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Melcher’s Latest Tablet Study is Now Available for the Tablet

the pool - screengrab 2In an average week, I skim a dozen marketing related studies, review a handful of new infographs and “check out” more than 50 articles on the subject in order to stay informed and write these posts.

What I’ve never done, was download a marketing study to my tablet – until now.

Melcher Media just released the latest finding from VivaKi’s The Pool, “an ongoing initiative to uncover advertising solutions of the future, in conjunction with advertisers and publishers.” This installment is called “The Tablet Lane” and it’s available for download through Google Play and iTunes.

I downloaded and man, this is how you deliver a presentation. The app is loaded with information but it’s organized on two levels so you can swipe through an overview, or click to get more depth.

Google Taking Lion’s Share of Mobile Ad Dollars

Mobile advertising is a growth industry. By how much depends on your source of information but no matter the source, if you don’t see a serious growth curve / upside then it’s not likely to be reliable.

Let’s take a look at what eMarketer sees as the future of growth for mobile ad revenue. Nice numbers even if you chopped them in half.

Mobile Ad Spend Forecast eMarketer

With this kind of growth you might suspect that there will be plenty to go around no matter the size of the advertising venue but in this case it will be a case of the rich getting richer. The rich being referred to is primarily Google by a large margin. Look at this chart and you will see that when it comes to mobile advertising Google is making the game quite lopsided.

Will People Pay Attention Instead of Cash to Level Up Non-Gaming Mobile Apps?

Freemium is a concept that works in mobile gaming. Freemium apps brought in almost 10 billion in revenue last year and 80% of that went to games. We’ll pay to level up faster, get the hottest virtual goods and unlock areas we’ve never seen before. We’ll pay to keep playing. But Tapjoy has discovered that people are also willing to pay attention instead of cash.

Tapjoy Mobile Value Exchange model lets players earn credits and upgrades by completing brand tasks. Want to play a few more rounds of Family Feud? Watch this ad for a new shampoo and you’re in.

earn coins

Tapjoy is taking this concept a step further by branching out into other types of apps; non-gaming apps and that’s where it gets interesting.

Mobile Users Check Facebook Often and From Everywhere. . .Even at the Gym

Facebook recently released the results of an IDC survey they sponsored called “Always Connected: How Smartphones and Social Keep Us Engaged.”

From the title and the fact that it was sponsored by Facebook, you can see where this is going. But this is one of those times where the potential bias doesn’t really matter because I don’t need a survey to tell me how connected we are to our mobile phones and social media.

But let’s talk about this interesting point:

facebook idc checkin

The people who figured into this number were 18-44 year-olds who owned either an iPhone or Android phone. 70% of the pool said they use their mobile phone to access Facebook and 61% did it daily. And not just once or twice, either. On average, they accessed Facebook nearly 14 times per day. The only thing they did more often was text.

BlackBerry Using Android Apps to Regain Traction

blackberry 10I find it hard to believe but BlackBerry is still around and there may even be a bit of life left in the beleaguered device maker.

The BlackBerry fall from grace is one of business school case study lore but while we are quick to dismiss the company in the US in lieu of Apple or Android devices, the rest of the world still knows Blackberry well. As the company works to fight back with its new BlackBerry 10 OS and devices like the Z10 it is using a rather interesting tactic to help it get back to relevancy. That tactic is having about 1 in 5 apps in the BlackBerry app store actually be Android apps. All Things D reports

Deloitte’s State of the Media Democracy Tracks the Illusive Digital Omnivore

sheldon cooperSsh. . . don’t disturb the digital omnivores. You can get a little closer if you’re quiet. Generally, they’re too engrossed in their media device to notice you, but if they sense you’re reading over their shoulder. . . look out. . .it could get ugly.

The new Deloitte State of the Media Democracy survey says that there’s been a dramatic rise in the digital omnivore population. 26% of consumers have morphed into one of these creatures because they own a laptop, a smartphone and a tablet.

Here’s an amazing fact. Tablet ownership is up 177% over last year. How crazy is that?

Digital omnivores are passionate creatures.

93% said that Internet access is the most valued household subscription. (Take that Sunday newspaper.) More than half said they’d pay extra in order to get a little more speed on the information superhighway.

Generation Z: If They’re Awake, They’re Online

1019022_79637985If you’ve ever had dinner with a teenager, you know how hard it is to get them to disconnect. Sure, they’re sitting right across from you, but they’re texting under the table and if the right message comes in, they’re gone in a flash.

With mobile phones, internet connected video games, tablets and computers, staying connected is easy for Generation Z. And though these 13-18 year-olds represent only 8.3% of the US population (as of the 2010 Census) they represent a much bigger presence on the internet.

Wikia just released the results of a new study they conducted with Ipsos MediaCT called  “GenZ: The Limitless Generation.” It examines the relationship between teens and technology and at the risk of sounding like a boring parent, the results are disturbing.