Mobile Social Media

Overview

-       71 Unique Forecast Tables & 45 charts
-       Analysis by Smartphone, Tablet & Feature phone
-       12 in-depth Company Profiles
-       9 Interviews with Key Players

This state of the art report tackles mobile social media, with an advanced breakdown of the swiftly-changing world of the mobile web, and the ways in which user behaviour is driving changes in subscriptions, games and dating.

As part of a systematic analysis, this study examines the defining advantages and difficulties surrounding the mobile social web and mobile dating markets, as well as a multiplicity of approaches to advertising and content. Additionally, forecasts for each hemisphere of mobile social media cover user activity by average spend, usage, advertisements viewed and calculated revenues.

Benefits of this Report:

·         An exclusive study of the revenue potential offered to social media service providers, demonstrated by case studies and strategic recommendations.

·         Revealing interviews with senior executives across the mobile social media industry.

·         Unparalleled insight: key drivers for the development of the market for virtual goods.

·         The most comprehensive forecast suite currently available for the mobile web and mobile dating sector.

Table of Contents

Executive Summary

What Is Mobile Social Media?

1.1     Introduction....................................................................................................... 29

1.2     Defining
Mobile Social Media......................................................................... 31

1.2.1                   Service Types............................................................................................................................... 31

Table 1.1: Mobile
Social Media Service Features..................................................................................... 31

1.2.2                   Product Types.............................................................................................................................. 32

Advertising............................................................................................................................................................. 32

Premium Features................................................................................................................................................. 32

Virtual Goods........................................................................................................................................................ 32

Figure 1.1: Virtual
Goods in Habbo Hotel................................................................................................. 33

1.3     Historic
Barriers............................................................................................... 33

1.3.1                   Costs.............................................................................................................................................. 33

1.3.2                   User Experience.......................................................................................................................... 34

1.4     Technology......................................................................................................... 35

1.4.1                   Phone Features............................................................................................................................ 35

Figure 1.2: Example of
a Brew MP Game................................................................................................... 35

1.4.2                   Smartphones................................................................................................................................. 36

Figure 1.3: Twitter
Integration into iOS5.................................................................................................... 36

1.4.3                   Tablets........................................................................................................................................... 37

1.4.4                   Mobile Internet............................................................................................................................. 38

Table 1.2: Mobile
Internet Technologies.................................................................................................. 38

1.5     Impacts of
Technology.................................................................................... 39

Mobile Social Web Strategies

2.1     Social Web
Background.................................................................................. 41

2.1.1                   Social Media on
Desktop PCs................................................................................................... 41

Figure 2.1: Global
Desktop Social Web Users (m)................................................................................... 42

2.1.2                   Technology Trends..................................................................................................................... 42

2.1.3                   Rise of Geosocial
Networking................................................................................................... 43

Figure 2.2: Rise of Geosocial
Networking................................................................................................... 44

Figure 2.3: The SoLoMo
Trend..................................................................................................................... 44

2.1.4                   Effect of Trends............................................................................................................................ 45

i. Social Network
Trends..................................................................................................................................... 45

ii. Integration of
Social Networks....................................................................................................................... 45

iii. Social Media and
Social Unrest..................................................................................................................... 45

2.2     Revenue
Streams.............................................................................................. 46

2.2.1                   Advertising.................................................................................................................................... 46

i. Minimally Targeted
Advertising...................................................................................................................... 46

Figure 2.5: Example of
a Brand Page on Twitter....................................................................................... 47

Figure 2.6: DellOutlet
Page on Twitter....................................................................................................... 47

ii. Highly Targeted
Advertising........................................................................................................................... 48

Figure 2.7: Examples of
Foursquare Specials............................................................................................. 48

2.2.2                   Premium Features........................................................................................................................ 49

i. Subscriptions...................................................................................................................................................... 49

ii. Freemium Model............................................................................................................................................... 49

