How much of who’s thunder will social media try to steal next?

I could not resist drawing our readers’ attention to this article below. PLEASE NOTE THE HEADLINE. This headline really means ‘MOBILE REVENUE ACCELERATING AT 30%.

I’m sorry, social media experts’ – this is more piggybacking, you just can’t justify this, and its time we had or had not if there isn’t) – honest and realistic commercial assessments of social media business performance and ROI IN ITS OWN RIGHT. Look at the commercial stats below, where’s social media??

I see this so often, I’ve commended on it ad nauseam, but social media is a wannabe, a solution looking for a problem, and of little or no travel business relevance except chatter and very mild engagement of the largely non-commercial varisty.  Read on, spot how many times and in what context ‘social’ is used, then try ‘mobile’


Mobile & Social Media Revenue Accelerating At 30%

According to new data from PQ Media, total U.S. mobile & social media revenue, including consumer and business access, content, advertising and marketing, increased 30.2% to $45.38 billion in 2011. Mobile & social media revenue rose at a compound annual growth rate of 28.7% from 2006-2011, and is expected to grow at an accelerating 30.8% annual rate in 2012.

The PQ Media U.S. Mobile & Social Media Forecast 2012-16 identified 3 broad sectors of mobile & social media, starting with performance in 2011:

  • Mobile content & access was largest mobile & social media sector in 2011 at $39.2 billion, with revenues from business segment accounting for 58% of total
  • Mobile advertising & marketing was fastest growing sector in 2011, expanding 53.7%, led by advertising segment’s 60.9% growth
  • Online social media was smallest industry sector at $2.83 billion, but social networks was the largest and fastest growing segment by far, increasing 45.9% to $2.28 billion

PQ Media President and CEO, Patrick Quinn, noted that “… the mobile media sector alone reached the $1 billion revenue mark faster than any communications industry in history in 2008, taking only five years compared with 16 for the internet… (and) will reach the $100 billion mark in 2015 faster than any other communications industry… “

Key Mobile & Social Media Takeaways

The report estimates that total mobile & social media revenues increased 30.2% to $45.38 billion in 2011, and rose at a compound annual growth rate of 28.7% since 2006

Mobile content & access is the largest of the three broad mobile & social media sectors, accounting for more than 85% of all annual revenues, with the business mobile content & access segment representing nearly half of all mobile & social media annual revenues

U.S. Mobile Media Revenue, Growth & Share in 2011
Sector 2011 Revenue ($B) 2011 vs. 2010 Share
Mobile Content & Access $39.17 27.8% 92.0%
Business Mobile Content & Access $22.65 25.0% 53.2%
Consumer Mobile Content & Access $16.52 31.8% 38.8%
Mobile Advertising & Marketing $3.38 53.7% 8.0%
Mobile Advertising $1.79 60.9% 4.2%
Mobile Marketing $1.59 46.2% 3.7%
Total Mobile Media $42.55 29.5%
Source: PQ Media Mobile & Social Media Forecast 2012-2016, January 2012

Mobile media quickest medium to $1 billion – taking 5 yrs compared with 16 yrs for the internet.  Going forward, mobile media revenues expected to exceed $100 billion by 2015, taking 12 years to surpass this benchmark, outpacing subscription TV and the Internet by nearly 20 years.

Mobile Media Expected to Grow Almost 30% in 2012; Revenues to Exceed $55 Billion
Sector 2012 vs. 2011
Mobile Content & Access 28.3%
Business Mobile Content & Access 26.4%
Consumer Mobile Content & Access 30.8%
Mobile Advertising & Marketing 49.5%
Mobile Advertising 48.7%
Mobile Marketing 50.4%
Total Mobile Media 29.9%
Source: PQ Media Mobile & Social Media Forecast 2012-2016, January 2012

Of the 44 mobile & social media revenue streams, 11 exceeded $1 billion in 2011, up from 4 in 2006, and PQ Media forecasts that 23 will reach this benchmark by the end of 2016.

By 2016, U.S. mobile & social media is expected to account for nearly 10% of total communications revenue ($1.4 trillion), growing about 20 times faster than the overall industry during the 2006-2016 period

Mobile Advertising Segment; Video Ads Largest Stream, In-Game Ads Fastest Growing
Mobile Advertising (1.8 Billion) Share (%)
Streaming video 27%
Mobile search 22
Mobile in-game 19
Banner display 16
SMS outbound texts 9
Streaming audio 2
Source: PQ Media Mobile & Social Media Forecast 2012-2016, January 2012

Market Snapshots:

  • The average U.S. citizen over the age of 12 spent more than 100 hours in 2011 accessing content on wireless devices, such as smartphones, computer tablets and e-readers
  • The average person spends about 400 hours per year on the internet, with about one-quarter of the time is spent on social media sites
  • Over 285 million mobile phones were operating in the U.S. in 2011, of which about 34% were smartphones. Business end users accounted for nearly 60% of smartphone users in 2011, but consumer end users will make up a larger majority by 2016
  • More than 36 million computer tablets and e-readers were operating in the U.S. in 2011. Consumer end users accounted for nearly 60% of the users in 2011, but business end users will make up a larger majority by 2016


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