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What 3G Will Mean for UK Consumers

14th December, 2004

Europe : Enpocket, a global mobile media company, has unveiled the findings from the latest Mobile Media Monitor. The quarterly analysis from Enpocket Insight helps the mobile industry understand the changing patterns of mobile phone and content usage.

One third of all mobile subscribers use their phones to take photos, a growth rate of over 200% when compared with this time last year. The apparent correlation between new technology adoption and a gender divide has often been reported but it does not appear to factor with the usage of camera phones with females making up 53% of users. Usage of MMS has also soared, rising from 9% to 21% over the last 12 months.

All mobile phone owners taking photo with camera phone

The survey also unveils the next generation of content applications that will drive the uptake of faster 3G mobile data services. 46% of respondents said that they would be interested in using applications that allowed for the sharing of pictures with friends and family, while 36% were interested in making / receiving video calls.

Most favoured mobile content applications

Dating and flirting applications emerged as the content format that will be used most regularly. 25% of respondents who were interested in these services said they would use the applications every day of the week.

“It’s exciting to see rich media applications, such as video calling and photo-sharing emerging as content types ideal for 3G networks. Enpocket Insight enables our customers to develop informed marketing strategies that are based on the attitudes and behaviour of consumer segments,” said Peter Larsen, CEO, Enpocket.

Phase 5 of the Mobile Media Monitor (UK) analysis was based on 1,000 telephone interviews undertaken by ICM for Enpocket Insight in November 2004, and relates to the period September 2004 – November 2004. The base was representative of UK mobile phone usage.

About the Enpocket Mobile Media Monitor

The Mobile Media Monitor has been devised to give marketers, media owners and network operators quarterly insight into the changing patterns of mobile media consumption as the medium evolves around the world. Development will vary by market, depending on levels of penetration, technology adoption, network agreements, pricing, regulations, and other cultural influences. It is therefore valuable to map this evolving picture: to spot emerging trends, evaluate their causes and provide comparative analysis market by market, to help businesses optimize their use of the channel.

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