Next up was Eric Puterbaugh, Director of Client Services for The Nielsen Company, who presented 26 slides of data, which we've been promised a copy of. In the meantime, here are some broad strokes to whet your appetites:
- The mobile content business continues to grow and is now worth $32bil worldwide
- Premium off-deck services & applications are bright spots for carriers ...but carriers are losing significant revenue to iPhone
- Rapid consumer movement to media ready smartphones is driving increased data usage
- iPhone sets the standard for usability & iPhone is massively overindexing in data
- Carriers benefit from higher data ARPU, the value of an iPhone customer to AT&T is $3.8k vs $1.7k for those with other handsets
- Consumers typically look for the "Best Available Screen" to consume media
- Young people behave differently on mobile...many more text, many fewer calls
- Social networking and search are driving consumer adoption of the mobile web
- Most consumers are watching streaming video on mobile through WAP sites, not apps
- Most iPhone users download up to 5 paid or free Apps
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