School-age teens and young adults are the primary users of the mobile applications sector in Britain and Germany, says M:Metrics, a mobile market provider. In its February Benchmark Survey, the measurement firm found that Generation M, 13 to 24-year-olds, are the most predisposed to use mobile data services. Content companies should not overstate the importance of this group, however, as subscribers 25 and older comprise in excess of 70% of mobile content consumers.
Even in mobile game consumption, an activity typically associated with youth, adults 25 and older comprise 62% of game downloaders in both Britain and Germany. But, only 2% of German and 3% of UK mobile subscribers 25 or older downloaded a game in February. This compares to 5% of German teens downloading a mobile game and 8% of their British counterparts. Subscribers in the 18 to 24 age group are the most likely to download a mobile game. In Germany, this age group accounts for 27.3% of the market and in the UK, 26%. In both geographies, males out-gamed females, although the gender gap is largest in Germany, at 60% male, 40% female, versus 54% male, 46% female in Britain.
M:Metrics also reports that in both Germany and the UK, 13 to 17-year-olds are twice as likely than the average subscriber to download a short video clip, and three times more likely to stream music over the air.