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• The estimated monthly Australian mobile audience according to Nielsen is 250,000 unique users

 • The election in August provided a significant boost in mobile traffic most notably in the news category, with breaking news helping to drive awareness of these alternative sources for online news.  

Whilst the Nielsen data under represents the estimated mobile internet universe (it's limited due to its panel based measurement approach) we can still draw some interesting learnings from the user session and page impression figures. Where for audiences tracked under their methodology we can see;

• An average number of 42 user sessions per user per month (that's more than once / day), and is almost comparable to the 57 user sessions per user of the non-mobile web
• Interestingly, and where you would expect to certainly see growth moving forward are the number of pages of content being consumed on mobile.  On average this is 231 pages of content per user on mobile per month, compared with the 2,376 pages consumed in the non-mobile web per month.  

So the salient point here is of course, that as desire for mobile online content builds businesses and content providers are going to be increasingly faced with challenge of ensuring their content is not just online, but also optimised for mobile viewing.

What a great way to show the product off.

This data is taken from the Global Media Intelligence Report - September 2010.

The charts below highlight the forecasted growth for online ad-spend by country for Australia, China and India.  Remarkably these numbers demonstrate the relative infancy of the Chinese and Indian markets and just how BIG they are likely to become. Encouragingly the Australian numbers look positive in terms of the growth quoted by agency buying groups - notably it's search and mobile that look to be where this growth will be seen to come from.

Australia - Population 21M - online penetration 14M

China - Population 1.3B - online penetration 518M
Mobile usage is also rising quickly, and the Chinese mobile ad market is following suit.

India - Population 1.2B - online penetration 63.6M
While penetration is low, India remains the fifth-largest internet user population worldwide

Panasonic recently released an augmented reality iPhone app called "3D Viera AR Greeting" that promotes the new 3D Viera tvs in Japan.

With augmented reality displays, users are required to print a special pattern out on paper, and then hold it out in front of a webcam to display an augmented view.

This campaign is similar, but Panasonic has made this special pattern available on t-shirts as well. Using your iPhone as an augmented reality lens, you can see amazing 3D displays emerging from a virtual Viera TV which appears mounted on your chest. The fun continues when you can take pictures of this 3D display and share it on twitter from your iPhone.

Video explanation with plenty of Engrish below:

Nielsen recently released data on the US smartphone market, and here are a few key learnings.

• Close battle between Android OS and Apple OS
• In the last 6 months, there were more new subscribers getting Android phones. Google's Android OS has increased US market share to 27%, beating iPhone's 23%.
• Blackberry remains dominant in market with a 33% market share. However, this has steadily decreased since Q2 2009.

• Amongst current mobile phone owners who are thinking of switching devices, the iPhone remains the most desired phone for current users with 89% of users wanting an iPhone as their next mobile device.
• On the Android platform, 71% of current users would want an Android phone next. 21% of these users would like to switch over to an iPhone.
• However, less than half of current Blackberry users want a Blackberry as their next phone. 29% of current Blackberry users want an iPhone next, and 21% of these users want an Android OS phone.

Given this trend in the US, and also in the context of recent social gaming acquisitions, it would be pertinent for brands to have a long term mobile strategy that encompasses both the Android and iPhone operating systems.