Today in Connected Consumer

For all the attention going to HTML 5 and browser-based apps, native apps are still the most popular way to access mobile media content, according to comScore. The The analytics firm rolled out a new mobile measurement product today called Mobile Metrix 2.0, along with the first set of data on consumer usage. Overall, more than 80 percent of the time spent consuming mobile media was spent using an app, rather than a browser. With Google sites, for instance, which include YouTube, 81.1 percent of time was spent using an app, while only 18.9 percent of the time engaging with the site was spent using a browser. There were some notable anomalies, however. More than half the time consumers spent engaging with ESPN on a mobile device was done using a browser. For AOL and The Weather Channel, just under half the time spent engaged with the site was spent using a browser. Without at least a few more months of data it’s probably not worth trying to read too much into those figures. But it’s certainly worth keeping an eye on.

Today in Connected Consumer

Cisco is out today with its latest Global Mobile Internet Data Traffic Forecast, which projects an 18-fold increase by 2016. A whopping 71 percent of that traffic will be video by 2016, according to Cisco, driven by an expected boom in tablet ownership. The growth in mobile video traffic will put tremendous strain on wireless networks over the next five years, which Cisco believes will force service providers to look for new ways to off-load traffic to fixed networks via Wi-Fi. One bit of good news for service providers, tablet usage seems to skew heavily toward evening hours presumably when tablet owners are at home and have access to their home Wi-Fi networks. Whether that’s simply because most tablets today are Wi-Fi only or because tablet behavior is genuinely different from smartphone behavior could turn out to be a very important question.

How carriers can innovate in the superphone era

Carriers are struggling to address the gap between mobile data usage and revenues even as their networks approach capacity. Here’s how they can innovate to better monetize in the era of the superphone.

Mobile media use up 600% as unlimited plans tune out

More capable smartphones and tablets, combined with a growing number of online video services are heavily increasing mobile media consumption: Limelight’s data shows a 600-percent jump from the past year and that’s a bad sign for those hoping unlimited data plans will stick around.