508 CHAPTER 15 E-COMMUNICATIONof the smart phone, heightened by Apple’s iPhone launch in mid-2007, was the true turning
point for the industry.^94 Due to 3G technology, mobile marketing is more productive and useful
to marketers as it provides new opportunities such as video calls (see who you are talking to
in real time), mobile TV (watch TV directly on your mobile phone), music/video download
(use of mobile phone as an MP3 player) and mobile Internet (surf via your laptop or smart
phone, while on the move). In global and regional mobile advertising spending was analysed.
An IAB study valued global mobile advertising at €3.8 billion, with regional shares of: Europe
25.9%, North America 31.4%, Latin America 3.5%, Asia Pacifi c 35.9%, Middle East and
Africa 3.2%.^95
In 2011, global smart-phone penetration was 27%. In North America and Europe, smart-
phone penetration is highest, with 63% and 51% market shareres pectively.^96 Table 15.1 gives
an overview of the penetration of smart phones in some European countries and their daily
Internet access, based on a study conducted by Ipsos for Google in May 2012.^97
Sweden and the UK are the leading countries in Western Europe when it comes to smart-
phone penetration. Mobile research company mobile SQUARED estimated that in 2011 in
the UK there were more than 32 million smart phones and expected that fi gure to double by- eMarketer estimates that more than 17 million of UK inhabitants will go online via
mobile in 2012, and that number will rise to more than 20 million by 2015.^98 With a daily
Internet access via smart phones from 39% in Denmark up to 75% in Sweden, the mobile
experience is shift ing closer to the online experience. For marketers, increased mobile Internet
will drive them towards creative strategies that make the best use of multiple platforms, with-
out irritating consumers with too many marketing messages. Th ey should be aware that their
message (e-mailings and website) is ‘mobile-proof ’: readable on smaller screens and the ‘call-to-
action’ link is clickable by thumb. Th ey should make sure the content can be shared through
diff erent social media such as Facebook, Twitter, Google+, etc. According to the same Ipsos
study, the smart-phone users have an average of 19 applications on their phones in Spain and
Belgium, up to an average of 30 apps in Sweden and France.^99 Apps or mobile applications a r e
soft ware applications, usually designed to run on smart phones and tablet computers. Th ey
are available through application distribution platforms, which are typically operated by the
Table 15.1 Smart-phone penetration and mobile Internet use in EuropeSmart-phone penetration
Base: total populationDaily Internet access
Base: smart-phone usersUnited Kingdom 51% 64%
Sweden 51% 75%
Denmark 45% 39%
Spain 44% 56%
The Netherlands 43% 64%
France 38% 55%
Germany 29% 53%
Italy 28% 50%
Belgium 22% 46%M15_PELS3221_05_SE_C15.indd 508M15_PELS3221_05_SE_C15.indd 508 6/6/13 8:55 AM6/6/13 8:55 AM