Tuesday, April 04, 2006

M:Metrics: Introducing Generation M in Europe

M:Metrics has a new report that finds "Generation M, 13 to 24-year-olds, are the most predisposed to use mobile data services" in Britain and Germany. M:Metrics advises that "content companies should not overstate the importance of this group, however, as subscribers 25 and older comprise in excess of 70 percent of mobile content consumers."

Paul Goode at M:Metrics said, "Although 13 to 24-year-olds make up less than 20 percent of the mobile audience in the UK and Germany, they show a high propensity to consume for mobile content, with 62 percent of British, and 47 percent of German, members of Generation M using one or more mobile applications. But the appeal of mobile content extends beyond youth, as the majority of mobile content consumers are over 25. The challenge the mobile content industry faces is to similarly engage a higher percentage of older consumers."

UK Consumption of Mobile Content and Applications1, By Age
Age Subscribers % Conversion
13-17 1,900,219 13.9% 58.7%
18-24 3,036,734 22.2% 64.8%
25-34 4,057,744 25.8% 56.9%
35-44 3,537,679 20.4% 44.0%
45-54 2,075,540 10.3% 32.3%
55+ 2,256,794 7.3% 19.6%
Total 16,864,709
41.1%
Source: M:Metrics, n=15,492 for quarter ending February 28, 2006.

German Consumption of Mobile Content and Applications1, by Age
Age Subscribers % Conversion
13-17 1,273,904 9.0% 48.6%
18-24 2,622,125 18.5% 45.7%
25-34 3,272,747 24.6% 40.5%
35-44 3,597,009 27.5% 35.4%
45-54 2,169,025 12.4% 29.4%
55+ 1,921,592 7.9% 24.0%
Total 14,856,402
35.4%
Source, M:Metrics, n=15,445 for quarter ending February 28, 2006.

1 Mobile Content and Applications: Includes subscribers who downloaded a game, graphic or ringtone; used mobile browser or other downloaded application; received text message alert; sent photo or video; used native IM or email client; subscribed to ringback service; or consumed mobile video or streaming audio.

On the mobile gaming front, M:Metrics found that:
  • adults 25 and older comprise 62 percent of game downloaders in both Britain and Germany. But, only two percent of German and three percent of UK mobile subscribers 25 or older downloaded a game in February.
  • This compares to five percent of German teens downloading a mobile game and eight percent of their British counterparts.
  • Subscribers in the 18 to 24 age group are the most likely to download a mobile game. In Germany, this age group accounts for 27.3 percent of the market and in the UK, 26 percent.
  • In both geographies, males out-gamed females, although the gender gap is largest in Germany, at 60 percent male, 40 percent female, versus 54 percent male, 46 percent female in Britain.
Regarding handset personalization and customization, M:Metrics noted that:
  • Fashion-conscious females outdo males in personalizing their phones with ringtones, wallpapers and ringback tones, accounting for 53 percent of subscribers who purchased personalization content in Germany and 56 percent in the UK.
  • Teenagers were the predominant users of personalization content. In both countries, the 13 to 17-year old age group was the proportional leader in consumption.
  • Surprisingly, those over 25 account for 75 percent of the German, and 85 percent of the UK markets.
Goode observed that "This data shows that that mobile content has mass appeal. But in order for this sector to grow, publishers, operators and other mobile content owners need to better identify underserved market segments and develop media that will compel all consumers to look to their devices for information and entertainment."

The following are the results of its Benchmark Surveys in the U.K. and Germany for the quarter ending 28 February 2006.

German Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: February 2006
Activity Subscribers (000s) Percent Percent Change
Sent Text Message 33,493 79.7% 0.6%
Used Photo Messaging 8,365 19.9% 5.6%
Purchased Ringtone 3,162 7.5% 2.9%
Used Personal E-Mail 2,698 6.4% 4.4%
Browsed News and Information 1,735 4.1% 3.2%
Purchased Wallpaper or Screensaver 1,340 3.2% -1.7%
Used Mobile Instant Messenger 1,321 3.1% 14.5%
Used Work E-Mail 1,199 2.9% 4.2%
Downloaded Mobile Game 1,123 2.7% 10.8%
Source: M:Metrics, Inc., Copyright 2006. Survey of U.K. mobile subscribers. Data based on three-month moving average for period ending 28 February 2006, n= 15,445

U.K. Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: February 2006
Activity Subscribers (000s) Percent Percent Change
Sent Text Message 34,262 83.6% 0.0%
Used Photo Messaging 10,892 26.6% 2.6%
Browsed News and Information 4,384 10.7% -7.8%
Purchased Ringtone 2,668 6.5% -4.0%
Used Personal E-Mail 2,434 5.9% -4.9%
Downloaded Mobile Game 1,652 4.0% -1.6%
Used Mobile Instant Messenger 1,319 3.2% 0.0%
Used Work E-Mail 1,099 2.7% -6.5%
Purchased Wallpaper or Screensaver 1,032 2.5% -2.7%
Source: M:Metrics, Inc., Copyright 2006. Survey of U.K. mobile subscribers. Data based on three-month moving average for period ending 28 February 2006, n= 15,492

posted by John @ 9:22 AM