• by Jack Loechner , Staff Writer @mp_research, June 6, 2002

M Is For Mobile Kids

According to a report by Taylor Nelson Sofres (TNS), based on global studies about 3G mobile phone penetration, mobile phone usage and consumer market structure in 33 countries, summarized by Robyn Greenspan, marketers who concentrate on the youth segments will have the greatest chance of capturing the wireless Internet market. The report shows that mobile phone penetration patterns do not follow regional or geographic boundaries.

The devices are currently used most for voice and text message communication, followed by the financial applications of m-payments, m-banking, and m-trading.

High Interest in Applications of 3G (Among Current Internet Users/Mobile Phone Owners)

	Western Europe	Eastern Europe	USA
Total	22%	26%	25%
Under 25	37%	30%	45%
25 to 34	27%	26%	26%
35 to 49	19%	25%	27%
50 and over	9%	24%	10%

("High Interest" based upon a six-point interest scale, where ratings of 5 and 6 indicate high interest.)
Source: Taylor Nelson Sofres

Interest in Applications of 3G (Among Current Internet Users/Mobile Phone Owners Interested in 3G)

	Western Europe	Eastern Europe	USA
Emails	4.5	4.7	4.3
City maps/directions	4.3	4.2	4.2
Latest news	4.0	4.4	4.0
Authorize/enable payment	3.4	3.8	3.0
Banking/trading online	3.5	3.4	3.2
Downloading music	3.1	3.4	3.2
Shopping/reservations	3.0	3.1	2.9
Animated images	2.4	2.7	2.6
Chat rooms, forums	2.3	2.9	2.2
Interactive games	2.0	2.2	2.4
Games for money	1.8	1.8	1.8

(based upon a six-point interest scale, where 6 indicates high interest and 1 indicates low interest.)
Source: Taylor Nelson Sofres

Chandra Chaterji,senior vice president of Taylor Nelson Sofres Global Information Technology Practice, says "The key (marketing) question should be how can we leverage our brand to market a bundle of products or services employing mobile networks?"

Find out more here.