Social networks becoming primary channel for messaging among some US users, says Openwave.
Its new report highights key mobile internet trends, and finds that MySpace and Facebook are so popular with some demographics, they are cannibalising mobile email and messaging. Here are the main three findings:
* MySpace for messaging
In terms of average hits per session, MySpace leads Facebook by nearly 46 per cent, suggesting that MySpace could become the preferred choice of mobile communication for a segment of an operator subscriber base and displace some of the most frequently used email offerings.
* Mobile Advertising – Targeting Improves Click-Through
Openwave found that while AdMob served the most ads (nearly seven times more than the nearest competitor), it also had a lower click through rate in comparison to Buzzcity and Microsoft. Openwave says AdMob’s lower CTR could be the result of generic ads that are not targeted. It says operators can play a vital role in the mobile advertising value chain by providing aggregated data on subscriber behaviour and preferences to ad networks.
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* Mobile Access to Classified Advertising is a Key Growth Area
Openwave Mobile Analytics also uncovered that Craigslist ranked number seven within the top ten search terms on Google, suggesting a trend towards mobile classifieds for jobs, housing, bargain priced goods and services during the current economic downturn. Using information collected from Mobile Analytics, operators can provide similar classified services to registered users based on their unique subscriber profiles.
