Mobile traffic as a share of all Internet traffic has been increasing steadily worldwide.
We have been tracking the global figure for some time. But a look at regional and country-level data reveals that in some countries, mobile’s already the preferred Internet access device. Also, some world regions tilt more toward mobile than others.
As of September, 12 percent of the planet’s Internet traffic came from mobile devices, and 88 percent from desktop, according to StatCounter.
The United States is not too far from the global average, with mobile at 10 percent. But in Asia, 20 percent of traffic now comes from mobile (the proportion almost doubled compared to a year before). In Africa, mobile traffic is at 14 percent.
In Europe, mobile is 7 percent of all traffic, and in South America, 4 percent.
Looking at country-level data reveals some markets in which mobile already has surpassed desktop traffic. That’s the case in India, where 53 percent of traffic comes from mobile, and in African countries like Nigeria, where mobile is 56 percent of Internet traffic.
The data also reveal some countries which register significantly below or above their region’s average. China, with 6 percent of traffic from mobile, falls considerably below Asia’s average. The United Kingdom, at 13 percent, doubles the Europe-wide average.
Facebook got taken to task by Ad Age this weekend in a report that accuses the social network of being “purposefully vague” about how it targets users based on their likes and interests.
We told you yesterday that Facebook has more than 200 ways of tracking its users around the web.
Age says Facebook’s advertising tool applies a hashtag to terms such as “morning sickness,” “ultrasound” and “pregnancy test” and can then serve ads against them. But Facebook declined to come out and say that it uses posts made by users to identify pregnant women (or other consumers going through a life change that might require a large number of new purchases):
Facebook, for its part, said it rarely uses the content of status updates as a signal for ad targeting.
But Facebook is careful to note that it doesn’t use the content of status updates to target pregnant women.
Finally, a spokesperson told Age:
“Not all advertisers are created equally in terms of how they define privacy as opposed to how we define privacy,” he said.
Facebook’s clients, however, told Age that they can use the site to ID pregnant women.
Café Mom VP-Marketing Kristina Tipton said her team has identified a Facebook audience of more than a million women who are likely to be pregnant or may have recently been so by anonymously targeting specific keywords that show up in users’ conversations … Ms. Tipton has been told by her Facebook rep that this process includes people who have mentioned the terms in their posts as well as users who have added those terms to their profile.
T! he big s urprise in the article is when Age all but accuses Facebook of lying:
Certainly there’s a gap between what marketers say they are being told and Facebook tells a journalist on the record.
Know that gadget you’re currently using to read this article? It may be one of 916 million “smart connected devices” that shipped in 2011, with global revenue totaling some $489 billion last year. But the IDC expects that figure to jump to 1.1 billion for 2012, with a total of 1.84 billion new web-connected gadgets hitting the market in 2016. Those numbers include most devices that connect to the internet, such as tablets, smartphones and x86-compatible PCs — the latter of which now represent 36.9 percent of the market, but will slip to a 25.1-percent share in 2016. Android’s piece of the pie will grow from 29.4 percent to 31.1 percent by 2016, while iOS will make the jump from 14.6 to 17.3 percent in the same timeframe. IDC reps say that Asia will be partially responsible for increased smartphone sales, where mobile operators in China are subsidizing purchases to make devices more accessible to consumers. Do you plan to take possession of one of the 1.1 billion gadgets that IDC expects will ship this year? Jump past the break and let us know in the comments.
IDC: nearly 1 billion ‘smart connected devices’ shipped last year originally appeared on Engadget on Wed, 28 Mar 2012 16:02:00 EDT. Please see our terms for use of fee! ds.< /p>
Hey Carriers. We need to talk. You know how you said you were going to start throttling high data usage users in hopes to preserve bandwidth? That’s bullshit, apparently. It’s only because you want to get us onto tiered data plans so you can charge us overages. With hate, everyone.
Seriously. Validas, an analytics firm, analyzed 50,000 cellphone bills from AT&T and Verizon to see if throttling was a necessary evil to conserve bandwidth. However, the numbers point to no. Instead, Validas guesstimates that it’s because carriers would rather have us on tiered data plans for the overage fees. According to Validas:
“When we look at the top 5% of data users, there is virtually no difference in data consumption between those on unlimited and those on tiered plans — and yet the unlimited consumers are the ones at risk of getting their service turned off. So it’s curious that anyone would think the throttling here represents a serious effort at alleviating network bandwidth issues. After all, Sprint does seemingly fine maintaining non-throttled unlimited data for its customers.”
The point being, throttling the Top 5% of unlimited data users seems to be unnecessary because the Top 5% are using the same amount of data on their tiered plans anyway. Go figure, carriers trying to squeeze a dime out of a nickel. [BGR]
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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