Enpocket, a global mobile media company, has unveiled first quarter findings from its flagship survey, the Mobile Media Monitor. This quarterly study helps marketers keep up to speed with the ever-changing patterns of consumer mobile usage.
As the first quarter of 2005 draws to a close, a definite trend has emerged, with 18-34 year olds regularly using phones to take pictures, and greedily consuming MMS, leaving their older counterparts way behind.
Almost three quarters of 18-24 year olds (72%) and over half of 25-34 year olds (55%) used a camera phone in the last 3 months, compared with 35% of the total base of users.
Increased penetration of camera usage correlates strongly with an increase in the sending and receiving of MMS messages. Although overall usage has grown slowly from Q4 04 to Q1 05, it has grown by 30% and 17% for 18-24’s and 25-34’s respectively.
Unsurprisingly, it is this same younger age group that are most likely to adopt 3G-powered content & applications, such as video calling, photo-sharing, and music downloads.
“18-34 year olds have clearly stated their desire for a richer mobile experience. The race is on for operators and brands to meet that demand with new content and community applications. Enpocket Insight gives our customers the inside track on what consumers really want and provides direction for the effective delivery of mobile services,” said Peter Larsen, CEO, Enpocket.
Phase 6 of the Mobile Media Monitor analysis was based on 1,000 telephone interviews undertaken by ICM for Enpocket Insight in March 2005, and relates to the period January 2005 – March 2005. The base was representative of UK mobile phone usage.
About Enpocket
Enpocket is a global mobile media company that provides integrated entertainment and marketing services to build and retain mobile audiences. Enpocket’s mobile community and content applications empower leading operators, brands and media companies to achieve deeper consumer relationships and generate new revenues. Enpocket’s mobile marketing technology and campaign solutions enable clients to target brand messages and content, improving the effectiveness of marketing spend through the mobile medium.
Enpocket prides itself on optimizing end-user experience via an unparalleled understanding of mobile phone owners’ behavior. Enpocket provides compelling entertainment and marketing services to more than 50 operators and 400 brands across Europe, Asia and the Americas.
Enpocket clients include: Vodafone, Cingular, TIM, Sprint, Verizon, Orange, Telefonica, Singtel, Nokia, Motorola, Microsoft, Sony, BBC, Fox, Time Warner, Universal Pictures, Time Out, Match.com, Snapple, Levi’s, Hallmark, and Nike. Enpocket is headquartered in New York and has offices in Boston, London, Helsinki, Reykjavik and Singapore. To learn more see www.enpocket.com
