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8 April 10

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Orange reveals male/female insight into mobile usage with the sixth Digital Media Index

  • Nearly 2 million Orange customers use social networking on their handsets, with men viewing on average 33% more pages then women
  • Those aged 60+ are the second largest age group to text from abroad, with women in this age group sending 48% more MMS than men
  • 75% of mobile videos downloaded from Orange are by men, with males also the predominant users of  Orange’s mobile internet portal

Orange today 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.

Key findings from the April 2010 report include:

Mobile Social Networking
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 reveals that:

  • Nearly two million Orange customers now use their handsets for social networking
  • Over one billion page impressions on social networking sites are made via mobile each month

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
  • Celebrities are the most searched for term by customers, with Cheryl Cole being the no.1  searched for celebrity

Mobile TV and Video
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 traveling. Also of interest:

  • Cheryl Cole’s Fight For This Love is the number one downloaded video

Mobile Gaming
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.  Interestingly:

  • Sunday is the most popular day for downloading games
  • Orange customers downloaded nearly 650,000 games in three months


SMS / MMS and Mobile Data
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.”

To view the full version of the sixth Orange Digital Media Index, please visit orange.co.uk/newsroom

                                                                                              - Ends -

About The Orange Digital Media Index
The Orange Digital Media Index provides insight into the behaviour of consumers in the digital world by utilising statistics from Orange’s 17.4 million customers in the UK. The report looks at usage patterns across Orange’s entertainment and communications services to show how consumer habits are changing.

Figures in this report cover between October 2009-December 2009, as compared to the fifth Orange Digital Media Index which covered December 2008-February 2009. To review the full report please visit the Orange newsroom: http://newsroom.orange.co.uk/


About Orange UK
Orange is the key brand of the France Telecom Group, one of the world’s leading telecommunications operators. With 131.8 million customers, the Orange brand now covers Internet, television and mobile services in the majority of countries where the Group operates.

In the UK, Orange provides high quality GSM coverage to 99% of the UK population, and 3G coverage to more than 93%. At the end of December 2009, Orange had more than 17.4 million customers in the UK – 16.5 million active mobile customers and approximately 900,000 fixed line internet customers.

Orange and any other Orange product or service names included in this material are trade marks of Orange Brand Services Limited.

For more information please call the Orange Press Office 0870 3731500, or visit www.orange.co.uk/newsroom



 
 




 
 

 

Press release: Research

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