Research Roundup

For your convenience we’ve pulled together a quick summary of some of the latest external mobile research, news and information:

Comreg Consumer Survey gives insight on Mobile Internet Usage in Ireland
39% of Irish 15-24 year olds and 21% of all Irish adults have accessed the Internet on their mobile phones. View the full survey here:
http://www.comreg.ie/_fileupload/publications/ComReg0960.pdf

Guardian Mobile Marketing Supplement
The Guardian has published a useful supplement about Mobile Marketing in association with the Interactive Advertising Bureau (IAB). Amongst the case studies is an article on how Britain’s government is approaching mobile marketing.
http://www.guardian.co.uk/mobile-marketing

Mobile Internet Growth
Forrester's Western European Mobile Forecast, 2009 To 2014 report states that mobile Internet adoption will continue to grow significantly, with audiences tripling from 13% of Western European mobile users in 2008 to 39% in 2014
http://www.forrester.com/Research/Document/Excerpt/0,7211,53717,00.html

In the USA, eMarketer predicts that by 2013, nearly 50% of mobile phone users will access the mobile Internet at least monthly
http://www.emarketer.com/Article.aspx?R=1007369

Competitions and Discount Vouchers Appeal Most – Oz Survey
Mobile users are most likely to be drawn to mobile competitions and discount vouchers, with mobile games being less appealing as a promotional tool, according to new research by News Digital Media.
http://www.digital-media.net.au/article/news-digital-media-releases-mobile-research-data/490784.aspx

Global Mobile Ad Market forecast at $13 billion in 2013
A new Gartner report projects that mobile ad spending worldwide will grow 74% this year to $913.5 million but not really accelerate until 2011, when advertisers are expected to boost mobile spending as part of an overall shift toward digital marketing channels. By 2013, the research firm expects mobile ad spending to surpass $13 billion, with the Asia‐Pacific region leading the way, followed by North America and Europe.
http://econsultancy.com/blog/4531-gartner-mobile-will-grow-74-this-year-and-explode-in-2011