Carlo’s Notes from Mobile Monday Austin

Carlo posted a series of awesome tweets from last nights Mobile Monday Austin that have been getting some retweets, like Nokia’s report of 75 apps in Ovi Store with 1m+ downloads.

Thought it would be good to capture his stream on new research from Nielsen on Mobile Apps and Connected Devices

Here are the tweets:

• US smartphone penetration up to 25% overall, 33% in last 6 months
• 59% of US smartphone owners use apps. What do the other 41% do?
• 70% of US subscribers have data plans (vs 25% on smart phones) - lots of folks surfing with feature phones
• Top 10% of data users consume 50% of data - mostly video
• Android market share among people who download apps up 5x in last 2 quarters
• Watch out for category champions at dominate many app categories - social networking, weather, maps
• Percentage of people willing to pay for apps varies across category of app, worth checking out. Games highest, then entertainment, maps, etc.
• Mobile advertising users are much more open to ads than PC users.
• Younger mobile users are more open to ads, and Android users have higher click rates
• We are at inflection point for Android, perception that iPhone dominates doesn’t match what is happening at retail.
• People who own connected devices own an average of three - so publisher’s audiences aren’t necessarily additive
• Not surprising - tablet owners own average of almost 6 connected devices (still early adopters)
• 59% of iPad use is at home, compared to 47% for iPhone
• Almost half of iPads are shared by multiple users, compared to 34% of smartphones. E-Readers shared the least at 33%
• Books, TV shows, magazines, movies all accessed much more on tablet than smartphone
• News and music still high on tablet, but higher on smartphone
• iPad owners also spend a long time per session with the device, basically 3x per session than iPhone
• Internet usage is flat over the last 6 months -> consumption is shifting away from PC
• Smartphone usage increases after iPad purchase. Portable game player usage falls off a cliff after iPod touch purchase
• 1 in 4 iPad owners use it for business, compared to 42% for Blackberry