Customers Interested in On-Demand Mobile Content
Compete, Inc. has published the findings from its latest wireless report, which reveals that one in seven in-market wireless shoppers are interested in mobile on-demand content, including news, sports and movies, and have a significantly higher ARPU potential than the average mobile content consumer. Compete's analysis shows that the focused targeting of high value segments, including "on-demand" enthusiasts, will provide lucrative opportunities from selling higher priced handsets to enhanced carrier loyalty to mobile advertising acceptance.
Compete surveyed in-market shoppers to gauge wireless shopper interest across three mobile content categories: phone personalization, on-demand and entertainment. Compete's study shows that the on-demand market segment spends more money on handsets, replaces them more often and remains more loyal to their wireless carriers compared to other shoppers. Further, the on-demand consumer is more interested in social networking and in bringing access to their social networks to the handset. These consumers also demonstrate a higher tolerance for mobile advertising in return for free content. By focusing on this highly desirable consumer segment, providers have a tremendous opportunity to speed adoption, spread awareness to the broader market, and test new ad-supported revenue generating models.
"The on-demand consumer is interested in anytime, anywhere access to the content they care about - whether that's movies, music, or their preferred social networking destination, said Miro Kazakoff, senior associate of Compete's wireless practice. "If wireless companies can answer the call for content that the on-demand consumer craves, they have a tremendous opportunity to generate awareness and interest across the broader market."
Additional key findings include:
- 47% of the on-demand group spent over a week researching their most recent purchase compared to 34% of all buyers.
- More than one in four shoppers (28%) in the on-demand segment spent over $100 after rebates on their recent phone purchase compared to 19% of all in-market shoppers.
- On-demand enthusiasts also upgrade more frequently, with just over half replacing a phone that was less than 18 months old. That compares to just 38% for all in-market shoppers.
To download the entire wireless study (6 pages, free registration required) go to: www.competeinc.com"
Posted to the site on 27th October 2006
