Fri Sep, 2011 by Derek Mehraban
Nielsen has published new data about smartphone usage in the U.S. Unsurprisingly the acceptance rate has climbed, but the rate of that growth is still shockingly large. 40% of all mobile phones are now smartphones. Because of the cost of phones and the cost of data plans experts predict the growth to slow, however, that prediction has been in the works for some time now and still not born out. 40% of smartphones are running on Android and 28% are iOS. This gives Android 43% share of the smartphone market worldwide. Early adopters prefer Android systems, while non-early adopters seem evenly split among Android and iOS platforms.
This means a couple of things for the digital agency. The first lesson is that mobile browsing and searching are still on a big growth curve. With these increased uses also comes increased advertising potential. Much of this upswing does not come at the cost of advertising on non-mobile platforms. Most mobile usage does not tradeoff, rather it represents a nearly wholesale gain in digital usage. The second lesson is the increased importance of Google, the maker of the Android OS. Because of native applications, the smartphone’s OS is capable of steering users into certain areas of the internet, betting on Google’s ability to do so just makes sense. Ads should also come in versions, with the Android version being tailored for a user that probably cares about things such as smartphone platforms.