The Decade of Mobile

At least once every year for the last three years I’ve heard someone at a digital conference proclaim that “this will be the year of mobile”.  Their tone has always hinted that this will be an event in media planning that none of us will be able to ignore, akin to the moon landing or Sir Ed knocking the bastard off.  But then it’s never seemed to happen.  Instead it’s been more like Kanye West - a steady accumulation of content, audience and commercial opportunities. 

Nevertheless, and arguably unlike Kanye, there is no doubt that it has slowly but surely become an increasingly important media space for planners and clients to consider.  The challenge that remains is that there isn’t a great deal of market data around of the NZ market.  Sorry Roy Morgan, I usually love your data, but it seems hopelessly out of step for mobile when the answer to ‘how many people say they need a mobile phone to access the internet?’ is 7%. 

But last week InMobi, in partnership with Decision Fuel rode into town with a piece of research that delivered some quite interesting insights (albeit from a sample size of 500 users… coincidently, about the same sample that dictate TV ratings). 

So, a few numbers that no one has delivered before;

• Of 6.2hrs media consumption, 114mins are via a mobile
• 53% of market are using their phone while watching TV
• 65% using phone while lying in bed
• 23% using to access social Media
• 21% using to access entertainment
• 7% are using to shop

This OurMobilePlanet tool has also recently come to my attention (thanks Mitch Campbell and nzh).  About as accurate as any other tool on NZ market about penetration (ie, take with grain of salt), but least it’s fun to play with.