***250% growth in use of 3G services, 175% growth in Java game downloads***
Enpocket, the leading mobile marketing solutions provider, has unveiled the findings from the latest Mobile Media Monitor. The quarterly analysis from Enpocket Insight helps marketers understand the changing patterns of mobile usage and provides actionable data for customer use with the Enpocket Engine.
This quarter's analysis shows that the number of mobile phone owners using 3G services has surged by 250% over the past six months, an interesting trend considering that a number of major carriers are currently rolling out consumer 3G services across Europe.
3G services were launched in the UK in November 2002 by 3 and are now being rolled out by the major UK carriers, such as Vodafone who recently unveiled its plans for a consumer 3G launch later this year.
Less than 3% of UK mobile phone users are currently using available 3G services, but this represents considerable growth from just over 1% in Q4 of 2003.
Interestingly less than 40% of consumers who own a 3G handset actually use it for 3G services, although this has also risen - from only 25% 6 months ago.
Java games are a more mature content type, so it is no surprise that the growth rate is lower - 175% over the last 6 months, but 5.8% or 1.9 million adults have downloaded a game in the last 3 months.
Games downloading is predominantly male, and also heavily skewed to the under 24s.
Ringtones are the most mature content area in the UK, with almost one in five or 5.9 million mobile users downloading a mono ringtone in the previous 3 months.
The gender profile is becoming majority female, and the age profile of both mono and poly ringtone downloaders being very similar, with 60-70% under the age of 34.
Commenting on the latest findings Jonathon Linner, CEO of Enpocket, said:
"Mobile Media Monitor continues to show that mobile owners are getting to grips with the more advanced features on handsets, beyond SMS. These trends bode particularly well for companies targeting the 18-24 and 25-34 age groups who lead development with the medium."
Phase 3 of the Mobile Media Monitor (UK) analysis was based on 1,000 telephone interviews undertaken by ICM for Enpocket Insight in early late April 2004, and relates to the period February 2004 to April 2004. The base was representative of UK mobile phone usage.
The Mobile Media Monitor is a quarterly study to monitor the changing consumption of mobile media. For more information about subscription to the analysis, please contact .
Enpocket's consumer-driven mobile solutions make marketing more effective. The heart of the offering is the Enpocket Engine, the world's most widely used wireless marketing software. The brain of the system is Enpocket Insight, the richest source of actionable consumer data from campaigns and general mobile usage in the marketplace. Using both, Enpocket Solutions - from advertising to promotions and relationship marketing - optimize relevance and response so that a low cost wireless contact strategy can improve performance across all media channels. Mobile can enhance any marketing program, whether driving sales, developing loyalty or saving costs. To learn more see www.enpocket.com. Enpocket has offices in New York, Los Angeles, Palo Alto, London and Helsinki.
Enpocket clients include: Levi's, Nike, McDonalds, Orange, BBC, Volvo, HSBC, Radiolinja, NHS, Turner, Vodafone, Fox, Honda, Sony, Universal Pictures, Expedia, Sonera Zed, Warner Brothers, T-Mobile, Cadbury's, Coca-Cola, P&G, JCPenney, KFC, O2, Doritos, Mobileway, HP, Fidelity, GM, CompUSA and Mastercard.
About the Enpocket Mobile Media Monitor:
The Mobile Media Monitor has been devised to give marketers, media owners and network operators quarterly insight into the changing patterns of mobile media consumption as the medium evolves around the world. Development will vary by market, depending on levels of penetration, technology adoption, network agreements, pricing, regulations, and other cultural influences. It is therefore valuable to map this evolving picture: to spot emerging trends, evaluate their causes and provide comparative analysis market by market, to help businesses optimize their use of the channel. To find out more about subscription to the Mobile Media Monitor in one or more markets please contact or call 0044 (0)207 404 2090.
For press enquiries please contact:
Hugh Mark on UK: +44 (0) 207 404 2190,
Published on: 12:00AM on 1st April 2004