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American venture capitalist and “Queen of the Net” Mary Meeker gave a presentation at Stanford University earlier this week on the state of the Internet. As every tech publication out there is saying, this report is definitely a must-read for any and all either slightly interested or deeply immersed in the industry. Below are key highlights Meeker covered on the mobile space, including my personal key takeaways for mobile marketers & advertisers to consider.



  • The number of smartphone subscribers is seeing double digit growth year on year worldwide, led by China and the U.S. at 50% each.
  • At the end of 2012, there will be one billion smartphone users and five billion mobile phone users worldwide.
  • Global iPhone adoption has steadily increased in the first 16 quarters after launch at more than 100M cumulative units shipped as of Q3 2012.
  • Android adoption has increased even faster than iPhone adoption—650M units shipped as of Q3 2012.
  • Amongst kids in the U.S. ages 6-12, out of all mobile devices, tablets, and game consoles available on the market, the most sought-after device is the iPad (48% of kids surveyed), beating out the Nintendo Wii U (39%) and leaving Sony’s PlayStation 3 and Microsoft’s Xbox 360 in the dust (26% and 25%, respectively).
  • Number of smartphones and tablets shipped globally surpassed number of desktop and notebook PCs in Q4 2010.
  • Global smartphone and tablet installed base is predicted to exceed global PC base in Q2 2013.
  • Global mobile traffic rising rapidly—13% of total Internet traffic in November 2012, up from 4% in December 2010.  Mobile Internet traffic in India actually surpassed desktop Internet traffic in June 2012.
  • Global mobile app and advertising revenue will be at $19bn at the end of 2012, up from $15bn at the end of 2011.
  • American consumers spend 10% of their media consumption time on mobile, while only 1% of advertising spend is spent on the mobile channel.



View the slides in full, here.



  • First and foremost, marketers should allocate more ad spend to the mobile channel.
  • Mobile devices and technology have greatly changed our daily routines, standard of living, and consumer preferences, keeping us constantly connected at all times.
  • The full potential of benefits to society from mobile has not been reached yet as smartphone penetration continues to increase and mobile technology continues to change (and especially since NFC uptake has not taken off yet).
  • Despite improvements across all aspects of our lives that have improved due to innovations in mobile technology, we are in a constant state of flux.
  • There will always be aspects of our lives that can be improved through technology or monetized by advertisers.  We could only imagine how innovations in technology will improve our lives 10 or 25 years from now.


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