Bridge Ratings: Mobile Media Update
March 1, 2010 at 4:32 AM (PT)
In its continuing series of media consumption studies, BRIDGE RATINGS has released its "Mobile Media Update." The intent of this study was to update and trend the use of mobile phone/smartphone applications such as mobile social networking, audio streaming, e-mail and video playback.
The screen for this study started with traditional radio consumers who, according to this study, represent 93% of the total sample listening to AM/FM radio for at least five minutes during the week of contact with the consumer. So, the results of this study reflect listeners to traditional radio and their behaviors with their mobile phones.
Highlights of the trends of this study compared to the results from a similar study from August 2007:
* Text messaging is used by 77% of the sample compared to 55% in 2007;
* Social networking is used by 68% of the sample.
* 76% of the sample believe they will be using social networking applications on their phones a year from now.
* TWITTER users comprise around 11% of the sample, but only 9.4% expect to be doing so a year from now.
BRIDGE RATINGS Pres. DAVE VAN DYKE elaborates, "100% of the applications tested show significant growth over 2007, but 25% of them show decreased use a year from now. Use of TWITTER, text messaging and photo sharing show declines. E-mail, despite significant slow-down in growth in the year ahead, remains the most-used mobile application."
"What is more interesting," VAN DYKE continues, "is the acceptance and wide use (40%) of consumers who use their phones to are play back video downloaded to their phones. This one statistic, coupled with the high value consumers place on mobile video, again exposes a substantial opportunity for traditional radio to expand its reach and consumption."
Read about this study by going to www.bridgeratings.com.