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@ MWC: Content Users Go Off-Portal But Find Barriers To Adoption

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Mobile media users are creatures of habit but are willing to find content in far-flung places. A report published in Barcelona by mobile value-added company Olista says over 60 percent of video and music downloaded on the mobile web in Europe is off-portal – encouraging news for those that thought operator relationships essential. Some thirty percent of users download the same content over and over again, the report says – for example, repeatedly downloading the same music track (seems rather pointless when you could just save it). And mobile TV is still struggling – some 85 percent of users who tried such services ran away and never came back. The report blamed hard-to-use navigation. More curiously, 70 percent of subscriber who took out a mobile content package, didn’t actually use mobile content while around half of downloads never finished successfully.