UK consumers send record texts

by Alicia Buller, Revolution UK 18-Sep-07, 14:55

LONDON - Britons send more texts than any other country in Europe according to the latest research on mobile platforms

An average of 100 texts are sent from UK mobile phones each month, equating to 52 per cent of the nation's mobile usage.

Meanwhile, the Germans are most reluctant Euro texters, sending a total of 65 texts a month, according to research from media buying firm, Universal McCann.

But both countries still far exceed the US inhabitants who send an average of just 32 texts a month, equating to 21 per cent of all mobile usage.

According to the global study of 10,000 participants completed in July this year, Europeans are at the forefront in terms of adopting mobile phones as multimedia devices. The UK is the leading adopter within this market, with 87 per cent having taken a photo and 28 per cent having downloaded a video clip.

"The research clearly shows huge potential for media owners, marketers and advertisers. There is massive unsatisfied demand for content and services. This demand provides content owners the opportunity to move into mobile platforms," said Tom Smith, EMEA Research Manager at Universal McCann.

"Advertisers have the opportunity to create a more positive relationship with consumers buy creating access to content and services."

This dramatic shift in mobile phone habits has led to a hefty consumer demand for quality content such as music, sport, TV and movies clips. TV looks set to be the next big thing on mobiles - currently 8 per cent have tried it but 33 per cent want to use it.

The research also revealed that consumers in the connected world have access to a massive range of portable devices regardless of local market economic, social and cultural conditions. Across the globe 66 per cent have a portable music or media player, 45 per cent have a laptop at home or work and 28 per cent have a portable gaming machine.

Globally people are opting instead to use phones to text (40 per cent), send multimedia messages (6 per cent) or use mobile internet (7 per cent).

3G is the number one in demand portable technology - 43 per cent want to adopt. This is ahead of all other platforms, including media players, portable gaming and laptops.