Study Being Used To Push Ad-Supported Content Instead Of Subscription

Taylor Nelson Sofres surveyed 3,576 cellphone owners in Asia-Pacific, Europe and North America for a convergance study commission by KPMG, which is now using the results to push its idea that more revenue can be made from ad-supported premium mobile content and services than from consumer-paid fees and subscriptions. The basis: 37 percent of North American respondents (not sure how many that sample includes) said they would not pay a premium above the cost of their current bill for converged services; 20 percent said they would only go as high as 10 percent over the bill.

But that emphasis overlooks that the majority of those North Americans surveyed said they would pay more for information and entertainment delivered by cell phone. The real takeaway would seem to be that there are ways to make significant revenue from fees and subscriptions while at the same time including ad-supported multimedia in basic service.

Also from the survey:

– North Americans listed the cell phone as the preferred way to get all media with the exception of music. (KPMG interprets this as a good sign for converged service providers but I’d note that a lot of those providers are counting on music as a profit center. Asian users are the most price-sensitive when it comes to music — and the most acclimated to phones as music devices.

– The top-ranked capability is internet access, photographs second, and email third.

– Video content preferences start with movie trailers and clips followed by news clips and sports.

– Asian users are most interested in entertainment; European and North American in information.

I have yet to see the complete study so am relying on details in the press release.

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