The main findings of the study indicate consumers have a preference
for entertainment content and information that is considered useful
whilst "out and about". Overall, enhanced content services
seem to generate high interest and when fully available could even
lead consumers to reduce their usage of newspapers, TV and the Internet.
The survey also found that while consumers would spend significantly
more for new mobile content services, service providers will need
to do more to explain the options available and differentiate services
to serve all age groups.
In particular, younger consumers are willing to pay an extra EUR10
monthly, an amount that decreases significantly with the age of
the respondents. In contrast to age, sex is less important. Between
men and women, the survey found, there are no large differences
in the willingness to spend more for mobile services.
The same is true when it comes to overall interest in mobile content
service. The survey indicates that men and women are equally interested
in mobile content - except sport content, where 52% of men are interested
compared to 29% for women. Again, younger respondents to the survey
were significantly keener than were older groups.
In general, the preferred delivery method seems to be browsing,
rather than downloading or streaming, but this depends on the content
being accessed. Downloading is of value for gaming and music while
streaming and browsing are seen as best suited where information
is updated frequently. When accessing local news, there is a high
preference for streaming or downloading. Perhaps surprisingly, delivery
mechanisms do not drive the amount of money consumers are willing
to pay - the content type itself is the driver.
Current mobile content usage is dominated by downloading ringtones
(used by 40% of the respondents), followed by icons/screen-savers
(22%). However, current mobile content services are perceived as
being too expensive. For example, 48% of those respondents who have
never used any content service rank cheaper services as the prime
factor that would entice them to use content services.
The study also shows how technical and attitudinal issues will
be barriers unless properly addressed by improved service design,
marketing and support. These issues vary by age group. For example,
older consumers need greater education and hand-holding, while younger
users have different expectations about ease due to their greater
experience using the Internet.
