Mobile Users get More Sophisticated

Enpocket, the global mobile media company, and Harris Interactive, global market research and consulting company, have unveiled the findings from the latest UK Mobile Media Monitor. The analysis helps marketers and the mobile industry understand the changing patters of mobile phone and content usage.

The latest findings for Q4 2005 show that 36% of mobile owners now use their phones to send and receive picture messages, up from 21% at the same point last year. Over the past year MMS usage levels have increased dramatically in 18-34 age groups, and doubled in all age groups above 34 years old.

33% of males use their phones for this purpose but females are bigger users of MMS, with 40% using the medium to send and share pictures.

Conversely information hungry males are bigger users of the mobile internet (WAP). 38% use WAP compared to 26% of females. Overall a third of all mobile owners use the channel. In the younger age groups WAP is now mainstream with 61% of 18-24 year olds and 50% of 25-34 year olds having recently browsed the mobile internet.

“Mobile as a communications medium is getting richer and a lot more exciting. Consequently we’re seeing brands committing to long term mobile marketing strategies that encompass MMS and the mobile internet. The Mobile Media Monitor gives clients a deep insight into the best way to touch different segments of the UK market,” said Mike Baker, President and CEO, Enpocket.

With WAP page impressions approaching 2 billion per month, according to the Mobile Data Association, the Mobile Media Monitor also unveils the most popular types of site on the mobile internet. Ringtone sites are the most popular with 48% of WAP surfers visiting one or more in the last three months. 41% visited news sites, 36% games sites, 33% sports sites, 31% entertainment sites, 28% weather sites and 6% adult sites.

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