You've got to get it right or consumers will shut you out. Understanding consumer preferences is the place to start.



  

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Thursday, April 06, 2006

WAP Browsing Statistics - UK

According to text.it, mobile Internet usage is definitely on the rise with some absolutely crazy figures – like 1.3 billion page impressions per month in the UK in December 2005. Now I’m personally a bit sceptical of numbers like these as they are given largely out of context. What I’d be interested in is a first level separation between traffic from mobile browsing – and traffic from content downloads.

It turns out that most all digital content these days is delivered via WAP Push and that the average content download is the result of at least 2 WAP page impressions. If 100% of the traffic was content downloads we could expect 650M content downloads. At an average value of £1.50 per download that’s revenue of £975M per month. That doesn't sound unreasonable - but it doesn't leave much WAP traffic for regular content browsing.

One of the biggest content feeds for mobile operator O2 is their sports content. Sporting content has been drawing an average of 17-18M page impressions per month across 1.8M unique users. O2 is currently generating between 800-900M page impressions per month (Compared with nearly 1B WAP page impressions per month when browsing was free) from there 14M subscribers. The average sports content consumer accesses 10 WAP pages per month.

So - what do you think? Does the average user check their phone once or twice per month for sport content? And how many of those 1.8M users are constant and how many change every month? By that I mean - How many get discouraged after having used the service only once and as a result they never come back again?

Let's do the maths...

Assumptions: 20% of consumers have accessed the mobile internet
So 20% of O2's 14M consumers is 2.8M subscribers
2.8M subscribers access 20 pages per month or 56M WAP Page impressions
56M WAP Page impressions of the 900M total page impressions leaves 844M pages for content downloads or 422M pieces of content. (Assuming 2 WAP page impressions per download )

Nobody wants to talk about these numbers - and I'm sure there is a good reason wny. But if you can shed some light on these assumptions and point out where I'm on target - or completely off base - then please either leave me a comment or drop me a mail. I believe the information is out there - if we can just get everyone to contribute their piece of the puzzle.

And yes - there will always be Lies, Damn Lies and Statistics!

posted by Troy Norcross at 3:22 PM  

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A few words about why we're here

Since consumers first started to use SMS marketers have had the idea of text message marekting or marketing sms - also known as mobile marketing. And since that time marketing sms messages have grown and changed and new technology like bluetooth marketing, marketing bluetooth style to phones in close proximity to an advertisers.

And since the e-mail spam scourge took over the media, people have worried that there will be mobile phone spam. Spam is just another way of saying that advertisers send unsolicited text message marketing, marketing sms, bluetooth marketing or any other form of mobile marketing - it's mobile phone spam. There are even guides on how to spam phone s.

Consumer Preference is about permission based marketing, permission marketing solution. If, as an advertiser you can execute permission based marketing campaigns then you can certainly find ways to benefit from mobile marketing. And permission starts with understanding the consumer marketing preference. If you can understand consumer marketing preference, then you can execute permission based marketing. And permission marketing is not mobile phone spam.

There are many mobile marketing company listings that can be found on the Internet - and most mobile marketing company websites will tell you how they focus on permission marketing. Make sure that the one you partner with does more than tell you about it on the website. Opt-in marketing starts with your traditional marketing soliciting for permission.

Yes - Mobile marketing starts with traditional marketing - print, web, radio, television - all of the old standards. Because before you can send the first message to a consumer, you must obtain their permission... and that means that you understand consumer marketing prefernce.

Please enjoy reading consumer-preference.com - and if you feel that there is a point I'm making you'd like to share - then put a link to it from your own site. And always feel free to leave comments!

Troy Norcross

 

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