SOURCE: M:Metrics

December 19, 2007 05:00 ET

M:Metrics: Football Season Gives Mobile Content Usage a Kick

Mobile Access to Sports Information Surges During Major Football Championships in the United Kingdom

SEATTLE, WA and LONDON--(Marketwire - December 19, 2007) - M:Metrics, the mobile media authority, today reveals that football may indeed be the "killer application" for mobile media in the UK. According to the measurement firm, over the past two years, the audience for those accessing sports information on their mobile devices increases significantly around major football events.

M:Metrics reports that more UK mobile users access sports information via their browser, from SMS alerts or through downloads to their handsets throughout major football championships. For instance, when the FA Premier League started in mid-August 2006, the number of users accessing sports information leapt to 4.1 million from 3.6 million the month before the League commenced. The audience size fluctuates throughout the season, reaching a high of 4.7 million in April 2006, when Chelsea were poised to win their second title in the FA Premier League, and a low of 3 million in June, the month after the premiership's conclusion.

UK Audience for Sports-Related News and Information: FA Premier League
2006-'07

April 2006                                      4.7 m
May 2006                                        3.9 m
June 2006                                       4.6 m
July 2006                                       3.6 m
August 2006 (the UK FA Premier League begins)   4.1 m
September 2006                                  4.4 m
October 2006                                    4.2 m
November 2006                                   4.2 m
December 2006                                   4.6 m
January 2007                                    4.0 m
February 2007                                   3.9 m
March 2007                                      4.3 m
April 2007                                      4.1 m
May 2007 (FA Premier League concludes)          4.0 m
June 2007                                       3.0 m
July 2007                                       3.2 m
August 2007 (FA Premier League begins)          3.9 m
Source: M:Metrics, Inc., Copyright © 2007. Survey of UK mobile
subscribers. Data based on a one month snap shot period ending month shown.

Consumption of sports information surged across Europe during the 2006 FIFA World Cup in June and July 2006. In Germany, the venue for the tournament, the amount of users who received sports information on their phones doubled from May 06 to June 06, when the World Cup started. The Spanish audience increased by 32 percent, France by 23 percent and the UK by 19 percent.

European Audience for Football-Related News and Information: FIFA World
Cup, 9th June - 9th July 06
                EU 5    France  Germany Italy   Spain   UK
May 2006        N/A     2.5 m   1.6 m   N/A     1.3 m   3.9 m
June 2006       17.2 m  3.1 m   2.4 m   5.5 m   1.7 m   4.6 m
July 2006       14.5 m  2.9 m   1.7 m   4.8 m   1.4 m   3.6 m
August 2006     13.7 m  2.6 m   1.6 m   4.1 m   1.3 m   4.1 m
Source: M:Metrics, Inc., Copyright © 2007. Survey of French, German,
Italian, Spanish and UK data. Data based on a one month snap shot period
ending month shown

Eighty-one percent of UK mobile users who access sports information do so via their browser, 20.9 percent receive text alerts and only 6.1 percent use downloaded applications.

"This is fascinating data, as it clearly demonstrates the impact the combination of compelling content, context and convenience has on mobile media usage," said Paul Goode, senior analyst, M:Metrics. "While British operators may be disappointed in their football teams, who failed to advance to the European Cup, they should be encouraged by their performance attracting consumers to mobile content."

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 October Benchmark Survey.

French Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: October 2007
            Activity                 Subscribers   Percentage   Percentage
                                       (1000s)                    Change
Sent Text Message                         33,382        74.2%        -0.3%
Used Photo Messaging                      11,149        24.8%         4.4%
Used Personal E-Mail                       2,914         6.5%         2.8%
Purchased Ringtone                         1,908         4.2%         4.9%
Used Mobile Instant Messenger              1,408         3.1%         0.8%
Used Work E-Mail                             955         2.1%        10.2%
Purchased Wallpaper or Screensaver           784         1.7%         7.5%
Downloaded Mobile Game                       726         1.6%         3.9%
Source: M:Metrics, Inc., Copyright © 2007. Survey of French mobile
subscribers. Data based on three-month moving average for period ending
31 October, 2007, n= 12,902



German Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: September 2007
            Activity                 Subscribers   Percentage   Percentage
                                       (1000s)                    Change
Sent Text Message                         38,105        80.2%        -0.2%
Used Photo Messaging                      10,623        22.4%         1.8%
Used Personal E-Mail                       2,911         6.1%         2.2%
Purchased Ringtone                         2,042         4.3%        -2.8%
Used Mobile Instant Messenger              1,472         3.1%        -4.4%
Used Work E-Mail                           1,421         3.0%        -1.0%
Downloaded Mobile Game                     1,161         2.4%        -0.4%
Purchased Wallpaper or Screensaver           881         1.9%        -7.5%
Source: M:Metrics, Inc., Copyright © 2007. Survey of German mobile
subscribers. Data based on three-month moving average for period ending
31 October, 2007, n= 15,751



Spanish Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: September 2007
            Activity                 Subscribers   Percentage   Percentage
                                       (1000s)                    Change
Sent Text Message                         27,483        84.6%         0.6%
Used Photo Messaging                      10,454        32.2%        -0.5%
Used Personal E-Mail                       2,497         7.7%        -3.8%
Used Mobile Instant Messenger              2,055         6.3%        -0.4%
Downloaded Mobile Game                     1,599         4.9%        -3.4%
Used Work E-Mail                           1,577         4.9%        -5.4%
Purchased Ringtone                         1,494         4.6%        -3.5%
Purchased Wallpaper or Screensaver           549         1.7%       -14.1%
Source: M:Metrics, Inc., Copyright © 2007. Survey of Spanish mobile
subscribers. Data based on three-month moving average for period ending
31 October, 2007, n= 12,956



Italian Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: September 2007
            Activity                 Subscribers   Percentage   Percentage
                                       (1000s)                    Change
Sent Text Message                         39,545        86.9%         0.6%
Used Photo Messaging                      14,414        31.7%        -0.1%
Used Personal E-Mail                       3,918         8.6%        -0.6%
Used Mobile Instant Messenger              2,856         6.3%         7.1%
Used Work E-Mail                           2,131         4.7%         2.3%
Purchased Ringtone                         1,941         4.3%         8.1%
Downloaded Mobile Game                     1,339         2.9%         4.1%
Purchased Wallpaper or Screensaver         1,035         2.3%         1.9%
Source: M:Metrics, Inc., Copyright © 2007. Survey of Italian mobile
subscribers. Data based on three-month moving average for period ending
31 October, 2007, n= 13,375



U.K. Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: September 2007
            Activity                 Subscribers   Percentage   Percentage
                                       (1000s)                    Change
Sent Text Message                         39,612        87.1%         0.5%
Used Photo Messaging                      13,638        30.0%        -1.1%
Used Personal E-Mail                       3,492         7.7%         0.7%
Used Mobile Instant Messenger              2,343         5.1%         6.3%
Downloaded Mobile Game                     2,134         4.7%        -1.7%
Used Work E-Mail                           2,062         4.5%        10.1%
Purchased Ringtone                         1,563         3.4%         3.7%
Purchased Wallpaper or Screensaver           741         1.6%         6.7%
Source: M:Metrics, Inc., Copyright © 2007. Survey of U.K. mobile
subscribers. Data based on three-month moving average for period ending
31 October, 2007, n= 15,812



U.S. Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: September 2007
            Activity                 Subscribers   Percentage   Percentage
                                       (1000s)                    Change
Sent Text Message                         97,025        45.1%         2.2%
Used Photo Messaging                      42,889        19.9%         2.0%
Used Personal E-Mail                      21,601        10.0%         5.8%
Purchased Ringtone                        19,904         9.3%        -0.7%
Used Mobile Instant Messenger             15,808         7.4%         4.7%
Used Work E-Mail                          13,149         6.1%         5.8%
Downloaded Mobile Game                     7,069         3.3%        -1.1%
Purchased Wallpaper or Screensaver         6,738         3.1%         5.1%
Source: M:Metrics, Inc., Copyright © 2007. Survey of U.S. mobile
subscribers. Data based on three-month moving average for period ending
31 October, 2007, n= 33,432

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.

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 © 2007, M:Metrics, Inc."

Contact Information