Some stats out from Nielsen (via Marketing Charts) show that North Americans and Europeans are less enthusiastic adopters of mobile video than web users in other parts of the world.

If 100 is the global average, then the European Union scores 55, while North America comes out even worse at 45.   Compare that to Asia Pacific at 145 and the Middle East, Africa and Pakistan (why that combo?) at 136.

Why is this significant?  Because using mobile video is the tipping point at which people switch from their laptop or PC being their primary Internet device, to their mobile.

This is according to a study by Transpera a year ago, which showed that 62% of mobile video users use their mobile/cellphones to browse the Internet more than they use their computers.

Perhaps one reason for the North America and European figures could be down to increased data capping, with both AT&T in the US and the major UK operators having called time on unlimited mobile data.  If so, pricing is having a real impact on consumer behaviour and online habits.

Meanwhile in Japan, Softbank still allows unlimited data for its iPhone4 plans.   And with the Middle East being quick on the mobile video uptake, UAE telecoms company DU has an unlimited data plan with a ‘fair use’ policy of a whopping 10gb.   Compare that to the fair use policy of Orange in the UK of…750mb.

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A pre-Christmas survey, though one still worth noting is the one carried out by Convergys Corp, which says that a single bad tweet or Facebook comment can cost you 30 customers.

Apparently Convergys found out that bad reviews or comments on social networks reach on average the ears and eyes of 45 people.   Out of these, 2/3 would consider not giving their custom to the brand being slated, without even necessarily re-tweeting or building on the negative comment.   In other words, they are gone and without any kind of warning to you.

According to Frank Sherlock of Convergys, these kind of web posts lead to “silent attrition where customers switch companies without complaining directly.”

Which is not to say that some can’t be highly vocal, the company surveyed 2000 UK consumers and found that 1/3 had posted negative brand experiences online.    This is similar to a Euro RSCG study earlier in the year, which identified a trend of ‘cyberdisinhibition‘, where people are more likely to complain from the anonymity (and low hassle factor) of their PC.

This and other items are in the weekly ‘Rabbit Feed’ – more details here!

Image – Life as art

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NMA has a piece on ‘social networks ignore mobile at their peril.‘ Though most of it is behind a pay-wall, the gist of it is that social media is being accessed more and more via cellphones.

In particular, NMA talks about specially commissioned research for Nielsen and the fact that 65 million Facebook users – so more than 1/5 of the total – now access their social networks from their mobiles.

These users are apparently 50% more active than purely web based users, my guess is that this is so due to the fact that purpose built apps make accessing social media via your phone fairly easy, while surfing the Internet can be an unsatisfactory experience.

Overall, the gist of article, about the growth of the mobile Internet, is of course right and it’s worth summarising a few recent stats that make the same point, namely:

• According to UK regulator OFCOM, for 16-24 year olds, mobile phones are their second most essential media, ahead of PCs+Internet (for other age groups, its reversed)
• A report conducted by Transpera in the US showed that once someone starts graduating onto mobile video with their phone, they are hooked and use it as their main way to go online. According to the results, 62% if mobile video users use their cellphones to browse the Internet more than they do their computers
• iPhone users are richer, younger and better educated than the average. Read – early adopters and people generally ahead of the curve use smartphones
• Mobile phones are becoming our remote controls for life, 2/3 of us even take them to bed with us! More to the point, 17% of people globally (and 26% in the US, 25% in the UK) check their emails via their cellphones
• Though mobile click through rates are pretty appalling (at least in Europe and the US – here in Africa they are actually quite high), once you serve up consumers with ‘location based’ advertising, it can work. According to Navteq, 72% of consumers found location based ads to be “acceptable” (whatever that means), but 19% who recalled seeing them would click through for info on what’s nearby

Back to the NMA piece, according to 3 mobile boss Kevin Murphy, ‘there’s now an “overwhelming awareness” among consumers of the ability to use social networks on mobile.’ What’s needed now is for social networks, and indeed brands, to take further advantage of that fact.

Image – Angelsk

I’m coming to this a few days late due to being in transit to Cow Africa, but UK comms regulator OFCOM has published it’s regular digest of facts and stats. Among other things, the look at adult media literacy reveals that online TV watching is relatively high in the UK.

In particular, 29% of Internet users, watch TV online or download programmes or films. This is largely driven by broadcasters such as the BBC and its iPlayer service, but it means that with 73% of the UK population online, over one in five adults (21%) watch TV over the Internet.

The research also shows that Internet usage among seniors is on the increase, with 41% of the over 65s now online. The Ofcom report also refers back to earlier data about most missed media – I personally use this stat time and time again, especially as it shows that TV is less and less of a ‘can’t live without’ for 16-24 year olds and that for them, mobile phones have pushed PCs+Internet into third place (NewTeeVee has the chart).

The statistic about Brits watching TV online is interesting. It shows that if the content and ways of watching it are good enough, the uptake will reflect that. And that content is what people are used to seeing on their TV screens.

For instance, despite all the talk about the growth of online video and reach of the You Tubes of this world, a report in the summer by Comscore found that these sites capture around 10 minutes of the average US Internet time, and 15 minutes for the UK.

Image – Mr Phillip

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