Mobile phone content wins over Italians during World Cup

As Italy won the World Cup, mobile content won over Italian subscribers.

According to consumer research by Telephia, six percent of Italian mobile subscribers accessed World Cup content on their mobile devices, as compared to three percent for French mobile subscribers.

Telephia said European 3G mobile subscribers posted higher rates for accessing World Cup content on their phones at 14 percent, while only three percent of European non-3G mobile users accessed content.

"(Football) enthusiasts across the world are passionate about their sport, and European fans are notorious for their hardcore dedication in supporting their country's team," said Kanishka Agarwal, Vice President of New Products, Telephia.

Germany followed Italy for greatest penetration of mobile subscribers accessing World Cup content with four percent. France, Sweden and the United Kingdom tied with 3 percent penetration, trailed by Spain with 2 percent.

Telephia "Pan Europe" data includes total share from the United Kingdom, Germany, Sweden, France, Italy, and Spain.

"The World Cup showcased how important mobile phones have become as a source of immediate information and relevant content for consumers, beyond just a tool to communicate. Fans were able to tap into the frenzy of the games and show their connection and support for their favorite teams through their cell phones," Agarwal said.

Eight percent of European mobile subscribers who used content on their phone watched via mobile TV. Sky Sports was the top channel, securing a 14 percent share of World Cup mobile TV users.

Overall, World Cup content received through text alerts was most popular with 38 percent, followed by content through wireless Internet at 29 percent. A total of 19 percent downloaded a World Cup ringtone, 15 percent downloaded wallpapers, and 14 percent downloaded video clips.

Source: euFootball.BIZ © Copyright 2006 - All rights reserved.