Mobile Marketing

All studies reveal that mobile usage is very different according to the user profile and age. But did mobile operators fully take care of that information? Today, it is very fashionable to speak of mobile music, games, video clip downloading, and everyone dream of cash piles. It is real, it is a big marketing success. But who are the users? Typically youth people between 13-24, having a propensity of about 60% using mobile content and applications, according to a M:Metrics survey in the UK and Germany. They are the predominant users of personalization content (ringtones, wallpapers and ringback tones), and the most likely to download a mobile game or music. How many are they? Less than 30% of mobile content consumers.

And the others? The 25-55 year old group accounts for about 60% of mobile content consumers and having a propensity using mobile content of about 50%. The 55+ group accounts for less than 10% of mobile content consumers, and having a propensity using mobile content of about 20%. What are the applications made specifically for those two groups? Difficult to find. Mobile operators and content providers have yet a long way to do to address the adult and older consumers markets.