M:Metrics introduces Generation M

Mobile market research firm M:Metrics has released the latest survey into mobile media consumption for February, revealing a marked pattern in the different age brackets for mobile subscribers using applications and consuming mobile media and entertainment.

According to the February Benchmark Survey, the 13 to 24 year-old subscribers are more likely to use mobile applications, though the firm warns content providers not to ignore the 25 and older audience, which accounts for over 70 per cent of mobile content consumers.

Paul Goode, M:Metrics VP and senior analyst, commented: "Although 13 to 24-year-olds make up less than 20 per cent of the mobile audience in the UK and Germany, they show a high propensity to consume mobile content, with 62 per cent of British, and 47 per cent of German members of Generation M using one or more mobile applications."

"But the appeal of mobile content extends beyond youth, as the majority of mobile content consumers are over 25," he added. "The challenge the mobile content industry faces is to similarly engage a higher percentage of older consumers."

In the area of mobile gaming, adults 25 and older comprise 62 per cent of the audience in both Britain and Germany, although M:Metrics has found that just two per cent of German and three per cent of UK in that age bracket downloaded a game in February.

By comparison, five per cent of German teens downloaded a mobile game, as did eight per cent of their British counterparts. The survey shows that the 18 to 24 age group, which accounts for 27.3 per cent of the German market and 26 per cent of the UK market, are the most likely to download a mobile game.

In both regions, males outnumbered female in terms of downloading games, although the figures are noticeably different for phone personalisation services such as ringtones, wallpapers and ringback tones. In Germany, 53 per cent of subscribers purchasing personalisation content were female, with a slightly higher 56 per cent in the UK.

Subscribers aged 25 and over accounted for 75 and 85 per cent of the German and UK markets respectively, but the 13-17 year old age group were clearly leading the consumption in this area, leaving a vast, seemingly untapped audience for content providers to target.

"This data shows that that mobile content has mass appeal," Goode stated. "But in order for this sector to grow, publishers, operators and other mobile content owners need to better identify underserved market segments and develop media that will compel all consumers to look to their devices for information and entertainment."

For a more detailed look at the consumption figures, audience breakdown and consumer patterns for mobile media, please visit the M:Metrics website for more information on the February Benchmark Survey.