According to research published by M:Metrics, Yahoo is the leading brand in the US for mobile content. In the last quarter of 2005, 12.8 million U.S. mobile subscribers accessed Yahoo's services in an average month - 4 million more than second-place AOL.
Key observations from the study:
Instant Messaging Drives Users: According to Mark Donovan, VP Products and Senior Analyst at M:Metrics, AOL's strength derives from its strong IM user base (89% of mobile reach uses AIM, compared with 73% of Yahoo IM users). "[AOL's] challenge is to demonstrate that it can use AIM as the foundation to engage users with a broader base of services, much as it is seeking to do on the desktop by opening access to its portal and e-mail services and linking these with AIM." Sports News Wins: ESPN had the most mobile content users followed by Yahoo and CNN. Will Yahoo maintain its dominance in news content? Unlikely, as the destination sites grab more share, and media players such as Gannett take stronger positions in mobile content. Google Not Yet Undisputed King of Mobile Search: Google's advantage over Yahoo in mobile search is still marginal, while Yahoo outperforms Google in maps and directories. Let's see what happens next quarter following both players' announcements at CES: the launch of Yahoo Go and the initiation of Google's search partnership with Motorola.
|Mobile Content Brand Reach|
|Weather Brand||Subscribers (000s)|
|The Weather Channel/Weather.com||4,127|
|News Brand||Subscribers (000s)|
|ESPN Sports News||4,934|
|Search Brand||Subscribers (000s)|
|Map/Directory Service Brand||Subscribers (000s)|