SEATTLE, WA and LONDON -- 07/24/07 --
Weather is the top genre of news and
information accessed by mobile subscribers in the United States, while
Europeans prefer to view sports information, reports M:Metrics, the mobile
media authority. News is in the number two spot in both the United States
and Europe.
M:Metrics found wide similarities in the browsing behaviors of Europeans
and Americans. With the exception of the American penchant for weather and
the European zeal for sports information, there are few variances in the
type of information sought via mobile, despite the relative maturity of the
European market. Below are the top 10 categories of news and information
accessed by 23 million Americans and 19 million Europeans in the
three-month period ending 31 May, 2007.
Most Popular News and Information Genres Browsed on the Mobile Web
Europe United States
--------------------- ---------------------
Projected Projected
Subs Reach % Subs Reach %
---------- --------- ---------- ---------
Total unique browsing
subscribers 18,652,922 8.8% 22,755,868 10.7%
---------- --------- ---------- ---------
Sports Info 7,112,179 3.3% 8,642,375 4.1%
News 5,925,253 2.8% 9,515,721 4.5%
Entertainment News 3,853,731 1.8% 7,267,748 3.4%
Weather 3,603,782 1.7% 9,970,090 4.7%
Maps & Directions 2,669,142 1.3% 6,281,054 2.9%
Movie & Entertainment Info 2,351,716 1.1% 5,869,990 2.8%
Financial Account Access 2,185,854 1.0% 3,116,106 1.5%
Finance News 2,101,700 1.0% 4,786,752 2.2%
Business Directories 2,071,872 1.0% 3,848,567 1.8%
Travel 1,928,802 0.9% 2,916,593 1.4%
---------- --------- ---------- ---------
Note: not including subscribers who browse to download mobile content, such
as ringtones, games, graphics, or music; access email or instant messaging
via their browser; and those that access adult content or gambling
sites.
Source: M:Metrics, Inc., Copyright © 2007. Data based on
three-month moving average for period ending 31 May 2007, based on a survey
of 70,649 respondents in the EU (UK, Germany, France, Spain and Italy) &
33,810 in the US.
"Increasingly, consumers are looking to the mobile Web to find a wide
variety of information, and marketers are keen to learn about this new
audience," observed Paul Goode, senior vice president and senior analyst,
M:Metrics. "Furthermore, while the same set of content categories appeals
to men and women, there are notable differences in gender preferences."
Interestingly, the measurement firm found that content appetites are more
influenced by gender than geography, with the rankings of browser content
consumed being nearly identical among American and European consumers of
the same gender.
Most Popular Genres of News and Information Browsed: United States
Male Female
Genre Audience Reach % Genre Audience Reach %
------------- ------ ---------------- ----------- ------
Sports Info 6,631,188 6.6% Weather 3,970,480 3.5%
------------- ------ ---------------- ----------- ------
News 6,117,813 6.1% News 3,397,909 3.0%
------------- ------ ---------------- ----------- ------
Entertainment
Weather 5,999,610 6.0% News 3,038,377 2.7%
------------- ------ ---------------- ----------- ------
Entertainment Maps &
News 4,229,370 4.2% Directions 2,387,439 2.1%
------------- ------ ---------------- ----------- ------
Movie &
Maps & Entertainment
Directions 3,893,615 3.9% Info 2,297,033 2.0%
Note: not including subscribers who browse to download mobile content, such
as ringtones, games, graphics, or music; access email or instant messaging
via their browser; and those that access adult content or gambling
sites.
Source: M:Metrics, Inc., Copyright © 2007. Data based on three-month
moving average for period ending 31 May 2007, based on a survey
of 33,810 respondents in the US.
Most Popular Genres of News and Information Browsed: Europe
Male Female
Genre Audience Reach % Genre Audience Reach %
----------- ------ ---------------- ----------- ------
Sports Info 5,683,678 5.3% News 1,673,240 1.6%
----------- ------ ---------------- ----------- ------
Entertainment
News 4,252,013 4.0% News 1,479,564 1.4%
----------- ------ ---------------- ----------- ------
Weather 2,460,068 2.3% Sports Info 1,428,501 1.3%
----------- ------ ---------------- ----------- ------
Entertainment
News 2,374,167 2.2% Weather 1,143,714 1.1%
----------- ------ ---------------- ----------- ------
Movie &
Maps & Entertainment
Directions 1,891,338 1.8% Info 807,609 0.8%
Note: not including subscribers who browse to download mobile content, such
as ringtones, games, graphics, or music; access email or instant messaging
via their browser; and those that access adult content or gambling
sites.