2.2.3                   Virtual Goods............................................................................................................................... 50

i. Virtual gifts.......................................................................................................................................................... 50

ii. In-game items..................................................................................................................................................... 50

2.3     Payment
Mechanisms...................................................................................... 50

2.3.1                   Credit Cards................................................................................................................................. 50

2.3.2                   Premium SMS............................................................................................................................... 51

2.3.3                   Operator Billing........................................................................................................................... 51

2.3.4                   Virtual Currencies....................................................................................................................... 51

2.3.5                   In App Payment........................................................................................................................... 52

2.3.6                   Gift Cards..................................................................................................................................... 52

2.3.7                   Comparison of Billing
Types..................................................................................................... 52

Table 2.1: Comparison
of Billing Types.................................................................................................... 53

2.4     Emerging
Markets............................................................................................ 53

2.4.1                   Technology................................................................................................................................... 53

Figure 2.8: Mobile vs.
Internet Take-up in Developing Countries......................................................... 54

2.5     Case
Studies....................................................................................................... 54

2.5.1                   Case Study: Tencent's
Mobile Strategy................................................................................... 54

Figure 2.9: Tencent QQ
Client on iPad...................................................................................................... 54

i. Subscriptions...................................................................................................................................................... 55

Table 2.2: Virtual  Goods on Tencent...................................................................................................... 55

ii. Virtual Goods.................................................................................................................................................... 55

2.5.2                   Case Study: MXit's
Mobile Strategy......................................................................................... 55

i. Interface............................................................................................................................................................... 55

Figure 2.10: MXit
Interface via m.mxit.com................................................................................................ 56

ii. Virtual Currency............................................................................................................................................... 56

iii. Chat.................................................................................................................................................................... 56

iv. Games................................................................................................................................................................ 56

Figure 2.11: MXit Games............................................................................................................................... 57

v. Virtual goods..................................................................................................................................................... 57

Table 2.3: Virtual
Goods on MXit............................................................................................................. 57

vi. Subscriptions.................................................................................................................................................... 57

2.5.3                   Case Study: Facebook's
Mobile Strategy................................................................................. 58

i. Facebook Credits............................................................................................................................................... 58

Figure 2.12: Facebook 0................................................................................................................................. 58

Mobile Social Media Forecasts

3.1     Introduction....................................................................................................... 61

3.2     Methodology...................................................................................................... 62

Figure 3.1: Methodology
for Social Web Services..................................................................................... 62

3.3     The Market
for Mobile Social Web Services............................................. 63

3.3.1                   Users of Mobile Social
Web Services...................................................................................... 63

i. Smartphone User Base...................................................................................................................................... 63

Table 3.1: Smartphone
Users (%) Who Use Social Web Services 
Split by 8 Key Regions 2011-2016         63

Figure 3.2: Smartphone
Users (m) Who Access Social Web Services 
Split by 8 Key Regions 2011-2016     64

Table 3.2: Smartphone
Users (m) Who Use Social Web Services  Split
by 8 Key Regions 2011-2016        64

ii. Feature Phone User
Base................................................................................................................................ 64

Table 3.3: Feature
Phone Users (%) Who Use Social Web Services 
Split by 8 Key Regions 2011-2016     65

Figure 3.3: Feature
Phone Users (m) Who Access Social Web Services 
Split by 8 Key Regions 2011-2016  65

Table 3.4: Feature Phone Users (m) Who Access Social Web
Services  Split by 8 Key Regions
2010-2016 66

iii. Handset User Base.......................................................................................................................................... 66

Figure 3.4: Handset
Users (m) Who Access Social Web Services 
Split by 8 Key Regions 2011-2016          66

Table 3.5: Handset Users (m) Who Access Social Web Services  Split by 8 Key Regions 2011-2016         67

iv. Tablet User Base.............................................................................................................................................. 67

Table 3.6: Tablet Users
(%) Who Use Social Web Services Split by 8 Key Regions 2011-2016. 67

