Mobile media consumption in the UK is growing, with 33.8% of mobile users consuming mobile media, and 14% doing so daily. Mobile is projected to be worth £4.7 billion in the UK by 2009 and continue growing. Mobile is the dominant media for those under 35, especially for males who frequently use mobile media. On average, mobile media consumption is 3.5 hours per week, with nearly 60% of usage occurring at home or work between 12pm and 6pm. The document then profiles 4 example mobile media users - Tara, Sarah, Tony, and Tom - and describes their characteristics, media interests and needs, and challenges in gathering meaningful behavioral data on mobile media usage.

1. So what about the users?
Rob Waddington
Futuresight

2. 33.8% of mobile users
in the UK are
consuming mobile
media, 14% daily
UK Mobile data forecast to
be worth £4.7 billion in
2009 and to double over
next 5 years

3. Mobile is the ideal medium to reach the
under 35 year olds, with 60% of 16-34 year
old males frequently using mobile media
3.5 hours spent on
mobile media per week
Nearly 60% of activity
at home or at work
mobile is the most accessed media
channel from 12pm to 6pm

5. Tara, 30 yrs old
Commercial Lawyer
Always on the move between
the office and court, relies
heavily on her phone to keep
up to date
Tara lives with her partner – they’ve just got engaged
and wedding plans are underway
She loves cooking but doesn’t have much time for it – so
she’s always looking for quick recipe ideas
She’s just got a smartphone and has begun to browse on
the way to work, download music and watch video clips

6. Sarah, 57, is a senior VP of a
multinational software company
She’s married with 2 grown up children,
both are at university
She spends half her time travelling –
when on the move, she would like to
keep up with what’s going on in the tech
world, share prices and travel info
A committed blackberry user – she uses it just for the
basics, limited browsing. She doesn’t want to go
looking for content, she wants it to come to her
When at home, she’s on local borough council and
would like to keep up to date on local developments
when away

7. Tony, 34
Married with two boys – they’re all
massive West Ham fans
He has a part share in a greyhound
and likes to keep up with the racing
but it’s difficult on site
He’s into gadgets and has just got himself a smartphone.
In his tea breaks, he still reads the Sun in print, but then
gets on his phone and plays a motorcycle game he recently
downloaded
He’s never at a desk so his phone is everything to him and
would happily pay for the right sort of content

8. Tom, 20
Studying business at Southbank
University
He’s a keen climber and spends most
of his money on climbing / outdoor
gear – he’s planning a trip with some
mates to the south of France in July
Tom’s also a massive music fan – he went to lots of the Red
Bull Music Academy gigs and keeps up to date with what’s
going on via facebook groups on his phone
He uses his phone for everything – email, calls, music,
images, facebook, youtube clips

9. But gathering mobile behaviour data is tricky
What?
Where?
Who?
Why?
When? private, me-time,
urgent need, social

10. Traditional survey techniques can only give
part of the picture
. . .interactions on mobile are just too ephemeral

12. Lots of opportunity - need for a different lens
. . . building digital user groups based on
interests and needs

13. Thank you