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    Mobile media monitor reveals soaring use of MMS


    Over the past 3 months the number of consumers using MMS has surged by 40%. 37% of 18-24 year olds are now using MMS.

    The results are revealed in the Mobile Media Monitor, the latest quarterly survey of the sector from Enpocket, the mobile marketing solutions provider.

    Some 18% of all mobile phone owners now have a camera phone. Younger adults and men lead the way, with penetration more than doubling to 47% this quarter from 22% last quarter in the 18-24 segment.  21% of men versus 15% of women own a camera phone.

    Mono ring tones are still the most popular downloaded media, but volumes are falling, as are those for icons and logos. While polyphonic ring tones and Java games are gaining in popularity, particularly among men: 10% of males have downloaded a polyphonic ring tone; 7% a Java game.

    Use of the medium for participation in TV and radio shows, and for response to promotions and advertising in other media, are also showing continued growth with over 20% of 18-44 year olds having used their mobiles in this way. Interestingly, response to TV shows is heavily female biased – 12% of women have texted to a TV show, compared to 6% of men. Texting into radio is also a predominantly female activity. But SMS responses to product packing, advertising and newspapers all have a slightly male bias.

    Commenting on the latest findings Jonathon Linner, CEO of Enpocket, said: “The mobile media market is in transition from first phase handsets and content to the second phase in which richer content and applications will gain sway. As MMS catches hold this is opening up many more exciting creative opportunities for marketers. Meanwhile, consumers are developing their use and ease with the channel which is making mobile the medium of choice for campaign response.”

    Phase 2 of the Mobile Media Monitor (UK) survey was based on 1,000 telephone interviews undertaken by ICM for Enpocket Insight in early February, and relates to the period December 2003 to February 2004. The base was representative of UK mobile phone usage.

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