INTRODUCING GENERATION M in UK part 1

MMetrics:UK Germany. Mobile subscribers aged 13-24 are most likely to use mobile applications, but content companies should not ignore older subscribers who account for 70 percent of users. School-age teens and young adults are leading users the mobile applications sector in Britain and Germany,. In its February Benchmark Survey, the measurement firm found that Generation M, 13 to 24-year-olds, are the most predisposed to use mobile data services. 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.

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.

Survey of U.K. mobile subscribers.

Publ 20060404