updated 04:10 pm EDT, Mon August 15, 2011
Apple's iPhone leads other single brands
Mogreet, a mobile platform marketing agency that measures video-based MMS advertising, released its second-quarter 2011 analytics report analyzing consumer behavior in viewing and reacting to video advertising. The survey showed that Verizon lead the pack in mobile messaging views by carrier, while Apple's iPhone was the dominant choice for viewing MMS ads by handset type.
Verizon customers were responsible for 44.2 percent of the mobile video messaging views in the survey, followed by AT&T at 37.1 percent. T-Mobile was in third position at 7.1 percent, with Sprint at 5.7 percent and Cricket (aka Leap Wireless) at 2.2 percent. Interestingly, adding AT&T and T-Mobile's percentages together would exactly equal Verizon's share.
By handset, the views were broken down differently, with Apple's iPhone leading the field by nearly twice as much as the next competitor. The iPhone garnered 7.4 percent of all video messaging views, followed by the LG enV 3 at 3.9 percent, the Samsung Intensity at 2.9 percent, tying with the LG Cosmos at the same percentage, and the LG enV Touch at 2.7 percent. The total of 19.8 percent reflects a little more than half of the smartphone arena, with penetration in the U.S. (where the survey was conducted) just now reaching 35 percent.
The success of mobile video messaging views is seen as a leading indicator of how often consumers are using video and MMS messaging services on their devices, and can help not only advertisers but app developers in choosing which targeted platforms or carriers may be most effective in helping achieve early success.
The survey also revealed that the western part of the United States was the most active region for video MMS messaging, with the greater Phoenix, AZ area the most active, followed by west Los Angeles, San Bernadino, and the Denver area. Outside the west, only the greater Atlanta area and its surrounding suburbs made the top five list.