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In Europe, new device acquisitions were 90 percent higher in December 2006 than an average month, in the United States, 40 percent higher
SEATTLE, Wash November 26, 2007 — Mobile phones are popular holiday gifts, with more consumers acquiring a new mobile in December than any other month, reports M:Metrics, the mobile media authority. The measurement firm revealed for the first time today its historical device sales and satisfaction data in the United States and Europe, and found that 15 percent of all European subscribers who acquired a new phone in 2006 did so in December, a rate that is 90 percent higher than an average month. In the United States, 12 percent got their phone in December, which is 40 percent above the monthly average rate
“December is consistently the highest-performing month for new device purchases, and the operators have responded by embellishing their handset portfolios in time for the holidays,” said Paul Goode, senior analyst, M:Metrics. “As we look out at the Christmas season, one way to gauge how devices may perform is their popularity, so the iPhone and N95 should do well at the premium end of the market. These fun, stylish devices have the potential to compel consumers to choose to gift a mobile device over other popular consumer electronics such as MP3 players and videogame consoles.”
One dimension of M:Metrics’ research into mobile media consumption is understanding how mobile devices relate to a consumer’s propensity to access mobile services. The firm measures multiple aspects of device ownership, including whether the device was purchased in the previous month, and how the consumer rates their level of satisfaction with it, on a scale of one (dissatisfied) to 10 (extremely satisfied). According to M:Metrics, Sony Ericsson’s k810i and Nokia’s N95 post the highest satisfaction scores in Europe, while the LG EnV and iPhone vie for the top position in the United States.
Top Devices By Satisfaction Score (1-10), September 2007
France
Germany
Italy
Device
Score
Sony Ericsson K800i
9
Sony Ericsson K810i
8.8
Nokia N95
9.29
Sony Ericsson W810i
8.79
Sony Ericsson W850i
8.72
Nokia 6310i
8.83
8.58
Sony Ericsson W880i
8.67
Nokia 3330
8.74
Spain
UK
US
9.14
8.68
LG VX9900 enV Orange
9.24
Samsung SGH-E250
8.63
Apple iPhone 8GB
9.21
Sony Ericsson Z610i
8.4
Nokia 2310
8.52
LG AX355
8.98
“Consumers who love their mobile phone are more likely to recommend it to someone else, and potentially buy it as a gift”,” observed Goode. “High-end phones, such as the N95, Sony Ericsson’s k850 and the Walkman series are being heavily promoted across Europe as Vodafone and Orange tout these multimedia devices and their 3G capabilities in the shadow of the iPhone. Meanwhile, in the U.S., Verizon just launched the iPhone-like Voyager and T-Mobile responded with the Shadow earlier in the month.”
M:Metrics applies trusted media measurement methodologies to assess the audience for mobile content and applications. As the world’s most authoritative mobile media 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 September Benchmark Survey.
French Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: September 2007
Activity
Subscribers (1000s)
Percentage
Percentage Change
Sent Text Message
33,491
74.40%
1.10%
Used Photo Messaging
10,681
23.70%
-0.30%
Used Personal E-Mail
2,835
6.30%
3.60%
Purchased Ringtone
1,818
4.00%
-3.10%
Used Mobile Instant Messenger
1,396
3.10%
-4.30%
Used Work E-Mail
866
1.90%
-7.70%
Purchased Wallpaper or Screensaver
729
1.60%
-3.90%
Downloaded Mobile Game
699
0.50%
Source: M:Metrics, Inc., Copyright © 2006. Survey of French mobile subscribers. Data based on three-month moving average for period ending 30 September, 2007, n= 12,785
German Mobile Subscriber Monthly Consumption of Content and Applications
38,166
80.30%
0.40%
10,433
22.00%
0.80%
2,849
6.00%
6.80%
2,102
4.40%
3.20%
1,540
5.00%
1,436
3.00%
5.70%
1,166
2.50%
952
2.00%
Source: M:Metrics, Inc., Copyright © 2006. Survey of German mobile subscribers. Data based on three-month moving average for period ending 30 September, 2007, n= 15,989
Spanish Mobile Subscriber Monthly Consumption of Content and Applications
Pct
Pct Change
27,314
84.00%
0.30%
10,504
32.30%
-0.10%
2,596
8.00%
-4.80%
2,064
6.40%
-4.20%
1,667
5.10%
-1.50%
1,656
4.20%
1,548
4.80%
-6.50%
640
-6.60%
Source: M:Metrics, Inc., Copyright  2006. Survey of Spanish mobile subscribers. Data based on three-month moving average for period ending 30 September, 2007, n= 12,688
Italian Mobile Subscriber Monthly Consumption of Content and Applications
39,309
86.40%
14,423
31.70%
-1.20%
3,941
8.70%
-2.80%
2,665
5.90%
0.70%
2,083
4.60%
-5.00%
1,795
3.90%
-0.20%
1,287
2.80%
5.40%
1,016
2.20%
4.50%
Source: M:Metrics, Inc., Copyright © 2006. Survey of Italian mobile subscribers. Data based on three-month moving average for period ending 30 September, 2007, n= 13,226
U.K. Mobile Subscriber Monthly Consumption of Content and Applications
39,424
86.60%
13,793
30.30%
-1.00%
3,467
7.60%
2,204
-1.80%
2,172
1,873
4.10%
1,507
3.30%
-3.40%
695
1.50%
-5.70%
Source: M:Metrics, Inc., Copyright © 2006. Survey of U.K. mobile subscribers. Data based on three-month moving average for period ending 30 September, 2007, n= 16,075
U.S. Mobile Subscriber Monthly Consumption of Content and Applications
94,891
44.10%
42,067
19.60%
1.70%
20,425
9.50%
20,034
9.30%
1.80%
15,102
7.00%
2.90%
12,430
5.80%
7,148
6,410
Source: M:Metrics, Inc., Copyright © 2006. Survey of U.S. mobile subscribers. Data based on three-month moving average for period ending 30 September, 2007, n= 33,813
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 © 2008, M:Metrics, Inc.”