Mobile

Sophisticated—and diverse

Teenagers have previously lagged behind adults in their ownership of cell phones, but several years of survey data collected by the Pew Internet & American Life Project show that those ages 12-17 are closing the gap in cell phone ownership.

A mocha flavored silver lining can now be part of consumers’ manic Mondays. McDonald’s is teaming with Millennial Media in the restaurant giant’s first mobile campaign to target the Hispanic demographic.

Boost Mobile continues to take a stand against what may be perceived as abuse by many Hispanic wireless customers and is launching the next installment of its a Sin Abusos‚ (No Abuses) Spanish-language marketing campaign.

The mobile platform boasts a dizzying number of options available to marketers – including, but not limited to: text and multimedia messaging, content and display advertising adapted for mobile mini-browsers, “conventional” online content and display advertising for PC-like browsers (from newer smartphones like the iPhone and Android G1), mobile applications, mobiles games, paid search, as well as proximity-based interaction through outdoor media/displays and shortcodes used in integrated marketing efforts, both of which cover the “last mile” for reaching consumers. Download report here.

A multicountry study from Lightspeed Research sheds light on how consumers use their mobile phones in the US, UK, France and Germany.

The proliferation of smartphones and consumers’ ever-increasing appetite for mobile interactive experiences have created unique marketing opportunities for advertisers looking to reach people on the move.

Young, hip and ad-friendly.

It appears that the Apple iPhone, one of the hottest gadgets from one of the most cutting-edge companies in the world, may kick mobile advertising up a notch.

Focus is one of the key attributes of mobile media. I am not sure we fully appreciate that yet, but it is becoming increasingly apparent to me that an absence of clutter and a narrowness of options on handsets are two of the best friends both advertisers and content providers have on this platform.

Compared to 800 million cars, 850 million personal computers, 1.3 billion fixed landline phones, 1.4 billion credit cads, and 1.5 billion TV sets–there are now 2.7 billion mobile phones in use. Between January 2001 and December 2010, our global society will have transformed from one where 13% carried a mobile phone, to one where 70% carry one.

Some 39% of Americans have positive and improving attitudes about their mobile communication devices, which in turn draws them further into engagement with digital resources – on both wireless and wireline platforms.

You’ve heard the hype, get ready for the reality.

2008 was the year when mobile media began to catch up with the hype, as both consumers and advertisers embraced mobile technologies like never before.

Some 39% of Americans have positive and improving attitudes about their mobile communication devices, which in turn draws them further into engagement with digital resources – on both wireless and wireline platforms.