(Telecompaper) A total of 36 percent of 18-34 year old male mobile phone users worldwide accessed mobile media in February, according to data from M:Metrics. A total of nine percent of men in this age group responded to SMS advertising in February, compared to a market average of 4 percent of all mobile users. In Western Europe, 25 percent of male mobile phone users accessed mobile media in February, compared to just under 19 percent of women. The audience for mobile media is also quite young in Western Europe, with 28 percent of 13-17 year olds consuming mobile media, compared to 12 percent of those aged 55 and over. In the UK, 18-34 year olds account for 56 percent of mobile media users, compared to 29 percent of TV viewers. In Europe, the UK has the highest percentage of mobile media users at 26.8 percent, followed by France with 18.5 percent and Germany with 18.4 percent. In the UK, the mobile media audience is 44 percent more likely to fall into the 'cash rich, time poor' category than the market average. ...
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