile, Android, Apple OS-X, Palm, Linux, and other handset operating systems. This research also includes survey data on changing consumer attitudes toward smartphones and smartphone usage compared with traditional cellphones.
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- Executive Summary
- A Category is Born: Application Marketing
- What has Changed?
- What is Smartphone Application Marketing?
- Marketing Applications
- Sample iPhone Applications
- iPhone and Smartphone
- Market Reach
- US User Survey
- Cellphone and Smartphone Forecasts
- Market Reach for Smartphone Application Marketing
- Smartphone Users Dominate Online and Premium Usage
- Conclusions
- Mobile Internet Browsing
- Application Marketing
- Companies and Practices
- Medialets
- Zumobi
- Mobile Posse
- Transpera
- MobiTV
- Methodology
- TAP Survey
- Consumer Wireless Mobility Survey
- Companies Interviewed for this Research
- Related In-Stat Reports
- List of Tables
- Table 1. Global Smartphone Forecast, 2008-2013 (Units in Thousands)
- Table 2. Expected Global Smartphone Forecast by Operating System, 2008-2013 (Units in Thousands)
- Table 3. Global Penetration of “Application Store” OS Smartphones, 2008-2013 (Units in Thousands)
- Table 4. US Smartphone vs. Traditional Cellphone Application Usage
- Table 5. Marketing Application Reach by Smartphone Operating System, 2008-2013 (Units in Thousands)
- List of Figures
- Figure 1. Worldwide App Store Smartphone Forecast, 2009-2013
- Figure 2. iPhone Marketing Applications
- Figure 3. Reported Ownership by Cellphone Type—Three-Year Trend
- Figure 4. Reported Smartphone Ownership by OS—Three-Year Trend
- Figure 5. Likelihood of Purchasing a Smartphone—Three-Year Trend
- Figure 6. Reported Application Downloads by Smartphone OS (2008 Survey)
- Figure 7. Estimated US Users of Selected Applications; Smartphone vs. Traditional Cellphones (Users in Millions)
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