Enpocket, the leading mobile marketing solutions provider, has unveiled the findings from the latest Mobile Media Monitor. The quarterly analysis from Enpocket Insight helps marketers understand the changing patterns of mobile usage and provides actionable data for customer use with the Enpocket Engine.
This quarter’s analysis shows that the number of mobile phone owners using 3G services has surged by 250% over the past six months, an interesting trend considering that a number of major carriers are currently rolling out consumer 3G services across Europe.
3G services were launched in the UK in November 2002 by 3 and are now being rolled out by the major UK carriers, such as Vodafone who recently unveiled its plans for a consumer 3G launch later this year.
Less than 3% of UK mobile phone users are currently using available 3G services, but this represents considerable growth from just over 1% in Q4 of 2003.
Interestingly less than 40% of consumers who own a 3G handset actually use it for 3G services, although this has also risen – from only 25% 6 months ago.
Java games are a more mature content type, so it is no surprise that the growth rate is lower – 175% over the last 6 months, but 5.8% or 1.9 million adults have downloaded a game in the last 3 months.
Games downloading is predominantly male, and also heavily skewed to the under 24s.
Ringtones are the most mature content area in the UK, with almost one in five or 5.9 million mobile users downloading a mono ringtone in the previous 3 months
The gender profile is becoming majority female, and the age profile of both mono and poly ringtone downloaders being very similar, with 60-70% under the age of 34.
Commenting on the latest findings Jonathon Linner, CEO of Enpocket, said:
“Mobile Media Monitor continues to show that mobile owners are getting to grips with the more advanced features on handsets, beyond SMS. These trends bode particularly well for companies targeting the 18-24 and 25-34 age groups who lead development with the medium.”
Phase 3 of the Mobile Media Monitor (UK) analysis was based on 1,000 telephone interviews undertaken by ICM for Enpocket Insight in early late April 2004, and relates to the period February 2004 to April 2004. The base was representative of UK mobile phone usage.
The Mobile Media Monitor is a quarterly study to monitor the changing consumption of mobile media. For more information about subscription to the analysis, please contact mmm@enpocket.com.
