Due to advancement in technology and the coming of smartphones such as iPhone and Google Android, it is safe to say that mobiles are becoming more popular than PC’s.

Smartphones allow users to access the web fast and be more productive on-the-go. We live in a time where people want information instantly and constantly. Usage of mobile web browsing is continuously growing. A reason for this might be that cellphones are cheaper than computers and more people have access to a mobile phone than a computer.

Many studies have been done to prove this statement, for example, Opera Mini Mobile Web Browser has shown a 92% increase in growth in September/October 2010. According to the State of the Mobile Web report South Africa’s page per view growth increased by 129% over the last year (June 2009 – June 2010). Nokia is still the leading mobile brand in Africa, for it is cheaper than the iPhone or similar mobile devices. All 12 countries in Africa voted Facebook and Google the most popular mobile web destinations.

Another study that shows Facebook as a leading mobile site is the GMSA Mobile Media Metrics report, issued for the first time this year. This report provides insight on the mobile web and lists the top 10 mobile internet sites in the UK. The report is commissioned by GSMA in partnership with comScore and 5 leading UK mobile operators. An interesting fact noted in the report is that there are more users on social networks than users of email. The Quantcast Mobile Trends report shows a 110% increase in the usage of the mobile web in the US last year and 14.8% worldwide with Apple dominating and Google Android a very close second. Taking all of this in consideration it’s safe to say the mobile web is here to stay! What are your thoughts?

Toys “R” Us and Babies “R” Us in the U.S. have launched a new holiday campaign which started on the 9th of November, two weeks before “Black Friday”, the traditional start of the holiday shopping season.

The retailer introduced mobile-enabled coupons with barcodes for smartphones, especially Blackberry and iPhone. This follows the launch of e-gift cards in 2009, which customers had to print out to redeem.

The coupon bar codes are sent to your phone via email when joining the Toys “R” Us or Babies “R” Us mailing lists. The mobile version of the email, containing the barcode, is displayed on your phone, which allows clerks equipped with barcode scanners to scan the barcode directly from your phone.

In addition Toys “R” Us recently introduced the “R” Mobile Messaging Service alerting shoppers to upcoming promotions. “This is essential to busy parents who is constantly searching for new, improved shopping solutions,” Prama Bhatt, Vice President of U.S. e-commerce, Toys “R” Us, was quoted saying in a recent press release.

The “R” Messaging Service allows the company to ensure stronger relationships with customers in a convenient way that suites both parties. This service is mostly free, with the given option of receiving information from just one or both of the participating brands (Toys “R” Us and Babies “R” Us). Both websites’ homepages contain a backwards, ringing “R” at the top of the page: the mobile icon.

The company markets this service via radio, in-store signage together with easy-to-follow instructions, print and online outlets and social media networks. Some of the other features currently available for the mobile-using shopper includes: making instant purchases, obtaining suggestions for gifts, locating a store and reading customer reviews before purchasing a product.

Toys “R” Us is said to be continuing to improve the functionality of its mobile app. This is yet another step in the right direction according to Michael Becker, managing director of the Mobile Marketing Association, because “20% – 30% of U.S. consumers own a smartphone.” Hopefully we’ll see a similar campaign in South Africa soon!

L’Oréal Paris launched their first ever interactive mobile application, created by The Mobile Life, for the Swedish market. The app is called Studio Secrets, named after their new range of professional make up.

The app features include a GPS-enabled store locater and videos by professional artists, such as James Kailardos, that includes step-by-step guides for creating the perfect look. It also features product information, a gallery containing various different make up looks and a feature that enables users to determine which make up suites their skin and hair colour best. This allows users to receive personalised recommendations! But the best feature this app has to offer has to be the product scanner, which can be used in-store to scan different products for their information. The app is available for (free) download at the iTunes store.

L’Oréal is also part of Apple’s new iAds campaign being launched in December 2010 in Europe, with Germany to follow in January. This campaign also includes other big brands such as Louis Vuitton, Renault, Perrier and Nespresso.

Thus, if you’re a beauty junkie, this app is clearly for you – because you’re worth it!