Vol. 2: The Detail

The School of Mobile Vol. 2 - The Detail
Figure 9: Income breakdown by type of SMS access and country
1% 1%
<€20k 100%
1% 1% 2%
2% 4% 2% 2%
2%
4%
4%
2%
3%
3%
4%
7%
2%
2%
5% 2%
3% 2%
€20k-<40k 90% 12%
5%
8%
3%
6% 4%
9%
6%
7%
10%
€40k-<65k
17%
19%
10% 11%
80%
10%
19% 20%
€65k-<85k
17% 20%
18% 20%
70%
22%
14%
25%
€85k-<105k
26%
60%
>€105k
50%
46%
44%
42%
36% 33%
28%
41%
43%
19%
41% 41%
A: All mobile
40% 42%
subscribers
30%
B: Any news
20%
or info
35%
30%
31%
31%
33% 32%
29%
27%
10%
26% 27%
26%
C: Accessed
19%
travel service 0%
A B C A B C A B C A B C
France Germany Spain Italy
Source: m:metrics
The SMS data shows that as with previous charts there is a trend of higher income earners being
more likely to access general informa�on and services using SMS. Even more so with Travel
services and informa�on. In Europe, France and Spain show the top 3 bands (€86k+) being over-
represented in terms of SMS access. Italy and Germany show this for the top 4 bands (€40k+). The
US, interes�ngly does not show much difference between the total mobile users and the ‘Any news
and info column’ however the travel services column shows an over-representa�on for the $75k
- $100k band and a change from 22% - 31% for the $100k+ band.
In the UK only the £45k - £55k band shows an increase in the ‘Any news and info’ column while in
the travel services column all the bands above £45k have either doubled their presence except for
the £65k - £75k band which has remained stable.
→ A�er ge�ng a feel for the mobile travel market we now move on to addressing the Travel
Buying Cycle. The next sec�on will introduce the Travel buying Cycle and then break it down
in terms of how it can be mobilised. Mobile impacts every part of the travel buying cycle to a
greater or lesser degree. Read on for more detail….
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