Home > Market Research > Mobile Markets > Mobile Europe

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Management Report
Published: August 2007
Pages: 27
Tables: 66
From: GBP 347.50   Buy Now!
Research from: eMarketer
Sector: Mobile Markets

The mobile market in Europe is based on a widespread, high-speed infrastructure, and some of the finest handsets in the world. As a result, European mobile consumers are accustomed to switching easily between voice and data services.

The Mobile Europe report examines the recent receptivity among carriers, regulators and brands that is opening up new opportunities in mobile marketing on the Continent.

One of the primary reasons the red carpet is being rolled out for marketers is that the mobile industry has exhausted almost all other avenues for monetizing its mobile Internet and 3G investments. Marketing revenues stand out as one of the few substantial new sources of income in this relatively mature market.

Mobile Advertising Spending in Western Europe, 2006-2011 (millions)

Key questions the "Mobile Europe" report answers:

- Which countries constitute "Europe" for the mobile marketer?
- How big are the European messaging, data and content services markets?
- How are mobile marketing and advertising faring in Europe?
- What potential wild cards should marketers be aware of?
- And many others...

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Table of Contents

Executive Summary
Mobile Advertising Spending in Western Europe, 2006-2011 (millions)
Issues & Questions
The eMarketer View
Key eMarketer Numbers-Mobile Europe
Mobile Europe for Marketers
Mobile Phone Subscribers in Europe, by Country, 2005-2010 (thousands and CAGR*)
Monthly Telecom Revenues per Capita in Europe, by Service Type, 2005-2010
Mobile Data Revenues Worldwide, by Region, Q3 2006 (% of total)
Mobile Content, Applications and M-Commerce Activities of Mobile Phone Users in the US and Select Countries in Western Europe*, December 2006 (% of respondents)
Handsets and Networks
Camera Phone Ownership and Graphics Usage by Mobile Subscribers in Select Western Europe Countries and the US, February 2007 (% of mobile subscribers)
Recent Mobile Phone Buyers in the US and Select Countries in Western Europe Who Purchased Smartphones, Q3 2006 (% of respondents)
Recent Smartphone and Mobile Phone Buyers in Western Europe*, by Age and Gender, Q1 & Q3 2006 (% of respondents in each group)
3G Mobile Phone Sales and Subscribers in Europe, 2006-2010
Mobile Broadband Access Revenues in Europe, 2005-2010 (millions of €)
Mobile Phone Users in the US and Select Countries in Western Europe with Mobile Internet Access, December 2006 (% of respondents)
Internet Users and Mobile Internet Penetration in the US and Select Countries in Western Europe, September 2006 (thousands and % of online population)
Planned Mobile Internet Usage in the Next Year by Mobile Internet Users in the US and Select Countries in Western Europe, December 2006 (% of respondents)
Mobile Messaging
Mobile Messaging Revenues Worldwide, by Type, 2006-2010 (billions and CAGR*)
Mobile Messaging Revenues in Western Europe, 2005 & 2010 (billions of € and % increase vs. prior period)
Mobile Content and Applications Used by Mobile Subscribers in the UK, May 2007 (thousands and % of mobile subscribers)
Mobile Content and Applications Used by Mobile Subscribers in Italy, May 2007 (thousands and % of mobile subscribers)
Mobile Content and Applications Used by Mobile Subscribers in Spain, May 2007 (thousands and % of mobile subscribers)
Mobile Content and Applications Used by Mobile Subscribers in Germany, May 2007 (thousands and % of mobile subscribers)
Mobile Content and Applications Used by Mobile Subscribers in France, May 2007 (thousands and % of mobile subscribers)
Types of Mobile Phone Messages Sent or Received by Teen Mobile Phone Users in the UK, by Age and Gender, July 2006 (% of respondents in each group)
Mobile Instant Messaging (IM) Users in the UK, 2006-2012 (millions and % of active users)
Non-3G and 3G Mobile Subscribers in the US and Select Countries* in Western Europe Who Used a Major Mobile Instant Messaging Service, by Frequency, December 2006 (users and % of total subscribers in each group)
Monthly Mobile IM Charge for Select Operators in Europe, January 2007
Amount of Money that Mobile Phone Subscribers in the UK and France Are Willing to Spend on Mobile IM per Month, December 2006 (% of respondents*)
Mobile Content
Mobile Content Revenues in Western Europe, 2005 & 2011 (billions of € and CAGR*)
Mobile Content Users in Select Countries in Western Europe* Who Have Registered, Personalized or Paid for that Mobile Content, by Category, December 2006 (% of respondents in each group)
Internet and/or Mobile Content Categories Used by Mobile Internet Users in Select Countries in Western Europe, December 2006 (% of respondents)
Mobile Music
Mobile Music Spending in Western Europe, 2006-2011 (millions)
