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Text messaging rules in Europe - Over 80% of mobile users in Britain and Germany send at least one SMS a month but new research by M:Metrics suggests that reality TV and the ability to interact with the shows in terms of messaging opinions or voting for contestants is driving SMS usage to unseen levels.
"The prevalence of reality television shows such as I'm a Celebrity Get Me Out of Here, Big Brother and Pop Idol in the UK is clearly changing mobile phone behaviour," said Paul Goode a senior analyst from M:Metrics. "TV programmers around the globe have been seeking new ways to engage with their audiences using various interactive platforms, and clearly, the British have chosen to use their mobile phones, turning reality TV into a truly cross-medium interactive event." U.K. Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: January 2006 |
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| Activity | Projected Monthly Reach (000s) | Percent U.K. Mobile Subscribers |
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| Sent Text Message | 34,266 | 83.6 | | Used Photo Messaging | 10,613 | 25.9 | | Retrieved News and Information | 4,756 | 11.6 | | Purchased Ringtone | 2,780 | 6.8 | | Used Personal E-mail | 2,561 | 6.2 | | Downloaded Mobile Game | 1,679 | 4.1 | | Purchased Wallpaper or Screensaver | 1,060 | 2.6 | | Used Mobile Instant Messenger | 1,319 | 3.2 | | Used Work E-mail | 1,175 | 2.9 | Source: M:Metrics, Inc., Copyright © 2006. Survey of U.K. mobile subscribers. Data based on German Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: January 2006 |
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| Activity | Projected Monthly Reach (000s) | Percent German Mobile Subscribers |
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| Sent Text Message | 33,284 | 79.2 | | Used Photo Messaging | 7,922 | 18.9 | | Purchased Ringtone | 3,073 | 7.3 | | Used Personal E-mail | 2,585 | 6.2 | | Retrieved News and Information | 1,682 | 4.0 | | Purchased Wallpaper or Screensaver | 1,364 | 3.2 | | Used Work E-mail | 1,151 | 2.7 | | Used Mobile Instant Messenger | 1,153 | 2.7 | | Downloaded Mobile Game | 1,014 | 2.4 | Source: M:Metrics, Inc., Copyright © 2006. Survey of German mobile subscribers. Data based on three-month moving average for period ending 31 January 2006, n= 18,594 Source: M:Metrics - Reality TV drives SMS craze in Britain |
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