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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provided that each is sourced to M:Metrics, for example, "Source:
M:Metrics, Inc." or "According to M:Metrics, . . .". Copies of
graphs, data tables or slides must include the following copyright
notice affixed to all material: "Copyright © 2007, M:Metrics, Inc."
Contact:
UK
Richard Fogg
CompanyCare Communications
Tel . +44 (0)118 939 5900
Email richard@companycare.com
US
Jaimee Minney
M:Metrics
Tel +1 206.757.1360 (office)
Email jminney@mmetrics.com
