Key Drivers To Mobile Media Downloads
The Usable Products Company have the results of a new study into the key drivers to mobile media downloads. The survey found…
- 42% of 14 to 17 year-olds report downloading ring tones at least once per month. However, only 21% of consumers 25 and older report equally frequent ring tone downloads.
- 56% of survey respondents either have no interest in, or will not pay extra for multiple device music downloads.
- Only 2% of survey respondents would pay as much as 30% more to play music on more than one device.
- 75% of survey respondents were interested in or were very excited to be able to purchase event tickets from their mobile phones.
For me, the key point from this survey is the inherent competition between mobile and non-mobile services. One quote from the study was…
“If I can get it online for $.99, I wouldn’t buy it on my phone for $3.”
When people think up mobile applications and services, they rarely consider that users might actually wait and get the same information or service another way, for example, via a PC. In fact, the most successful applications are probably those where the user can’t wait. i.e. Those where the immediacy of the information is so valuable that the user will sacrifice usablity and even probably pay more.