Mobile Social Networking Has 12.3 Million Friends in the US and
Western Europe
MySpace Has Largest Mobile Network in the United States and UK;
MSN/Windows Live Spaces Is Preferred in France, Germany, Italy and
Spain
SEATTLE, WA and LONDON--(Marketwire - August 15, 2007) - M:Metrics,
the mobile media authority, today released for the first time its
measurement of mobile social networking, announcing that 12.3 million
consumers in the United States and Western Europe reported accessing
a social networking site with their mobile device in the month of
June.
The American audience for mobile social networking sites was the
largest, with 7.5 million, or 3.5 percent, of mobile subscribers.
Italy follows, with 1.3 million or 2.8 percent, then the UK, with 1.1
million, or 2.5 percent, Spain, with 751,000 (2.3 percent), Germany
(1.9 percent) and France (1.7 percent). MySpace garnered the most
mobile users in the United States and United Kingdom, whereas MSN was
the forum of choice for mobile Web 2.0 users in the other geographies
surveyed.
"For an increasingly wide audience, social networking sites have become an
indispensable part of the digital lifestyle," said Mark Donovan, senior analyst, M:Metrics.
"Nearly every online social networking site has added the ability to
connect to these communities with a mobile phone, allowing people to
access profiles and share content while they're on the go. With the
mobile phone playing a central role in people's social lives, it's
only natural that social networking sites are working to bridge the
gap between the online and mobile worlds."
MySpace and Facebook are the top two social networking sites accessed
via mobile in both the U.S. and UK. MySpace attracts 3.7 million U.S.
and 440,000 UK mobile users. In America, Facebook's mobile audience
is about 2 million, and in Britain, about 307,000. Rounding out the
top three is YouTube in the U.S., with 901,000 mobile visitors and
Bebo in the UK, with 288,000.
M:Metrics also tracks the availability of content across all operator
portals and found that in June, the top three U.S. mobile social
networking sites had strong distribution, with MySpace appearing on
the decks of : Amp'd, AT&T, Helio and Nextel. Facebook was accessible
on the Sprint, AT&T, Virgin and Amp'd decks and YouTube on the
Verizon deck*. In the UK, MySpace has distribution on Vodafone, Bebo
is on the 3 deck, but number-two MSN Live Spaces is offered nowhere
on-portal.
Those under 25 are the most active users of mobile social networking
sites across all geographies. In France, Germany, Italy and Spain,
the age demographic with the largest percentage of use is
13-17-year-olds, whereas college-aged consumers (18-24) are the most
avid users in the United States and the United Kingdom.
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 June
Benchmark Survey.
*YouTube is also on the iPhone deck, which was not under measurement
at the time of the survey.
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.
Authorized Uses
Members of the press may cite research data or a portion of text
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."
Accessed Social Networking Site or Blog: June 2007
France Germany Italy Spain UK US
Almost every day 0.8% 0.5% 1.5% 0.7% 0.3% 0.7%
At least once each week 0.2% 0.4% 0.4% 0.6% 0.7% 1.1%
Once to three times
throughout the month 0.7% 1.0% 0.9% 1.1% 1.4% 1.8%
Ever in month 1.7% 1.9% 2.8% 2.3% 2.5% 3.5%
Source: M:Metrics, Inc., Copyright © 2007. Data based on three-month
moving average for period ending June 2007, based on a survey of 103,457
respondents in the UK, Germany, France, Spain, Italy and the United States.
France Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: June 2007
Subscribers Percentage
Activity (1000s) Percentage Change
----------- ---------- ----------
Sent Text Message 32,075 72.10% -0.10%
----------- ---------- ----------
Used Photo Messaging 9,967 22.40% 2.40%
----------- ---------- ----------
Used Personal E-Mail 2,571 5.80% 0.70%
----------- ---------- ----------
Purchased Ringtone 1,964 4.40% -2.80%
----------- ---------- ----------
Used Mobile Instant Messenger 1,345 3.00% -2.10%
----------- ---------- ----------
Used Work E-Mail 935 2.10% -2.40%
----------- ---------- ----------
Purchased Wallpaper or Screensaver 777 1.70% 4.80%
----------- ---------- ----------
Downloaded Mobile Game 614 1.40% 3.60%
----------- ---------- ----------
Source: M:Metrics, Inc., Copyright © 2007. Survey of French mobile
subscribers. Data based on three-month moving average for period ending 30
June, 2007, n = 12,705
Germany Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: June 2007
Subscribers Percentage
Activity (1000s) Percentage Change
----------- ---------- ----------
Sent Text Message 37,196 80.00% -0.40%
----------- ---------- ----------
