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Consumer Research


UK prefers text to talk

UK prefers text to talk

The UK send more texts than any other country in Europe.

That’s according to ‘Anytime, Anyplace’ the latest research on mobile platforms, content and marketing communications from the media planning and buying company, Universal McCann.

An average of 100 texts per month is sent from UK mobiles which equates to 52 per cent of the nation's mobile usage.

The least text happy Europeans are the Germans who send just 65 texts a month.

Both countries still far exceeds the US which send an average of just 32 texts a month which equates to 21 per cent of all mobile usage.

According to the global study of 10,000 participants completed in July this year, Europeans are at the forefront in terms of adopting mobile phones as multimedia devices.

The UK is the leading adopter within this market, with 87 per cent having taken a photo and 28 per cent having downloaded a video clip.

The research reveals that Eastern and Southern European mobile users make far more phone calls than their Northern European counterparts.

Russian and Greek mobile users both make on average 137 calls a month, Italy make 109 and Spain make 100. All much higher than the UK who make 76 and Germany who make 65.

This dramatic shift in mobile phone habits has led to a hefty consumer demand for quality content such as music, sport, TV and movies clips. TV looks set to be the next big thing on mobiles, at the moment 8 per cent have tried it but 33 per cent want to use it.

These findings represent a massive opportunity for advertisers and according to the research people are likely to find branded content as the most acceptable form of advertising.

The research also revealed that consumers in the connected world have access to a massive range of portable devices regardless of local market economic, social and cultural conditions.

Across the globe 66 per cent have a portable music or media player, 45 per cent have a laptop at home or work and 28 per cent have a portable gaming machine – yet more factors fuelling the huge demand for content particularly music, films and TV shows.

Unfortunately, for the moment at least, most are sourcing these i llegally downloads still prosper over paid-for.

For 38 per cent of the connected universe ripping legal CDs to portable devices is the number one source of content while 36 per cent admit to taking part in peer-to-peer illegal downloads.

Both exceed paid-for downloads, which is just 16 per cent despite the fact that music is the number one form of portable content that users would pay for.

Other key findings from the research included:

The average global users spends just 47 per cent of their 'mobile time' chatting.

People are opting instead to use phones to text (40 per cent), send multimedia messages (6 per cent) or use mobile internet (7 per cent). The market leading the trend is, perhaps unsurprisingly, Japan where just 24 per cent of mobile time is spent talking.

3G phones are the most in demand portable device worldwide.

3G is the number one in demand portable technology – 43 per cent want to adopt. This is ahead of all other platforms, including media players, portable gaming and laptops.

Portable technology is driving the rise of User-Generated Content (UGC).

Digital cameras are the most popular portable device after mobiles – 81 per cent of our connected sample has one. Camera phones are nearly as popular, 76 per cent have access.

EMEA Research Manager at Universal McCann, Tom Smith, said: "The research clearly shows huge potential for media owners, marketers and advertisers.

“There is massive unsatisfied demand for content and services, often fulfilled by illegal content. This demand provides content owners the opportunity to move into mobile platforms.

He added, “Advertisers have the opportunity to create a more positive relationship with consumers buy creating access to content and services."

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