There are still a couple of days left in the month of March, but we’ve already seen enough to make a call on our third prediction for 2011, made in early December 2010:
“…a major research firm will announce an update to its forecast for 2011 mobile advertising, boosting it by at least 10%. It will be the first of three such announcements in 2011.”
Sadly, none of the major media watchdogs have spoken yet this year. Still, we are going to give ourselves a 50% “got this one right” score, based on three observations made this month.
First, we came across a forecast from Borrell Associates, who claims it can track mobile advertising at the “local market” level. Borrell predicted in mid-March that local mobile advertising will jump from $1.2 billion this year to $12.5 billion in 2015.
A compound annual growth of 79%. That is just nuts.
Second, a research study that we took you through a couple of weeks ago. It won entry into the Lairig Marketing Hall of Sham, for the bullsh*t claim that 85% of marketers have “gone mobile.”
Third, the just released "21st Century Mobile Mom Report," from BabyCenter, which modestly calls itself "the number one pregnancy and parenting destination worldwide” (and has one very incredibly, craptastically cluttered website).
The data in this study are so far off the charts, I don’t know whether to laugh or cry. Just listen to this survey bullsh*t:
- 51% of moms are “addicted” to their smartphones (sorry, attention-starved kids)
- 53% purchased a smartphone as a direct result of becoming a mom (WTF?)
- 52% have downloaded ten or more apps, with 25% of them for the kids (pssst: crayons. cheaper. more fun)
- 68% use their smartphone while shopping (as we’ve said before, try corroborating this on your next grocery trip)
The press release includes these over the top quotes:
"Mobile isn't just a media channel, it's her constant companion that makes juggling easier. It makes her feel like a better mom." [emphasis mine]
"The majority of moms check their phone first thing in the morning and last thing before they go to sleep. You can't say that about any other medium." [Um, yes you can – see TV, radio, magazines, and books]
Here is the best, for last. BabyCenter’s “21st Century Mobile Mom Report” claims these women spend 6.1 hours a day surfing the Web on their smartphones.