U.S., U.K. mobile users find common ground

When it comes to online mobile habits, American and British mobile users have a lot in common. That, according to a new study from M:Metrics and international media company Buongiorno.

by Kristina Knight

According to a recent study from the two companies, most users want a fast connection and prefer to be able to use the phones they have rather than buying new, more high-tech gear. Ring tones (accounting for 80% of mobile music revenue) and graphics are also consumed at similar rates between the two countries. In the U.K. in January 12% of users downloaded music to their phones. In the U.S. only 3% downloaded music. European countries Italy (10% downloaded music) and Spain (9% downloaded music) are also ahead of the U.S.

The study indicates that text messaging is more common in England, as are mobile video, photo messaging and music capabilities. In January, more than 15% of U.K. 3G (third generation high data-speed carriers) watched videos on mobile phones.

On the other hand, mobile email and instant messaging are more common in the U.S.

Multi-media messaging services also have different habits in the United States and in Europe. According to the report, roughly 15% of Americans use MMS services for photos or videos, but between 20% and 30% of European users do so.

Though there are differences in the rates of consumption, it is interesting to note that users are basically doing the same things online - messaging friends, checking email, listening to music and watching videos. This is a clear indication of the types of advertisers who will benefit most from mobile marketing campaigns.