Advanced mobile multimedia content to become more popular
2007-04-27
On average, Polish mobile phones users download multimedia content to their handsets 7-9 million times per month. According to a report published by Telecom Media, the multimedia content producer and distributor, the sales are carried out chiefly by means of press advertising and the internet.
Telecom Media has reported that the population of multimedia content users is dominated slightly by men, who account for 52% of all those who download this kind of content. With regard to age groups, the largest share, around two-fifths, is held by people between 20 and 30 years of age. One-fifth of the users are 15-20 years old.
In the 15+ age group, as much as 91% of mobile multimedia users are between 15 and 40 years of age. By way of comparison, users older than 40 years account for 28% of internet users, while those younger for 72%. As for the education of mobile multimedia users, Telecom Media has stated that the distribution in general mirrors that observed for the entire population of Poland. Sixty-two percent of the users have secondary education, while for the whole population this figure is 52%. Users with higher education account for 12% (13% in the whole population). Almost two-thirds of those who download multimedia for their mobile handsets live in towns with fewer than 100,000 inhabitants.
Era subscribers download less Telecom Media emphasises that the clients of PTC, the operator of Era mobile network, are responsible for 25% of the total amount of downloaded multimedia content. Thus, the distribution of downloads does not mirror the market shares of mobile operators in terms of number of clients, as their shares are all in the region of 33%.
In terms of handsets models that are being used for downloading multimedia, Nokia leads the market, with 36% of the total number of phones to which the multimedia content was downloaded in 2006 being manufactured by that producer. Furthermore, Nokia handsets took the first five places in the top ten of multimedia downloading phones. The share of Nokia handsets has increased during the first quarter of 2007 to 38%. The second-most popular handset producer was Sony Ericsson with the share of 20% in 2006. In the first quarter of 2007, this manufacturer’s share among handsets used for multimedia downloading has increased by four percentage points, which was the most substantial growth in the Polish market. Samsung came third in the ranking with a 13% share, which mirrors the previous year’s figure. Telecom Media stated that the most substantial decline in the share was recorded by Siemens handsets: from 13% in Q1 2006 to 8% in the corresponding period of 2007.
Simple content declines According to the report, simple multimedia services that allow users to personalise the handset are becoming less popular and are being replaced by more advanced multimedia applications such as video, music or games. In 2006, as Telecom Media reports, the multimedia content market was divided into two equal parts between the simple and more advanced content. The company estimates that in 2007 the advanced applications’ share should grow to as much as 70% of the market, while the simple content will see a decline by 20 percentage points.
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