SOURCE: M:Metrics

September 18, 2007 09:38 ET

Spain Has Largest Audience for SMS-Based Mobile Advertising With 75 Percent of Spaniards Receiving SMS Ads

At 12 Percent, Nascent United States Market Is Most Responsive

SEATTLE, WA and LONDON--(Marketwire - September 18, 2007) - Text-based mobile advertising is nearly ubiquitous in Europe, with as many as three out of four mobile subscribers reporting they received an ad via SMS in the month of July, reports M:Metrics, the mobile media authority. The measurement firm also found that while the volume of SMS ads is lowest in the United States, with only 17.2 percent of Americans receiving them, it also shows the strongest response rate, at 12 percent. However, with the exception of Germany and Italy, advertisements that did not come from the respondent's mobile operator were from companies that did not have permission to contact them.

"Certainly the level of interaction is impressive compared to almost any advertising vehicle available today," commented Evan Neufeld, senior analyst, M:Metrics. "It is undeniable that text-based mobile advertising is both a highly prevalent and an extremely effective medium for engaging customers."

Text-Based Mobile Advertising, by Country: July 2007

                                                  Percent
                                                 subscribers    Percent
                                  Received SMS    receiving    responding
Country                                Ad          SMS ad       to SMS ad
                                  ------------- ------------  ------------
France                               27,743,916         62.3%          7.6%
                                  ------------- ------------  ------------
Germany                              15,089,753         32.5%          5.7%
                                  ------------- ------------  ------------
Italy                                25,567,895         56.8%          8.0%
                                  ------------- ------------  ------------
Spain                                24,122,581         75.4%          6.1%
                                  ------------- ------------  ------------
United Kingdom                       18,648,786         41.4%          9.2%
                                  ------------- ------------  ------------
United States                        36,671,828         17.2%         12.0%
                                  ------------- ------------  ------------
Source: M:Metrics Copyright © 2007. Survey of mobile subscribers. Data
based on three-month moving average for period ending 31 July, 2007, n=
12,728 French, n= 16,127 German, n= 13,696 Italian, n= 12,921 Spanish, n=
15,834 UK, n= 32,824 US.

Despite the high levels of response, the majority of the SMS ads that did not originate from mobile operators were from companies that did not have permission to contact consumers, respondents said. The lion's share -- fully 73 percent -- of consumers across all geographies said the ads are coming from their mobile service provider. Overall, only 17.5 percent of subscribers advertised to said they received an ad from a company to whom they had given permission, while 21.1 percent reported they were contacted by a company that did not have permission to advertise to them. Germany and Italy were the exception, with 22.6 percent of Italians having received ads from a company with permission versus 9.8 percent without. In Germany, 23.5 percent had received opt-in SMS ads and 19.9 percent received ads from other sources.

"The early days of SMS advertising are similar to the advent of e-mail, which was initially a very effective, high conversion advertising platform," said Neufeld. "However, e-mail's value decreased over time because of over-messaging and spam. Hopefully, the personal nature of the mobile phone will be a barrier against marketers killing the goose that lays the golden egg by taking a similar tack. It is not coincidental that the marketplace with the highest prevalence of SMS ads -- Spain -- also has the lowest level of response, as it is natural to see interaction with ads dip as the novelty factor wears off. The trick is to keep interaction as high as possible by keeping the messages targeted, having them come from trusted partners and capping frequency of communication."

Overall, consumers in the six countries responded most to advertisements for mobile phone-related product and services (either mobile downloads or service plans) and for news and information or entertainment-related services.

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: July 2007

                                            Subscribers             Percent
Activity                                      (1000s)     Percent    Change
Sent Text Message                              32,585      73.2%       1.6%
Used Photo Messaging                           10,185      22.9%       2.2%
Used Personal E-Mail                            2,593       5.8%       0.9%
Purchased Ringtone                              1,848       4.2%      -5.9%
Used Mobile Instant Messenger                   1,428       3.2%       6.2%
Used Work E-Mail                                  878       2.0%      -6.1%
Purchased Wallpaper or Screensaver                760       1.7%      -2.3%
Downloaded Mobile Game                            628       1.4%       2.2%
Source: M:Metrics, Inc., Copyright © 2007. Survey of French mobile
subscribers. Data based on three-month moving average for period ending 31
July, 2007, n= 12,728




