SOURCE: M:Metrics

October 23, 2007 05:00 ET

Audience for Mobile Video Expanding Rapidly in the United States

Viral Content Posts Strongest Growth, at 36 Percent From January to August; Programmed Video Audience Grew by 28 Percent in Same Period

SAN FRANCISCO, CA and LONDON--(Marketwire - October 23, 2007) - M:Metrics, the mobile media authority, today released its latest figures on the mobile video market in the United States, and reports that the audience is growing at an impressive rate. At eight million in August, the total audience for those who viewed mobile video, either from the carrier deck or video content sent by a friend or family member, grew by 34 percent from January of this year.

With 6.8 million viewers, viral video is the most popular type of video content in the U.S., a figure that increased by 36 percent since January. The audience viewing programmed mobile video, meaning video content delivered on-deck over the carrier network, stands at 2.7 million, up 28 percent from the beginning of the year.

U.S. Mobile Video Usage: August 2007

                                                             Percent mobile
                   Frequency                    Subscribers  subscribers
                   ---------------------------  -----------  --------------
Watched mobile     Almost every day                 726,910       0.3%
 TV and/or video   At least once each week        1,994,419       0.9%
                   Once to three times
                    throughout the month          5,309,822       2.5%
                   Ever in month                  8,031,152       3.7%

Watched            Almost every day                 345,959       0.2%
 programmed
 mobile            At least once each week          877,886       0.4%
 TV and/or video   Once to three times
                    throughout the month          1,686,234       0.8%
                   Ever in month                  2,910,079       1.4%

Watched video      Almost every day                 592,754       0.3%
 sent by family    At least once each week        1,572,819       0.7%
 or friends        Once to three times
                    throughout the month          4,676,819       2.2%
                   Ever in month                  6,842,392       3.2%

Source: M:Metrics, Inc., Copyright © 2007. Survey of mobile subscribers.
Data based on three-month moving average for period ending 31st August
2007, mobile subscribers in United States, n = 33,271

"This data is very encouraging news for the growth of mobile as an advertising-supported medium," said Seamus McAteer, chief product architect and senior analyst, M:Metrics. "Clearly, there is the foundation of a market for premium paid video content, which underlies the potentially much more substantial opportunity for free ad supported material."

Those who are tuning into mobile TV watch short-format or news-related content. Music videos are the most popular genre of on-demand TV content, followed by movie trailers, weather and sports. Still an early-adopter market, the audience skews toward young males. With 9.7 percent of 18-24-year-olds watching mobile video, this group is more than two and a half times more likely to watch video of some kind on their mobile device.

Genre of content watched by on-demand mobile TV viewers in the US,
ranked in popularity: August 2007

Genre of video content                          % video audience
                                                     watching
                                                ----------------
Music videos                                           34.8%
Movie trailers                                         29.0%
Weather information                                    25.7%
Sports action or news                                  25.7%
Comedy videos                                          25.1%
Local/National/World News                              22.9%
Entertainment/Celebrity News                           22.5%
Animations or cartoons                                 18.8%
TV highlights                                          17.7%
Amateur video clips                                    17.4%
Full TV/film                                           15.3%

*excludes those who don't know/don't remember

Source: M:Metrics, Inc., Copyright © 2007. Survey of mobile subscribers.
Data based on three-month moving average for period ending 31st August
2007, mobile subscribers in United States, n = 33,271

"The sizable growth of operator-programmed mobile TV in the United States, where the audience has expanded by 28 percent from January to August 2007, is due to the aggressive promotion of these services, broader diffusion of 3G handsets and a deeper focus from content companies," observed McAteer. "Sprint's performance is particularly noteworthy, as the carrier's subscribers comprise more than 36 percent of the total audience for programmed video. Its early entry into mobile video combined with its support of a multitude of video-capable handsets continues to pay dividends."

M:Metrics applies trusted media measurement methodologies to assess the audience for mobile content and applications. As the world's most authoritative mobile media measurement firm, M:Metrics delivers the most accurate mobile market metrics through the world's largest monthly survey of mobile subscribers as well as automated data collection methodologies. Below are the findings of its July Benchmark Survey.

French Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: August 2007

     Activity                           Subscribers  Percentage  Percentage
                                          (1000s)                  Change
                                        -----------  ----------  ----------
Sent Text Message                         33,111       73.60%       1.60%
Used Photo Messaging                      10,716       23.80%       5.20%
Used Personal E-Mail                       2,738        6.10%       5.60%
Purchased Ringtone                         1,876        4.20%       1.50%
Used Mobile Instant Messenger              1,459        3.20%       2.10%
Used Work E-Mail                             938        2.10%       6.80%
Purchased Wallpaper or Screensaver           759        1.70%      -0.10%
Downloaded Mobile Game                       695        1.50%      10.70%

Source: M:Metrics, Inc., Copyright © 2006. Survey of French mobile
subscribers. Data based on three-month moving average for period ending
31 August, 2007, n= 12,710


German Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: August 2007

     Activity                           Subscribers  Percentage  Percentage
                                          (1000s)                  Change
                                        -----------  ----------  ----------
Sent Text Message                          38,024       80.10%        1.60%
Used Photo Messaging                       10,346       21.80%        2.30%
Used Personal E-Mail                        2,668        5.60%        2.40%
Purchased Ringtone                          2,036        4.30%       -3.90%
Used Mobile Instant Messenger               1,467        3.10%       -6.10%
Used Work E-Mail                            1,358        2.90%       -3.20%
Downloaded Mobile Game                      1,160        2.40%       -3.10%
Purchased Wallpaper or Screensaver            924        1.90%       -3.60%

Source: M:Metrics, Inc., Copyright © 2006. Survey of German mobile
subscribers. Data based on three-month moving average for period ending 31
August, 2007, n= 16,084


Spanish Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: August 2007

     Activity                           Subscribers  Percentage  Percentage
                                          (1000s)                  Change
                                        -----------  ----------  ----------
Sent Text Message                          27,229        83.8%         1.2%
Used Photo Messaging                       10,510        32.3%         4.0%
Used Personal E-Mail                        2,726         8.4%        -1.1%
Used Mobile Instant Messenger               2,154         6.6%         3.7%
Used Work E-Mail                            1,693         5.2%         1.0%
Purchased Ringtone                          1,657         5.1%        -4.4%
Downloaded Mobile Game                      1,590         4.9%         3.4%
Purchased Wallpaper or Screensaver            685         2.1%        -4.9%

Source: M:Metrics, Inc., Copyright © 2006. Survey of Spanish mobile
subscribers. Data based on three-month moving average for period ending 31
August, 2007, n= 12,789


Italian Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: August 2007

     Activity                           Subscribers  Percentage  Percentage
                                          (1000s)                  Change
                                        -----------  ----------  ----------
Sent Text Message                          39,105        85.9%         2.2%
Used Photo Messaging                       14,597        32.1%         5.1%
Used Personal E-Mail                        4,057         8.9%         0.5%
Used Mobile Instant Messenger               2,646         5.8%         4.4%
Used Work E-Mail                            2,193         4.8%        -2.7%
Purchased Ringtone                          1,800         4.0%        -0.9%
Downloaded Mobile Game                      1,221         2.7%        -1.7%
Purchased Wallpaper or Screensaver            972         2.1%        -7.7%

Source: M:Metrics, Inc., Copyright © 2006. Survey of Italian mobile
subscribers. Data based on three-month moving average for period ending 31
August, 2007, n= 13,809


U.K. Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: August 2007

     Activity                           Subscribers  Percentage  Percentage
                                          (1000s)                  Change
                                        -----------  ----------  ----------

Sent Text Message                          39,320        86.4%         0.9%
Used Photo Messaging                       13,930        30.6%         1.6%
Used Personal E-Mail                        3,439         7.6%        -0.2%
Used Mobile Instant Messenger               2,245         4.9%        -1.7%
Downloaded Mobile Game                      2,176         4.8%         0.7%
Used Work E-Mail                            1,804         4.0%        -0.2%
Purchased Ringtone                          1,561         3.4%        -9.3%
Purchased Wallpaper or Screensaver            737         1.6%       -12.2%

Source: M:Metrics, Inc., Copyright © 2006. Survey of U.K. mobile
subscribers. Data based on three-month moving average for period ending 31
August, 2007, n= 15,960


U.S. Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: August 2007

     Activity                           Subscribers  Percentage  Percentage
                                          (1000s)                  Change
                                        -----------  ----------  ----------
Sent Text Message                          92,852        43.2%         3.5%
Used Photo Messaging                       41,344        19.2%         8.0%
Used Personal E-Mail                       20,077         9.3%         5.3%
Purchased Ringtone                         19,671         9.1%         0.7%
Used Mobile Instant Messenger              14,679         6.8%         5.2%
Used Work E-Mail                           12,041         5.6%         8.3%
Downloaded Mobile Game                      7,161         3.3%         3.3%
Purchased Wallpaper or Screensaver          6,340         2.9%         0.5%

Source: M:Metrics, Inc., Copyright © 2006. Survey of U.S. mobile
subscribers. Data based on three-month moving average for period ending 31
August, 2007, n= 33,271

About M:Metrics

M:Metrics is the mobile media 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.

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