The latest findings from the Enpocket Mobile Media Monitor UK survey show an increase in the use of picture messaging, with female users leading the way.
The Q4 2005 results show 36% of mobile owners using their phones to send and receive picture messages, up from 21% in Q4 2004. While 33% of males use their phones for picture messaging, among females, usage stands at 40%. MMS usage levels have increased dramatically in 18-34 age groups over the past 12 months, and have doubled in all age groups above 34 years old.
WAP usage is also on the increase. 38% of males use WAP services, compared to 26% of females. Overall, a third of all mobile owners use WAP, with the figures much higher among younger mobile users. 61% of 18-24 year olds and 50% of 25-34 year olds say they have recently browsed the mobile internet.
The most popular WAP sites are ringtone sites, with 48% of WAP surfers visiting one or more in the last three months, followed by news (41%), games (36%), sports (33%), entertainment (31%), weather (28%), and adult (6%).
"Mobile as a communications medium is getting richer and a lot more exciting" says Enpocket President and CEO, Mike Baker. "Consequently, were seeing brands committing to long term mobile marketing strategies that encompass MMS and the mobile internet."
The Mobile Media Monitor UK is conducted on Enpockets behalf by Harris Interactive. The latest survey was taken between 12 and 16 October 2005, among 1117 adults aged 16 and over in Great Britain.