JupiterResearch,
a leading authority on the impact of the Internet and emerging consumer
technologies on business, has found that introducing portable media
players (PMP’s) with internet browsing
capabilities are likely to stimulate significant growth among those
accessing wireless web and will create additional opportunity for
advertisers, who are expected to spend $2.2 billion on mobile messaging,
display ads, and search via mobile technology by the year 2012.
Adoption of internet browsing on cell phones is expected to climb from
16 percent at the end of 2007 to 19 percent at the end of 2008. These
findings are outlined in a new report published by JupiterResearch, “Mobile
Internet: Adding Portable Media Players to the Mix to Drive Up Audience
Size and Revenue.” The study was completed in
cooperation with mobile advertising service provider AdMob. According to
the report, the majority of page views and advertising impressions on
cell phones and portable media players are on a small screen with a
mini-browser. Impressions and click-through rates (CTR) per device,
however, are higher for devices with full browsers.
"Mobility is adding a time and space dimension to media and advertising
that has the potential to drive up CPM’s
significantly. We are finding ads with location tags are selling at five
to tenfold premiums over basic ads," said Julie Ask, Vice President at
JupiterResearch and lead author of the report. "The ability to tag users
with location, demographics, and behavioral data complemented by devices
that support rich media to avoid having their role in the advertising
value chain made obsolete must continued to push forward.”
In order to be truly successful, mobile carriers must continue to enable
access with affordable portable media players and innovative business
models while protecting their stake in the value chain by adding
information layers to user profiles.
"New devices such as portable media players available on the market with
dramatically improved user interfaces and capable of fully rendering
HTML web sites are driving consumer demand for Internet access on
portable devices," said David
Schatsky, President of JupiterResearch. " “Carriers
should continue to enable consumers by rolling out more devices that
look like portable media players at affordable prices –
perhaps even as a second device – and continue
to break down economic barriers of pricing and application restrictions
to consumer adoption.”
The complete findings of this report are immediately available to
JupiterResearch clients online at www.jupiterresearch.com.
For details on JupiterResearch's methodology, visit www.jupiterresearch.com/bin/item.pl/methodology
or email press@jupiterresearch.com
to request a detailed methodology statement. For additional information
on this report or JupiterResearch's News & Information research service,
visit www.jupiterresearch.com
or contact Kieran Kelly, Senior Vice President of Global Sales and
Client Service, at 1-800-481-1212 or researchsales@jupiterresearch.com.
About JupiterResearch
JupiterResearch provides unbiased research, analysis and advice, backed
by proprietary data, to help companies profit from the impact of the
Internet and emerging consumer technologies on their business. The
company helps online businesses make critical decisions about technology
selection, spending, staffing, and Web site effectiveness; advises
consumer-facing companies with online advertising, marketing, and
customer service strategies to understand, attract, convert and retain
customers; and guides technology vendors and service providers on market
opportunity, positioning, product definition, and pricing.
JupiterResearch is headquartered in New York City and has offices
throughout the US and Europe. For more information, visit www.jupiterresearch.com.
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