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

                                            Subscribers             Percent
Activity                                      (1000s)     Percent    Change
Sent Text Message                              37,422      80.5%       0.6%
Used Photo Messaging                           10,109      21.7%       0.2%
Used Personal E-Mail                            2,604       5.6%       2.4%
Purchased Ringtone                              2,120       4.6%      -2.4%
Used Mobile Instant Messenger                   1,562       3.4%       1.4%
Used Work E-Mail                                1,403       3.0%       6.8%
Downloaded Mobile Game                          1,197       2.6%      -4.3%
Purchased Wallpaper or Screensaver                958       2.1%      -0.1%
Source: M:Metrics, Inc., Copyright © 2007. Survey of German mobile
subscribers. Data based on three-month moving average for period ending 31
July, 2007, n= 16,127




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

                                            Subscribers             Percent
Activity                                      (1000s)     Percent    Change
Sent Text Message                              38,281      85.1%      -0.9%
Used Photo Messaging                           13,882      30.8%       0.9%
Used Personal E-Mail                            4,038       9.0%       1.2%
Used Mobile Instant Messenger                   2,534       5.6%      -1.6%
Used Work E-Mail                                2,255       5.0%      -2.8%
Purchased Ringtone                              1,816       4.0%     -12.5%
Downloaded Mobile Game                          1,242       2.8%     -10.1%
Purchased Wallpaper or Screensaver              1,054       2.3%      -9.5%
Source: M:Metrics, Inc., Copyright © 2007. Survey of Italian mobile
subscribers. Data based on three-month moving average for period ending 31
July, 2007, n= 13,696




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

                                            Subscribers             Percent
Activity                                      (1000s)     Percent    Change
Sent Text Message                              26,898      84.1%       0.1%
Used Photo Messaging                           10,107      31.6%       0.3%
Used Personal E-Mail                            2,755       8.6%       2.6%
Used Mobile Instant Messenger                   2,078       6.5%       4.0%
Purchased Ringtone                              1,732       5.4%      -4.0%
Used Work E-Mail                                1,676       5.2%       0.8%
Downloaded Mobile Game                          1,537       4.8%       2.4%
Purchased Wallpaper or Screensaver                720       2.3%       7.1%
Source: M:Metrics, Inc., Copyright © 2007. Survey of Spanish mobile
subscribers. Data based on three-month moving average for period ending 31
July, 2007, n= 12,921




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

                                            Subscribers             Percent
Activity                                      (1000s)     Percent    Change
Sent Text Message                              38,978      86.6%       0.0%
Used Photo Messaging                           13,709      30.5%       2.9%
Used Personal E-Mail                            3,445       7.7%       7.1%
Used Mobile Instant Messenger                   2,285       5.1%       1.6%
Downloaded Mobile Game                          2,161       4.8%      -0.6%
Used Work E-Mail                                1,808       4.0%       4.9%
Purchased Ringtone                              1,721       3.8%       1.6%
Purchased Wallpaper or Screensaver                839       1.9%      -1.9%
Source: M:Metrics, Inc., Copyright © 2007. Survey of U.K. mobile
subscribers. Data based on three-month moving average for period ending 31
July, 2007, n= 15,834




U.S. Mobile Subscriber Monthly Consumption of Content and Applications

M:Metrics Benchmark Survey: July 2007

                                            Subscribers             Percent
Activity                                      (1000s)     Percent    Change
Sent Text Message                              89,740      42.1%       1.2%
Used Photo Messaging                           38,291      18.0%       2.7%
Purchased Ringtone                             19,529       9.2%      -2.4%
Used Personal E-Mail                           19,064       9.0%      -1.0%
Used Mobile Instant Messenger                  13,949       6.5%      -1.9%
Used Work E-Mail                               11,119       5.2%      -2.1%
Downloaded Mobile Game                          6,932       3.3%       0.3%
Purchased Wallpaper or Screensaver              6,311       3.0%      -6.2%
Source: M:Metrics, Inc., Copyright © 2007. Survey of U.S. mobile
subscribers. Data based on three-month moving average for period ending 31
July, 2007, n= 32,824

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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Contact Information

  • Contacts:

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    Jaimee Minney
    M:Metrics
    Tel. +1 206.757.1360
    Email: Email Contact

    EU
    Tina Lorkin
    M:Metrics
    Tel. +447867 860 942
    Email: Email Contact

    UK
    Richard Fogg
    CompanyCare Communications
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