InMobi, which claims to be the world’s largest independent mobile ad
network, has released the combined results of its monthly InMobi Mobile
Insights network ad data research and a custom iPhone-focused study,
“iPhone 5 and the Mobile Market.”
InMobi says its announcement can be considered a forecast of the scope
and effect of the confirmed October 4th Apple iPhone announcement.
InMobi anticipates the North American mobile ad market to experience a
significant increase in mobile media consumption based on its iPhone 5
consumer data findings, deducing that the fifth-generation iPhone is
shaping up to be most successful smartphone product launch to date.
The recent InMobi consumer smartphone survey found that 41% of current
mobile users in the U.S., Mexico, and Canada plan to buy an iPhone 5,
which if it plays out in reality would make the fifth-gen handset
Apple’s best-seller yet. The study also indicates that over 50% of users
affirming intent to buy will make their move within six months of the
iPhone 5 launch, which would increase Apple’s mobile platform market
share from 27% in June 2011 (comScore Inc., August 2011) to 41% in the
first half of 2012,
However, there’s a caveat. InMobi says that if Apple were to announce an
iPhone next Tuesday that only amounts to an update of the current
iPhone 4, a la the 3GS update of the existing iPhone that Apple released
in 2009, interest in the new Apple smartphone will be significantly
lower, with fewer than 15% of consumers saying they would be likely to
pick up the new handset.
In terms of what consumers are expecting in the new iPhone, the InMobi
study finds that the most hoped for improvements and enhancements would
be improved battery life; increased processor power; higher-quality
screen resolution; and stronger phone service,
Customer Retention And New Users
As for the iPhone 5′s impact on Apple’s smartphone competition, InMobi’s
study revealed that over half of current BlackBerry users (52%) are
planning to switch to the iPhone 5, a higher proportion than even
current iPhone users 51% of whom say they’ll be trading up. Greater than
one in four (27%) of Android owners have iPhone 5 fever as well. The
worst news is for already beleaguered Research in Motion, with the study
finding that even if Apple only announced an iPhone 4S, 28 percent of
current BlackBerry smartphone would still switch to Apple, more than
double the percentage of current iPhone and Android owners who would buy
in that hypothetical instance.
Source: InMobi
InMobi’s North America Market Overview, which shows nearly 24 billion
mobile ad impressions on the InMobi network over the past quarter, also
finds Apple mobile ad impressions are on the rise in iPod Touch devices
and that as a manufacturer, Apple has the majority of the market share,
at 29%. Data from the report also indicate a 33% growth in mobile ad
impressions over the past three months, and a 39% growth in smart phone
impressions in the North America mobile market. An infographic outlining
the full findings of InMobi’s most recent research is available at:
Commenting on InMobi’s latest findings, InMobi’s VP Global Research
& Marketing James Lamberti, said: “The combination of Apple’s
increasing market share in mobile advertising and general consumer
interest in their latest technology is another boon for the mobile
advertising industry. Apple is currently the clear leader in terms of
compelling user experience and customer loyalty, and we feel that their
quality and pace of innovation when it comes to mobile devices will
continue to improve the content and advertising experience for consumers
for iPhone5 and beyond.”
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