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Segmentation of Mobile Media Consumers

M:Metrics recently revealed the demographics and size of the audiences for mobile media. Young males are a rich target for mobile advertisers, as 36 percent of 18 to 34-year-old men accessed mobile media in February.

Men in this age group are also highly receptive to SMS advertising, with 9 percent responding to an SMS advert they received, versus a 4 percent market average.

In Western Europe, the male population is more inclined to browse and download content on the mobile Web. Fully a quarter of all male mobile phone users accessed mobile media, compared to just under 19 percent of women. This audience is also quite young -- 28 percent of 13 to 17-year-olds consume mobile media, only 12 percent of those 55 and older do.

"Reaching the 18 to 34-year-old age demographic is areal challenge to advertisers, as this group is spending less time consuming print and broadcast media," observed Paul Goode, senior analyst.

According to TGI M:Metrics data, in Great Britain, young consumers are redirecting that attention to mobile, as 18 to 34 year olds comprise 56 percent of mobile media users, compared to only 29 percent of TV viewers.

Interestingly, U.S. mobile users are more active consumers of mobile media, as unlike Europeans they use SMS less frequently for news and information retrieval and are more likely to have data plans, which directly impacts mobile content consumption.

Among Europeans, the UK has the highest percentage of mobile media users, at 26.8 percent, while Germany and France lag, at 18.4 percent and 18.5 percent, respectively.

"In Great Britain, mobile media is attracting a highly desirable audience that is 44 percent more likely to be defined as cash rich, time poor than the market average," said Goode. "In fact, data from TGI M:Metrics confirms that one third of all UK mobile media users agree they are tempted to buy products they've seen advertised."

"Since the early days of mobile advertising, SMS advertising has been an effective way to reach the masses, but advertises are now actively looking at the mobile web to access new audiences," said Goode.

"According to TGI M:Metrics, adding mobile to a media plan increases the efficiency of reaching key target groups, a metric that will continue to improve with the growth of 3G and smartphone ownership."

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