mTrends - mobile media lifestyle trends - m-trends.org

Random One just finished the first M-Trends study on current mobile lifestyle trends among youth in Spain. The study provides clients with key insights that empower them to optimize the results of their brands, products and mobile communications campaigns and services within youth target markets.

The study targeted more than 1,000 trend-making youths in Madrid and Barcelona during autumn 2003. Average age was 21,5. The personal survey was conducted by LeapVision researchers and has a margin of error of 4,6%.

91,2 % of the trendy youngsters overall own a mobile phone, with 96,8 % of girls in Madrid owning one.

Though the service is still relatively new, 6 % use MMS, up to 9 % with Barcelona girls.

Highly popular SMS service is used by more than 80 % of the girls, while boys use it a bit less, around 70%. 77% use SMS overall.

Most used value added services are Games (18%), Logos (12%) and Ringtones (18%). Just after these most used services comes photos, chatting and MMS. Downloading Music and Videos seem to be on the wish-list for the near future though few currently enjoy this service, or they do not have the necessary phone model yet.