Europe : Broadcasting giants, BBC and Sky, dominate the third screen in the U.K., according to Telephia, the largest provider of consumer research to the communications and new media markets. Telephia recently expanded its consumer research program in the U.K. to track mobile content consumption at the channel, website and content title level. The first wave of findings shows 33 percent of all mobile TV/video viewers watched BBC 1 (see table 1). Twenty-nine percent watched Sky Sports. The BBC also secured the top ranking among mobile Internet sites, with 28 percent of all mobile web users visiting the site. The Sky Sports website secured a 23 percent reach among mobile Internet users.

“The big broadcasting brands in the U.K. have extended their footprint to reach the mobile population, and the strategy is clearly working,” said Reza Chady, Managing Director Europe, Telephia. “Consumers are tapping into three screens—television, PC and mobile phone—for their news and entertainment. Broadcasters must develop an integrated strategy across the three screens to reach, maintain and expand their audience.”

Below : Top Mobile TV/Video Channels and Mobile Web/Internet Sites (U.K,)

Channel	% of Mobile TV Viewers	Internet Site	% of Mobile Web Users
BBC 1	33%	BBC	28%
Sky Sports	29%	Sky Sports	23%
Discovery Channel	24%	BBC Sports	22%
BBC 3	22%	BBC Weather	20%
BBC 2	22%	Google Search	18%
BBC 4	22%	Jamster	13%
ITV 1	22%	Sky	11%
Cartoon Network	21%	MSN Games	10%
ITV 2	21%	eBay	10%
UK TV gold	17%	AA	8%

Among all U.K. mobile subscribers, there is an even 50/50 gender split. However, both mobile TV and Internet users are more likely to be men. Three percent of U.K. mobile subscribers watch mobile TV or video content, with 70 percent of the audience being male (see Table 2). Penetration of mobile Internet/web is higher at 19 percent, with men comprising 64 percent of the audience. Text and picture messaging still reign supreme with penetration rates of 85 and 35 percent, respectively. In contrast, demographics for text and picture messaging skew female.

Below : Penetration and Gender Breakdown for Mobile Data Services (U.K,)

Mobile Activity	% of Subscribers	% Male	% Female
Sent or received a Text Message	85	49	51
Sent or received a Picture Message (MMS)	35	47	53
Played or downloaded Games	26	53	47
Accessed the Wireless Internet	19	64	36
Downloaded Ringtones	15	53	47
Played or downloaded Full Track Music (MP3s)	14	59	41
Sent or received an Instant Message	14	67	33
Sent or received an Email	11	64	36
Downloaded Wallpaper or Images	10	61	39
Listened to or paid for Mobile Radio	7	62	38
Used or downloaded Applications	6	68	32
Uploaded pictures, videos or blogs to an Internet website	4	56	54
Downloaded, watched, or paid for Mobile TV-Video	3	70	30

Telephia Launches Detailed Mobile Content Measurement Service for the U.K.

Today, Telephia launched the most comprehensive mobile audience measurement service in the U.K. The Telephia Audience Measurement service (TAM UK) delivers the most detailed tracking of mobile content and application consumption, including mobile TV and radio channels, Internet sites, games, ringtones and applications titles. Surveying 8,000 mobile subscribers per month, TAM UK also provides information on both on-portal and off-portal download volume, carrier and device analysis and detailed consumer demographics.

This Weeks 3G News By Photos
This Weeks 3G News
Hsdpa
All 3G News