SOURCE: M:Metrics

May 14, 2007 06:00 ET

M:Metrics: Hispanics a Young, Diverse Audience Built for Mobile Advertising

Desirable Demographics Combined With Varied and Prolific Content Usage Points to a "Golden Opportunity" for Marketers

SEATTLE, WA and LONDON -- (MARKET WIRE) -- May 14, 2007 --M:Metrics, the mobile market authority, reports that with 70.9 percent of English-speaking Hispanics consuming mobile content in the United States, they are among the most active, engaged mobile content consumers. The measurement firm finds that the percentage of English-speaking Hispanics who consume media and information far surpasses the market average of 47.9 percent.

"This youthful, extremely engaged, interactive group is a gold mine for advertisers, something companies like McDonald's, Coca Cola, Ikea, Univision and Comedy Central have already discovered," observed Evan Neufeld, vice president, consulting and senior analyst. "Hispanics combine a willingness to download and purchase content with a clear propensity to make purchases via their mobiles based on offline media ads. This has created a perfect storm for marketers: purchase-driven consumers who are responsive to targeted, contextually relevant advertising."

Youthfulness is a key characteristic of this demographic. Overall the Hispanic cell phone users skew much younger than the average user, particularly among the coveted 18-34 age group which comprises more than 51.5 percent of the total Hispanic mobile population. In comparison, the 18-34 age group only accounts for 31 percent of the entire U.S. mobile population.

English-speaking Hispanics are highly engaged with mobile multimedia applications. In fact, the percentages of Hispanic mobile subscribers who watched mobile video or listened to music side loaded from their PC are more than double the industry average. They are also similarly more inclined to access news and information via mobile browser, at 18.8 percent compared to 9.6 percent of all subscribers.

Not surprisingly, this group also displays a higher propensity than average to play games, with 35 percent playing mobile games in March, compared to 21 percent of the market on average. This pattern of above average, active, engaged usage of mobile content is present in almost all activities, from ringtone purchases, photo messaging and trading video to frequently using mobile phones to access a wide array of news and information services.

                                  Hispanic* Mobile        All US mobile
Activity                            Subscribers           subscribers
                                Subscribers  Percent  Subscribers  Percent
Watched video                        736,665      6.7    6,316,414      3.1
Listened to sideloaded music         755,288      6.8    6,538,906      3.2
Accessed news and information
 via browser                       2,072,136     18.8   19,967,218      9.6
Played a downloaded game           1,588,150     14.4   18,576,100      9.0
Accessed d/l application           3,614,618     32.9   38,930,613     18.8
Sent photo or video                2,955,550     26.8   31,666,890     15.3
Source: M:Metrics, Inc., Copyright (c) 2006. Survey of U.S. mobile
subscribers. Data based on three-month moving average for period ending 31
March, 2007, n= 33,000. *The M:Metrics sample was not weighted to adjust
for the proportion of Hispanics in the US population. All surveys were
conducted in English.
"There is a strong correlation between age and mobile content consumption of all types," said Neufeld. "The fact that so many young, English-speaking Hispanics are an active part of the mobile community makes mobile the ideal medium to reach this desirable consumer demographic, and the time to reach out to them is now."

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 world's largest monthly survey of mobile subscribers as well as automated data collection methodologies. Below are the findings of its March Benchmark Survey.

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

                                           Subscribers
Activity                                      (1000s)  Percent   % Change
Sent Text Message                              32,189      72.3%      -1.9%
Used Photo Messaging                            9,415      21.2%      -0.2%
Browsed News and Information                    3,344       7.5%       1.1%
Used Personal E-Mail                            2,764       6.2%      -3.0%
Purchased Ringtone                              2,324       5.2%       1.2%
Used Mobile Instant Messenger                   1,423       3.2%      -0.6%
Used Work E-Mail                                1,116       2.5%       2.8%
Purchased Wallpaper or Screensaver                918       2.1%      -1.5%
Downloaded Mobile Game                            630       1.4%       0.1%
Source: M:Metrics, Inc., Copyright (c) 2006. Survey of French mobile
subscribers. Data based on three-month moving average for period ending 31
March, 2007, n= 12,993



