Street Fight, a hyperlocal market research group, has an interesting piece
from Michael Boland, a senior analyst for BIA/Kelsey. It is called “Mid-Year Analysis: The 5 Biggest Trends
Driving Mobile, Local Media.”
He recounts a few mobile device predictions and
offers some analysis on trends he’s seeing halfway through 2012. These are
going to be part of a more formal BIA/Kelsey analysis later in the year. They
result from observations and a couple mobile device/local conferences he’s been
a part of.
The glaringly obvious tetratrend is that
advertising spending on mobile devices is increasing and will continue to do so
at a rapid rate. Related to that is that ads for local businesses comprise a
large portion of those ads. He predicts that such ads will move from being half
to being two-thirds of ads by 2016.
Building from that
premise is a prediction that the ads will drive locally-oriented behavior. That
is, they’ll encourage people to drill down further by seeking directions to
businesses or explore the business more and the user will spend more time on
In addition to spending more time on the
website, additional activity will follow — e.g., purchasing something or
completing payment loop. He thinks mobile payment schemes and “wallets” might
finally get some traction.
And finally, he sees a
significant increase in mobile-specific content. In other words, content will
be created for mobile device use rather than simply resized from the Internet
for the mobile screen.
Read the report.