When I hear or ready “Mobile Penetration Rates” I’ve got really sick of the mix-up in the data presented as a “mobile penetration rate” metric to basis our business analysis on.
If you are wondering what the mix-up data presented as a mobile penetration rate forecast is – it’s simply smartphone rates.
Typically, not feature phone data represented. Older phones, harder to track, crappy capabilities, who knows – for what reason. I just know, most of the people I’ve seen or read about being a so called expert on mobile penetration rates and statistics forgets the amount of data, in some countries, that are heavy on feature phone use.
Not to get too technical here, but to truly understand the mobile penetration rate of a country, we have to factor in the importance of mobile type as a prominent metric.
Even if smartphones are going to replace feature phones. We are actually quite far out from that.
Now for you mobile affiliates buying ad network traffic. Let me give you a little tip here on how to identify who actually has feature phone vs smartphone heavy traffic inventory for you to advertise on. I also want to know whether it’s mainly mobile web or mobile app, since essentially, that’s the two types of publishers in mobile.
Damn, according to the number mobile publisher in the World – Google…Smartphone penetration is only 28% at best. Under 30% means – there’s feature phone traffic! Whether Google tells you or not. The big secret is, Google isn’t tracking that crap, or they would have some better way to target the data.
But, I compare it to Inmobi’s mobile ad network data and:
I see a few things here that has just saved me a ton of money in testing. See, most affiliates won’t do their country metrics research, which is literally the foundation of having successful mobile ad campaigns. It’s really the staple in any ad campaign. (Write that down)
- Smartphone traffic is on Inmobi
- Smartphone App Traffic is heaviest on Inmobi
- Google is largest mobile pub in the world, so if only 28% of their data reveals users have smartphones, OMG, a ton of feature phone traffic to hide!
And boy oh boy. Do they. Wowza.
Start studying your countries closely where you are running mobile advertisements. Do some background research on the country including:
- Top Carriers/Operators
- Top Mobile Manufacturers
- Web Inventory VS Mobile Inventory
- App Inventory VS Mobile Inventory
- Top Mobile Devices
- Top Mobile Operating Systems
Those questions will reveal the gold of where the bulk of inventory is available. Now go forth my son, and spread your mobile message.