MRG Conference 2008:The Mobile Media Opportunity

Rob Laurence from BMRB and Paul Goode from M:Metrics spoke at yesterday’s MRG Conference and gave a presentation on understanding and exploiting the mobile media opportunities that are around now.

M:Metrics research has shown that 80% of 30+ people are now mobile media users while 20-30% of all mobile users are now using mobiles for more than just voice and text on their mobile.

Within mobile media, social networking has witnessed growth of over 100% in the past year, and good growth has also been demonstrated in both search and content genres.

The move towards 3G and Smartphones has been the catalyst to the growth seen in the past year, and as more people adopt these new technological phones, M:Metrics predicts that strong growth will inevitably follow.

Looking at the iPhone for example, 80% of owners now use their mobile for browsing, while 50% have used their phones for mapping.

Mobilens research from TGI and M:Metrics data has been fused together and from this they have created four groups of mobile media users: elite, fun, practical and carefree. This demonstrates the different types of people that are using mobile media now in the UK.

The plan is for this resarch to become the industry standard measurement for mobile, and following the recent announcement of a link up with the GSMA (see GSM Association To Use M:Metrics Measurement System), they hope to be properly launching this by early to mid 2009, providing a new level of granularity for mobile.

Further reports from the MRG conference will appear on MediaTel.co.uk’s NewsLine service over the next three days.

MRG: www.mrg.org.uk