Time again to check in on some mobile industry stats to see where we were, are and will be. First up: smartphone penetration followed by cross-channel data integration:

Total smartphone penetration

According to a report from Nielsen, smartphone penetration currently sits at 48% across all mobile subscribers. I thought this was interesting in that this 48% figure aligns fairly well with what we predicted using a simple model back in September of last year. It looks fairly certain that our prediction of smartphone penetration reaching 50% some time in mid 2012 looks like it will come true.

The Nielsen survey also highlights that 69% of recent cell phone purchases are for smartphones. Seems about right, in that not everyone is purchasing a smartphone, but a majority of cell phone users are choosing this route.

Smartphone penetration by age group

In a previous post, we looked at smartphone penetration by age group according to figures from Q3 of 2011. Let’s compare then and now to get a sense of where things stand:

As you can see, we have steady growth within all age groups. Neither the biggest jumpers (18-24 year olds) nor the smallest jumpers (55-64 year olds) seem all that surprising.

Smartphone penetration by age and income

One final look at smartphone penetration: by age and income:

I think the surprising thing is that a majority of people between 18 and 24 buy smartphones on less than $15K per year of income. There may be some bias in that parents chip in for these phones’ costs, but worth noting.

Developing an engagement strategy

A second study, this from eMarketer, examines the challenges of cross-channel data integration, as marketers struggle to find ways to deliver real-time customer-targeted brand experiences.

First to note is the percent of digital marketers who feel that their company has identified the best customers:

What first jumps out to me about these figures is the variation in market leadership as you move down the line. For top line capabilities, agencies lead the way (12%), but advertisers lead the way for top two capabilities (5% + 58%).

The next stat analyzed was the effectiveness of these various groups in targeting customers:

Clearly, companies have a lot of work to do (those blue lines look pretty big), especially when you consider the personalization factors most important for shoppers (pay particular attention to the “buy more” 46% stat):

If nothing else, these three studies taken together scream out one thing to me: opportunity. Technology companies, agencies, brands – it doesn’t really matter. Developing a cross-channel strategy based on personalized engagement is a crucial differentiating factor for those looking to gain a competitive advantage.

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