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.

3 Responses to Smartphone Penetration And Marketing Engagement Strategy Stats Update

  1. Griffin says:

    I think the interesting part about the age group by income stats above, is that the 18 – 24 group is the only group where the slope isn’t consistently up and to the right.  While you touch on the fact that this may be due to parental subsidies, one can also make a case that it’s also a perceived value judgement, and likely indicative of their preferences regarding how they receive information.  While this may fall under the ‘LDO’ category, it’s certainly interesting to see some stats putting the money where the mouths are.

    Great read.

  2. KaneRussell says:

    Saw an article today with some crazy stats: http://techcraver.com/2012/02/16/average-person-glances-at-their-phone-150-times-per-day

    - Average Person Glances At Their Phone 150 Times Per Day
    - e-mail is read 48 hours after it is sent, while the average SMS is read in four minutes
    - SMS is literally 720 times faster than e-mail in message-opening throughput

  3. Quora says:

    What is the penetration of smartphones among K12 students?…

    These stats from Pew Research show that Smartphone penetration is at 25%. http://pewinternet.org/~/media//Files/Reports/2012/PIP_Teens_Smartphones_and_Texting.pdf It’s interesting to note that this figure is well below the 18-24 demographic: http://bl

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