M:Metrics Brand New PPT Template

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Mobile Entertainment Will Hodgman, MMetrics
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Overview US Mobile Entertainment
US, 3-month average ended Feb-08.
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Agenda

• Music
• Video
• Games

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Mobile Music Listening Six-Month Trend

• Mobile music listeners have increased nearly 50
  since last September.

3-month averages
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Sources of Music Six-Month Trend

• However, not all music listeners are
  revenue-contributors. Sideloading is the
  fastest-growing source of music for mobile music
  listeners.

Sideloaded, 57
Downloaded, 40
Transferred, 49
Other incl. streaming, 39
FM Radio, 8
US, 3-month averages
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Sources of Music Downloaded Directly to Phone

• Over-the-air song downloads are still mainly sold
  through carrier decks.

VCast is still the leader by a wide margin, and
has recently been gaining monthly downloaders at
an increasing rate.
Napster, though still small, has gained steam
during and after the holiday season.
US, 3-month average ended Feb-08
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Whats hot now in mobile music Bundling
Song Downloaders 2,483,343
Ringback Subscribers 14,317,996
474,642
Ringtone Buyers 13,868,639
US, 3-month average ended Feb-08 Ringtones
Music mastertones only
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Cross-Consumption, by Carrier

• Verizons ringtone-ringback bundling strategy has
  paid off.

US, 3-month average ended Feb-08
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Agenda

• Music
• Video
• Games

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Mobile Video Watching Trend

• Watching programmed video is still only growing
  slowly, despite the fast-growing number of
  devices that can support it. On-demand video is
  more popular than broadcasted programs.

US, 3-month averages
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Comparison of Genres by Video Type

• Short-form entertainment genres are most popular
  for on-demand and broadcasted video.
  Comparatively, broadcasted video is used more as
  a source for up-to-date information, such as on
  sports or current events.

US, 3-month average ended Mar-08
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Demographic Index

• Mobile video watchers (both broadcast or
  on-demand) are still very much skewed towards a
  niche audience of young, male early-adopters.
• Likelihood of demographic groups to watch
  programmed video, compared to average

US, 3-month average ended Mar-08.
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Agenda

• Music
• Video
• Games

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Types of Mobile Games Played
Although game playing overall is increasing, the
types of games growing fastest in popularity are
not downloaded games, but preloaded and browser
games.
US, 3-month average ended Mar-08.
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Flash Supported by a Growing Number of Handsets

• In contrast to Japan, there is still little
  content utilizing Flash Light in the US and EU5
  markets, but the platforms rapid growth in the
  market suggests it could be a serious alternative
  platform for games and videos.

US, 3-month averages.
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• Other important topics
• regarding mobile entertainment

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Data Plan Effect
3.4 of US mobile users have a limited data plan
10.7 have an unlimited data plan. Unlimited
data plans grew very quickly in popularity in
2007.
US, 3-month average ended Feb-08. Limited and
unlimited data plans usually include text and
photo messaging plans.
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iPhone Activity Comparison
Whether uploading content, browsing these sites,
or messaging friends
YouTube application
US, 3-month average ended Feb-08
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Music Listening is Stickiest Entertainment
Function

• Next to basic communication functions of the
  mobile phone, the frequency of music listening
  (among active monthly listeners) is greater than
  any other information or entertainment feature.

55 of those who listen to mobile music do so at
least once per week.
Frequency among active users of each feature US,
3-month average ended Feb-08
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Comparison of Mobile Entertainment in US, Europe,
China
3-month average ended Feb-08.
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Notes

• Methodology
• The MMetrics US, UK, Germany, France, Spain,
  and Italy panels are nationally representative
  samples of mobile subscribers age 13 and older.
  Survey fieldwork is conducted monthly, collecting
  responses from approximately 35,000 mobile
  subscribers across these six countries in each
  wave. New, independent samples are drawn each
  month to permit the continual tracking and
  trending of changes in mobile market behaviors.
• Notes
• Data reflects individual users, as opposed to
  subscription lines or accounts.
• Survey respondents who use more than one mobile
  handset are asked to identify and base their
  responses upon their activity on the primary
  handset.
• Time periods are as indicated on each page.
  Three-month averages reflect monthly usage on a
  three-month moving average.
• Sample Sizes 3 months ending March-08
• United States (US) 30,931
• United Kingdom (UK) 16,192
• Germany (DE) 15,119
• France (FR) 12,941
• Spain (ES) 12,434
• Italy (IT) 13,548
• Urban China (CN) 6,204

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• Contact
• Will Hodgman whodgman_at_mmetrics.com