[August 23, 2004] Enpocket's Mobile Media Monitor Finds Mobile Ownership and Sophistication Growing Fast in US NEW YORK --(Business Wire)-- Aug. 23, 2004 -- Enpocket: -- 128 million US adults now use a mobile phone -- Games download market grows 75% quarter over quarter -- Those texting to TV and radio doubles in 3 months Enpocket, the leading mobile marketing solutions provider, has unveiled the findings from its quarterly US Mobile Media Monitor. The quarterly analysis from Enpocket Insight helps marketers and wireless carriers understand the changing patterns of mobile usage. The latest mobile media monitor from Enpocket reveals that penetration of mobile phones in the US is increasing rapidly - the penetration rose 8% from 53% in Q2 to 61% in Q3 of 2004. This means there are now 128 million adults using a mobile phone in the US. While mobile is often thought of as a youth medium, Enpocket found that the peak of adoption actually occurs in the 35-49 year age group, where 7 out of 10 people use a mobile phone. There is also a very strong correlation between phone use and income - for those earning less than $20,000 per year the penetration is only 38% - rising to 83% for those earning $75,000 or higher. The Mobile Media Monitor also indicates increased sophistication of usage in the US market. The fastest growing media downloads are Java and BREW games, which show a 75% increase quarter over quarter. In Q2 there were 4.4 million adults downloading games to their phones - this has risen to 7.7 million in Q3. This growth is particularly dramatic in the 18-25 year age group. In Q2 11% (or 2 million) of 18-25 year-old phone owners were downloading games - rising to 22% (4 million) by Q3 2004. The following results show significant increases in the number of adults downloading all media types: -- Graphics (wallpaper, icons, logos, etc) has increased at an incredible rate - 57% increase to 11 million active adults -- People downloading monophonic ringtones (the most popular downloadable media type) has increased 32% to 18.6 million adults -- Similarly polyphonic ringtones have increased 28% to 11 million adults The other area of significant change in the US market is the use of text to interact with media. While still in its infancy, an increasing number of media vehicles offering text as an interactive path to their consumers are producing real changes in usage patterns. Three percent of adult phone users claim to have sent a text message to a TV show - more than double the previous quarter, and two percent have sent a text to a radio station - again more than double Q2 figure. "As the demand for content on mobile phones increases, it presents a huge opportunity for brands to connect with their customers anywhere they are on this truly personal device," commented Jonathon Linner, CEO of Enpocket. "The Mobile Media Monitor offers invaluable insight into the evolving mobile marketing and behavioral space, allowing marketers and carriers to deliver more valuable content to consumers." The Mobile Media Monitor is a quarterly international study to monitor the changing consumption of mobile media. For more information about subscription to the survey, please contact [email protected] Phase II of the Mobile Media Monitor (US) survey was based on 1,000 telephone interviews undertaken by NOP World for Enpocket Insight in late July 2004, and relates to the period May 2004 to July 2004. The base was representative of US mobile phone usage. About Enpocket: Enpocket's consumer-driven mobile solutions make marketing more effective. The heart of the offering is the Enpocket Engine, the world's most widely used wireless marketing software. The brain of the system is Enpocket Insight, the richest source of actionable consumer data from campaigns and general mobile usage in the marketplace. Using both, Enpocket Solutions - from advertising to promotions and relationship marketing - optimize relevance and response so that a low cost wireless contact strategy can improve performance across all media channels. Mobile can enhance any marketing program, whether driving sales, developing loyalty or saving costs. To learn more see www.enpocket.com. Enpocket has offices in New York, Los Angeles, Palo Alto, Milan, Minneapolis, London and Helsinki. Enpocket clients include: Levi's, Nike, McDonalds, Orange, BBC, Volvo, HSBC, Radiolinja, NHS, Turner, Vodafone, Fox, Honda, Sony, Universal Pictures, Expedia, Sonera Zed, Warner Brothers, T-Mobile, Cadbury's, Coca-Cola, P&G, JCPenney, KFC, O2, Doritos, Mobileway, HP, Fidelity, GM, CompUSA and Mastercard. About the Enpocket Mobile Media Monitor: The Mobile Media Monitor has been devised to give marketers, media owners and wireless carriers quarterly insight into the changing patterns of mobile media consumption as the medium evolves around the world. Development will vary by market, depending on levels of penetration, technology adoption, network agreements, pricing, regulations, and other cultural influences. It is therefore valuable to map this evolving picture: to spot emerging trends, evaluate their causes and provide comparative analysis market by market, to help businesses optimize their use of the channel. To find out more about subscription to the Mobile Media Monitor in one or more markets please contact [email protected]. Editor's note: For charts and graphics, please contact Keri Bertolino at fama PR. [ Back To TMCnet.com's Homepage ]