Source: M:Metrics, Inc., Copyright © 2007. Data based on three-month moving
average for period ending 31 May 2007, based on a survey of 70,649
respondents in the EU (UK, Germany, France, Spain and Italy).
M:Metrics applies trusted media measurement methodologies to assess the
audience for mobile content and applications. As the world's most
authoritative mobile market 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 May Benchmark Survey.
France Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: May 2007
Subscribers Percentage
Activity (1000s) Percentage Change
----------- ---------- ----------
Sent Text Message 32,112 72.2% 1.1%
----------- ---------- ----------
Used Photo Messaging 9,735 21.9% 4.6%
----------- ---------- ----------
Browsed News and Information 3,313 7.4% -4.3%
----------- ---------- ----------
Used Personal E-Mail 2,553 5.7% -4.5%
----------- ---------- ----------
Purchased Ringtone 2,020 4.5% -7.7%
----------- ---------- ----------
Used Mobile Instant Messenger 1,373 3.1% 2.4%
----------- ---------- ----------
Used Work E-Mail 958 2.2% -9.3%
----------- ---------- ----------
Purchased Wallpaper or
Screensaver 741 1.7% -7.6%
----------- ---------- ----------
Downloaded Mobile Game 593 1.3% 6.6%
----------- ---------- ----------
Source: M:Metrics, Inc., Copyright © 2007. Survey of French mobile
subscribers. Data based on three-month moving average for period ending 31
May, 2007, n = 12,815
Germany Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: May 2007
Subscribers Percentage
Activity (1000s) Percentage Change
----------- ---------- ----------
Sent Text Message 37,336 80.3% 1.3%
----------- ---------- ----------
Used Photo Messaging 9,561 20.6% 2.5%
----------- ---------- ----------
Used Personal E-Mail 2,576 5.5% 1.5%
----------- ---------- ----------
Purchased Ringtone 2,136 4.6% 1.8%
----------- ---------- ----------
Browsed News and Information 1,782 3.8% 8.9%
----------- ---------- ----------
Used Mobile Instant Messenger 1,442 3.1% 4.7%
----------- ---------- ----------
Used Work E-Mail 1,285 2.8% -1.4%
----------- ---------- ----------
Downloaded Mobile Game 1,202 2.6% 5.2%
----------- ---------- ----------
Purchased Wallpaper or
Screensaver 972 2.1% 9.5%
----------- ---------- ----------
Source: M:Metrics, Inc., Copyright © 2007. Survey of German mobile
subscribers. Data based on three-month moving average for period ending 31
May, 2007, n = 15,724
Italy Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: May 2007
Subscribers Percentage
Activity (1000s) Percentage Change
----------- ---------- ----------
Sent Text Message 38,101 84.7% 3.7%
----------- ---------- ----------
Used Photo Messaging 13,299 29.6% 3.5%
----------- ---------- ----------
Used Personal E-Mail 3,911 8.7% 8.6%
----------- ---------- ----------
Used Mobile Instant Messenger 2,499 5.6% 3.8%
----------- ---------- ----------
Browsed News and Information 2,439 5.4% 3.4%
----------- ---------- ----------
Used Work E-Mail 2,224 4.9% 7.1%
----------- ---------- ----------
Purchased Ringtone 2,035 4.5% -7.2%
----------- ---------- ----------
Downloaded Mobile Game 1,510 3.4% 5.7%
----------- ---------- ----------
Purchased Wallpaper or
Screensaver 1,138 2.5% -4.8%
----------- ---------- ----------
Source: M:Metrics, Inc., Copyright © 2007. Survey of Italian mobile
subscribers. Data based on three-month moving average for period ending 31
May, 2007, n = 13,356
Spain Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: May 2007
Subscribers Percentage
Activity (1000s) Percentage Change
----------- ---------- ----------
Sent Text Message 26,846 83.9% 1.0%
----------- ---------- ----------
Used Photo Messaging 9,821 30.7% 1.2%
----------- ---------- ----------
Used Personal E-Mail 2,733 8.5% 2.4%
----------- ---------- ----------
Used Mobile Instant Messenger 2,063 6.4% 2.1%
