Orange reveals gender insight into mobile usage

Orange has unveiled 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.

On mobile social networking, the report shows that 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.

The report also revealed that nearly two million Orange customers now use their handsets for social networking, and over one billion page impressions on social networking sites are made via mobile each month.

On 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, with handsets now the modern day Curry’s shop window 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.

Interestingly, it was also revealed that Orange’s mobile internet portal, Orange World, receives over 3.4 million users per month. Also, celebrities are the most searched for term by customers, with Cheryl Cole being the no.1 searched for celebrity.

Sport is the main driver for mobile TV viewing and is more popular with men than women. In total, sports accounts for 50% of mobile TV content consumed, with Sky Sports 1 being the most popular mobile TV channel, attracting 24% of users.

With the increasing adoption of smartphone technology, 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. This content, usually quirky or comical (such as ‘South Park’ or ‘Angry Kid’ clips) is often viewed to pass the time whilst travelling.

Whilst mobile gaming is enjoyed by both genders, the findings reveal that men like time-related challenges such as Tetris, whereas women prefer strategic games with less time pressure such as SIMS and Monopoly.

With on average 63 million SMS messages sent every day – texting is still as popular as ever. The latest 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 per month.

Deborah Tonroe, head of entertainment and information, Orange UK said: “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. The report really does reveal some interesting results and shows that users really are using their mobile handsets for more than just voice and text.”

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