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The Apps Store is Born: Smartphones Enable New Marketing and Advertising Opportunities Worldwide

Published by: In-Stat

Published: Mar. 17, 2009 - 22 Pages


Table of Contents


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)

Abstract

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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