Posts Tagged ‘ facts & figures ’

25% of Belgians gives GSM number to advertisers

A quarter of Belgian consumers is willing to give their mobile phone number to advertisers. That remarkable result comes from a study by MediaEdge, who questioned 1.000 Belgian people.

Extrapolating to the Belgian population, that’s about 1,64 million people. Among the 15 to 24 year olds, it’s over 35% that is interested. Dutch speaking are more reluctant to give their number than their French speaking neighbours.

The study however is not just talking about giving your mobile number in exchange for pure advertising messages. The most popular application is the possibility to make bank transactions. About 12% of the people questioned is interested in that.
That is good news for mobile payment providers such as Atos Worldline (with their m-banxafe platform) and So far, these systems are still waiting for the hoped for success, but they struggle with the problem that not enough merchants are accepting these mobile payment possibilities.

About 7% is willing to receive advertising messages. SMS Coupons are a bit more popular: 9,6%.
Especially young people are interested in reading advertising messages, if they get free call credit or free sms messages in return. This model is already used by Blyk and Pumbby.

MediaEdge concludes that the study proves that the potential of mobile marketing and mobile advertising is bigger than expected.

Mobile data revenue to surpass $ 200 billion in 2008

Telecom analyst Informa predicts that this year’s worldwide mobile data revenue will surpass $ 200 billion (€ 127 billion).  In 2007 this was still $ 157 billion.  In the first quarter of 2008, mobile operators generated about $ 49 billion, or one fifth of their total revenue, in mobile data traffic.  Two third of that revenue comes from SMS messages.

The rise in mobile data traffic can make up a bit for the revenue loss in voice calls.  Mobile data transfers are stimulated by new technologies in modern mobile devices, such as the iPhone.

No less than 40% of the worldwide mobile data transfer comes from South East Asia.  Informa sees the biggest growth in the Middle East: the first quarter of 2008 had 91,7% more data transfer than the first quarter of 2007. However, the region still only represents 2% of the worldwide total.

Mobile Internet use in the US

Here’s some of the mobile data just presented by Nielsen at MobileBeat 2008 yesterday in California. It shows how mobile Internet usage is growing. And it’s not just limited to attracting people who have become Web-savvy already on their computers; the mobile Web brings in new Internet users, too.

Mobile Internet use: on the rise but mostly men

Let it be clear: Mobile Internet is hot!  With the iPhone and other smartphones gaining popularity, more and more advertisers are realizing the opportunities given by the Mobile Internet.   As major players are jumping the band wagon (such as De Standaard recently), this platform will become more interesting for the end user and visitor rates will go up.  Already, there are many studies on the use of Mobile Internet in the present and the future.

Juniper Research is predicting that the amount of Mobile Internet users will grow from the current 577 million to 1,7 billion by 2013.  The growth will be stimulated by the proliferation of web 2.0 applications, such as social networking, user-generated content, location based services and instant messaging.  The Far East & China will represent the largest market for mobile web use, while South America has the greatest potential for mobile web adoption.  A number of mobile Web 2.0 applications will use flat-data or even free pricing, meaning industry players must seek new revenue streams.

A Dutch research by OMI² says the slow ‘early-adopters phase’ is now over and that Mobile Internet use is now growing rapidly.  They estimate that The Netherlands counts about 1,6 million active users (= surfing at least once a month). As a cause for the rise, OMI² points at the availability of better and faster mobile devices, more flat-free mobile subscriptions, and the upcoming of mobile search engines.  As for the offer in Mobile Internet sites, they see that websites in the categories news (60% has a mobile site), portals (50%) and audiovisual (35%) are well represented.  On the other hand, entertainment, non-profit and governmental are remarkably absent from the mobile platform.  

Lastly, there’s a study by Opera Software, pointing out that the Mobile Internet is dominated by men: nearly 9 out of 10 users are male.   A majority of Opera Mini users are between 18 and 27 years old. 

on the rise but mostly men

1 in 5 Dutchmen surfs mobile

According to the ‘Centraal Bureau voor de Statistiek’, 2 million Dutch Internet users went online in 2007 using a mobile device. That’s 20% of all Internet users.

13% of Internet users went online using a laptop with a wireless connection. 8% surfed with their mobile phone. 3% used a palm desktop.

Mobile surfing is more popular with men: 24% of all surfing men used the mobile way, and only 14% of the women. Men also use more the mobile phone to go online (12%, compared to 4%).

Mobile Internet is popular with youngsters with a higher education. 30% of the higher educated internetters beneath 45 years used a mobile device for surfing in 2007. For the older and the less educated surfers this was only 7%.

This evolution can be compared to the Internet use at the end of the 90s, when most users were young, higher educated men.

Mobile Internet use in Holland, 2007

Source: CBS

Exclusive mobile use decreases

According to Belgacom, some Belgian families have gone back to using the fixed phone in 2007.  Last year, about 26% of Belgian households have called exclusively with the mobile phone.  The year before that was still 28%.  It’s the first time in 5 years that the exclusive mobile phone use has decreased.  Possible reason for this strange evolution could be the Belgacom packages that include a fixed line, such as Belgacom TV.

Belgium lagging behind in GSM penetration

 According to the most recent report of the European Commission on the ICT market, the penetration rate in Belgium amounted to 94% in 2007. This was far behind the leading countries Italy (148%), Lithuania (144%) and Letvia (140%).

In 21 countries the mobile penetration rate was higher than 100% in October 2007 according to this study. With a penetration rate of 83% France showed the lowest level of all countries.

Mobile Penetration Rate Europe

Mobile Penetration Rate in Europe (October 2007) 

The study also revealed that mobile communications represent the highest part (47%) of the telecoms industry in Europe and is still growing. The number of European subscribers has risen to 553 millions. The top 5 countries in terms of number of subscribers are Germany (93 mio), Italy (88 mio), United Kingdom (72 mio), France (52 mio) and Spain (49 mio). They represent 64% of all European subscribers.

Find more info on this interesting study in a special report on Journal du Net.