In Western Europe, the male population is more inclined to browse and download content on the mobile Web. Fully a quarter of all male mobile phone users accessed mobile media, compared to just under 19 percent of women. This audience is also quite young: 28 percent of 13 to 17-year-olds consume mobile media, only 12 percent of those 55 and older do.
"Reaching the 18 to 34-year-old age demographic is a real challenge to advertisers, as this group is spending less time consuming print and broadcast media," observed Paul Goode, senior analyst. "According to TGI M:Metrics data, in Great Britain, young consumers are redirecting that attention to mobile, as 18 to 34 year olds comprise 56 percent of mobile media users, compared to only 29 percent of TV viewers."
Percent Reach of Mobile Media Percent Reach of Mobile Messaging
usage, by Gender, EU5: usage,by Gender, EU5: February,
February, 2008 2008
Age Male Female Total Age Male Female Total
----- ---- ------- ------ ----- ---- ------- ------
13-17 32.6% 24.3% 28.4% 13-17 85.6% 92.7% 89.2%
18-24 38.5% 27.2% 32.9% 18-24 90.5% 94.6% 92.5%
25-34 34.5% 23.7% 29.2% 25-34 89.9% 92.7% 91.3%
35-44 26.4% 19.3% 22.9% 35-44 83.6% 88.4% 86.0%
45-54 19.3% 13.3% 16.5% 45-54 74.9% 84.0% 79.3%
55+ 12.3% 11.1% 11.7% 55+ 64.6% 73.8% 69.3%
Source: M:Metrics, Inc., Copyright © 2008. Survey of mobile subscribers.
Data based on three-month moving average for period ending 31st February
2008, mobile subscribers in EU, France, n = 12,973 Germany, n = 15,128;
Italy, n = 13,599; Spain, n = 12,446; United Kingdom, n = 16,459.
Mobile Messaging Audience defined as subscribers who sent one or more text
messages in month.
Mobile Media Audience defined as subscribers who browsed or downloaded in
any form in month.
Size of mobile audience: February 2008
FR DE IT ES UK US
---- ---- ---- ---- ---- ----
Total Mobile Subscribers (aged 13+) in
millions 46.5 49 47 34 47.5 226
---- ---- ---- ---- ---- ----
Mobile Media Audience 18.5% 18.4% 23.4% 23.5% 26.8% 27.3%
---- ---- ---- ---- ---- ----
Mobile Messaging Audience 76.4% 79.7% 87.4% 85.0% 86.9% 48.6%
---- ---- ---- ---- ---- ----
3G Penetration 16.2% 21.0% 37.2% 34.6% 24.2% 25.5%
---- ---- ---- ---- ---- ----
Smartphone Penetration 6.1% 8.6% 22.3% 14.9% 10.6% 6.4%
---- ---- ---- ---- ---- ----
Source: M:Metrics, Inc., Copyright © 2008. Survey of mobile subscribers.
Data based on three-month moving average for period ending 31st February
2008, mobile subscribers in France, n = 12,973 Germany, n = 15,128;
Italy, n = 13,599; Spain, n = 12,446; United Kingdom, n = 16,459; United
States, n = 31,348.
Mobile Messaging Audience defined as subscribers who sent one or more text
messages in month.
Mobile Media Audience defined as subscribers who browsed or downloaded in
any form in month.
It should be noted that, while advertising inventory is growing, not all
mobile media users can be reached by advertisers at present.
"In Great Britain, mobile media is attracting a highly desirable audience that is 44 percent more likely to be defined as 'cash rich, time poor' than the market average," said Goode. "In fact, data from TGI M:Metrics confirms that one third of all UK mobile media users agree they are tempted to buy products they've seen advertised."
Percentage of consumer audience in Great Britain who agree
Mobile Magaz- Newsp-
media Internet Cinema Radio ine aper TV Outdoor
====== ======== ====== ===== ====== ====== === =======
"I'm tempted to
buy products
I've seen
advertised." 33 28 29 26 29 26 26 26
====== ======== ====== ===== ====== ====== === =======
Cash Rich Time Poor
Benchmark Index 144 130 129 112 110 104 102 101
====== ======== ====== ===== ====== ====== === =======
Source: TGI M:Metrics 2008 - Base: All GB adults (aged 15+)
"Since the early days of mobile advertising, SMS advertising has been an effective way to reach the masses, but advertises are now actively looking at the mobile web to access new audiences," said Goode. "According to TGI M:Metrics, adding mobile to a media plan increases the efficiency of reaching key target groups, a metric that will continue to improve with the growth of 3G and smartphone ownership."
M:Metrics applies trusted media measurement methodologies to assess the audience for mobile content and applications. As the world's most authoritative mobile media measurement firm, M:Metrics delivers the most accurate mobile market metrics through the world's largest monthly survey of mobile subscribers as well as automated data collection methodologies. Below are the findings of its February Benchmark Survey.
Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: February 2008
US EU FR DE IT ES UK
------ ------ ------ ------ ------ ------ ------
Total mobile
subscribers (13+) 226 m 224 m 46.5 m 49 m 47 m 34 m 47 m
------ ------ ------ ------ ------ ------ ------
Watched video 5.9% 9.3% 7.5% 6.3% 11.7% 12.5% 9.5%
------ ------ ------ ------ ------ ------ ------
Listened to music 7.0% 17.3% 15.4% 16.8% 14.2% 21.1% 19.8%
------ ------ ------ ------ ------ ------ ------
Accessed news/info
via browser 13.5% 9.5% 9.7% 5.9% 8.0% 6.9% 16.1%
------ ------ ------ ------ ------ ------ ------
Received SMS ads 19.1% 49.5% 63.7% 29.8% 54.1% 73.0% 34.6%
------ ------ ------ ------ ------ ------ ------
Played downloaded
game 21.4% 23.3% 13.4% 23.1% 26.5% 26.5% 27.7%
------ ------ ------ ------ ------ ------ ------
Accessed downloaded
application 4.8% 2.7% 1.5% 2.5% 4.0% 2.3% 3.2%
------ ------ ------ ------ ------ ------ ------
Sent/received
photos or videos 22.2% 28.2% 25.5% 22.1% 33.1% 30.7% 30.5%
------ ------ ------ ------ ------ ------ ------
Purchased ringtones 9.2% 4.0% 4.3% 3.8% 4.7% 3.9% 3.4%
------ ------ ------ ------ ------ ------ ------
Used email 12.2% 8.5% 6.3% 7.1% 10.8% 9.1% 9.2%
------ ------ ------ ------ ------ ------ ------
Accessed social
networking sites 4.3% 2.6% 2.4% 1.1% 2.5% 2.3% 4.7%
------ ------ ------ ------ ------ ------ ------
Source: M:Metrics, Inc., Copyright © 2008. Survey of mobile subscribers.
Data based on three-month moving average for period ending 31st February
2008, mobile subscribers in France, n = 12,973 Germany, n = 15,128;
Italy, n = 13,599; Spain, n = 12,446; United Kingdom, n = 16,459; United
States, n = 31,348.
About M:Metrics
M:Metrics is the mobile media authority. As the only research firm to measure the audience for mobile media, M:Metrics provides the most accurate metrics on actual mobile content consumption by applying trusted media measurement methodologies to the mobile market.
M:Metrics' monthly syndicated data service gives clients the critical insights and intelligence required to inform smart business strategies and the competitive benchmarks needed to evaluate the performance of competitors and partners. M:Metrics is a private, venture-funded corporation headquartered in Seattle, with offices in San Francisco and London.
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