Documentos de Académico
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forecasts to 2015
Coda Research Consultancy
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Introduction
Document at a glance:
Type – US market forecast and assessment report, to 2015
Printed page length – 29
Number of forecasts – 10
Number of other figures – 10
We forecast that mobile internet users via handsets in the US will rise to 158m in 2015, and
smartphone owners will rise to 194m in the same year. In view of this, prospects for revenues from
mobile advertising are considerable, and we predict they will increase by a compound annual growth
rate of +37% across the forecast period to 2015.
This 29 page report examines mobile advertising via handsets in the US to 2015, and is divided into
two sections. The first section provides analysis and forecasts for ad revenues across SMS, Display
and Search. The second section is given over to an analysis of the following drivers to mobile
advertising:
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Contents and Figures
Contents Forecasts
Forecast 1. Mobile advertising revenues, 2009-2015 ..... 10
Companies mentioned in this report ......................5
Forecast 2. Ad revenues: SMS vs Display vs Search,
2009-2015 ......................................................... 10
Methodology...........................................................6 Forecast 3. Ad revenues: SMS, Display and Search
ads share........................................................... 11
Mobile advertising ..................................................7 Forecast 4. Smartphone subscribers, 2009-2015........... 13
Why advertising on mobile handsets will thrive.......... 7 Forecast 5. Smartphone subscribers as share of all
Mobile ads served in the US: Feb 2009 to Feb 2010... 8 mobile handset subscribers, 2009-2015 ............... 13
Top devices served with mobile ads in the US: Feb Forecast 6. 3G+ mobile handset subscribers, 2009-
2010 ................................................................. 8
2015 ................................................................. 14
Display ad overview ................................................. 9
Forecast 7. Mobile internet users via mobile handsets,
SMS ad overview ..................................................... 9
2009-2015 ......................................................... 17
Search ad overview.................................................. 9
Revenue forecasts to 2015 ......................................10 Forecast 8. Mobile internet users via smartphones,
SMS advertising revenues ................................11 2009-2015 ......................................................... 18
Search advertising revenues.............................11 Forecast 9. Mobile internet video users, 2009-2015 ...... 24
Display ad revenues.........................................11 Forecast 10. People accessing social networking.
Smartphones vs feature phones, 2009-2015 ........ 25
Drivers to mobile ad revenues..............................12
Smartphones ..........................................................12
Smartphone subscriber forecast to 2015 ...........12
3G+ mobile handset subscriber forecast to 2015 ......13 Other Figures
4G roll out..............................................................14 Figure 1. Mobile ads served in the US, Feb 2009 to
4G roll out across carriers ................................14 Feb 2010 ............................................................. 8
Mobile internet usage..............................................16
Figure 2. Top devices served with mobile ads in the
Mobile internet user forecast to 2015................17
US: Feb 2010....................................................... 8
Mobile internet user split: smartphones vs feature
Figure 3. Typical throughout speeds, comparing 3G
phones forecast to 2015.............................17
with LTE ............................................................ 14
Mobile internet users via smartphones forecast to
2015 .........................................................18 Figure 4. Sprint WiMax coverage map by city ............... 15
Mobile applications .................................................18 Figure 5. Mobile internet user split: smartphone users
Mobile search applications................................18 vs feature phone users ....................................... 17
A look at Apple iAds.........................................18 Figure 6. Location based usage among smartphone
Location based services...........................................19 owners, by smartphone brand............................. 20
Google’s location based advertising patent ........21 Figure 7. Examples of interactive advertising................ 23
Mobile coupons ......................................................21 Figure 8. Social networking users accessing Facebook,
Mobile payments ....................................................21 MySpace and Twitter, 2009 vs 2010 .................... 25
Video .....................................................................22 Figure 9. US online advertising spend via Facebook
Advertising via video........................................22 and MySpace 2009 vs 2010 ................................ 26
Mobile video user forecast to 2015 ...................24 Figure 10. Top ten Facebook applications by Monthly
Social networking ...................................................24 Active Users....................................................... 27
Use of mobile handsets for social networking ....24
Social networking user forecast to 2015 ............25
Social networking behavior across mobile handsets
................................................................25
Recommendation and word of mouth marketing26
Advertising ......................................................26
Bibliography .........................................................28
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Companies mentioned in this report
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About Coda Research Consultancy
Coda Research Consultancy specializes in providing critical insight into market developments and
behavior around new media, technologies and services in order to help IT and media professionals,
business executives, and investors make fact-based decisions around strategy, service provision and
product development.
Coda employs a variety of rigorous quantitative and qualitative research procedures. It draws upon a
range of disciplines, and collaborates with top commercial and academic organizations.
European office
95 Wodeland Avenue
Guildford
Surrey
GU2 4LD
England
Tel: +44(0)7779 610004
Email: steve.smith@codarc.co.uk
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