The Yahoo brand tops other mobile portals with the highest number of subscribers. Data released by M:Metrics reveal the top portals and content brands on the mobile Web.
In an average month over the third quarter of last year, 12.8 million U.S. mobile subscribers used Yahoo services. America Online was just behind, with a difference of four million subscribers. MSN and Google each maintained about seven million mobile subscribers.
AOL’s second-ranked standing is likely due to its mobile instant messaging (IM) client. AIM accounts for about 89 percent of AOL’s mobile service usage. Instant messaging is used by 73 percent of Yahoo mobile users.
|U.S. Mobile Subscriber Monthly Consumption of Content and Applications, December 2005|
|Activity||Projected Monthly Reach (000s)||U.S. Mobile Subscribers (%)||Change (%)|
|Sent or received text message||60,983||33.32||4.6|
|Retrieved news and information via browser||18,572||10.15||0.1|
|Purchased ring tone||17,675||9.66||7.3|
|Used photo messaging||17,005||9.29||9.4|
|Used personal email||13,454||7.35||9.4|
|Used mobile instant messenger||11,568||6.32||10.5|
|Used work email||7,886||4.31||12.8|
|Purchased wallpaper or screensaver||7,176||3.92||8.5|
|Downloaded mobile game||6,052||3.31||6.5|
1. Data based on three-month moving average for period ending December 31, 2005.
2. n= 35,056.
|Source: M:Metrics, Inc., 2006|
ESPN is mobile users’ most popular news brand. It receives an average 4.9 million unique users per month. Yahoo and CNN both service about 4.5 million monthly subscribers.
The Weather Channel exceeds Yahoo with 4.1 million subscribers; Yahoo comes in with 2.8 million subscribers. Mobile users seeking maps and directories turn to Yahoo (3.8 million subscribers) first. Additional map and directory providers include Mapquest (3 million); Google (3 million); Yellow Pages (2.1 million); and Moviefone (1.9 million).
M:Metrics data are drawn from a survey that collects specific device model and carrier subscription information from each month’s sample of mobile phone subscribers.
|Mobile Content Brand Reach, Q3 2005|
|Weather Brand||Subscribers (000s)||News Brand||Subscribers (000s)|
|The Weather Channel/Weather.com||4,127||ESPN Sports News||4,934|
|Search Brand||Subscribers (000s)||Map/Directory Service Brand||Subscribers (000s)|
|AOL Mobile||1,039||Yellow Pages||2,128|
1. Three-month moving average ending December 31, 2005.
|Source: M:Metrics, Inc., 2006|
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