M:Metrics Mobile Survey: 15% Used Photo Msg.; Operator Store Customers More Valuable
Sending
Text Message was by far the most popular application with nearly 75
million U.S. mobile subscribers using it September, according
to M:Metrics September Benchmark Survey. M:Metrics also reports a direct correlation between the venue of handset purchase and subscribers’ monthly spend on mobile services.
| U.S.
Mobile Subscriber: Monthly Consumption of Content and
Applications M:Metrics Benchmark Survey: September 2006 | |||
|---|---|---|---|
| # | Activity | Subscribers (millions) | Pct. of Mobile Subscribers |
| 1 | Sent Text Message | 74.765 | 38.5% |
| 2 | Used Photo Messaging | 28.97 | 14.9% |
| 3 | Browsed News and Information | 23.26 | 12.0% |
| 4 | Purchased Ringtone | 18.40 | 9.5% |
| 5 | Used Personal E-Mail | 17.15 | 8.8% |
| 6 | Used Mobile Instant Messenger | 14.33 | 7.4% |
| 7 | Used Work E-Mail | 10.23 | 5.3% |
| 8 | Downloaded Mobile Game | 6.60 | 3.4% |
| 9 | Purchased Wallpaper or Screensaver | 6.28 | 3.2% |
| Source: M:Metrics, Inc., Copyright © 2006. Survey of U.S. mobile subscribers. Data based on three-month moving average for period ending 30 September, 2006, n= 36,163 | |||
The majority (56%) of cell phone users who bought their handset at an operator store pay more than $60 per month for mobile service. In contrast, consumers who spent less than $60 on monthly mobile services were more likely to have purchased their phones through indirect retailers such as Wal-Mart, Best Buy, Radio Shack or Circuit City, according to M:Metrics.
According to John Jackson, vice president and senior analyst, M:Metrics, the latest numbers support the operators' continued investment in the direct channel as a value driver because of its inherently higher-touch environment than 'grab-'n'-go prepaid' or big box environments.
| Retail Channel by Subscribers who Spent $60 or More Per Month on Mobile Services | |
|---|---|
| Operator store | 56% |
| Operator website | 16% |
| Telesales | 6% |
| Other website | 4% |
| Independent dealer | 4% |
| RadioShack | 3% |
| Wal-Mart | 3% |
| Best Buy | 2% |
| Circuit City | 2% |
| Kiosk in a shopping mall | 2% |
| Source: M:Metrics, Inc., Copyright © 2006. Survey of U.S. mobile subscribers. Data based on three-month moving average for period ending 30 September, 2006, n= 36,163 | |
M:Metrics data shows that those who spend less on mobile services in a month are less inclined to use mobile content and applications, and for the most part, purchase low-end phones with minimal data capabilities.
