UPDATE: Study: Gens X, Y Want Ad-Supported Music Via Mobile Phone

The Management Network Group has released a study on what 13-34 year-olds want from their mobile phone.

  • 34% were interested in mobile music downloads
  • 21% were interested in a video clips service
  • 21% were interested in multiplayer 3D gaming

It appears that almost one in four respondents indicated they would change service providers to get these services if they had to. Also, it appears that people are eager to receive advertisments on their mobiles. “What’s more, consumers favor free, ad-supported content over subscription-supported, ad-free content. Roughly two out of five consumers would be interested in receiving ad-supported multimedia, compared to one out of five who would be willing to pay subscription fees for ad-free content.” There are many different ways to put advertisements on mobile phones, and most of them (the most effective ones) will be welcomed by the consumer, who will have to actively choose to receive the ads. Bundling ads with free content is low-hanging fruit, since advertisers, content companies and consumers are already used to the model through TV and radio.
UPDATE: Reuters has reported on this and included the following fact: “About 40 percent of 1,000 phone users between 13 and 34 years old would be very interested in commercial-free radio over their mobile phone, the survey said.” I can’t find any support for this statement in the press release, but it’s possible Reuters has the report or has it from some other source, like a quote from the company. If it is true it means that consumers have different attitudes to how they want to receive different mobile content, ad-supported video but ad-free (and therefore paid-for) music…
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