Vol. 2: The Detail

The School of Mobile Vol. 2 - The Detail Chapter 1 - Introduc�on
Figure 3: Age breakdown by type of SMS access and country
oduction
Intr
13-17 100%
1%
2% 1%
2%
4% 5%
5% 6%
18-24
13%
8%
90%
13% 16% 10%
11%
11%
16%
12%
13%
13%
17%
29%
9%
23%
28% 26% 25%
25-34
29%
80%
12% 13%
18%
17%
10%
14% 20%
35-44
18%
70%
20%
19%
45-54
18% 38%
16%
16%
18%
17%
60%
16%
18%
33% 21%
19% 17%
25%
55-64
34% 27%
50%
27% 24%
65+
18%
25%
19%
24%
19%
20% 21% 23%
40% 20%
21%
30%
26%
A: All mobile 30% 18% 29%
24%
16% 17% 25%
18%
28%
21% 20%
subscribers
30%
19%
22% 17%
20% 21% 18%
B: Any news
13% 12%
12%
13%
10%
12%
16%
9% 11%
15%
or info
14% 15%
15%
17%
10%
8% 8%
10% 9%
8%
10%
8%
14%
0%
6% 5% 6% 6% 6% 5%
C: Accessed
A B C A B C A B C A B C A B C A B C
travel service
US UK France Germany Spain Italy
Source: m:metrics
Compared to the other forms of accessing mobile data, SMS access shows a similar trend to that
of applica�ons rather than mobile browsing. The over-representa�on in the ‘Any news or info’ and
‘Accessed travel service columns’ is seen mainly in age bands below 35. In the travel sec�on, Spain
and Italy do not show as much of a shi� towards the younger age bands as in other countries.
However, Germany and France con�nue the trend of the most prominent 13-17 year old bands in
the travel sec�on.
Figure 4: Gender breakdown by type of browser access and country
100%
Male 90%
%
%
%
80%
1
%
%
3
9
2
7
%
2
8
% 3
8
%
3 3
0
%
8
%
2
9
%
4
0
%
3
8 2
9
%
3
3
%
3
7
%
3
7
%
Female
70% 5
1
5
2
5
1
%
5
1
%
4
7
%
4
9
% 3
5
0
%
60%
50%
A: All mobile
40%
subscribers
%
%
%
30% 7
1
%
7
0 %
B: Any news 6
2
%
6
9
%
%
7
0
%
6
0
%
% 6
2
%
6
7
%
7
3
7
2
%
6
2
%
7
1
6
3
%
6
3
or info
20% 4
9
%
4
8
4
9
4
9
%
5
3
%
5
1
%
5
0
%
C: Accessed
10%
travel service
0%
A B C A B C A B C A B C A B C A B C A B C
Global US UK France Germany Spain Italy
Source: m:metrics
In all regions there is a prominent over-representa�on of males in the ‘Any news and info’ column
and this is carried over into the ‘Accessed travel services’ column. In the US, UK and Spain this
over-representa�on is higher than that in the second column showing that this demographic is
especially likely to access travel services. We will not speculate as to the reasons for this over-
representa�on.
Go to Table of Contents Go to Table of Contents
12 © EyeforTravel Research. All rights reserved. © EyeforTravel Research. All rights reserved. 13
Page 1 | Page 2 | Page 3 | Page 4 | Page 5 | Page 6 | Page 7 | Page 8 | Page 9 | Page 10 | Page 11 | Page 12 | Page 13 | Page 14 | Page 15 | Page 16 | Page 17 | Page 18 | Page 19 | Page 20 | Page 21 | Page 22 | Page 23 | Page 24 | Page 25 | Page 26 | Page 27 | Page 28 | Page 29 | Page 30 | Page 31 | Page 32 | Page 33 | Page 34 | Page 35 | Page 36 | Page 37 | Page 38 | Page 39 | Page 40 | Page 41 | Page 42 | Page 43 | Page 44 | Page 45 | Page 46 | Page 47 | Page 48 | Page 49 | Page 50 | Page 51 | Page 52 | Page 53 | Page 54 | Page 55 | Page 56 | Page 57 | Page 58 | Page 59 | Page 60 | Page 61 | Page 62 | Page 63 | Page 64 | Page 65 | Page 66 | Page 67 | Page 68 | Page 69 | Page 70 | Page 71 | Page 72 | Page 73 | Page 74 | Page 75 | Page 76 | Page 77 | Page 78 | Page 79 | Page 80 | Page 81 | Page 82 | Page 83 | Page 84 | Page 85 | Page 86 | Page 87 | Page 88 | Page 89 | Page 90 | Page 91 | Page 92 | Page 93 | Page 94 | Page 95 | Page 96 | Page 97 | Page 98 | Page 99 | Page 100 | Page 101 | Page 102 | Page 103 | Page 104 | Page 105 | Page 106 | Page 107 | Page 108 | Page 109 | Page 110 | Page 111 | Page 112 | Page 113 | Page 114 | Page 115 | Page 116 | Page 117 | Page 118 | Page 119 | Page 120 | Page 121 | Page 122 | Page 123 | Page 124 | Page 125 | Page 126 | Page 127 | Page 128 | Page 129 | Page 130 | Page 131 | Page 132 | Page 133 | Page 134 | Page 135 | Page 136 | Page 137 | Page 138 | Page 139 | Page 140 | Page 141 | Page 142 | Page 143 | Page 144 | Page 145 | Page 146 | Page 147 | Page 148 | Page 149 | Page 150 | Page 151 | Page 152 | Page 153 | Page 154 | Page 155 | Page 156 | Page 157 | Page 158 | Page 159 | Page 160 | Page 161 | Page 162 | Page 163 | Page 164 | Page 165 | Page 166 | Page 167 | Page 168 | Page 169 | Page 170 | Page 171 | Page 172 | Page 173 | Page 174 | Page 175 | Page 176 | Page 177 | Page 178 | Page 179 | Page 180 | Page 181 | Page 182 | Page 183 | Page 184 | Page 185 | Page 186 | Page 187 | Page 188 | Page 189