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