Figure 3.5: Tablet
Users (m) Who Access Social Web Services 
Split by 8 Key Regions 2011-2016 68

Table 3.7: Tablet Users
(m) Who Use Social Web Services Split by 8 Key Regions 2011-2016. 68

3.3.2                   Users Purchasing Virtual
Goods/Premium Subscriptions.................................................... 69

i. Smartphone Users
Purchasing Virtual Goods/Premium Subscriptions................................................... 69

Table 3.8: Smartphone
Social Media Users (%)  Who Purchase
Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016...................................................................................................................................................... 69

Figure 3.6: Smartphone
Social Media Users (m)  Who Purchase
Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016........................................................................................................................................................ 70

Table 3.9: Smartphone
Social Media Users (m)  Who Purchase
Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016...................................................................................................................................................... 70

ii. Feature Phone Users
Purchasing Virtual Goods/Premium Subscriptions.............................................. 71

Table 3.10: Feature
Phone Social Media Users (%)  Who Purchase
Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016...................................................................................................................................................... 71

Figure 3.7: Feature
Phone Social Media Users (m)  Who
Purchase Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016........................................................................................................................................................ 71

Table 3.11: Feature Phone Users (m)  Who Purchase Virtual Goods/Premium
Subscriptions Split by 8 Key Regions 2011-2016.......................................................................................................................................................................... 72

iii. Handset Users
Purchasing Virtual Goods/Premium Subscriptions........................................................ 72

Figure 3.8: Handset
Users (m) Who Purchase Virtual Goods/Premium Subscriptions  Split by 8 Key Regions 2010-2016       73

Table 3.12: Handset Users (m) Who Purchase Virtual Goods/Premium
Subscriptions Split by 8 Key Regions 2011-2016      73

3.3.3                   Market for Virtual
Goods/Premium Features......................................................................... 74

i. Smartphone Spend on
Virtual Goods/Premium Subscriptions................................................................. 74

Figure 3.9: Average Spend per Smartphone User per
Annum  on Virtual Goods/Premium
Subscriptions Split by 8 Key Regions 2011-2016........................................................................................................................................................ 74

Table 3.13: Average Spend per Smartphone User per Annum on
Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016...................................................................................................................................................... 75

Figure 3.10: Total Spend ($m) via Smartphones on
Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2010-2016  75

Table 3.14: Total Spend ($m) via Smartphones on Virtual
Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016 76

ii. Feature Phone Spend
on Virtual Goods/Premium Subscriptions............................................................ 76

Figure 3.11: Average Spend per Feature Phone User per
Annum on Virtual Goods/Premium Subscriptions Split by 8 Key Regions
2011-2016........................................................................................................................................................ 76

Table 3.15: Average Spend per Feature Phone User per Annum  on Virtual Goods/Premium Subscriptions
Split by 8 Key Regions 2011-2016....................................................................................................................................... 77

Figure 3.12: Total Spend ($m) via Feature phones on
Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016............................................................................................................................................................................ 77

Table 3.16: Total Spend ($m) via Feature phones on Virtual
Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016.......................................................................................................................................................................... 78

iii. Handset Spend on
Virtual Goods/Premium Subscriptions...................................................................... 78

Figure 3.13: Total Spend ($m) via Handsets on
Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016       78

Table 3.17: Total Spend ($m) via Handsets on Virtual
Goods/Premium Subscriptions  Split by 8
Key Regions 2011-2016     79

3.3.4                   Social Media
Advertising Revenues.......................................................................................... 79

i. Display
Advertisements on Smartphones..................................................................................................... 79

Table 3.18: Average Number of Display Ads Viewed per Browsing Smartphone
User  per Annum Split by 8 Key
Regions 2011-2016................................................................................................................................................................. 79

Table 3.19: Total Number of Display Ads Viewed per Annum (m) on
Smartphones  Split by 8 Key Regions
2011-2016       80

Figure 3.14: Average Mobile Social Media Smartphone Cost
per Mille  Split by 8 Key Regions
2011-2016    80

