In Europe (France, Germany, Italy, Spain, UK) 36 percent of 18-34 year-old men with mobile phones access mobile media in February, making that a good way for advertisers to reach them according to M:Metrics. The men in this age group are also highly receptive to SMS advertising, with 9 percent responding to an SMS advert they received compared to 4 percent of the general population. M:Metrics surveyed 12,000-16,000 people in each country to get the results. The survey found that while males in each age group were more likely than females to access mobile media, females in each age group were more likely to access mobile messaging.

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Across all age groups in Western Europe 25 percent of males accessed mobile media compared to 19 percent of women…in the US 27.3 percent of mobile users access mobile media. The greater number of US people using mobile media compared to Europeans was put down to the lower use of SMS for news and information retrieval and the greater prevalence of data plans.

In terms of mobile advertising, the survey found that in the UK 33 percent of respondents said “I’m tempted to buy products I’ve seen advertised” in mobile advertising, compared to 26 percent for TV advertising (that’s “tempted”, not “actually bought”). (release)