INTRODUCING GENERATION M in UK part 2

MMetrics: 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.

Even in mobile game consumption, an activity typically associated with youth, 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.

In both Germany and the UK, 13 to 17-year-olds are twice more likely than the average subscriber to download a short video clip, and three times more likely to stream music over the air.

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.

This data shows that that mobile content has mass appeal, observed Goode. 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.

This data shows that that mobile content has mass appeal, observed Goode. 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.

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.

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