Italy, mobile services on the rise
Milan – M: Metrics, the international observatory that deals with the measurement of the consumption of services and contents for mobile telephony, announces an agreement with CommStrategy, a company specialized in research and consultancy on digital media, for the launch of M measurement services : Metrics for Italy. And he points out, on the basis of the data collected from the end of 2006 to date, that Italy is an interesting catchment area for data services.
“As our data clearly show, Italy is a crucial market for both mobile content and mobile marketing” – says Hervé Le Jouan, managing director of M: Metrics for Europe – “With 28.5% penetration of 3G connections, the highest in Europe, Italy is in the best position to promote the development of a mobile content market supported by advertising and based in particular on the audio and video offer. Our data, which is the benchmark for measuring consumption of mobile content and services in the United States and Western Europe, combined with CommStrategy’s experience and expertise in the new media market, offer an important tool. for the development and growth of the emerging mobile media industry in Italy “.
M: Metrics provides monthly metrics on the consumption of mobile content and services in the United States and Western Europe and is able to directly compare the consumption of mobile content in different countries thanks to a monthly survey carried out on a sample, considered representative , of 40 thousand users. “In a market such as the mobile one that is going through a phase of increasing globalization, it is essential that the many Italian companies that have been successful in this sector can rely on homogeneous data for several countries”, comments Paolo Barbesino, managing director of CommStrategy.
For the month of February alone, the number of Italian users who used data services, content and mobile applications, according to M: Metrics, is summarized in the following survey based on the aforementioned sample:
– SMS, 37,326 users (84.8%)
– Photo messaging, 13,779 users (31.3%)
– Personal email on mobile, 3,777 users (8.6%)
– Instant messenger on mobile, 2,550 users (5.8%)
– Browsing of news and information, 2,536 (5.8%)
– Purchase of ringtones, 2,227 (5.1%)
– Business email on mobile, 2,006 users (4.6%)
– Mobile game downloads, 1,468 users (3.3%)
– Purchase of wallpaper or screensaver, 1,283 users (2.9%).