----------- ---------- ----------
Purchased Ringtone 1,892 5.9% -5.0%
----------- ---------- ----------
Used Work E-Mail 1,814 5.7% 2.8%
----------- ---------- ----------
Browsed News and Information 1,719 5.4% -2.4%
----------- ---------- ----------
Downloaded Mobile Game 1,506 4.7% -1.5%
----------- ---------- ----------
Purchased Wallpaper or
Screensaver 667 2.1% -11.2%
----------- ---------- ----------
Source: M:Metrics, Inc., Copyright © 2007. Survey of Spanish mobile
subscribers. Data based on three-month moving average for period ending 31
May, 2007, n = 13,242
UK Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: May 2007
Subscribers Percentage
Activity (1000s) Percentage Change
----------- ---------- ----------
Sent Text Message 39,010 86.7% 1.8%
----------- ---------- ----------
Used Photo Messaging 13,391 29.8% 4.3%
----------- ---------- ----------
Browsed News and Information 5,982 13.3% 1.7%
----------- ---------- ----------
Used Personal E-Mail 3,293 7.3% 4.9%
----------- ---------- ----------
Used Mobile Instant Messenger 2,226 4.9% 9.7%
----------- ---------- ----------
Downloaded Mobile Game 2,154 4.8% 6.4%
----------- ---------- ----------
Purchased Ringtone 1,799 4.0% 1.6%
----------- ---------- ----------
Used Work E-Mail 1,705 3.8% 9.1%
----------- ---------- ----------
Purchased Wallpaper or
Screensaver 815 1.8% 2.8%
----------- ---------- ----------
Source: M:Metrics, Inc., Copyright © 2007. Survey of U.K. mobile
subscribers. Data based on three-month moving average for period ending 31
May, 2007, n = 15,512
U.S. Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: May 2007
Subscribers Percentage
Activity (1000s) Percentage Change
----------- ---------- ----------
Sent Text Message 87,580 41.1% 5.5%
----------- ---------- ----------
Used Photo Messaging 36,059 16.9% 6.8%
----------- ---------- ----------
Browsed News and Information 20,584 9.7% 2.8%
----------- ---------- ----------
Purchased Ringtone 19,838 9.3% 3.4%
----------- ---------- ----------
Used Personal E-Mail 18,587 8.7% 4.5%
----------- ---------- ----------
Used Mobile Instant Messenger 14,292 6.7% 2.8%
----------- ---------- ----------
Used Work E-Mail 11,015 5.2% 5.5%
----------- ---------- ----------
Downloaded Mobile Game 7,077 3.3% 4.2%
----------- ---------- ----------
Purchased Wallpaper or
Screensaver 6,580 3.1% 0.2%
----------- ---------- ----------
Source: M:Metrics, Inc., Copyright © 2007. Survey of U.S. mobile
subscribers. Data based on three-month moving average for period ending 31
May, 2007, n = 33,810
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.
About M:Metrics Data
Based on continually refreshed samples of nationally representative mobile
phone consumers, M:Metrics reports summarise market size, device reach, and
key demographic and mobile phone usage characteristics.
The data presented here is drawn from an extensive survey questionnaire
that collects specific device model and carrier subscription information
from each month's sample of mobile phone subscribers, and also drills down
into specific details related to current and past usage of various mobile
phone applications and content. Data collected from each sample are
statistically balanced and projected to the total national population of
mobile phone subscribers.
Authorized Uses
Members of the press may cite research data or a portion of text provided
that each is sourced to M:Metrics, for example, "Source: M:Metrics, Inc."
or "According to M:Metrics,...". Copies of graphs, data tables or slides
must include the following copyright notice affixed to all material:
"Copyright © 2007, M:Metrics, Inc."
Contact:
US
Jaimee Minney
M:Metrics
Tel. +1 206.757.1360 (o)
Email Contact
EU
Tina Lorkin
M:Metrics
+44 7867 860 942 (m)
Email Contact
UK
Richard Fogg
CompanyCare Communications
Tel. +44 (0)118 939 5900
Email Contact