Table 3.20: Average Mobile Social Media Smartphone Cost per Mille  Split by 8 Key Regions 2011-2016   81

Figure 3.15: Total Social Media Advertising Spend ($m) on
Smartphones  Split by 8 Key
Regions 2011-2016            81

Table 3.21: Total Social Media Advertising Spend ($m) on Smartphones  Split by 8 Key Regions 2011-2016           82

i. Display
Advertisements on Feature Phones................................................................................................. 82

Table 3.22: Average Number of Display Ads Viewed per Browsing Feature
Phone User  per Annum Split by 8
Key Regions 2011-2016...................................................................................................................................................... 82

Table 3.23: Total Number of Display Ads Viewed per Annum (m) on Feature
Phones  Split by 8 Key Regions
2011-2016    83

Figure 3.16: Average Mobile Social Media Feature Phone
Cost per Mille  Split by 8 Key
Regions 2011-2016 83

Table 3.24: Average Mobile Social Media Feature Phone Cost per Mille  Split by 8 Key Regions 2011-2016            84

Figure 3.17: Total Social Media Advertising Spend ($m) on
Feature Phones  Split by 8 Key
Regions 2011-2016        84

Table 3.25: Total Social Media Advertising Spend ($m) on Feature Phones  Split by 8 Key Regions 2011-2016       85

iii. Display
Advertisments on Handsets............................................................................................................ 85

Figure 3.18: Total Social Media Advertising Spend ($m) on
Handsets  Split by 8 Key Regions
2011-2016     85

Table 3.26: Total Social Media Advertising Spend ($m) on Handsets  Split by 8 Key Regions 2011-2016    86

iv. Display
Advertisments on Tablets................................................................................................................ 86

Table 3.27: Average Number of Display Ads Viewed per Browsing Tablet
User per Annum Split by 8 Key Regions 2011-2016.......................................................................................................................................................................... 86

Table 3.28: Total Number of Display Ads Viewed per Annum (m) on Tablets  Split by 8 Key Regions 2011-2016   87

Figure 3.19: Average Mobile Social Media Feature Phone Cost
per Mille  Split by 8 Key Regions
2010-2016 87

Table 3.29: Average Mobile Social Media Tablet Cost per Mille  Split by 8 Key Regions 2011-2016           88

Figure 3.20: Total Social Media Advertising Spend ($m) on
Tablets  Split by 8 Key Regions
2011-2016       88

Table 3.30: Total Social Media Advertising Spend ($m) on Tablets  Split by 8 Key Regions 2011-2016      89

3.3.5                   Revenues for Mobile
Social Media by Source........................................................................ 89

Figure 3.21: Total
Revenues ($m) On Mobile Social Media via Handsets Split by Revenue Source
2011-2016           89

Table 3.31: Total Revenues ($m) On Mobile Social Media via
Handsets  Split by Revenue Source
2011-2016         90

Mobile Dating Strategies

4.1     Mobile
Dating Background............................................................................. 91

4.1.1                   Dating on Desktop...................................................................................................................... 91

Figure 4.1: Mobile
Dating Segments............................................................................................................. 91

4.1.2                   Dating on Mobile......................................................................................................................... 92

Figure 4.2: Screenshots
of the Blendr App................................................................................................. 92

i. Social Dating....................................................................................................................................................... 93

4.1.3                   Emerging Markets........................................................................................................................ 93

4.2     Revenue
Streams.............................................................................................. 93

Figure 4.3: Dating
Business Models.............................................................................................................. 93

4.2.1                   Subscriptions................................................................................................................................ 94

Table 4.1: Monthly
Subscription Fees, US/UK......................................................................................... 94

4.2.2                   Virtual Goods............................................................................................................................... 95

Figure 4.4: Example of
a Virtual Gift........................................................................................................... 95

4.2.3                   Advertising.................................................................................................................................... 95

4.3     Case
Studies....................................................................................................... 96

