Over the past 3 months, which includes the Christmas period, the number of consumers using MMS has surged by 40%. This is driven by 18-24 year olds of whom 37% are now using MMS.

The results are revealed in the Mobile Media Monitor, the latest quarterly survey of the sector from Enpocket, the mobile marketing solutions provider.

Some 18% of all mobile phone owners now have a camera phone. Younger adults and men lead the way, with penetration more than doubling to 47% this quarter from 22% last quarter in the 18-24 segment. 21% of men versus 15% of women own a camera phone.

Mono ring tones are still the most popular downloaded media, but volumes are falling, as are those for icons and logos. While polyphonic ring tones and Java games are gaining in popularity, particularly among men: 10% of males have downloaded a polyphonic ring tone; 7% a Java game.

Use of the medium for participation in TV and radio shows, and for response to promotions and advertising in other media, are also showing continued growth with over 20% of 18-44 year olds having used their mobiles in this way. Interestingly, response to TV shows is heavily female biased - 12% of women have texted to a TV show, compared to 6% of men. Texting into radio is also a predominantly female activity. But SMS responses to product packing, advertising and newspapers all have a slightly male bias.

Commenting on the latest findings Jonathon Linner, CEO of Enpocket, said: "The mobile media market is in transition from first phase handsets and content to the second phase in which richer content and applications will gain sway. As MMS catches hold this is opening up many more exciting creative opportunities for marketers. Meanwhile, consumers are developing their use and ease with the channel which is making mobile the medium of choice for campaign response."

Phase 2 of the Mobile Media Monitor (UK) survey was based on 1,000 telephone interviews undertaken by ICM for Enpocket Insight in early February, and relates to the period December 2003 to February 2004. The base was representative of UK mobile phone usage.

The Mobile Media Monitor is a quarterly international study to monitor the changing consumption of mobile media. For more information about subscription to the survey, please contact mmm@enpocket.com.


About Enpocket:
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 mmm@enpocket.com or call 0044 (0)207 404 2090.

Published on: 12:00AM on 27th February 2004