Content More Important for Marketing

One can glimpse the growing importance of "content" as a prerequisite for much marketing, including mobile marketing,  by looking at how people use their smartphones. The single most-used app is texting, which two thirds of users report they have used in a month. But the next five most-used apps all are content apps, ranging from the web to music.

Since the whole point of advertising or marketing is to reach potential buyers where those potential buyers are, mobile venues, especially content-related mobile venues, are growing in importance.

Mobile Content Usage 3 Month Avg. Ending Nov. 2010 vs. 3 Month Avg. Ending Aug. 2010 Total Mobile Subscribers Ages 13+ Source: comScore MobiLens
	Share (%) of MobileSubscribers
	Aug-10	Nov-10	Point Change
TotalMobile Subscribers	100.0%	100.0%	N/A
Sent text message to another phone	66.6%	67.1%	0.5
Used browser	34.5%	35.3%	0.8
Used downloaded apps	32.3%	33.4%	1.1
Accessed social networking site or blog	22.5%	23.5%	1.0
Played Games	23.0%	22.6%	-0.4
Listened to music on mobile phone	14.7%	15.0%