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July 09, 2008
comScore M:Metrics Benchmarking Study Reveals Increase in Photo Messaging
By Shamila Janakiraman, TMCnet Contributor
ComScore has released the results of the figures from the M:Metrics (News - Alert) Benchmarking Study. According to this study, photo messaging from mobile phones has increased 60 percent in the U.S. over the last year, and in Europe, where photo messaging got an earlier start, the increase was 16 percent.
It was found that in the United States, photo messaging tends to increase during the summer months of July and August. Figures collected for the past three years suggest this trend.
“Summer vacations provide the perfect context for photo messaging, as the utility of instantly sharing a holiday moment with loved ones is undeniably compelling,” commented Mark Donovan (News - Alert), senior vice president, comScore mobile products.
“The camera phone could replace the postcard as the preferred mode to say ‘wish you were here’, as even parents and grandparents are snapping and sending photos from their mobile devices,” added Donovan.
However, in Europe photo messaging usage rates are consistent throughout the year with a slight increase during summer. This is because photo messaging is more mature here. Usage increases sharply during Christmas holiday celebrations and usually photos are shared from newly acquired phones. In the U.S, photo messaging also increases during December compared to other months.
The M:Metrics Benchmark Study reveals that photo messaging is used by all age demographic segments with increased usage among teens and people above the age of 35 years.
In the European market, increased usage is shown by people over 55 years of age.
“Cameraphones are in the hands of the majority of mobile phone users and are increasingly a part of the fabric of peoples’ lives, with 78 percent of Europeans and 66 percent of Americans owning a cameraphone today,” said Donovan.
“Photo messaging rates have risen steadily month over month with nearly a quarter of all American mobile phone users and about a third of Europeans sending or receiving photos in April.”
ComScore M:Metrics employs media measurement methodologies to assess the audience for mobile content and applications. This helps deliver the most accurate mobile market metrics. This monthly survey of mobile subscribers is quite large in scope and uses automated data collection technologies.
The April 2008 Benchmark survey includes details regarding photos and videos sent and received, music listened, accessing information or news through browser, SMS advertisements received, games downloaded and played, ringtones purchased, videos watched, e-mail usage and access of social networking sites.
Shamila Janakiraman is a contributing editor for TMCnet. To read more of Shamila’s articles, please visit her columnist page.
