Within the consumer products & shopping as well as the media & entertainment categories, 66% of respondents cited that they prefer the mobile Web for accessing content compared to 34% who cited a preference for downloadable apps. 38% of respondents said they had not purchased anything in the consumer products & shopping category from their devices in the last six months.
Brad Rencher, vice president and general manager, Omniture Business Unit, Adobe, said "... though mobile apps continue to be extremely popular, mobile users aren't ignoring mobile websites... "
Media & entertainment were found to be the highest-penetrated mobile category, by number of users and time spent, with only 3% of those surveyed saying they had not interacted with media content on a mobile device in the last six months. Consumer products & shopping was the least penetrated, with the fewest number of users citing that they have purchased consumer goods from their phones. Despite their differences, media & entertainment and consumer products & shopping drew the highest percentage of satisfied mobile users out of the four categories, with 89% and 85% respectively.
Other key findings include:
And, relating to mobile use, eMarketer posted some recent forecasts for mobile ad spending through 2014. According the the eMarketer forecast, 2014 will see $2,549.5 million in US Mobile ad spending. Spending projections continue to span a wide range, however, reflecting mobile's status as an emerging channel. They also charted the comparable forecast period from several other sources for comparison.
US Mobile Ad Spending, 2009-2014 (Display, Search and Message-Based Advertising; $ in Millions)
Ad Spending (MM)
Source: eMarketer, September 2010
Selected Comparative Estimates, US Mobile Ad Spending ($ in Millions)
Source: eMarketer, Various 2009/2010, October 2010
eMarketer predicts steeper growth in display spending, banners, rich media and video, accompanied by a sharper drop in messaging's share of total mobile ad spending.
Noah Elkin, eMarketer principal analyst and author of the report, concludes "These shifts reflect the evolution of mobile from a channel associated primarily with direct response campaigns to one marketers will increasingly use for branding purposes,"
Said Elkin, "In short, the continued development of devices, browsers and mobile networks, combined with the availability and marketer awareness of richer ad units, will significantly enhance how marketers will be able to use mobile to interact and engage with consumers."