Not so long ago, some industry analysts had grave concerns about the US mobile phone market.  Although the majority of Americans used mobile phones they were not taking full advantage of data rich technologies such as mobile video and the Internet.  For example, in August 2006, eMarketer analysts Ben Macklin and John Gauntt asked: “Where are all the mobile Internet users?”  In 2006, the mobile subscriber population was 213 million.  However, only 16% had accessed the mobile Internet that year.  Clearly, US mobile phone users were lagging far behind their counterparts in Europe and Asia who were (and remain) heavy users of advanced mobile technologies. 

Macklin and Gauntt suggested that the lack of a robust high-speed network was a major reason use of data heavy mobile applications was lagging.  Another barrier not cited by eMarketer’s analysts was Americans’ typical experience with sophisticated mobile technology.  For example, browsing the mobile Web on many cell phones was a frustrating experience because sites were difficult to read and slow to load.

It is somewhat likely the mobile marketplace would have continued to stagnate if Apple’s iPhone had not been introduced in 2007.  Since its launch, the iPhone has enabled millions of people globally to quickly and efficiently watch videos, text and use the Internet. 

The iPhone has also helped to sharply accelerate uptake of advanced data-heavy mobile services.  According to data released by Nielsen Mobile in July 2008:

• 9.7% of mobile streaming video users have an iPhone
  

• Those with iPhones make up nearly 5% of the total mobile Internet user base
  

• 7.9% of mobile online gamers are iPhone users

These data indicate that over time the iPhone may help cell phones become true handheld computers rather than a supplement or replacement for Americans’ landline phones. 

Clearly, the iPhone and other new technologies are rapidly changing the US mobile marketplace.  Given this, it will be important for health marketers to understand how it is evolving.  Following is an overview of three important current and future mobile trends with commentary on what each will mean from a health marketing perspective.

Text Is King – Now & In The Future

According to a March 2008 Pew Internet and American Life Project study, 58% of US cell phone users have sent or received a text message.  Although new technologies like the mobile Internet are attracting increased attention, it is very likely many will continue to be heavy texters for the foreseeable future.  For example, 73% of respondents to a 2008 ACCESS Systems Americas study said texting was the most important technology they were looking for in a new cell phone. 

Implications For Health Marketers: Mobile text will continue to be an ideal permission-based communications channel for marketers seeking to reach Americans with health messages.  However, in the short-term, most may be more accepting of educational rather than promotional content. 

Mobile Search Will Become Increasingly Useful & Popular

A 2007 iCrossing study indicates that search is the most common activity conducted by US mobile Internet users.  In addition, they prefer to use search engines like Google and Yahoo! rather than portals developed by mobile carriers such as Sprint and Verizon.  With new “smart phones” like the iPhone accelerating mobile Web use, look for mobile search to increase in popularity.

Implications For Health Marketers:  The time to develop and refine a mobile search strategy is now.  When mobile online search goes mainstream, communicators with an in-depth understanding of the differences and similarities between traditional and mobile search strategies will be at an advantage.  

Mobile Video Will Finally Reach The “Third Screen” In A Big Way

Currently, wireless carriers are deploying high-speed data networks that will facilitate the transmission of data-heavy multimedia content.  For example, in early July Apple introduced a new version of the iPhone designed to take advantage of AT&T’s 3G network.

High speed mobile networks will make video sharing Websites like YouTube more popular with Americans eager to quickly find and share multimedia content. 

Implications For Health Marketers:  Health communicators should begin to look for ways to develop marketing campaigns that integrate mobile text, Web and video in innovative ways.  As mobile bandwidth increases, mobile video could become an important means of delivering memorable and influential content to a range of health consumers and medical professionals.

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