The majority of 18-34 year olds in the UK now engage with brands through their mobiles, according to the latest findings from Enpocket's Mobile Media Monitor UK survey.
The results shows that 40% of all adults with mobiles, and 57% of 18-34 year olds, have interacted with a company via an SMS short code, while 41% of all adults, and 60% of 18-34 year olds, have used their phone to access mobile content in the past three months. This includes the downloading of music tracks, ringtones, games and programmes, screensavers, wallpapers and video clips as well as using the mobile Internet, transferring content via Bluetooth or infrared, and watching mobile TV
The Mobile Media Monitor also unveils emerging trends relating to the most popular types of mobile products. Consumers were asked what content applications they would be interested in using, if price was not a barrier. Top of the list, as in Q4 2004 when the question was last asked, was sharing pictures with family and friends at 52% (up from 46% in 2004). However, demand for music (34%, up from 23%) and movie services (22%, up from 12%) have grown significantly, indicating the growing appreciation consumers have for accessing richer content via the mobile phone.
Among 18-34 year olds, 67% said they were interested in sharing pictures with family and friends, 58% in downloading songs, 53% in video calling, and 39% in watching movie trailers or clips of sport highlights.
Consumers are in many ways ahead of brands in their use of mobile says Enpocket Co-founder, Jeremy Wright. They are ready and willing to be engaged through the channel, particularly if cost is taken out of the equation through supporting advertising. Building greater understanding of the consumer through intelligent mobile marketing makes mobile services more relevant to consumers and mobile advertising more effective for marketers.
The study was conducted by research company Harris Interactive between 8 and 20 March 2006, among 1,104 adults aged 16 and over in Great Britain. Data were weighted to be representative of the mobile phone market with respect to age, sex, income, education, geographic location and propensity to be online.