4.3.1                   meetMoi's Mobile
Strategy......................................................................................................... 96

Figure 4.5: Screenshots
from the MeetMoi NOW App........................................................................... 96

4.3.2                   Match.com's Mobile
Strategy..................................................................................................... 97

Figure 4.6: Match.com
iPhone App.............................................................................................................. 97

4.3.3                   myYearbook.com's
Mobile Strategy......................................................................................... 97

Figure 4.7:
myYearbook.com's iPhone App............................................................................................... 98

4.3.4                   OKCupid's Mobile
Strategy....................................................................................................... 98

Figure 4.8: Screenshots
from the OKCupid Mobile App......................................................................... 99

4.4     Barriers............................................................................................................... 99

4.4.1                   Barriers to Mobile
Dating Take Up.......................................................................................... 99

i. User Experience................................................................................................................................................. 99

ii. Reputation....................................................................................................................................................... 100

iii. Safety................................................................................................................................................................ 100

iv. Same Sex Matching....................................................................................................................................... 100

v. Discretion........................................................................................................................................................ 101

vi. Changing User
Behaviour............................................................................................................................ 101

vii. Competition from
Free Sites....................................................................................................................... 101

viii. Cultural Problems....................................................................................................................................... 101

4.4.2                   Social Dating Barriers............................................................................................................... 101

4.4.3                   Advertising Problems............................................................................................................... 101

Dating Forecasts

5.1     Introduction..................................................................................................... 103

5.2     Methodology.................................................................................................... 104

Figure 5.1: Methodology
for Mobile Dating Services.............................................................................. 104

5.3     The Market
for Mobile Dating Services.................................................... 104

5.3.1                   Users of Mobile Dating
Services............................................................................................. 104

i. Smartphone User Base
for Dating Services................................................................................................ 104

Table 5.1: Smartphone Users
(%) Who Use Dating Services Split by 8 Key Regions 2011-2016 105

Figure 5.2: Smartphone
Users (m) Who Access Dating Services 
Split by 8 Key Regions 2011-2016            105

Table 5.2: Smartphone
Users (m) Who Use Dating Services  Split
by 8 Key Regions 2011-2016 106

ii. Feature Phone User
Base.............................................................................................................................. 106

Table 5.3: Feature
Phone Users (%) Who Use Dating Services 
Split by 8 Key Regions 2011-2016.............. 106

Figure 5.3: Feature
Phone Users (m) Who Access Dating Services 
Split by 8 Key Regions 2011-2016        107

Table 5.4: Feature Phone Users (m) Who Access Dating
Services  Split by 8 Key Regions
2011-2016       107

iii. Handset User Base........................................................................................................................................ 107

Figure 5.4: Handset
Users (m) Who Access Dating Services Split by 8 Key Regions 2011-2016 108

Table 5.5: Handset Users (m) Who Access Dating Services Split by
8 Key Regions 2011-2016 108

5.3.2                   Premium Subscriptions
for Mobile Dating Services............................................................ 108

i. Subscriptions on
Smartphones..................................................................................................................... 109

Table 5.6: Smartphone
Dating Users (%) Who Purchase Premium Subscriptions  Split by 8 Key Regions 2011-2016            109

Figure 5.5: Smartphone
Users (m) Who Purchase Premium Subscriptions 
Split by 8 Key Regions 2011-2016          109

Table 5.7: Smartphone Users (m) Who Purchase Premium
Subscriptions  Split by 8 Key Regions
2011-2016         110

Table 5.8: Average Spend ($) per Smartphone User per Annum  Split by 8 Key Regions 2011-2016         110

Figure 5.6: Total Spend
($m) On Premium Subscriptions via Smartphone 
Split by 8 Key Regions 2011-2016           111

Table 5.9: Total Spend ($m) On Premium Subscriptions via
Smartphone  Split by 8 Key Regions
2011-2016          111

i. Subscriptions on
Feature Phones................................................................................................................. 112

