M:Metrics: WILL SMARTER PHONES DRIVE CONTENT CONSUMPTION?
M:Metrics' May Benchmark Surveyfound that "while smart-phone owners comprise a small percentage of the overall population of mobile phone users, large percentages of smart-phone users are consuming mobile content. Contrary to popular belief, those carrying these powerful devices are not using them exclusively for productivity applications, but are also using them to view mobile video, play mobile games and listen to mobile music in addition to using them for personal e-mail and wireless Web access."
M;Metrics noted that "compared to the average mobile phone subscribers, smart-phone owners are avid users of mobile multimedia. In France and Germany, nearly half of smart-phone owners sent video or a photo over the network, compared with a market average of 18.6 percent in France, and 19.5 percent in Germany. Nearly a quarter of UK smart-phone owners reported listening to music on their handset, versus the average of 5.8 percent. The parallels are similar across the geographies. French smart-phone owners are a staggering 11 times more likely to listen to music on their handset compared with the market average of 1.7 percent, while their American counterparts are more than eight times more likely to do so."
In addition, "video has been particularly popular among French smart-phone owners, at 15.1 percent, versus a countrywide average of 1.8 percent. There is also a relatively high conversion rate to video among U.S. smart-phone owners, who are more than six times more likely to watch video than a random subscriber, as the U.S. average for video consumption is 1.3 percent."
Seamus McAteer at M:Metrics said, "Whereas mass-market Symbian devices have flooded the European market, the smart-phones in the hands of most U.S. consumers are high-end devices produced by Palm (PALM) and RIM (RIMM) that are targeted to appeal to mobile professionals concerned with personal productivity. The Motorola (MOT) Q, which is being marketed heavily as a stylish device that's fun as well as productive, and is being offered at consumer-friendly price points, could help broaden the market for smart-phones and spur content consumption."
The firm found that "at two percent penetration, the U.S. lags Western Europe in Smart-phone ownership. Britain tops France and Germany, at 6.6 percent market adoption. All the top three devices in France, Germany and the United Kingdom are Nokia devices. The Palm Treo is the smart device of choice for Americans, followed by the BlackBerry."
| Most Popular Smart-phones Used as Primary Handset | |
|---|---|
| Top 3 Smart-phones - France | Subscribers |
| Nokia 6680 | 374,477 |
| Nokia 6630 | 287,723 |
| Nokia 6600 | 98,122 |
| Top 3 Smart-phones - Germany | Subscribers |
| Nokia 6630 | 278,818 |
| Nokia 6600 | 250,682 |
| Nokia 7650 | 237,449 |
| Top 3 Smart-phones - UK | Subscribers |
| Nokia N70 | 471,874 |
| Nokia 6680 | 433,405 |
| Nokia 6630 | 341,718 |
| Top 3 Smart-phones - US | Subscribers |
| Palm Treo 650CDMA | 573,660 |
| Palm Treo 650GSM | 269,053 |
| RIM BlackBerry 7520 | 267,912 |
Paul Goode at M:Metrics said, "Without a doubt, Symbian devices compel their owners to use mobile content. Varying by networks in the UK, 45 to 70 percent of N-70 users report that they used their phone to download or browse for content. We're seeing impressive conversion rates across all forms of mobile content among users of these handsets, and see a direct correlation between device attributes (screen size, screen resolution and network speed) and propensity to consume content."
| French Mobile Subscriber Monthly Consumption of Content and Applications M:Metrics Benchmark Survey: May 2006 | |||
|---|---|---|---|
| Activity | Subscribers (1000s) | Pct | Pct Change |
| Sent Text Message | 29,355 | 69.1% | 0.7% |
| Used Photo Messaging | 7,919 | 18.6% | 8.1% |
| Browsed News and Information | 3,319 | 7.8% | 7.6% |
| Purchased Ringtone | 2,748 | 6.5% | (3.4%) |
| Used Personal E-Mail | 2,548 | 6.0% | 11.6% |
| Purchased Wallpaper or Screensaver | 1,313 | 3.1% | (0.6%) |
| Used Mobile Instant Messenger | 1,241 | 2.9% | 7.9% |
| Used Work E-Mail | 857 | 2.0% | 9.7% |
| Downloaded Mobile Game | 500 | 1.2% | 13.9% |
| German Mobile Subscriber Monthly Consumption of Content and Applications M:Metrics Benchmark Survey: May 2006 | |||
|---|---|---|---|
| Activity | Subscribers (1000s) | Pct | Pct Change |
| Sent Text Message | 35,606 | 80.0% | 2.6% |
| Used Photo Messaging | 8,696 | 19.5% | 4.0% |
| Purchased Ringtone | 3,007 | 6.8% | (0.2%) |
| Used Personal E-Mail | 2,716 | 6.1% | 0.4% |
| Browsed News and Information | 1,763 | 4.0% | (3.5%) |
| Used Mobile Instant Messenger | 1,547 | 3.5% | (0.9%) |
| Used Work E-Mail | 1,399 | 3.1% | 3.8% |
| Purchased Wallpaper or Screensaver | 1,289 | 2.9% | 0.2% |
| Downloaded Mobile Game | 1,079 | 2.4% | 1.6% |
| U.K. Mobile Subscriber Monthly Consumption of Content and Applications M:Metrics Benchmark Survey: May 2006 | |||
|---|---|---|---|
| Activity | Subscribers (1000s) | Pct | Pct Change |
| Sent Text Message | 36,359 | 84.6% | (0.1%) |
| Used Photo Messaging | 12,879 | 30.0% | 1.6% |
| Browsed News and Information | 6,376 | 14.8% | (1.1%) |
| Used Personal E-Mail | 2,892 | 6.7% | 0.0% |
| Purchased Ringtone | 2,562 | 6.0% | (6.6%) |
| Downloaded Mobile Game | 1,953 | 4.5% | (4.9%) |
| Used Mobile Instant Messenger | 1,754 | 4.1% | 1.4% |
| Used Work E-Mail | 1,337 | 3.1% | 3.9% |
| Purchased Wallpaper or Screensaver | 994 | 2.3% | (2.4%) |
| U.S. Mobile Subscriber Monthly Consumption of Content and Applications M:Metrics Benchmark Survey: May 2006 | |||
|---|---|---|---|
| Activity | Subscribers (1000s) | Pct | Pct Change |
| Sent Text Message | 69,048 | 36.3% | 5.9% |
| Used Photo Messaging | 22,644 | 11.9% | 8.0% |
| Browsed News and Information | 19,038 | 10.0% | 5.4% |
| Purchased Ringtone | 18,830 | 9.9% | 4.0% |
| Used Personal E-Mail | 13,823 | 7.3% | 7.2% |
| Used Mobile Instant Messenger | 12,221 | 6.4% | 4.6% |
| Used Work E-Mail | 7,984 | 4.2% | 8.4% |
| Purchased Wallpaper or Screensaver | 6,609 | 3.5% | (1.8%) |
| Downloaded Mobile Game | 4,840 | 2.5% | 8.5% |
posted by John @ 12:10 PM
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