Monday, April 03, 2006

M:Metrics: Multimedia Mobile Content Calls For A Multitude Of Devices

M:Metrics' February Benchmark survey found that "owners of portable music devices, especially owners of the Apple iPod, are more than twice more likely than average mobile subscribers to use music and video applications on their mobile phone and to express a willingness to pay for such services in the future."

According to M:Metrics, "Whereas iPod owners comprise only 14.4 percent of the mobile phone market, they account for 29.5 percent of those who reported listening to music on their mobile phones and 30 percent of those who watched video on their phone. Additionally, this group was almost three times more likely than the average mobile subscriber to transfer music from their computer to their mobile phone. Owners of Apple iPods were more likely than owners of other portable media devices to turn to their mobile phone for music and video."

Mark Donovan at M:Metrics said, "This data indicates that digital media consumers want to access their media from their phones, across a multitude of platforms. There is clearly demand for converged mobile devices among those who lead a digital lifestyle to enhance, not necessarily replace, their existing digital media devices."

Donovan added, "Nokia has become the world's largest manufacturer of digital cameras, but camera phones haven't destroyed demand for dedicated digital cameras. In a similar fashion, mobile music and video capabilities will become ubiquitous but are unlikely to 'kill the iPod.'"

Activity Total Consumption Percent of total that own iPods Percent of total that own other digital music player brand
Watched mobile video 2,731,216 30.4% 26.6%
Transferred music from PC to phone 598,376 35.9% 30.6%
Own digital music player 52,060,593 51.4% 49.6%

M:Metrics also found that "iPod owners are twice more likely to or share a mobile video, either by sending it to a phone or to an e-mail address. 15 percent of iPod owners said they were likely to pay for a mobile music service in the next year, compared to a market average of nine percent. Eleven percent said they would pay to download video clips, versus 6.5 percent."

Donovan concluded that "Consumers' willingness to pay for mobile media presents a substantial market opportunity for converged digital media services. Companies that are developing digital media distribution businesses could see real profit from a sound mobile music strategy."

U.S. Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: February 2006
Activity Subscribers (1000s) Percent Percent Change
Sent Text Message 64,296 34.7% 3.0%
Used Photo Messaging 19,659 10.6% 9.4%
Browsed News and Information 18,827 10.1% -1.0%
Purchased Ringtone 18,635 10.0% 1.4%
Used Personal E-Mail 13,706 7.4% -2.3%
Used Mobile Instant Messenger 12,070 6.5% 0.8%
Used Work E-Mail 8,163 4.4% -3.7%
Purchased Wallpaper or Screensaver 7,292 3.9% -1.1%
Downloaded Mobile Game 5,488 3.0% -8.6%
Source: M:Metrics, Inc., Copyright 2006. Survey of U.S. mobile subscribers. Data based on three-month moving average for period ending February 28 2006, n=35,112