Telephia: British and American Consumers Get Social on Mobiles
British and American Consumers Get Social on Mobiles
MySpace Receives the Most Mobile-Generated Content on Both Sides of the Atlantic, According to Telephia
SAN FRANCISCO, CA and LONDON — (MARKET WIRE) — January 24, 2007
– U.K. and U.S. mobile phonesusers are starting to put their phones to work creating and uploadingcontent to a variety of websites, with social networking sites leading theway. The latest research from Telephia, the world’s largest provider ofsyndicated consumer research to the telecom and mobile media markets, showsthat around four percent of U.K. mobile users have uploaded content createdon their mobile phones to social networking sites, video and picturesharing sites, blogs and personal web pages.
Although uploading from mobile is not yet a mainstream activity, it isalready ranking close to watching mobile video in popularity, and the factthat users are finding ways to send their content even to sites that do notyet offer a facility to upload direct from mobiles suggests strong latentdemand for mobile to be integrated into the social networking world (seeTable 1).
“Social networking sites have taken the web by storm. Eighty-five percentof U.K. consumers are using text messaging to stay connected to their peersat all times and more than 80 percent of new phones sold are camera phones.Put this together with Vodafone and O2’s declared interest in offeringmobile services from MySpace and Bebo, and you can see why socialnetworking in the U.K. will spread from the PC to the street in 2007 andbeyond,” says Reza Chady, Telephia’s managing director for Europe.
Table 1: Penetration of Data Activities Amongst U.K. Mobile UsersActivity Proportion of U.K. Mobile SubscriberSMS 85%MMS 35%Games 26%Internet 19%Ringtones 15%Music 14%Email 11%Uploads 4%Video 3%Source: Telephia TAM Report, U.K., Q3 2006Telephia’s research in the U.K. suggests that MySpace is the site receivingcontent from the highest number of mobile consumers, with 21 percent ofmobile uploaders saying that they have sent content there (see Table 2).Windows Live Spaces, which launched a mobile version in 2006, is closebehind at 19 percent. Video-sharing site YouTube and social networking siteBebo are in joint third place at 9 percent. Mobile uploading isparticularly popular with younger consumers. 15-24 year olds are almosttwice as likely to be doing it as other age groups.
In the U.S., where a mobile version of MySpace is available both on theCingular network and the data-centric Helio service, six percent of mobileusers are uploading content to sites from their phones. Social networkingsites dominate here also, with 32 percent of mobile uploaders puttingcontent onto MySpace (see Table 2). In the U.S. as in the U.K., uploadingcontent from the phone is most popular with younger consumers, with 15-24year olds being the most likely group to be doing it and MySpace receivingthe dominant share of their uploads.
Table 2: Top Websites Receiving Mobile-generated Content (U.K. and U.S.)Websites % of Mobile Uploaders Websites % of Mobile Uploaders in the U.K.* in the U.S.*MySpace 21% MySpace 32%Windows Live Spaces 19% Facebook 13%YouTube 9% Windows Live Spaces 11%Bebo 9% YouTube 9%Hi5 7% Hi5 6%Source: Telephia Audience Measurement Report, U.K. and U.S., Q3 2006*Note: Percentage of mobile users who claim to have uploaded content from their phones to websitesAbout Telephia
Telephia
Telephia is the world’s largest provider of syndicated consumer research tothe telecom and mobile media markets. Since 1998, executives at serviceproviders, device manufacturers, content providers, and retailers haverelied on Telephia data to make confident competitive strategy, marketingand resource allocation decisions. Telephia uses its unique measurementtools and large-scale consumer panels to completely understand the digitalconsumer’s behaviour, attitudes and experience.
For more information, please visit www.telephia.com.
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