Men use mobile content more
News brought to you by Skint Tariffs, providers of price comparison for cheap international calls. Males are more likely to use their mobile phone handsets to access mobile content services, according to a recent study.
Some 36 per cent of 18 to 34-year-old males in Western Europe use mobile content services according to M:Metrics, the highest rates of any group.
This demographic is also more likely to respond to SMS advertising, replying to nine per cent of such campaigns in comparison to the average of four per cent.
A quarter of all males said that they accessed mobile content, compared to less than 20 per cent among women.
This shows that as well as talking, sending SMSs and using their handset to make cheap international calls with an access code from skinttariffs.com.
UK mobile phone users are using the services more than any other European counterparts, with 26.8 per cent taking advantage of the services.
Paul Goode, senior analyst at M:Metrics, said: "Reaching the 18- 34 year-old demographic is a real challenge to advertisers, as this group is spending less time consuming print and broadcast media.
"According to TGI M:Metrics data, in Great Britain, young consumers are redirecting that attention to mobile, as 18 to 34 year olds comprise 56 per cent of mobile media users, compared to only 29 per cent of TV viewers."
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