M:Metrics Now Measuring China, the World's Largest Mobile Market
While Nokia Commands Market Share in Emerging Chinese Mobile Media
Market, Sony Ericsson Is Driving Content Consumption
SEATTLE, WA and LONDON--(Marketwire - February 11, 2008) - M:Metrics,
the mobile media authority, today announced the first large-scale
study of mobile media consumption in China, the world's largest
mobile market. According to M:Metrics' December Benchmark Survey,
mobile entertainment is popular among the Chinese, with an
astonishing 34.8 percent reporting they listened to mobile music in
the month, and 10 percent playing a downloaded mobile game.
Percentage of Mobile Subscriber Monthly Consumption of Content and
Applications
M:Metrics Benchmark Survey: November 2007
US FR DE IT ES UK China
Watched video 4.2% 5.0% 2.5% 6.0% 7.7% 5.1% 0.9%
Listened to music 5.7% 12.9% 15.0% 13.3% 20.0% 18.9% 34.8%
Accessed news/info via browser 12.6% 9.2% 5.2% 7.6% 7.5% 15.5% 6.1%
Played downloaded game 9.1% 4.0% 7.6% 8.7% 13.0% 11.0% 10.0%
Accessed downloaded application 4.2% 1.3% 2.2% 4.0% 2.5% 3.3% 2.4%
Sent/received photos or videos 20.5% 24.3% 21.7% 31.3% 31.7% 29.7% 15.2%
Purchased ringtones 9.7% 4.3% 4.2% 4.6% 4.6% 3.7% 4.4%
Used email 11.6% 6.7% 6.9% 10.2% 9.0% 9.1% 2.5%
Accessed social networking sites 3.6% 1.7% 1.4% 1.9% 2.4% 3.6% 2.2%
Source: M:Metrics, Inc., Copyright © 2008. Survey of mobile subscribers.
Data based on three-month moving average for period ending 30th
November 2007, mobile subscribers in France, n = 12,867 Germany,
n = 15,700; Italy, n = 13,107; Spain, n = 12,877; United Kingdom,
n = 15,588; United States, n = 33,237, and the cities of Beijing,
Shanghai, Guangzhou, Shenyang, Chengdu, Wuhan and Xi'an for the three-month
average ending 31 December 2007, n = 5,163.
The firm also found that while Nokia has a substantial lead in terms
of share of handset owners in China, at 30.9 percent, owners of Sony
Ericsson handsets are a driving force in the mobile media sector. For
example, Sony Ericsson device owners are 1.7 times more likely to
send a photo message, and almost twice as likely to browse mobile
Internet content compared with the market average.
"While 34.8 percent of total mobile subscribers listened to music on
their device, nearly 60 percent of Sony Ericsson handset owners
consumed mobile music in December," said Seamus McAteer, senior
analyst, M:Metrics. "Competing global handset brands such as
Motorola, Nokia and Samsung also significantly outperform native
brands in terms of being used to consume mobile content. These
companies are well positioned in a market where operators are seeking
to grow mobile content in preparation for the roll out of 3G
networks."
Percentage of Mobile Subscriber Monthly Consumption of Content and
Applications by OEMM:Metrics Benchmark Survey: December 2007
Market Motorola Nokia Samsung Sony Ericsson LG
Any news or info 6.1% 6.0% 6.7% 4.9% 11.8% 3.0%
Played downloaded games 10.0% 8.3% 11.9% 5.7% 24.1% 9.5%
Sent/received photos
or videos 15.2% 13.7% 18.6% 12.2% 26.6% 19.0%
Purchased ringtone 4.4% 3.6% 4.7% 5.3% 7.1% 2.9%
Listened to mobile music 34.8% 32.4% 36.7% 31.1% 59.6% 41.8%
Source: M:Metrics, Inc. Survey of Chinese mobile subscribers in Beijing,
Shanghai, Guangzhou, Shenyang, Chengdu, Wuhan and Xi'an for the three-month
average ending December 2007, n = 5,163.
Similar to the European and US markets, 18-34 year-olds are the
biggest consumers of mobile content in China, accounting for 64.6
percent of those who accessed news and information via their mobile
browser. News is the most popular genre of information accessed on
the mobile browser, followed by entertainment information and sports.
M:Metrics is the only firm to offer consistent monthly measures of
the Chinese market, which are directly comparable to the survey
results M:Metrics gathers from France, Germany, Italy, Spain, the
United Kingdom and the United States. The firm surveyed 5,163 Chinese
mobile subscribers aged 13-54 via telephone in the capitals of
Beijing, Shanghai, Guangzhou, Shenyang, Chengdu, Wuhan and Xi'an.
"China is the most important market for mobile technology in the
world, and I'm proud that M:Metrics has the distinction of being the
first measurement firm to offer authoritative metrics on this large,
growing mobile audience," said McAteer. "We are already seeing
pent-up demand for this data among our client base, and will continue
to report on this fascinating audience monthly through our MobiLens
syndicated data service."
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.
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 © 2008, M:Metrics, Inc."
Contacts:
US
Jaimee Minney
M:Metrics
+1 206.757.1360 (o)
jminney@mmetrics.com
EU
Tina Lorkin
M:Metrics
+44 7867 860 942 (m)
tlorkin@mmetrics.com