Paul — some really good insights here and I do think the sheer volume of numbers is impressive, certainly a validation point in my mind for the value of these mobile services.
Mobile as a platform has clearly changed the game for many industries, but it has not been nearly as far reaching and fast to change the wine industry for many of the reasons pointed out in the comments… many consumers just don’t care enough.
However, I would look at Amazon reviews as a parallel. How many people look at those reviews before making everyday simple purchases? I think you’ll find that it is fairly common practice now, whereas before Amazon most people tended to only look for reviews on major purchases (e.g., Consumer Reports).
While only a small fraction of consumers today may be using Vivino or Delectable or CellarTracker, I would argue that the trend is moving that direction and the small % is more of an opportunity.
If you own a wine brand and you don’t have a website, I think most would agree that’s a missed opportunity. I believe if you own a wine brand and are not thinking about, or actively managing, your presence on mobile platforms, that is also an opportunity.
