Enpocket Mobile Media Monitor US reveals mobile phone ownership is now greater than home internet penetration

Enpocket, a global mobile media company, has unveiled the latest findings from its flagship survey, the Mobile Media Monitor. This quarterly study helps marketers keep up to speed with the ever-changing patterns of consumer mobile phone usage.

US mobile phone adoption has grown by 25% in the last 9 months, with 65% of the population now ‘mobile’. For the first time this is higher than the number of home internet users (63%).

Although voice communication is the main reason for using the phone, data and multimedia services are capturing the imagination and becoming a key usage driver. For example, almost 40% of mobile owners are now regularly sending and receiving text messages.

But it is with picture messaging / MMS, text messaging’s younger and better-looking brother, where the most interesting movement has occurred over the last quarter. 22% took a photo with their camera phone and 12% sent/received MMS in the same period. This represents an increase of 57% for camera phone use in just 3 months, and 33% increase in MMS use in the same period. This strongly suggests that the 2004-2005 holiday season saw significant purchase and gifting of camera phones.

Amid this market movement, a youth-led trend is emerging. 18-34 year olds are embracing non-voice services more than the whole base – effectively becoming mobile super users.

34% used their camera phone and 21% sent/received an MMS. This segment also shows the greatest desire for enhanced cell phone services, and are most likely to personalize their handsets with ringtone downloads.

While the US market is still playing catch-up with Europe in terms of penetration, it is as ‘market ready’ for next generation enhanced services and applications. Video calling, music downloads, sports highlights, watching movie trailers and, especially picture sharing applications all have broad appeal, and have a natural home on the handset.

Phase 4 of the Mobile Media Monitor analysis was based on 1000 telephone interviews undertaken by NOP World for Enpocket Insight in March 2005, and relates to the period January 2005 – March 2005. The base was representative of US cell phone usage.