Porn is not the Only Sticky Mobile Content

Tom Gordon from mobile content provider Alien Pants has written a reply in the Mobile Weblog to the story in the Register disputing the idea that the idea that mobile pornography is sticky content… or at least, that other mobile content isn’t ‘sticky’. He puts up some interesting arguments, backed up by stats from his company:
“My contention here is that it is the content being marketed as mainstream mobile content that is the reason why the mobile content isn’t as ‘sticky’ as it could be. Our own mobile content service, which is entirely non-subscription, non-intrusive, totally open and not actually ‘mobile’ content, can claim the following statistics, all of which we think indicate a ‘stickyness':

  • More than 75% of consumers who view the service go on to make a purchase.
  • 50% of people who make one purchase go on to make another. And a high percentage of those remain as long term repeat customers.
  • Some customers have been using the service on a regular basis for more than 18 months.
  • The service continues to gain new customers more than 12 months after advertising ceased, mostly through word of mouth referrals.

Of course, the other issue is that people don’t tend to sign up to pornographic services by mistake, they tend to pay a lot of attention to what they’re doing. Likewise, if they do sign up to a pornographic service and realise it’s a bit more cash than they bargained for, they’re not going to kick up as much stink if they find it hard to quit…they’ll tend to keep it a bit more quiet.

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