M:Metrics has released a new study that reveals the size and demographics of the mobile media market. Mobile is a great way for advertisers to reach young males, as 36% of 18 to 34 year old men accessed mobile media in February, and 9% of them responded to an SMS advertisement, compared with 4% for the market in general. Download the study.
Another interesting conclusion relates to changes in mobile usage according to gender. For the 5 EU countries studied (France, Germany, Italy, Spain, UK), in every age group, the mobile media usage was significantly higher in men than for women. For example, in the 18 to 24 year old group, mobile media usage was 38.5% for men compared with 27.2% for women.
However, in these same countries, across all age groups, women are more likely to use mobile messaging! In the 45 to 54 age group, 84% of women use messaging, but only 74.9% of men.
For mobile media usage, the highest penetration is in the US and UK, with 27.3% and 26.8% respectively. Italy and Spain are somewhat less at 23.4% 23.5%, with France and Germany quite a bit less at 18.5% 18.4%.