Amdocs has published the results of a survey on mobile content usage and purchasing patterns. Based on the responses from U.S. consumers, the survey reveals that premium mobile content, such as ringtones, truly have a mass market appeal, and multiple generations are embracing new technologies to ease the process of purchasing digital content. Additionally, the survey found that service providers will need to tailor the digital content shopping experience in order to appeal to broader audiences.
Mobile users of all ages are willing to spend significantly on mobile content and services. Forty one percent of the 18-24 aged respondents and 38 percent in the 25-32 age range are prepared to spend US$8-$10 a month to purchase mobile content. In addition, the majority of respondents aged 18-24 are more likely to make a purchase on their mobile device versus respondents 45+, who prefer to use their personal computer (PC). Both findings suggest that service providers need to tailor services by age group to increase mobile commerce spending.
"The survey confirms that there is a strong future for the mobile content and services market as it continues to evolve," said Charles Born, vice president of corporate communications for Amdocs. "Not only should service providers consider offering more age-segmented, premium digital content and services, but they should consider tailoring the storefront experience and purchase mechanisms to meet the demands of multiple generations. Technology that provides service providers with a new way to deliver a more personalized customer experience translates into higher average revenue per user, greater satisfaction, and reduced churn."
Motivation for Purchasing Mobile Content: Fun versus Functionality
Overall, 45 percent of respondents have purchased mobile content to customize their cell phones with ringtones and wallpaper, making these offerings the most popular reason for purchasing content. However, a close second - 42 percent - ranked "services with helpful functionality such as providing directions and checking the weather" as the main reason to buy mobile content.
The 45+ age range is especially motivated by "helpful" services, with 44 percent citing these as reasons behind why they purchase mobile content. Additionally, this age group is most interested in global positioning system (GPS) and location-based services, with 32 percent ranking this mobile application as their first choice with mobile banking services ranking a close second. In contrast, one-third of consumers in the 18-24 age range cite entertainment as the purchase driver for mobile content. The 18-24 year-olds are interested in mobile content for both fun and helpful services, with 43 percent wanting multi-player gaming and 33 percent wanting social networking and mobile payment capabilities.
Purchasing Patterns: Text messaging prevails; older generation prefers the PC for purchasing
The survey found that close to one-third of all respondents use their phone to send text messages, yet only 20 percent of the respondents are actually using their phones to purchase digital content. In addition to using short message service (SMS) as a purchase mechanism, many consumers are using the browser on their mobile phone to make purchases. When given a choice between purchasing content using a PC versus a mobile phone, 66 percent of 18-24 year olds chose their phone. However, more than half of more mature respondents (ages 45+) prefer a PC-based purchase process. The survey also examined consumers' preferred payment mechanism revealing that almost 75 percent of respondents age 18-24 are comfortable putting purchasing charges on their phone bill.
Survey Methodology
The survey queried more than 500 U.S. consumers in four different age categories: 18-24, 25-32, 33-44 and 45+. The survey was conducted by Zoomerang in July 2007.
Posted to the site on 24th October 2007
Posted to: www.cellular-news.com/story/26922.php