Research
M:Metrics: Back-to-School with Reading, 'Riting, Ringtones
Measurement firm finds that students are the top consumers of mobile content
Seattle-August 29, 2005-Pop quiz: Who's more likely to access mobile e-mail: a 40-year-old male executive or an 18-year-old college student with a part-time job? M:Metrics, the authority on the measurement of mobile content and applications, has found that students, particularly those who are also employed, consume more mobile content than any other group. In addition, the firm's latest monthly measures show that students are getting a jump on the back-to-school mobile buying season, as they make use of their new phones by using mobile content. Mobile browser use among students grew by 8.7 percent in July,a rate that is two-thirds higher compared with growth in consumption by non-students.
"In terms of mobile content and services, it's the students that are taking their parents to school," said Seamus McAteer, chief product architect and senior analyst, M:Metrics. "Students are out-consuming all others in mobile content consumption - even in applications that are typically thought of as for the enterprise, like mobile e-mail." In its latest Benchmark Survey, M:Metrics found that full-time students with jobs are 42 percent more likely to use mobile e-mail than the average subscriber, and 23 percent more likely to do so than respondents who are full-time workers. But above all else, this group likes to be entertained and make a fashion statement with their phones. Students with part-time jobs are more than twice as likely to download a mobile game or personalization content, including ringtones and graphics, and 23.4 percent of all survey respondents who used mobile messaging applications were students. More than half - 57.5 percent - of all students are on family plans, most of whom are not paying the bill.
"Based on our data, it is clear that strategies by carriers like Sprint, which recently announced products targeted at students to share user-created content, and MVNOs such as AMP'd Mobile and Virgin Mobile, which also target students, are right on the money," commented McAteer.
"This tremendous propensity to consume mobile content translates to real dollars - especially considering the majority of students are spending $41 to $60 on mobile services per month."
The M:Metrics July Benchmark Survey shows increases in consumption across all content categories, spurred in part by an uptick in handset replacement, which begets increased consumption. Growth in photo messaging, which has consistently been the highest performing category in 2005, was strongest at 10.7 percent.
M:Metrics' monthly Benchmark Survey provides the most detailed and accurate data on the consumption of mobile content, the demographics of mobile media users and benchmarks for the performance of mobile operators in the United States. It is available only to clients of the M:Metrics Syndicated Data Service. The following is a summary of the survey's key findings for July.
Portio Research: Mobile Messaging Futures 2005 - 2010
A new report from Portio Research predicts that the future for SMS is bright remaining the most widely used messaging format for some years to come with revenues estimated at 50bn USD by 2010 driven by almost 2.38 trillion messages. The report, 'Mobile Messaging Futures 2005 - 2010' outlines progress albeit slower for other mobile messaging technologies especially mobile e-mail and instant messaging amid continued strong worldwide subscriber growth.
In addition to providing a comprehensive analysis of global SMS and MMS markets 'Mobile Messaging Futures 2005 - 2010' also provides detailed discussion of business models, network technology impacts, value chain shifts and advice for operators backed by a wealth of charts and statistics.
MMA Member Discount
The report, Mobile Messaging Futures 2005-2010, is available at a 25% discount to MMA members until October 31, 2005. Please contact [email protected] for details on how to receive the discount. After October 31, 2005, the report is available at a 10% discount to MMA members only.
For further information or to purchase a copy of this report, e-mail [email protected] or phone John White on +44 (0)7909 957360 Portio Research Ltd is an independent UK-based research company, specialising in the mobile and wireless sector. Portio is focused on providing high quality, data-centric reports based on hard facts and proven numbers, rather than hype and speculation. http://www.portioresearch.com
In the April 2004 In-Stat/MDR Consumer Mobility Study (CMS), 54% of respondents reported using one or more wireless data services, led by short messaging services (SMS), but with strong showings by Internet access services, downloadable ring tones, and mobile games. www.instat.com.
| eMarketer Report on Wireless: February 2005 | |
| The Mobile Marketing and M-Commerce report helps you understand what is just beyond the horizon by constructing three potential scenarios that plot spending growth for wireless advertising and marketing over the next five years. Starting from the supposition that—in percentage terms—wireless advertising is at roughly the same level relative to interactive advertising that online advertising was in relation to traditional ad spending in the mid-to-late 1990s, each scenario begins from a plausible "what-if" position and builds to a fever pitch in 2005-2006, when many firms will throw money at this new channel, much as they did in the early days of the Internet. Obviously, some campaigns will succeed, others will miss. For this reason, eMarketer predicts a short period of disenchantment with wireless around 2007. Although spending will continue to climb, growth rates will dip briefly before resuming upward momentum as the medium grows to maturity toward the end of the decade. Find out what steps you should take—and avoid—between now and then. After all, millions of marketing dollars are in the balance | |
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| SMS Spam Study | |
The objective of the study was to analyze differences in the perception of mobile spam issues between consumers and mobile network operators and assess how well the problem is being managed. The study also documents the effects of mobile spam on consumers and network operators and identifies regional variations from Central Europe, North America, and Southeast Asia. If you would like to learn more about the empirical study or order "Insights into Mobile Spam", please visit www.mobilespam.org or contact Torsten Brodt ([email protected]). | |
| SMS Marketing: The U.S. gets the message** Ovum www.ovum.com Click to view | |
Riding the Wireless Marketing Wave** Ovum www.ovum.com Click to view | |
** Reports are in Portable Document Format. To view them you will need a copy of Adobe PDF Viewer, available free by clicking here.