M:Metrics confirms 18-34 males as target for mobile media

You probably new the answer anyway, but M:Metrics has actually measured it. Yes, the mobile statistics specialist can definite say that the chief target for mobile advertising should be young men aged between 18 and 34.

The company says they form the largest group of all those who actually access mobile media with 36 per cent of the total.

Men in the abovementiond age group are also highly receptive to SMS advertising, M:Metrics says, with 9 per cent responding to an SMS advert they have received whereas the market average is 4 per cent.
Even more crucially those in that same age bracket (men and women) account for over half (56 per cent) of all mobile media viewers whereas they form just 29 per cent of TV viewers.

Here's another obvious one – US mobile phone users are greater consumers of mobile media than those in any other countries because they use SMS far less than the rest of the world.

Among Europeans, the UK has the highest percentage of mobile media users (26.8 per cent), while Germany and France are neck and neck but lag behind at 18.4 per cent and 18.5 per cent, respectively.
M:Metrics also confirms that one third of all UK mobile media users agree they are tempted to buy products they’ve seen advertised.

According to Paul Goode, a senior analyst with M:Metrics, "Adding mobile to a media plan increases the efficiency of reaching key target groups, a metric that will continue to improve with the growth of 3G and smartphone ownership."