So a bunch of fresh mobile stats have been released from various sources. No rhyme or reason to these, just a random grab-bag of miscellaneous mobile stats that some of our readers will appreciate.
Abi counted the size of the mobile phone accessories market for 2015 to be worth 81.5 Billion US dollars. Yes. Billions not millions. So just the accessories side of the handset side of mobile is now bigger than say the global cinema industry (Hollywood, Bollywood, Nollywood and all other woods, combined). The largest category in accessories are smartphone covers, but it includes other things like chargers, batteries, headphones etc.
Now what about those infamous location-based services? Well, if we include non-mobile but GPS based mapping solutions like TomTom the total value of the location-based navigation and mapping industry is 2.35 Billion dollars in 2016 says Sandler Research. Yes, tiny compared to any other similar mobile services cagetory that is equally 15 years or so of age, as I've been warning for .. 15 years ... that location-based services is not the digital nirvana. It is literally the worst-performing sector out of this giant vastly profitable and rapidly expanding global industry. In other words WHICHEVER other area you invest in, within mobile - it will give you better returns than location-based services. Duh. Literally told you so. Not last year but literally, 15 years ago So 2.35 Billion is all there is (which includes non-mobile GPS service revenues like TomTom). That is in my book tantamount to less than nothing.
So lets compare to another mobile services sector which is also 15 years of age - mobile gaming (as in games not pre-installed on phones which is now almost two decades old). Digi-Capital says 2015 total worldwide videogaming industry was 88 Billion dollars in size - that is all gaming on consoles, internet and mobile. How big is mobile out of that? Its now the largest slice worth.. 29 Billion dollars (compare to location-based services in the above. You see what I mean?). Oh, also IDC has now verified that mobile gaming is the largest sector in total videogaming. Duh, told you so...
Among those games, one of the giants is Finnish game developer Supercell. You probably know it from its titles, Clash of Clans or Boom Beach. How big is Supercell? They made 2.3 Billion dollars of revenues last year.. Yes, Supercell alone makes as much money out of mobile gaming than all Location-Based service providers combined worldwide. Yeah. I think I know a bit about where the money is in this industry and a goldmine, Location-based Services is not. Congrats to Supercell for its repeated successes.
Then lets switch gears. What about another 15 year old mobile industry sector? Mobile payments. What? You thought mobile payments started with Apple two years ago. Noooooo. No no no no noooooooo, no. Not even close. GSMA reports that 411 million people worldwide use mobile payments services and most of those are of course based on SMS text messaging. How much use? GSMA says December 2015 is when the world passed the level of one Billion mobile payment transactions per month. Like I keep writing, its mo Money!
Talking about mobile messaging. eMarketer has released their survey of global OTT messaging user numbers and find a total of 1.4 Billion mobile phone owners worldwide are active users of any of the OTT messaging platforms like Whatsapp. That seems like a large number yes, until you notice that SMS text messaging has 5.8 Billion active users and MMS has 3.5 Billion. Even the internet with 3.2 Billion active users means most of those internet users will be on mobile - and most of the internet users will have email, being far larger than OTT by users. But yes, OTT messaging keeps growing, fine. Its no rival to SMS or MMS for many years to come - when it comes to anyone out there of my readers - various businesses and media and organizations and governments - wanting to talk to their audiences, customers, citizens etc.. Mobile First always starts with SMS. After you have done SMS (and MMS) then yes, you can add OTT, why not. But to start a mobile strategy on OTT is as idiotic as starting a mobile strategy with an iPhone app haha. (For those who don't understand this point instinctively, just read this). Oh, and eMarketer gives also the regional breakdown of OTT use. Out of total population, in North America 35% use some OTT messaging service. In Europe its 31%, in Latin America 23%, in Asia 20% while in Middle East and Africa its 7%. In all those regions, obviously SMS reaches two to three times larger audience.
Then lets do a bit of mAd. Warc has calculated that the global advertising industry grows 4% this year to reach the value of 561 Billion dollars worldwide. That includes all TV, radio, print, internet, outdoor and yes mobile advertising. Nice size industry yeah (but mobile as an industry is already 3 times larger and growing much faster). Now how big is mobile advertising - ie mAd - out of that total industry? Mobile is the fastest-growing sector in advertising yes, it reaches a value of 40 Billion dollars this year says Warc. Nice big number (contrast with LBS haha, also advertising on mobile is about 15 years of age, actually 16 years to be precise).
This rapid growth of mobile advertising is related to the increasing relevance of mobile in our lives. Even the USA is catching up to global numbers. ComScore just reported that mobile now accounts even in the USA for 2 out of every 3 digital minutes of consumer time. (but our readers on this blog have known these trends for many years by now).
Lastly lets do an area of innovation. In the UK they are trialing technology to put passports on mobile phones. The Telegraph wrote about it. Yes, I told you so that too was coming.
So there is a quick nice survey of many mobile industry numbers. Of course for those who need these kinds of stats but want them all, the only source is the TomiAhonen Almanac that comes out every year. The latest edition is 2015 and it has all these items covered and hundreds more. Note the page shows an older edition but of course we ship the latest 2015 TomiAhonen Almanac.