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Boom year for mobile marketers

Boom year for mobile marketers

It’s set to be a boom year for mobile marketers as the phone comes of age according to the Orange Digital Media Index.

The report, which examines trends in customer consumption of digital media, has found that the mobile internet has gained momentum.

The Orange mobile portal, Orange World received 2.34 million monthly visitors and an average of 250,000 daily repeat users over a three-month period.

The Index also shows that there has been an explosion in mobile data services, generating nearly 22% of network revenue in the last nine months of 2007.

Rather than using mobile phones for just voice calls and text messaging, customers are increasingly exploring the mobile internet and using email and social networking sites to keep in touch.

The index identified strong demand for mobile television - so much so that revenue is almost double the forecast.

The camera phone has also come of age with a 37% surge in picture messaging with over 1 million photos uploaded from mobiles to online photo albums in August alone, coinciding with the holiday and music festival season.

The popularity of text messaging continues to rise with a 25% increase in the medium, and over 1 billion text messages being sent per month.

Music downloads also continue to soar. There has been a 15% increase in music downloads to a figure of 295,000, and a 3.4% increase in games downloaded to 691,032

“Customers are increasingly using mobiles to access information while they're on the move,” claimed Director of Portals for Orange, Matthew Kirk.

“Coupled with mobile operator tie-ups with social network brands such as Bebo, mobile phones are quickly providing customers with yet another way of connecting with others in the way that text messaging did ten years ago."

He added, “The Orange Digital Media Index provides a fascinating insight into the role of technology in twenty-first century life and has shown how the purpose of the mobile phone is changing - from a one-to-one mobile device to an all-encompassing social networking tool.”

AJR
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