Orange has published its sixth Digital Media Index (ODMI), a detailed report offering insight into how digital media is consumed across its mobile network. The latest findings reveal that whilst the consumption of mobile data continues to increase, there are interesting differences between men and women on what they use their handsets for.
Mobile Social Networking
The popularity of social networking sites continues to soar, with men more likely to spend time, and view more pages, to keep up-to-date with friends’ news, status updates and pictures. As well as accounting for 64% of unique users, men also view 33% more pages than women on social networking sites overall. Almost 2 million Orange customers now use their handsets for social networking, generating over 1 billion page impressions on social networking sites each month
Mobile Internet
Men use their mobile phones more regularly than women to keep up-to-date with the latest sporting news. This explains why Saturday is the most popular day for customers to use the mobile Internet, as men check out the latest football scores on their mobile whilst on-the-move. Sport updates are also driving mobile Internet traffic, with men accounting for 57% of customers accessing Orange World, Orange’s mobile Internet portal, Orange World, which attracts over 3.4 million unique users per month.
Mobile TV and Video
Sport is the main driver for Mobile TV viewing, and is more popular with men than women. In total, sport accounts for 50% of Mobile TV content consumed, with Sky Sports 1 being the most popular Mobile TV channel, attracting 24% of users.
With increasing Smartphone adoption, more people than ever before are experimenting with new services. It seems that men are leading the way – accounting for 75% of mobile videos and 71% of Mobile TV clips purchased.
Mobile Gaming
Whilst mobile gaming is enjoyed by both genders, the report reveals that men like time-related challenges such as Tetris, whereas women prefer strategic games with less time pressure, such as SIMS and Monopoly. Orange customers downloaded nearly 650,000 games in the three months covered by the report, with Sunday the most popular day for downloading games
SMS/MMS and Mobile Data
With an average of 63 million SMS messages sent every day by Orange customers, texting remains as popular as ever. The report reveals that women send more text and picture messages than men to keep in touch with friends and family. Also, the difference between the numbers of picture messages sent between men and women increases with age – with women over 60 years old sending 48% more than men in the same age group.
The consumption of mobile data also continues to grow, with over 5.34 million customers now using Orange 3G mobile handsets and/or dongles, and over 435,000 gigabytes of data being used each month.
“As this is the sixth issue of our Digital Media Index report, we were keen to delve deeper and offer an insight into how customers use their mobile handsets,” says Deborah Tonroe, Head of Entertainment and Information at Orange UK. The report shows that users really are using their mobile handsets for more than just voice and text.”
Mobile Social Networking
The popularity of social networking sites continues to soar, with men more likely to spend time, and view more pages, to keep up-to-date with friends’ news, status updates and pictures. As well as accounting for 64% of unique users, men also view 33% more pages than women on social networking sites overall. Almost 2 million Orange customers now use their handsets for social networking, generating over 1 billion page impressions on social networking sites each month
Mobile Internet
Men use their mobile phones more regularly than women to keep up-to-date with the latest sporting news. This explains why Saturday is the most popular day for customers to use the mobile Internet, as men check out the latest football scores on their mobile whilst on-the-move. Sport updates are also driving mobile Internet traffic, with men accounting for 57% of customers accessing Orange World, Orange’s mobile Internet portal, Orange World, which attracts over 3.4 million unique users per month.
Mobile TV and Video
Sport is the main driver for Mobile TV viewing, and is more popular with men than women. In total, sport accounts for 50% of Mobile TV content consumed, with Sky Sports 1 being the most popular Mobile TV channel, attracting 24% of users.
With increasing Smartphone adoption, more people than ever before are experimenting with new services. It seems that men are leading the way – accounting for 75% of mobile videos and 71% of Mobile TV clips purchased.
Mobile Gaming
Whilst mobile gaming is enjoyed by both genders, the report reveals that men like time-related challenges such as Tetris, whereas women prefer strategic games with less time pressure, such as SIMS and Monopoly. Orange customers downloaded nearly 650,000 games in the three months covered by the report, with Sunday the most popular day for downloading games
SMS/MMS and Mobile Data
With an average of 63 million SMS messages sent every day by Orange customers, texting remains as popular as ever. The report reveals that women send more text and picture messages than men to keep in touch with friends and family. Also, the difference between the numbers of picture messages sent between men and women increases with age – with women over 60 years old sending 48% more than men in the same age group.
The consumption of mobile data also continues to grow, with over 5.34 million customers now using Orange 3G mobile handsets and/or dongles, and over 435,000 gigabytes of data being used each month.
“As this is the sixth issue of our Digital Media Index report, we were keen to delve deeper and offer an insight into how customers use their mobile handsets,” says Deborah Tonroe, Head of Entertainment and Information at Orange UK. The report shows that users really are using their mobile handsets for more than just voice and text.”
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