Table 5.10: Feature
Phone Dating Users (%) Who Purchase Premium Subscriptions  Split by 8 Key Regions 2011-2016       112

Figure 5.7: Feature
Phone Users (m) Who Purchase Premium Subscriptions  Split by 8 Key Regions 2011-2016       112

Table 5.11: Feature Phone Users (m) Who Purchase Premium
Subscriptions  Split by 8 Key Regions
2011-2016    113

Table 5.12: Average Spend ($) per Feature Phone User per
Annum  Split by 8 Key Regions 2011-2016    113

Figure 5.8: Total Spend
($m) On Premium Subscriptions via Feature Phone 
Split by 8 Key Regions 2011-2016        114

Table 5.13: Total Spend ($m) On Premium Subscriptions via Feature
Phone  Split by 8 Key Regions 2011-2016     114

i. Subscriptions on
Handsets............................................................................................................................ 114

Figure 5.9: Handset
Users (m) Who Purchase Premium Subscriptions 
Split by 8 Key Regions 2011-2016   115

Table 5.14: Handset Users (m) Who Purchase Premium
Subscriptions  Split by 8 Key Regions
2011-2016 115

Figure 5.10: Total
Spend ($m) On Premium Subscriptions via Handsets  Split by 8 Key Regions 2010-2016 116

Table 5.15: Total Spend ($m) On Premium Subscriptions via
Handsets  Split by 8 Key Regions
2011-2016            116

5.3.3                   Virtual Goods for
Mobile Dating Services............................................................................ 116

i. Virtual Goods on
Smartphones.................................................................................................................... 117

Table 5.16: Smartphone
Dating Users (%) Who Purchase Virtual Goods 
Split by 8 Key Regions 2011-2016          117

Figure 5.11: Smartphone
Users (m) Who Purchase Virtual Goods 
Split by 8 Key Regions 2011-2016         117

Table 5.17: Smartphone Users (m) Who Purchase Virtual Goods  Split by 8 Key Regions 2011-2016        118

Table 5.18: Average Spend ($) per Smartphone User per Annum  Split by 8 Key Regions 2011-2016        118

Figure 5.12: Total
Spend ($m) On Virtual Goods via Smartphone 
Split by 8 Key Regions 2011-2016         119

Table 5.19: Total Spend ($m) On Virtual Goods via Smartphone  Split by 8 Key Regions 2011-2016        119

i. Virtual Goods for
Dating Services on Feature Phones............................................................................ 119

Table 5.20: Feature
Phone Dating Users (%) Who Purchase Virtual Goods  Split by 8 Key Regions 2011-2016       120

Figure 5.13: Feature
Phone Users (m) Who Purchase Virtual Goods 
Split by 8 Key Regions 2011-2016     120

Table 5.21: Feature Phone Users (m) Who Purchase Virtual Goods
2011-2016......................... 121

Table 5.22: Average Spend ($) on Virtual Goods per Feature Phone
User  per Annum 2011-2016           121

Figure 5.14: Total
Spend ($m) On Virtual Goods via Feature Phone 
Split by 8 Key Regions 2011-2016      121

Table 5.23: Total Spend ($m) On Virtual Goods via Feature
Phone  Split by 8 Key Regions 2011-2016     121

i. Virtual Goods on
Handsets........................................................................................................................... 122

Figure 5.15: Handset
Users (m) On Virtual Goods Split by 8 Key Regions 2011-2016................ 122

Table 5.24: Handset Users (m) On Virtual Goods Split by 8 Key
Regions 2011-2016............... 122

Figure 5.16: Total
Spend ($m) On Virtual Goods via Handsets 
Split by 8 Key Regions 2011-2016 123

Table 5.25: Total Spend ($m) On Virtual Goods via Handsets  Split by 8 Key Regions 2011-2016.............. 123

5.3.4                   Total Spend on Mobile
Dating............................................................................................... 123

Figure 5.16: Total
Spend ($m) On Mobile Dating via Handsets 
Split by 8 Key Regions 2011-2016 124

