SOURCE: M:Metrics

August 07, 2006 05:00 ET

M:Metrics: Captured by Cameraphones

Photo Messaging Climbs as Cameraphones Snap Up Market Share

SEATTLE, WA -- (MARKET WIRE) -- August 7, 2006 -- Cameraphone ownership and usage is climbing across the U.S. and Europe, reports M:Metrics, the mobile market authority. With summer vacations in full swing in America, photo messaging has increased 32 percent since February, while in Europe, it has increased 20 percent in France and 16 percent in the United Kingdom, while remaining steady in Germany, where 19 percent of mobile phone subscribers used photo messaging in June.

"At 50.7 percent, the number of mobile subscribers in France, Germany, the United Kingdom and the United States owning cameraphones has grown 22 percent since February of this year," said Mark Donovan, vice president and senior analyst, M:Metrics. "We also see a direct correlation between camera resolution and propensity to use photo messaging, as 44.3 percent of subscribers who own phones with cameras with resolutions exceeding one megapixel sent a photo over the network, versus a global average of 30.5 percent."

Photo Messaging Conversion Rate for Camera Phone Owners
Quarter Ended June 2006
                                              Global
Camera                                        Weighted
Resolution     US     UK     Germany  France  Average
               -----  -----  -------  ------  --------
1 + Megapixel  41.5%  51.8%  38.1%    44.0%   44.3%
VGA (640x480)  30.1%  28.0%  18.7%    22.8%   20.6%
Less than VGA  23.9%  22.3%  18.0%    21.4%   26.7%
Grand Total    31.8%  36.5%  24.2%    27.3%   30.5%
The RAZR is the popular cameraphone in the United Kingdom and the United States, while the Nokia 6230 tops the German market and the Sagem my X-5 is the cameraphone of choice among the French. However, in terms of conversion rate, meaning those who use their cameraphones to generate revenue for their operator by sending a photo on the network, the top devices are the Nokia 6630 in France, the Nokia 6280 in Germany, the Nokia 6111 in the United Kingdom and the Danger Sidekick II in the United States.

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: June 2006
                        Subscribers
Activity                (1000s)      Percent  % Change
--------                -----------  -------  --------
Sent Text Message         29,392      69.20%    0.10%
Used Photo Messaging       8,048      18.90%    1.60%
Browsed News and
 Information               3,576       8.40%    7.70%
Used Personal E-Mail       2,568       6.00%    0.80%
Purchased Ringtone         2,547       6.00%   -7.30%
Used Mobile Instant
 Messenger                 1,262       3.00%    1.70%
Purchased Wallpaper or
 Screensaver               1,192       2.80%   -9.20%
Used Work E-Mail             875       2.10%    2.10%
Downloaded Mobile Game       506       1.20%    1.40%

Source: M:Metrics, Inc., Copyright © 2006. Survey of French
mobile subscribers. Data based on three-month moving average
for period ending 30 June, 2006, n= 12,525


German Mobile Subscriber Monthly Consumption of Content
and Applications
M:Metrics Benchmark Survey: June 2006
                        Subscribers
Activity                (1000s)      Percent  % Change
--------                -----------  -------  --------
Sent Text Message         35,547      79.9%    -0.2%
Used Photo Messaging       8,637      19.4%    -0.7%
Purchased Ringtone         2,873       6.5%    -4.5%
Used Personal E-Mail       2,763       6.2%     1.7%
Browsed News and
 Information               1,780       4.0%     1.0%
Used Mobile Instant
 Messenger                 1,575       3.5%     1.8%
Used Work E-Mail           1,437       3.2%     2.7%
Purchased Wallpaper or
 Screensaver               1,235       2.8%    -4.2%
Downloaded Mobile Game     1,113       2.5%     3.2%

Source: M:Metrics, Inc., Copyright © 2006. Survey of German
mobile subscribers. Data based on three-month moving average
for period ending 30 June, 2006, n= 15,088


U.K. Mobile Subscriber Monthly Consumption of Content
and Applications
M:Metrics Benchmark Survey: June 2006
                        Subscribers
Activity                (1000s)      Percent  % Change
--------                -----------  -------  --------
Sent Text Message         36,415      84.7%     0.2%
Used Photo Messaging      12,756      29.7%    -1.0%
Browsed News and
 Information               6,433       15.0%    0.9%
Used Personal E-Mail       2,847        6.6%   -1.5%
Purchased Ringtone         2,445        5.7%   -4.6%
Downloaded Mobile Game     1,863        4.3%   -4.6%
Used Mobile Instant
 Messenger                 1,742        4.1%   -0.7%
Used Work E-Mail           1,374        3.2%    2.7%
Purchased Wallpaper or
 Screensaver                 966        2.2%   -2.9%

Source: M:Metrics, Inc., Copyright © 2006. Survey of U.K.
mobile subscribers. Data based on three-month moving average
for period ending 30 June, 2006, n= 15,087


U.S. Mobile Subscriber Monthly Consumption of Content
and Applications
M:Metrics Benchmark Survey: June 2006
                        Subscribers
Activity                (1000s)      Percent  % Change
--------                -----------  -------  --------
Sent Text Message         70,186      36.9%     1.6%
Used Photo Messaging      24,312      12.8%     7.4%
Browsed News and
 Information              19,514      10.3%     2.5%
Purchased Ringtone        19,084      10.0%     1.3%
Used Personal E-Mail      14,518       7.6%     5.0%
Used Mobile Instant
 Messenger                12,692       6.7%     3.9%
Used Work E-Mail           8,497       4.5%     6.4%
Purchased Wallpaper or
 Screensaver               6,492       3.4%    -1.8%
Downloaded Mobile Game     4,995       2.6%     3.2%

Source: M:Metrics, Inc., Copyright © 2006. Survey of U.S.
mobile subscribers. Data based on three-month moving average
for period ending 30 June, 2006, n= 33,287
About M:Metrics

M:Metrics is the mobile market measurement authority. 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 summarise 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

Members of the press may cite research data or a portion of text provided that each is sourced to M:Metrics, for example, "Source: M:Metrics, Inc." or "According to M:Metrics, . . .". Copies of graphs, data tables or slides must include the following copyright notice affixed to all material: "Copyright © 2006, M:Metrics, Inc."

Contact Information