Digital Music Sales in Select Countries in Western Europe, by Format, First half 2006 (% market share)
Mobile Music* Revenues in Select Countries in Europe, 2005
Mobile Subscribers in the US and Select Countries in Western Europe Who Transfer and/or Download Music onto Mobile Devices, January 2007 (% of mobile subscribers)
Features that Internet Users in the UK Have on Their Mobile Phones, August-September 2006 (% of respondents)
Mobile Data/Content-Based Activities of UK Mobile Phone Users, Q3 2006 (% of respondents)
Monthly Amount that UK Consumers Ages 11-25 Spend on Music Downloads, January-February 2007 (% of respondents)
Mobile Video and Mobile TV
Handheld Digital Video Broadcasting-Handheld (DVB-H) Mobile Phone Sales, Subscribers and Service Revenues in Europe, 2006-2010
TV-Enabled Mobile Phone Sales and Service Renewals in Europe, 2006-2010 (thousands of units)
Usage of Mobile Services by Mobile Phone and Handheld Mobile Device Users Ages 16-24 in the EU, September-October 2005 (% of respondents)
Features that Internet Users in the UK Have on Their Mobile Phones, August-September 2006 (% of respondents)
Select Media that Internet Users in the UK Stream/Download to Their Mobile Phones, August-September 2006 (% of respondents)
Amount that Internet Users in the UK Would Be Prepared to Pay per Month to Watch Content on Their PC vs. Their Mobile Phone, August-September 2006 (% of respondents)
Mobile Games
Mobile Gaming Revenues in Western Europe, 2007 & 2011 (billions)
Non-3G and 3G Mobile Subscribers in the US and Select Countries* in Western Europe Who Downloaded Mobile Games, by Number of Games Downloaded, December 2006 (downloaders and % of total subscribers in each group)
Mobile Advertising
Top 10 Countries in Western Europe, Ranked by Digital Content Consumption, Q4 2005 (based on index*)
Mobile Advertising Spending in Western Europe, 2006-2011 (millions)
Attitudes* of Mobile Phone Users in the US and Select Countries in Western Europe** toward Mobile Advertising, December 2006 (% of respondents)
Mobile Phone Users in the US and Select Countries in Western Europe Who Prefer Mobile Advertising Instead of Paying for Mobile Content*, December 2006 (% of respondents)
Behaviors of Mobile Phone Users in the US and Select Countries in Western Europe* in Response to Mobile Advertising, December 2006 (% of respondents)
Short Text Message Revenues Worldwide, by Region, 2006-2010 (millions)
Select Types of Mobile Marketing Campaigns that Have Been Deployed by Leading Companies in Europe, January 2006 (% of respondents)
Incentives that Leading Companies in Europe Might Offer As Part of a Mobile Marketing Campaign, January 2006 (% of respondents)
Aspects of Managing and Optimizing Mobile Marketing Programs about which Leading Companies in Europe Are Unsure, January 2006 (% of respondents)
Mobile Subscribers in the US and Select Countries in Western Europe Who Say They Received an SMS Ad, August 2006 (% of respondents)
Source of SMS Advertising among Mobile Subscribers in France, Germany and Spain, August 2006 (thousands and % of each segment)
Source of SMS Advertising among Mobile Subscribers in the UK and the US, August 2006 (thousands and % of each segment)
Type of SMS Advertising among Mobile Subscribers in France, Germany and Spain, August 2006 (thousands and % of each segment)
Mobile Internet Users' Opinions of Links and Banners on Mobile Internet Portals in France, 2006 (% of respondents)
Mobile Advertising Revenues of the Leading Operators in France, 2006 (millions)
Anticipated Change in Spending by Marketers* Using the Mobile Internet in France, 2007 (% of respondents)
Mobile Search
Mobile Internet Users, Mobile Search Users and Mobile Search Advertising Revenues in Western Europe*, 2006-2011 (millions)
UK Adult Internet Users Who Search the Internet via Mobile Device, by Age and Frequency, March-April 2007 (% of respondents in each group)
Non-3G and 3G Mobile Subscribers in the US and Select Countries* in Western Europe Who Used Mobile Web Search, by Frequency, December 2006 (users and % of total subscribers in each group)
Top 10 Mobile Local Search Categories in Europe, Ranked by Market Share, December 2006 (% of searches in top 10 mobile local search categories)
Top 10 Mobile Local Search Categories in the UK, Ranked by Market Share, July-September 2006 (% of top 10 category searches)
Trends to Watch
Adoption Rate* for Mobile Phone Video Capture in the US, Canada and Select Countries in Western Europe, 2006
Mobile Subscribers in Select Western Europe Countries and the US Who Sent* Photos and/or Videos Using Mobile Network Services, August 2006 & February 2007 (thousands and % of mobile subscribers)
Mobile Phone Subscribers in the US and Select Countries in Western Europe Who Use User-Generated Content and Social Networking Applications* on Their Phones, October 2006 (% of respondents)
Conclusion

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