The smartphone and the tablet are the irresistible forces of our age. Consumer behaviour is changing in front of our eyes. So, too, is working behaviour. You don’t run your business – let alone the rest of your life – without access to a mobile.So how are you adapting your business? You can make sense of the mobile revolution on 25 June 2013 where we’ll be assembling may of Britain’s smartest mobile people to talk about how your business can make the most of mobile.
The big trend…You kind of knew this but the scale of change really is astonishing, so keep up. It’s been more than a decade (2002, actually) since the number of mobile subscriptions overtook the number of global fixed landlines. The number of landlines peaked in 2006. The number of mobile subscribers continues to soar. Keep up! In India in May 2012, mobile internet usage overtook desktop internet usage. No, really, keep up! By 2014, mobile internet should overtake desktop internet usage – globally. Put another way, it’s been calculated by Cisco that last year’s mobile data traffic to be nearly 12 times the size of the entire global internet in 2000.
The mobile momentum will continue to accelerate in 2013 – and beyondThe simple facts: there will be more mobile devices and more subscribers and more traffic. Here comes the flood! Today there are 1.1bn mobile 3G subscribers. But that is only 18 per cent of all mobile subscribers. According to the analysts at Gartner, worldwide tablet shipments are forecast to amount to 197m units in 2013. That represents a 69.8 per cent increase from 2012 shipments of 116m units. That is a lot of tablets. The world really is getting smarter. Also according to Gartner, of the 1.875bn mobile phones to be sold in 2013, 1bn units will be smartphones. That compares with 675m units in 2012. By 2017, there will be 8.6bn handheld or mobile-ready devices in use, reckon Cisco. And global mobile data traffic will have increased 13-fold.
Now, how do the big trends play out in the UK?The British are going smartphone mad. Correction: have gone smartphone mad. And tablet mad. In the UK, the current number of smartphone users is estimated to be 24m – or nearly 38 per cent of the population. By 2016, that number is projected to rise to 41.9m – practically two-thirds of the population. So smartphones will be the rule, not the exception. Almost half of all British teenagers now own a smartphone. 59 per cent of Britons have used their smartphone every day in the past seven days. And 78 per cent don’t leave home without their device. (It’s surprising that 22 per cent do.) Over 6m Britons had a smartphone and a tablet in December 2012. The UK downloaded approximately 275m apps in February 2013 alone. According to comScore, nearly one-third of page views in the UK are from mobiles and tablets. The UK has the biggest proportion of 18-24 year old mobile users – 11.8 per cent, and the average time spent accessing the internet via a mobile browser in the UK is 9.5 hours per user per month. 200 SMS and MMS messages are sent per person per month in the UK.
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