If You Build It, They Will Come: M:Metrics Finds the Right Device Can Drive Mobile Content Usage

SEATTLE--(BUSINESS WIRE)--Dec. 27, 2005--

  50 Percent of Sanyo SCP-8200 owners and 48 Percent of RAZR Owners Used Mobile Applications or Downloaded Mobile Content in November  

“There are several contributing factors that make one device more compelling than another for mobile content consumption”

Whether it's downloading a game or ringtone, or browsing news and information, M:Metrics, the mobile market authority, found that Sanyo SCP-8200 and Motorola RAZR owners are out-consuming subscribers of all other devices. The portion of owners of these devices that are used to access mobile applications or downloaded mobile content is more than double that of the market overall.

"There are several contributing factors that make one device more compelling than another for mobile content consumption," observed Seamus McAteer, chief product architect and senior analyst, M:Metrics. "The Sanyo SCP-8200 has the highest conversion rate in the industry thanks to Sprint's clean implementation of browser-based services, and the RAZR's large, bright LCD promotes use of browser-based services and game downloading. Furthermore, given the cache of the RAZR as a stylish handset, RAZR owners are more likely to accentuate the statement they make with their handset with the latest tones."

Motorola's success in the mid-range of the market has given it a dominant share among the most popular devices used to access mobile data services. Five of the top 10 handsets carried its moniker, including the i730, the most popular device used by Nextel subscribers, which leads the pack, boasting over one million active mobile data users in November.

Nokia's 6010, the most widely used device in the United States, ranks ninth in terms of use of mobile data and was the OEM's only phone to make it into the top 10. Nokia ranks second in terms of overall installed base with a 21 percent share of the market, but lags in terms of conversion to use of mobile data services. Nokia ranks fourth behind Motorola, Samsung and LG with a market share of 12.2 percent, as its strength in the U.S. market is primarily in the prepaid and lower spending, older market segments.

 Top 10 U.S. Handsets used to Access Mobile Content and Applications

                              Mobile Data
OEM         Model                Users                Conversion Rate
Motorola    i730               1,107,033                    31.0%
Motorola    V551                 888,465                    34.1%
Motorola    V3 RAZR              876,114                    47.7%
Motorola    V220                 787,101                    26.5%
LG          VX6100               769,202                    26.8%
Motorola    V180                 768,407                    20.8%
Samsung     SCH-a670             740,039                    26.3%
Sanyo       SCP-8200             696,095                    49.9%
Nokia       6010                 650,686                    15.4%
Samsung     SPH-a660             563,973                    23.2%

Source: M:Metrics, Inc. Copyright 2005. Survey of U.S. mobile
Subscribers. Data based on the quarter ending November 30, 2005.
n=37,329 U.S. mobile subscribers. Data services usage excludes the use
of SMS or photo messaging.

M:Metrics data suggests that the age of the owner has a significant impact on whether a popular device is used to access mobile content. According to M:Metrics' most recent monthly survey, Motorola has a healthy market share lead of 28.3 percent among 13 to 24 year olds, the age group representing the heaviest users of data services. Samsung ranked second with a share of 18.8 percent, followed by LG, which accounted for 16.2 percent. Nokia ranked fourth in this demographic group with a share of 15.5 percent.

M:Metrics surveys 12,000 to 14,000 U.S. mobile subscribers monthly to report on the consumption of mobile content and applications and benchmark the performance of carrier, device manufacturers, mobile content publishers and technology providers. Below are the results of its November Benchmark Survey.

U.S. Mobile Subscriber Monthly Consumption of Content and Applications
              M:Metrics Benchmark Survey: November 2005

Activity                                     Projected    Percent U.S.
                                            Monthly Reach    Mobile
                                               (000s)      Subscribers
Used Text Messaging                             58,307        32.2%
Retrieved News or Information via Browser       18,552        10.2%
Purchased Ringtone                              16,467         9.1%
Used Photo Messaging                            15,550         8.6%
Used Personal E-Mail                            12,298         6.8%
Used Mobile Instant Messaging                   10,468         5.8%
Used Work E-Mail                                 6,991         3.9%
Purchased Wallpaper or Screensaver               6,616         3.7%
Downloaded Mobile Game                           5,683         3.1%

Source: M:Metrics, Inc., Copyright 2005. Survey of U.S. mobile
subscribers. Data based on the quarter ending November 30, 2005, 
n=37,329 U.S. mobile subscribers.

About M:Metrics

M:Metrics is the authority on mobile market measurement. As the only research firm to measure the audience for mobile media, M:Metrics provides the most accurate metrics on actual mobile content consumption by applying trusted media measurement methodologies to the mobile market. M:Metrics' monthly syndicated data service gives clients the critical insights and intelligence required to inform smart business strategies and the competitive benchmarks needed to evaluate the performance of competitors and partners. M:Metrics is a private, venture-funded corporation headquartered in Seattle, with offices in San Francisco and London.

About M:Metrics Data

Based on continually refreshed samples of nationally representative mobile phone consumers, M:Metrics reports summarize market size, device reach, and key demographic and mobile phone usage characteristics.

The data presented here is drawn from an extensive survey questionnaire that collects specific device model and carrier subscription information from each month's sample of mobile phone subscribers, and also drills down into specific details related to current and past usage of various mobile phone applications and content. Data collected from each sample are statistically balanced and projected to the total national population of mobile phone subscribers.

Authorized Uses

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Jaimee Minney, 206-388-5854

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