Popularity of ‘selfies’ and video sharing will add to traditional occasions
Thanks to the increasing popularity of ‘selfies’ (self-portrait by cameraphone) and video sharing, there will be a tremendous spike in MMS traffic over Xmas, global messaging specialist, Acision predicts. The company saw such spikes in MMS traffic, of up to 424 per cent, over the Xmas/New Year period in 2012 and 2013 will probably be worse. Acision is therefore urging MNOs [Mobile Network Operators] to find ways of taking advantage of such increased activity. For example, Acision’s research shows that 44 per cent of respondents in the UK avoid sending MMS due to the high price compared to 19 per cent of US users.
The annual report is conducted by Vanson Bourne for Acision and is now in its second year.
It shows that MMS is the second most-popular messaging tool after SMS in the USA and third behind SMS and Facebook Messenger in the UK.
“While the arrival of social media and OTT messaging is increasing, they are still not able to generate the same revenues as MMS which, as part of the traditional messaging family, is still the biggest non-voice source of revenue,” arguesAcision’s CMO, JF Sullivan.
Significantly, MMS is more popular with females than males. 54 per cent of UK and 61 per cent of US women use MMS compared to 47 per cent and 55 per cent of men respectively.
Daily use of MMS is stronger in the USA, with 38 per cent of MMS users sending at least one ‘picture text’ each day compared to 22 per cent in the UK.
MMS is used at least once a week by around six in seven US subscribers (87 per cent) and two thirds of UK subscribers (66 per cent).
The research highlighted that respondents in the UK only communicate with an average of eight people via the platform while in the USA this rises to 12.
Both are lower than SMS, which is used to communicate with an average of 13 and 15 people in the UK and USA respectively.
According to Sullivan, “MMS is considered a medium that people trust to communicate with their nearest and dearest.
“The overwhelming majority of MMS users (84 per cent in the USA and 79 per cent in the UK) using the technology to share ‘special and funny moments’ with friends and family.”
“Our findings also suggest that MMS is viewed as a more intimate platform than other messaging applications.”
His advice is that MNOs ”must continue to harness this opportunity and invest in new ways to ensure MMS is an affordable and efficient messaging platform for all mobile subscribers.”
Read the full Press release with key findings from the MMS research here.