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M:Metrics: : Will Smarter Phones Drive Mobile Content Consumption?

M:Metrics has issued the findings of its May Benchmark Survey. The firm found that while smart-phone owners comprise a small percentage of the overall population of mobile phone users, large percentages of smart-phone users are consuming mobile content. Contrary to popular belief, those carrying these powerful devices are not using them exclusively for productivity applications, but are also using them to view mobile video, play mobile games and listen to mobile music in addition to using them for personal e-mail and wireless Web access.

Country/Smart-phone penetration/Played downloaded game/Watched mobile video/Used E-Mail/Listened to mobile music/Sent photo or video over network/Accessed news and information
France - 3.4% / 12.0% / 15.1% / 20.3% / 18.7% / 45.7% / 39.1%
Germany - 5.8% / 15.5% / 7.7% / 18.9% / 19.9% / 33.7% / 22.3%
United Kingdom - 6.6% / 23.0% / 9.1% / 20.9% / 24.8% / 47.3% / 39.7%
United States - 2.0% / 22.3% / 8.8% / 50.8% / 16.1% / 22.8% / 54.6%

Data based on three-month moving average for period ending 31 May, 2006, n= 12, 631 French, n=15, 122 German, n=14, 913 UK, n=33, 952 U.S. mobile subscribers.

Compared to the average mobile phone subscribers, smart-phone owners are avid users of mobile multimedia. In France and Germany, nearly half of smart-phone owners sent video or a photo over the network, compared with a market average of (18.6) percent in France, and (19.5) percent in Germany. Nearly a quarter of UK smart-phone owners reported listening to music on their handset, versus the average of 5.8 percent.

The parallels are similar across the geographies. French smart-phone owners are a staggering 11 times more likely to listen to music on their handset compared with the market average of 1.7 percent, while their American counterparts are more than eight times more likely to do so. Video has been particularly popular among French smart-phone owners, at 15.1 percent, versus a countrywide average of 1.8 percent. There is also a relatively high conversion rate to video among U.S. smart-phone owners, who are more than six times more likely to watch video than a random subscriber, as the U.S. average for video consumption is 1.3 percent.

At two percent penetration, the U.S. lags Western Europe in Smart-phone ownership. Britain tops France and Germany, at 6.6 percent market adoption. All the top three devices in France, Germany and the United Kingdom are Nokia devices. The Palm Treo is the smart device of choice for Americans, followed by the BlackBerry.

Top 3 Smart-phones - France Subscribers
Nokia 6680 / 374.477
Nokia 6630 / 287.723
Nokia 6600 / 98.122
Top 3 Smart-phones - Germany Subscribers
Nokia 6630 / 278.818
Nokia 6600 / 250.682
Nokia 7650 /237.449
Top 3 Smart-phones UK Subscribers
Nokia N70 / 471.874
Nokia 6680 / 433.405
Nokia 6630 / 341.718
Top 3 Smart-phones US Subscribers
Palm Treo 650CDMA / 573.660
Palm Treo 650GSM / 269.053
RIM BlackBerry 7520 / 267.912

M:Metrics applies trusted media measurement methodologies to assess the audience for mobile content and applications. As the world's most authoritative mobile market measurement firm, M:Metrics delivers the most accurate mobile market metrics through the largest monthly survey of mobile subscribers in the U.S., U.K., Germany and France, as well as automated data collection methodologies. Below are the findings of its June Benchmark Survey.

French Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: May 2006
Activity / Subscribers (000s) / Percent % / Change
Sent Text Message 29.355 / 69.1% / 0.7%
Used Photo Messaging 7.919 / 18.6% / 8.1%
Browsed News and Information 3.319 / 7.8% / 7.6%
Purchased Ringtone 2.748 / 6.5% / (-3.4%)
Used Personal E-Mail 2.548 / 6.0% / 11.6%
Purchased Wallpaper or Screensaver 1.313 / 3.1% (-0.6%)
Used Mobile Instant Messenger 1.241 / 2.9% / 7.9%
Used Work E-Mail 857 / 2.0% / 9.7%
Downloaded Mobile Game 500 / 1.2% / 13.9%

German Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: May 2006
Activity / Subscribers (000s) Percent % / Change
Sent Text Message 35.606 / 80.0% / 2.6%
Used Photo Messaging 8.696 / 19.5% / 4.0%
Purchased Ringtone 3.007 / 6.8% / (-0.2%)
Used Personal E-Mail 2.716 / 6.1% / 0.4%
Browsed News and Information 1.763 / 4.0% / (-3.5%)
Used Mobile Instant Messenger 1.547 / 3.5% (-0.9%)
Used Work E-Mail 1.399 / 3.1% / 3.8%
Purchased Wallpaper or Screensaver 1.289 / 2.9% / 0.2%
Downloaded Mobile Game 1.079 / 2.4% / 1.6%

U.K. Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: May 2006
Activity / Subscribers (000s) Percent % / Change
Sent Text Message 36.359 / 84.6% (-0.1%)
Used Photo Messaging 12.879 / 30.0% / 1.6%
Browsed News and Information 6.376 / 14.8% / (-1.1%)
Used Personal E-Mail 2.892 / 6.7% / 0.0%
Purchased Ringtone 2.562 / 6.0% / (-6.6%)
Downloaded Mobile Game 1.953 / 4.5% (-4.9%)
Used Mobile Instant Messenger 1.754 / 4.1% / 1.4%
Used Work E-Mail 1.337 / 3.1% / 3.9%
Purchased Wallpaper or Screensaver 994 / 2.3% (-2.4%)

U.S. Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: May 2006
Activity / Subscribers (000s) Percent % / Change
Sent Text Message 69.048 / 36.3% / 5.9%
Used Photo Messaging 22.644 / 11.9% / 8.0%
Browsed News and Information 19.038 / 10.0% / 5.4%
Purchased Ringtone 18.830 / 9.9% / 4.0%
Used Personal E-Mail 13.823 / 7.3% / 7.2%
Used Mobile Instant Messenger 12.221 / 6.4% / 4.6%
Used Work E-Mail 7.984 / 4.2% / 8.4%
Purchased Wallpaper or Screensaver 6.609 / 3.5% (-1.8%)
Downloaded Mobile Game 4.840 / 2.5% / 8.5%.



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