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

                                           Subscribers
Activity                                      (1000s)  Percent   % Change
Sent Text Message                              37,091      80.6%      -1.2%
Used Photo Messaging                            9,179      20.0%      -4.3%
Used Personal E-Mail                            2,555       5.6%      -3.0%
Purchased Ringtone                              2,176       4.7%      -5.9%
Browsed News and Information                    1,531       3.3%       0.0%
Used Mobile Instant Messenger                   1,326       2.9%     -10.9%
Used Work E-Mail                                1,279       2.8%      -5.2%
Downloaded Mobile Game                          1,228       2.7%      -3.8%
Purchased Wallpaper or Screensaver                903       2.0%      -2.1%
Source: M:Metrics, Inc., Copyright (c) 2006. Survey of German mobile
subscribers. Data based on three-month moving average for period ending 31
March, 2007, n= 15,871



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

                                           Subscribers
Activity                                      (1000s)  Percent   % Change
Sent Text Message                              36,343      82.6%      -2.6%
Used Photo Messaging                           12,960      29.5%      -5.9%
Used Personal E-Mail                            3,547       8.1%      -6.1%
Browsed News and Information                    2,439       5.5%      -3.8%
Used Mobile Instant Messenger                   2,360       5.4%      -7.4%
Purchased Ringtone                              2,022       4.6%      -9.2%
Used Work E-Mail                                2,020       4.6%       0.7%
Downloaded Mobile Game                          1,439       3.3%      -2.0%
Purchased Wallpaper or Screensaver              1,145       2.6%     -10.8%
Source: M:Metrics, Inc., Copyright (c) 2006. Survey of Italian mobile
subscribers. Data based on three-month moving average for period ending 31
March, 2007, n= 13,385



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

                                           Subscribers
Activity                                      (1000s)  Percent   % Change
Sent Text Message                              26,655      83.3%      -2.4%
Used Photo Messaging                            9,220      28.8%      -1.0%
Used Personal E-Mail                            2,602       8.1%      -3.1%
Used Mobile Instant Messenger                   2,144       6.7%      -1.5%
Purchased Ringtone                              2,082       6.5%      -3.5%
Browsed News and Information                    1,790       5.6%      -1.9%
Used Work E-Mail                                1,691       5.3%       4.6%
Downloaded Mobile Game                          1,624       5.1%      -8.6%
Purchased Wallpaper or Screensaver                805       2.5%      -3.8%
Source: M:Metrics, Inc., Copyright (c) 2006. Survey of Spanish mobile
subscribers. Data based on three-month moving average for period ending 31
March, 2007, n= 13,561



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

                                           Subscribers
Activity                                      (1000s)  Percent   % Change
Sent Text Message                              38,196      85.8%       0.3%
Used Photo Messaging                           13,026      29.3%      -1.2%
Browsed News and Information                    5,922      13.3%      -2.8%
Used Personal E-Mail                            3,213       7.2%       2.5%
Downloaded Mobile Game                          2,178       4.9%      -3.3%
Used Mobile Instant Messenger                   1,961       4.4%       5.8%
Purchased Ringtone                              1,950       4.4%       0.1%
Used Work E-Mail                                1,550       3.5%      -1.3%
Purchased Wallpaper or Screensaver                839       1.9%      -6.3%
Source: M:Metrics, Inc., Copyright (c) 2006. Survey of U.K. mobile
subscribers. Data based on three-month moving average for period ending 31
March, 2007, n= 15,663



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

                                           Subscribers
Activity                                      (1000s)  Percent   % Change
Sent Text Message                              82,028      39.6%       1.0%
Used Photo Messaging                           31,667      15.3%       3.2%
Browsed News and Information                   19,967       9.6%      -2.5%
Purchased Ringtone                             19,316       9.3%      -3.4%
Used Personal E-Mail                           16,970       8.2%      -2.2%
Used Mobile Instant Messenger                  13,718       6.6%      -0.6%
Used Work E-Mail                                9,836       4.8%      -3.4%
Downloaded Mobile Game                          6,597       3.2%      -2.3%
Purchased Wallpaper or Screensaver              6,549       3.2%      -4.2%
Source: M:Metrics, Inc., Copyright (c) 2006. Survey of U.S. mobile
subscribers. Data based on three-month moving average for period ending 31
March, 2007, n= 33,000
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.

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