Table 5.26: Total Spend ($m) On Mobile Dating via Handsets  Split by 8 Key Regions 2011-2016.............. 124

5.3.5                   Mobile Dating
Advertising Revenues.................................................................................... 124

i. Display
Advertisements on Smartphones................................................................................................... 125

Table 5.27: Percentage (%) of Mobile Smartphone Dating Users  Who Respond to Advertising Split by 8
Key Regions 2011-2016........................................................................................................................................................................ 125

Table 5.28: Number (m) of Users who Respond to Advertising on
Smartphones  Split by 8 Key Regions
2011-2016            125

Table 5.29: Responses per User per Annum on Smartphones  Split by 8 Key Regions 2011-2016 126

Figure 5.17: Total Responses per Annum on
Smartphones Split by 8 Key Regions 2010-2016.. 126

Table 5.30: Total Responses per Annum (m) on Smartphones  Split by 8 Key Regions 2011-2016............... 127

Figure 5.18: Average Mobile Dating Smartphone Cost per
Clickthrough  Split by 8 Key
Regions 2011-2016 127

Table 5.31: Average Mobile Dating Smartphone Cost per Clickthrough  Split by 8 Key Regions 2011-2016            128

Figure 5.19: Total Mobile Dating Advertising Spend ($m)
on Smartphones  Split by 8 Key
Regions 2011-2016         128

Table 5.32: Total Mobile Dating Advertising Spend ($m) on Smartphones  Split by 8 Key Regions 2011-2016        129

i. Display
Advertisements on Feature Phones............................................................................................... 129

Table 5.33: Percentage (%) of Mobile Feature Phone Dating Users Who
Respond to Advertising Split by 8 Key Regions 2011-2016.............................................................................................................................................................. 129

Table 5.34: Number of Users (m) who Respond to Advertising on Feature Phones  Split by 8 Key Regions 2011-2016         130

Table 5.35: Responses per User per Annum on Feature Phones  Split by 8 Key Regions 2011-2016          130

Figure 5.20: Total Responses per Annum on Feature
Phones  Split by 8 Key Regions 2011-2016 131

Table 5.36: Total Responses per Annum on Feature Phones  Split by 8 Key Regions 2011-2016 131

Figure 5.21: Average Mobile Dating Feature Phone Cost per
Clickthrough  Split by 8 Key
Regions 2011-2016         132

Table 5.37: Average Mobile Dating Feature Phone Cost per Clickthrough  Split by 8 Key Regions 2011-2016        132

Figure 5.22: Total Mobile Dating Advertising Spend ($m)
on Feature Phones  Split by 8 Key
Regions 2011-2016      133

Table 5.38: Total Mobile Dating Advertising Spend ($m) on Feature Phones  Split by 8 Key Regions 2011-2016     133

iii. Display
Advertisments on Handsets.......................................................................................................... 134

Figure 5.23: Total Dating Advertising Spend ($m) on
Handsets  Split by 8 Key Regions
2011-2016 134

Table 5.39: Total Dating Advertising Spend ($m) on Handsets  Split by 8 Key Regions 2011-2016           134

5.3.6                   Revenues for Mobile
Dating by Source................................................................................ 135

Figure 5.24: Total
Revenues ($m) On Mobile Dating via Handsets 
Split by Revenue Source 2011-2016      135

Table 5.40: Total Revenues ($m) On Mobile Dating via
Handsets  Split by Revenue Source
2011-2016     135

Hurdles and Regulations

6.1     Types of
Challenges....................................................................................... 137

Figure 6.1: Key
Challenges.......................................................................................................................... 137

6.2     Technological
Challenges............................................................................. 138

6.2.1                   Developing for
Smartphones.................................................................................................. 138

i. Fragmentation.................................................................................................................................................. 138

Table 6.1: Development
Language Comparison................................................................................... 138

ii. HTML5............................................................................................................................................................. 139

iii. Walled Garden and
Approval Processes................................................................................................. 139

