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Mobile Youth Get More Sophisticated

Enpocket and Harris have jointly produced the Mobile Media Monitor UK, revealing new levels of sophistication amongst mobile consumers with the majority of the 18-34 age group now using picture messaging and the mobile internet...

Enpocket and Harris have jointly produced the Mobile Media Monitor UK, revealing new levels of sophistication amongst mobile consumers with the majority of 18-34 year olds now using picture messaging and the mobile internet...

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Enpocket, the global mobile media company, and Harris Interactive®, global market research and consulting company, have unveiled the findings from the latest Enpocket Mobile Media Monitor UK.

The analysis helps marketers and the mobile industry understand the changing patterns of mobile phone and content usage.

Messaging continutes to rocket on all fronts

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.

Males lead the way in WAP usage

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,” said Mike Baker, President and CEO, Enpocket.

Brands need marketing strategies that synch with MMS & mobile internet

"Consequently we’re seeing brands committing to long term mobile marketing strategies that encompass MMS and the mobile internet,” he continued. “The Enpocket 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.

About Enpocket:
Enpocket is a leading global mobile media company serving organizations looking to leverage mobile technology to foster and maintain individual relationships with consumers. Enpocket designs, delivers and optimizes consumer entertainment and marketing programs for mobile phones. Their work is differentiated by proprietary multi-format delivery engines, careful attention to user experience, and a pioneering legacy of hundreds of successful mobile programs around the world. Clients include Vodafone, Cingular, Sprint, Verizon, Orange, Telefonica, Singtel, Nokia, Sony, BBC, Fox, Time Warner, Universal Pictures, Time Out, Match.com, Snapple, Levi’s, Hallmark, and Nike. Enpocket has offices in Boston, London and Singapore. To learn more see www.enpocket.com

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. 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.

Methodology:
The Mobile Media Monitor UK was conducted by Harris Interactive between 12 and 16 October 2005, among 1117 adults aged 16 and over in Great Britain. 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 (nonresponse), 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.