us-mobile-media-audience-copy.jpgAccording to the latest release from M:Metrics, US mobile subs are more actively consuming mobile media than their counterparts in the UK, France, Germany, Italy and Denmark. While the male-focused piece, entitled “The Way to A Man’s Heart is Through His Mobile Phone”, was well publicized in the major trade press for its key story that men respond twice as frequently to SMS offers as women do (9% to 4%, respectively), a less emphasized set of data points seem far more interesting to those who have had their fill of the “US as Mobile Laggard” story.

The piece points out that “U.S. mobile users are more active consumers of mobile media, as unlike Europeans they use SMS less frequently for news and information retrieval and are more likely to have data plans, which directly impacts mobile content consumption.” While anecdotally this seems fair enough (it would make sense that the highly web-centric US pop would be less enamored of SMS-based media and search services in favor of the more familiar browser-based approach), what is more striking that the US has achieved a higher percentage of mobile media usage while considerably lagging behind many markets in both 3G and smartphone penetration – both considered fairly-reliable leading indicators of mobile media use.

Does this mean that Americans will considerably out pace Europeans in mobile media usage if and when the US catches up to the rest of the planet in terms of 3G and smartphone penetration? Perhaps… either that, or it could be that we’ve be led astray by erroneous data fed by survey-based research methodology (wouldn’t be the first time). Ultimately, more research is needed before a conclusion can be drawn, but certainly the data is encouraging for the US mobile media market.

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