Mobile use is growing faster than all of Google’s internal predictions, with YouTube seeing 200 million mobile playbacks a day, CEO Eric Schmidt said in his keynote at the Internet Advertising Bureau’s Annual Leadership meeting keynote.
As proof of mobile’s growth, Schmidt cited some statistics related to this year’s Super Bowl advertisers. The number of mobile searches for Chrysler, for instance, jumped 102 times during the game, compared to only 48 times for desktop searches, Schmidt said. And the number of mobile searches for GoDaddy jumped 315 times, compared to 38 times on desktops.
Schmidt, who spoke Sunday at the IAB event in Palm Springs, California, also said that 78% of smartphone owners use their phones while they shop. “This is the future and everyone will adapt,” said Schmidt. “Because people are fundamentally better off with a better and smarter and more empowered, if you will, customer.”
Mobile growth is occurring at a quicker rate than anyone expected, Schmidt said. “We look at the charts internally and it’s happening faster than all of our predictions,” Schmidt said.
Schmidt, who will leave his post as Google CEO on April 4, used those stats to make a case for linking display advertising and mobile. “The technology has finally caught up with the promises we talked about for so long,” said Schmidt. He predicted that display advertising could hit $200 billion business, though he declined to say when that milestone would be reached. Display is currently a $17 billion business globally. Google’s share of that is about $2.5 billion a year.
At the beginning of every year for the past decade, we have heard industry experts proclaim that it will be the “year of the mobile Web.”
Now we are saying it again, but this time it looks like the real deal. This year will be the true test of brand marketers’ mobile madness and aptitude as consumers continue to turn to their Web-enabled mobile devices as a daily means of quick, on-the-go brand interaction, buying research and, now, shopping.
A recent comScore survey found that the United States is home to 60.7 million smartphone users, up 14 percent from the previous quarter.
With smartphone use on the rise, mobile marketers who are not using conversion optimization and Web site personalization techniques on their mobile sites will fall behind as mobile-savvy competitors take the lead in market share growth in 2011.
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Deutsche Telekom AG, France Telecom SA and other mobile operators, who lost the battle for online applications stores to Apple Inc. and Google Inc., say they have a fighting chance of winning the corner convenience store.
The operators, along with Google and credit card providers including Visa Inc., are scrambling to offer so-called near- field communication payment systems, which will let people buy everything from milk and butter to clothes with a swipe of their smartphone. NFC may be the last chance for operators to avoid being simple conduits of other companies’ electronic commerce.
“Google’s massive, but Google does not have a billing relationship with 99 percent of its customers,” Deutsche Telekom Chief Technology and Innovation Officer Ed Kozel said in an interview last week. “That’s our opportunity.”
The stakes for losing out on this business development are huge, with NFC payments — which could potentially replace many cash registers and credit cards — likely to account for a third of the $1.13 trillion global market in mobile transactions by 2014, according to IE Market Research.
Operators, who “were not as good as the Internet players” for online apps, have an opportunity to get back in the game, said Philippe Vallee, an executive vice president at SIM-card maker Gemalto SA. With NFC, “they can become the applications portal for the secure wallet.”
How do you find out if a juror might sympathize with the defense? You Facebook them, of course! According to The Wall Street Journal, it seems the U.S. court system is beginning to take its cues from HR departments that, for years now, have screened potential applicants using social networking sites. “Facebook is increasingly being used in courts to decide who is‚ and who isn’t‚ suitable to serve on a jury, the latest way in which the social-networking site is altering the U.S. court system,” the article notes. Some critics argue that the practice, which is legal, will deliver “out-of-context” information to the lawyers. Still, many lawyers consider Facebooking an effect way to glean useful information. For example, David Cannon, a Los Angeles-based trial consultant, found that one of the jurors tried to contact aliens. Cannon “discovered on blogs that a potential juror in a personal-injury case had made extensive attempts to contact extraterrestrials. He recommended that his clients, who were representing the defendants, not select her. ‘It just showed an instability,’ he said.”