“The mobile adult entertainment market is arriving, ignore it at your own peril.” Those following the industry have been hearing a similar cry consistently over the past decade, and perhaps only in the past couple of years has it become remarkably clear. Arguably, the advent of the North American adult mobile market can be attributed to the release of a single device: the iPhone. Apple’s flagship mobile device didn’t automatically create a viable North American market for mobile porn, but its features and functionality, along with savvy marketing on the part of its corporate progenitor, drew young adult users in droves. Given the long history of a close association between the emergence of new media technology and the use of that technology to consume erotica, it is no surprise that many of these young iPhone owners quickly began exploring the web in search of mobile-optimized pornography.

 

Currently, the global handset device market is dominated by Nokia:

 

 

 

On its face, the device sale market share statistic sounds more significant than it is however, at least from the perspective of the mobile website or mobile app developer. This is because “smartphones,” powerful, feature-rich mobile devices like the iPhone and Droid, comprised only 14% of the mobile devices shipped in 2009, but smart phones dominate the mobile traffic space, and such devices therefore are the proper focus for mobile content developers/distributors.

 

AdMob, one of the world’s largest mobile advertising networks, reported that in December 2009, Apple was the leading manufacturer in terms of ad requests on the AdMob network, generating 36% of AdMob’s global ad requests, and 40% of the ad requests generated within the U.S. Admob’s manufacturer share numbers, while limited to data collected via their advertising platform, provide a useful indication of the significant difference between market share in device sales and mobile browsing market share.

 

 

While initial sales of Motorola’s Droid fell short of the expectations of some analysts, late 2009 saw an unquestionable rise in Android’s market share as an OS, and the Droid was successful in carving out a place in the market, particularly within the U.S. Admob reported a 97% increase in the number of ad requests on its network from October to December 2009 and increased manufacturer diversity among Android traffic in the same period. In October, 98% of Android requests came from HTC devices; by December, that ratio had dropped to 56%, with Motorola devices accounting for 39%.

 

Within the Android numbers was evidence that despite slower than anticipated sales, the Droid is establishing a foothold among Android consumers; as of December, the Droid already accounted for 30% of the ad requests on AdMob’s network.

 

Growth in Mobile Adoption and Usage

 

While mobile users still account for a very small percentage of overall web traffic, that percentage is climbing steadily. According to Gartner Research, smartphone sales increased a healthy 27% in Q2 2009, despite a 6% decline in overall handset sales in that same period of time. This increase in smartphone sales reflects a consumer transition to more sophisticated mobile devices, and more extensive use of mobile devices to browse the Web, a movement that has been in effect since 2007. Multiple sources have reported substantial, ongoing growth in mobile usage, and project a continuation of that increase through 2010 and beyond.

 

Somewhere between 5-10% of Internet traffic is delivered to mobile devices. It's estimated that the total mobile ad market was approximately $415 million in 2009, in the United States alone. And just recently, Google's acquisition of Admob put the industry in the spotlight again, as Google stated that they believe cell phone browsing delivers a better browsing experience with simpler data plans

Adult Entertainment

 

The Internet is largely made up of porn and adult-themed content, delivering massive subscription content and free material. It is only a matter of time before mobile websites, such as You Porn Mobile, start seeing a large chunk of the visitors that once visited traditional websites. The technology is already available to optimize an adult site for cell phones, delivering HD quality videos, webcam chat, pics, and services that are geared toward viewers with an Iphone, Ipad, PSP, Blackberry, and any other web capable device. One can now even pay for subscriptions using your phone data plan.

 

If the history of adult entertainment has demonstrated nothing else, it has proven that each new form of media technology creates a business opportunity for the producers, distributors and advertisers of erotic material. While it is arguably true that widespread Internet-based distribution has driven down the per unit value of pornographic movies, it is inarguable that the Internet has simultaneously expanded the overall cap of the adult entertainment market vastly beyond its pre-Internet level. Mobile technology is very likely to provide the same sort of demand-side stimulus, as it is well-suited to provide privacy, convenience and portability – all attractive features to the modern consumer of adult entertainment.

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