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Future Mobile Usage |
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Arnold of Profero describes the ëGeneration Wirelessí person as typically 15 to 29 years old who uses the mobile terminal as a ìlifestyle-enabling device and to make decisions.î This market is certainly key, and is a different one for advertisers used to thinking of a mass market terms of 45-year-old customers. Even a subset of this market is huge. For example, Jupiter figures for the US show that by 2002, 21.9 million kids and 16.6 million teens will be online, and by 2005, will spend $4.9 billion online. Take the example of the AvantGo US student service with free news, restaurant listings, maps, weather and so forth from their mobile handsetsñthese students will begin to rely on the mobile terminal as an information device. This is a market in Europe and Asia that has been brought up on the mobile terminal, and where it becomes natural for content, information and advertising or marketing messages to be transmitted to the mobile device. However, the opportunity for mobile advertising is far wider. Usage of mobile terminals will change radically as the speed, functionality and applications improve. One aspect will be the blurring of work and home life, as the one mobile terminal becomes ubiquitous. Other factors will also change the usage of mobility. The mobile device will become far more important for users, and hence the opportunity for corporations to communicate marketing messages through a mobile device. |