Used Photo Messaging 10,087 21.70% 5.50%
----------- ---------- ----------
Used Personal E-Mail 2,542 5.50% -1.30%
----------- ---------- ----------
Purchased Ringtone 2,173 4.70% 1.70%
----------- ---------- ----------
Used Mobile Instant Messenger 1,540 3.30% 6.80%
----------- ---------- ----------
Used Work E-Mail 1,314 2.80% 2.30%
----------- ---------- ----------
Downloaded Mobile Game 1,251 2.70% 4.10%
----------- ---------- ----------
Purchased Wallpaper or Screensaver 959 2.10% -1.30%
----------- ---------- ----------
Source: M:Metrics, Inc., Copyright © 2007. Survey of German mobile
subscribers. Data based on three-month moving average for period ending 30
June, 2007, n = 15,615
Italy Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: June 2007
Subscribers Percentage
Activity (1000s) Percentage Change
----------- ---------- ----------
Sent Text Message 38,621 85.80% 1.40%
----------- ---------- ----------
Used Photo Messaging 13,755 30.60% 3.40%
----------- ---------- ----------
Used Personal E-Mail 3,989 8.90% 2.00%
----------- ---------- ----------
Used Mobile Instant Messenger 2,576 5.70% 3.10%
----------- ---------- ----------
Used Work E-Mail 2,319 5.20% 4.30%
----------- ---------- ----------
Purchased Ringtone 2,077 4.60% 2.10%
----------- ---------- ----------
Downloaded Mobile Game 1,382 3.10% -8.50%
----------- ---------- ----------
Purchased Wallpaper or Screensaver 1,164 2.60% 2.20%
----------- ---------- ----------
Source: M:Metrics, Inc., Copyright © 2007. Survey of Italy mobile
subscribers. Data based on three-month moving average for period ending 30
June, 2007, n = 13,719
Spain Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: June 2007
Subscribers Percentage
Activity (1000s) Percentage Change
----------- ---------- ----------
Sent Text Message 26,874 84.00% 0.10%
----------- ---------- ----------
Used Photo Messaging 10,072 31.50% 2.60%
----------- ---------- ----------
Used Personal E-Mail 2,685 8.40% -1.80%
----------- ---------- ----------
Used Mobile Instant Messenger 1,997 6.20% -3.20%
----------- ---------- ----------
Purchased Ringtone 1,805 5.60% -4.60%
----------- ---------- ----------
Used Work E-Mail 1,663 5.20% -8.30%
----------- ---------- ----------
Downloaded Mobile Game 1,500 4.70% -0.40%
----------- ---------- ----------
Purchased Wallpaper or Screensaver 672 2.10% 0.70%
----------- ---------- ----------
Source: M:Metrics, Inc., Copyright © 2007. Survey of Spain mobile
subscribers. Data based on three-month moving average for period ending 30
June, 2007, n = 13,080
United Kingdom Mobile Subscriber Monthly Consumption of Content and
Applications
M:Metrics Benchmark Survey: June 2007
Subscribers Percentage
Activity (1000s) Percentage Change
----------- ---------- ----------
Sent Text Message 38,979 86.60% -0.10%
----------- ---------- ----------
Used Photo Messaging 13,326 29.60% -0.50%
----------- ---------- ----------
Used Personal E-Mail 3,217 7.10% -2.30%
----------- ---------- ----------
Used Mobile Instant Messenger 2,248 5.00% 1.00%
----------- ---------- ----------
Downloaded Mobile Game 2,174 4.80% 0.90%
----------- ---------- ----------
Used Work E-Mail 1,724 3.80% 1.10%
----------- ---------- ----------
Purchased Ringtone 1,694 3.80% -5.80%
----------- ---------- ----------
Purchased Wallpaper or Screensaver 855 1.90% 4.90%
----------- ---------- ----------
Source: M:Metrics, Inc., Copyright © 2007. Survey of United Kingdom
mobile
subscribers. Data based on three-month moving average for period ending 30
June, 2007, n = 15,758
United States Mobile Subscriber Monthly Consumption of Content and
Applications
M:Metrics Benchmark Survey: June 2007
Subscribers Percentage
Activity (1000s) Percentage Change
----------- ---------- ----------
Sent Text Message 88,674 41.60% 1.20%
----------- ---------- ----------
Used Photo Messaging 37,275 17.50% 3.40%
----------- ---------- ----------
Purchased Ringtone 20,012 9.40% 0.90%
----------- ---------- ----------
Used Personal E-Mail 19,259 9.00% 3.60%
----------- ---------- ----------
Used Mobile Instant Messenger 14,215 6.70% -0.50%
----------- ---------- ----------
Used Work E-Mail 11,356 5.30% 3.10%
----------- ---------- ----------
Downloaded Mobile Game 6,908 3.20% -2.40%
----------- ---------- ----------
Purchased Wallpaper or Screensaver 6,725 3.20% 2.20%
----------- ---------- ----------
Source: M:Metrics, Inc., Copyright © 2007. Survey of United States mobile
subscribers. Data based on three-month moving average for period ending 30
June, 2007, n = 33,810
Contacts:
US
Jaimee Minney
M:Metrics
Tel +1 206.757.1360
Email: jminney@mmetrics.com
EU
Tina Lorkin
M:Metrics
Tel: +447867 860 942
Email: tlorkin@mmetrics.com
UK
Richard Fogg
CompanyCare Communications
Tel . +44 (0)118 939 5900
Email: richard@companycare.com
