Enpocket, the global mobile media company, and Harris Interactive®, global market research and consulting company, have unveiled the findings from the latest Mobile Media Monitor for the United States. The analysis helps marketers, media companies and the mobile industry understand the changing patterns of mobile phone and content usage throughout the United States
The latest findings for Q4 2005 show that picture messaging or multimedia messaging (MMS) has more than doubled in the United States with 19% of the total mobile phone market using the service. In the US, 15% of females reported using MMS, compared to 22% of males.
Mobile internet adoption is also on the rise in the US with usage steadily increasing to 15%. The Mobile Media Monitor unveils the most popular types of WAP sites. Ringtone sites scored highest among wireless customers with 60% of the US mobile internet users accessing them, followed by weather (51%), news (42%) and games (42%).
“Mobile as a communications medium is getting richer and a lot more exciting,” said Mike Baker, President and CEO of Enpocket. “Consequently we’re seeing mobile carriers, media companies, and brands committing to long term mobile strategies that encompass MMS and the mobile internet. The Mobile Media Monitor gives our clients deep insight into the best way to reach and engage mobile consumers in the U.S.”
The Mobile Media Monitor analysis was based on more than 1,000 online interviews in the United States. All interviews were conducted by Harris Interactive in October 2005, and related to the period August-October 2005. Each interview base was statistically representative of mobile phone usage in the US.
About Harris Interactive®
Harris Interactive serves clients worldwide through its United States, Europe (www.harrisinteractive.com/europe) and Asia offices, its wholly-owned subsidiary Novatris in Paris, France (www.novatris.com), and through an independent global network of affiliate market research companies. EOE M/F/D/V
Harris Interactive Inc. (www.harrisinteractive.com), based in Rochester, New York, is the 13th largest and the fastest-growing market research firm in the world, most widely known for The Harris Poll® and for its pioneering leadership in the online market research industry. Long recognized by its clients for delivering insights that enable confident business decisions, the Company blends the science of innovative research with the art of strategic consulting to deliver knowledge that leads to measurable and enduring value.
To become a member of the Harris Poll OnlineSM and be invited to participate in future online surveys, go to www.harrispollonline.com.
Methodology
The Mobile Media Monitor US was conducted by Harris Interactive between 12 and 17 October 2005, among 1089 adults aged 16 and over in N.America. Data were weighted to be representative of the mobile phone market with respect to age, sex, income, education, geographic location and propensity to be online.
In theory, with probability samples of this size, one could say with 95 percent certainty that the results have a sampling error of plus or minus 2 percentage point. Unfortunately, there are several other possible sources of error in polls or surveys that are probably more serious than theoretical calculations of sampling error. This includes refusals to be interviewed (non-response), question wording and question order, and weighting. It is impossible to quantify the errors that may result from these factors. These online samples were not probability samples.
