M:Metrics: In Battle of Portals Yahoo! Has Early Lead in Mobile Domain
New research from M:Metrics finds that "Yahoo! is the most popular mobile content brand. During the quarter ended December 2005 12.8 million U.S. mobile subscribers accessed Yahoo's services in an average month - 4 million more than second-place AOL. MSN and Google follow, with about 7 million subscribers accessing their mobile offerings each month during the fourth quarter."
Mark Donovan at M:Metrics said, "AOL owes its strong position in the mobile domain to its ability to provide seamless access to AIM buddy lists on handsets through an elegantly designed service and its strong relationships with mobile carriers. Its challenge is to demonstrate that it can use AIM as the foundation to engage users with a broader base of services, much as it is seeking to do on the desktop by opening access to its portal and e-mail services and linking these with AIM."
| Mobile Content Brand Reach | |
|---|---|
| Weather Brand | Subscribers (000s) |
| The Weather Channel/Weather.com | 4,127 |
| Yahoo! | 2,813 |
| 1,513 | |
| Accuweather | 1,300 |
| Weatherbug | 1,161 |
| News Brand | Subscribers (000s) |
| ESPN Sports News | 4,934 |
| Yahoo! | 4,599 |
| CNN/cnn.com | 4,514 |
| Fox Sports | 2,462 |
| ABCNews.com | 2,189 |
| Search Brand | Subscribers (000s) |
| 4,538 | |
| Yahoo! | 3,975 |
| MSN Mobile/MSNBC | 1,324 |
| AOL Mobile | 1,039 |
| Don't Know | 582 |
| Map/Directory Service Brand | Subscribers (000s) |
| Yahoo! | 3,793 |
| Mapquest | 3,048 |
| 3,03 | |
| Yellow Pages | 2,128 |
| Moviefone | 1,907 |
Donovan added, "Although these are early days in mobile media, the aggressive efforts in mobile by Yahoo! and AOL are paying off. But it is a close race, and as traditional media brands put more muscle into their mobile businesses, we expect that the market will shift."
| US Mobile Subscriber Monthly Consumption of Content and Applications M:Metrics Benchmark Survey: December 2005 | |||
|---|---|---|---|
| Activity | Projected Monthly Reach (000s) | Percent US Mobile Subscribers | Change |
| Sent or Received Text Message | 60,983 | 33.32% | 4.6% |
| Retrieved News and Information Via Browser | 18,572 | 10.15% | 0.1% |
| Purchased Ringtone | 17,675 | 9.66% | 7.3% |
| Used Photo Messaging | 17,005 | 9.29% | 9.4% |
| Used Personal E-mail | 13,454 | 7.35% | 9.4% |
| Used Mobile Instant Messenger | 11,568 | 6.32% | 10.5% |
| Used Work E-mail | 7,886 | 4.31% | 12.8% |
| Purchased Wallpaper or Screensaver | 7,176 | 3.92% | 8.5% |
| Downloaded Mobile Game | 6,052 | 3.31% | 6.5% |
Very interesting data indeed. I wonder how much of the content is via the carrier portals...
posted by John @ 10:33 AM
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