INTRODUCING GENERATION M

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School-age teens and young adults are leading users in the mobile applications sector in Britain and Germany, says M:Metrics. In its February Benchmark Survey, the measurement firm found that what it calls ‘Generation M’, 13 to 24- year-olds, are the most predisposed to use mobile data services.

That isn’t too surprising, perhaps. But the researchers also note that subscribers aged 25 and up make up more than 70% of mobile content consumers.
“Although 13 to 24-year-olds make up less than 20% of the mobile audience in the UK and Germany, they show a high propensity to consume mobile content, with 62% of British, and 47% of German members of Generation M using one or more mobile applications,” said Paul Goode of M:Metrics. “But the appeal of mobile content extends beyond youth, as the majority of mobile content consumers are over 25. The challenge the mobile content industry faces is to similarly engage a higher percentage of older consumers.”
Subscribers in the 18 to 24 age group are the most likely to download a mobile game. 13 to 17-year-olds are twice more likely than the average subscriber to download a short video clip, and three times more likely to stream music over the air.
Females accounted for 56% of subscribers in the UK who purchased personalisation content such as ringtones and wallpapers, and again it was the 13 to 17-year old group that led the way – it accounted for 85% of the UK market.