The BBC and Sky are the two most popular content brands in the UK's mobile media market, according to findings by US digital researcher Telephia. Unveiling what Telephia claims is the "most comprehensive mobile audience measurement in the UK" the company said the BBC and Sky "dominate the third screen".
A third of mobile TV/video viewers watched BBC One while 29% watched Sky Sports. The BBC also secured the top ranking among mobile internet sites, with 28% of all mobile web users
visiting the site. The Sky Sports web site secured a 23% reach among mobile internet users.
"The big broadcasting brands in the UK have extended their footprint to reach the mobile population, and the strategy is clearly working," said Reza Chady, Telephia's European MD.
"Consumers are tapping into three screens—television, PC and mobile phone—for their news and entertainment. Broadcasters must develop an integrated strategy across the three screens to reach, maintain and expand their audience."
Telephia said there was an even 50/50 gender split among UK mobile subscribers, but mobile TV and internet users were more likely to be men. Three per cent of UK mobile subscribers watch mobile TV or video content, with 70% of the audience being male.
Penetration of mobile internet/web is higher at 19%, with men comprising 64% of the audience.
Text and picture messaging had usage rates of 85% and 35% respectively and are skewed towards females.
The Telephia survey involves 8,000 mobile subscribers per month.
Lovelace Consulting | 30.10.2006