6.2.2                   Developing for Feature
Phones.............................................................................................. 139

6.2.3                   User Experience........................................................................................................................ 140

6.3     Monetisation.................................................................................................... 140

Figure 6.2:
Monetisation Strategies............................................................................................................ 140

6.3.1                   Freemium Model........................................................................................................................ 141

i. Advertising........................................................................................................................................................ 141

ii. Virtual Goods.................................................................................................................................................. 141

6.3.2                   Subscription Model................................................................................................................... 141

6.3.3                   Payment Fragmentation........................................................................................................... 141

6.4     Regulation........................................................................................................ 142

6.4.1                   Censorship................................................................................................................................. 142

i. Civil Unrest....................................................................................................................................................... 143

6.4.2                   Privacy......................................................................................................................................... 143

i. Privacy Settings................................................................................................................................................ 144

ii. Real Names Policies....................................................................................................................................... 144

iii. Face Recognition........................................................................................................................................... 144

iv. Third Party
Applications.............................................................................................................................. 144

iv. Location of Data............................................................................................................................................ 145

6.4.3                   Data Protection......................................................................................................................... 145

i. European Union.............................................................................................................................................. 145

ii. North America................................................................................................................................................ 145

6.4.4                   Targeted Advertising................................................................................................................ 145

6.4.5                   Virtual Currencies..................................................................................................................... 146

6.5     Content............................................................................................................. 146

6.5.1                   Copyright.................................................................................................................................... 146

i. Copyright
Infringement by Users................................................................................................................. 146

ii. Infringement of
User's Copyright................................................................................................................ 147

6.5.2                   Inappropriate Content............................................................................................................. 147

6.5.3                   Safety........................................................................................................................................... 148

6.5.4                   Age Verification......................................................................................................................... 148

6.5.5                   Defamation................................................................................................................................. 149

6.6     MNO
Barriers.................................................................................................. 149

6.6.1                   Bandwidth................................................................................................................................... 149

6.6.2                   Exploits....................................................................................................................................... 150

 

 

Company Profiles

7.1.1                   Facebook..................................................................................................................................... 153

7.1.2                   Twitter......................................................................................................................................... 155

7.1.3                   Tencent....................................................................................................................................... 157

Figure 1: Revenue
Breakdown for Tencent.............................................................................................. 157

7.1.4                   Foursquare................................................................................................................................. 159

7.1.5                   Google......................................................................................................................................... 160

7.1.6                   LinkedIn....................................................................................................................................... 162

Figure 2: Revenue
Breakdown for LinkedIn.............................................................................................. 163

7.1.7                   MXit............................................................................................................................................. 164

7.1.8                   Loopt........................................................................................................................................... 165

7.1.9                   Flickr............................................................................................................................................ 167

7.1.10                 StumbleUpon............................................................................................................................. 168

7.1.11                 Flirtomatic................................................................................................................................... 169

7.1.12                 Match.com.................................................................................................................................. 171

Companies Referenced

3, Adobe Systems, Amazon, AOL, Apple, At&T, Bango, Bank of China, Bharat Matrimony, Blendr, BuzzCity, Cyworld, Dell, eHarmony, Electronic Arts, Facebook, First National Bank, Flickr, Flirtomatic, Foursquare Labs, GoFresh, Google, Gowalla, Handmade Mobile Entertainment, IAC, ICQ, Illicit Encounters, Inc. Magazine, Jiayuan.com, LinkedIn, Loopt, Match.com, meetMoi, Microsoft, MXit, Myxer, myYearbook, O2, OKCupid, Payforit, PayPal, PlentyofFish, Qualcomm, RIM, Skout, Snaptu, SoLoMo, Spotify, Starbucks, StumbleUpon, Sulake,  Symbian, Tencent, Twitter, Vodafone, Yahoo!, Zhenai.com, Zong, Zoosk, Zynga