Media Healthcheck: June 2010
The World Cup kicked-off in June, and the IAB and ESPN released research showing 8% of football fans were planning to watch the tournament on their mobile phones.
It also revealed that 18% of 16-34 year olds with smartphones have downloaded a World Cup mobile app.
According to a forecast from ABI Research, worldwide mobile TV market revenues are expected to exceed $20 billion by 2015.
It said that worldwide adoption will start accelerating in 2012 through 2015, and on the way overcome some significant obstacles.
In the US, meanwhile, comScore research found that during the three months to the end of April, 31.1% of US mobile subscribers used mobile web browsers in an average month.
This was an increase of 2.5 percentage points on the previous three months.
And more than half (51.4%) of US adults aged 18-34 say they want to go online via their mobile phones, a study published last month found.
The survey of 9,578 US adults, conducted by BIGresearch for the National Retail Federation’s Mobile Retail Initiative, also revealed that nearly nine out of 10 adults (87.5%) say they have a cell phone, an increase of 17.9% from January 2006 (74.2%).
Consumers in the US are also enjoying online video in increasing numbers, with comScore putting the number of US internet users watching online video during May at 183 million.
According to Nielsen, however, the number of US viewers of online video increased 1.6% year on year in May, hitting a total of 135.9 million.
If Initiative’s Global Mobile Survey is correct though, most video viewing will probably be done via mobile by 2013.
It forecasts that the mobile phone will overtake the computer as the most commonly used device to go online from worldwide by 2013.