Monday, October 31, 2005


M:Metrics has announced its latest Benchmark Survey for the month of September, which found there is a pent-ip for demand for mobile video "although only one percent of mobile subscribers viewed video on their phones in September."

According to M:Metrics, "6.1 million mobile subscribers said they were likely to view mobile video in the coming year. In comparison, 5.3 million downloaded a mobile game in September."

Mark Donovan at M:Metrics said, "The fact the more people intend to watch mobile video than the number who are downloading games today is very encouraging for this market. Mobile video is still very much an early adopter phenomenon, with males under 35 demonstrating the highest propensity to have used it. However, the key enablers of this market - high speed networks, video-enabled devices and a widening array of video content options - are moving into place. A key question is whether we'll see video move from being a lucrative niche application into a truly mainstream phenomenon."

M:Metrics found that "twenty seven percent of the 1.6 million subscribers who accessed a short video clip in September did so at least once per week, and 51 percent of the 1.4 million subscribers who viewed streaming video accessed it multiple times throughout the month. About 10 percent of mobile subscribers said they were likely to view a TV or video clip in the coming year, and 6.5 percent expressed interest in subscribing to a live TV service."

Donovan added, "The data indicates that people are curious about mobile video and have the phones that are capable of delivering it to them. The challenge for the industry now becomes one of raising consumer awareness of mobile video and ensuring that programming is packaged and priced in a compelling way."

US Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: September 2005
Activity Projected Monthly
Reach (000s)
Percent US
Mobile Subscribers
Sent or Received Text Message 55,762 30.8%
Retrieved News and Information Via Browser 19,642 10.9%
Purchased Ringtone 15,624 8.6%
Used Photo Messaging 14,929 8.2%
Used Personal E-mail 10,748 5.9%
Used Mobile Instant Messenger 9,457 5.2%
Used Work E-mail 6,129 3.4%
Purchased Wallpaper or Screensaver 5,927 3.3%
Downloaded Mobile Game 5,315 2.9%
Source: M:Metrics, Inc., Copyright 2005. Survey of U.S. mobile subscribers. Data based on the month of September 30, 2005, n= 13,398. Note that due to a change in measurement definitions, month to month changes cannot be computed using our previously reported Benchmark data.