The Emergence of Mobile Marketing

Great research again from Center For Media Research on the potential of mobile marketing and adoption rates due too the built in base.

Gotta love this bit:

Mobile marketing is set to reach dominant penetration levels faster than any medium before it, thanks to an existing installed base of cell phones (80% of the population) rapidly being exchanged for smart phones (currently about 31% of the population and growing). By contrast, when the Internet was born as a commercial medium in the mid-1990s, only 8% of households had a modem-enabled computer.

After radio, the first electronic new medium, aired the first commercial in 1922, it took 30 years, then 28, then 15 for the next new medium to arrive, from TV advertising in the early 1950s to cable advertising in the late 1970s to the Internet in the mid-1990s.

The study sees fundamentals in place for mobile that will boost its trajectory over the next five years beyond what broadcast TV reached in the 1950s and the Internet reached in the late 1990s.