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15th June 2006 - M:Metrics, today issued its findings on
the audience for mobile social networking. The firm found
that the British are more inclined to use social networking
applications than are American or German mobile phone users,
with 10.1 percent of Britons, 7.2 percent of Germans, 6.5
percent of French and 6.7 percent of Americans reporting they
uploaded photos or videos to the Web, used chat or used dating
applications in the month of April.
The firm found that the demographics of subscribers who generate
user-created content are similar across the three geographies,
with students, particularly those aged 13-17, being the most
predisposed to the activity. The monthly survey, which is
the largest of its kind, also revealed that males are the
most active, comprising of 56.2 percent of the audience in
the UK, 59 percent of the German audience, 62.4 percent of
the U.S. audience and 56.8 percent in France.
Monthly Use of Social Networking Applications: M:Metrics
MobiLens, April 2006 can be seen below.
| Activity |
UK Subscribers (000s) |
% UK Subs |
German Subscribers (000s) |
% German Subs |
French Subscribers (000s) |
% French Subs |
US Subscribers (000s) |
% US Subs |
| Uploaded video to Web |
1,221 |
2.8 |
710 |
1.6 |
761 |
1.8 |
3,601 |
1.9 |
| Used chat |
1,706 |
4 |
1,762 |
4.1 |
1,328 |
3.2 |
7,142 |
3.8 |
| Uploaded photo to Web |
2,948 |
6.9 |
1,553 |
3.6 |
1,478 |
3.5 |
6,874 |
3.7 |
| Accessed dating service |
458 |
1.1 |
395 |
0.9 |
344 |
0.8 |
2,635 |
1.4 |
| Likely to post a photo or video to Web in coming year |
6,504 |
15.2 |
2,708 |
6.2 |
5,444 |
12.9 |
22,099 |
11.9 |
| Engaged in any social networking activity |
4,364 |
10.1 |
3,138 |
7.2 |
2,750 |
6.5 |
12,384 |
6.7 |
| Source: M:Metrics, Inc., Copyright © 2006.
Survey of German, UK, French and U.S. mobile subscribers.
Data based on three-month moving average for period ending
30 April, 2006, n= 15,234, Germany; 15,152, UK; 12,711,
France; 34,605, US. |
In the UK market, UMTS operator 3 has the highest percentage
of socially networked subscribers creating their own content,
at 17.4 percent. In the U.S., T-Mobile has the highest penetration,
at 10 percent, in the French market SFR leads with 7.1 percent
and in the German market it’s O2, with 10.6 percent of
its base using at least one of the applications.
“As we have seen with the rise in MySpace, YouTube and
Flickr, there is a substantial population of connected creators
on the Web,” said Mark Donovan, vice president and senior
analyst, M:Metrics. “With as many as 10 percent of mobile
subscribers participating in this activity over the operator
network, there is a sizable business here across the entire
mobile sector, which will only grow when more of these sites
fully integrate mobile access.”
“The mobile content industry has learnt that the ringtone
and games markets are not just about the youth and are broadening
their offerings accordingly,” added Paul Goode, vice
president and senior analyst, M:Metrics. “This is not
just older groups catching up, but also the youth moving on
to become creators rather than just the consumers. Social
networking is the most youth-driven category of 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 market measurement
firm, M:Metrics delivers the most accurate mobile market metrics
through the largest monthly survey of mobile subscribers in
the U.S., U.K., Germany and France, as well as automated data
collection methodologies.
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