Mobile Music Gaining Fans Says New Study
A new KPMG and Mobile Entertainment Forum study shows that three quarters of US consumers are happy with their experience downloading and listening to songs on their mobile phone.
21% of the U.S. respondents and 30% globally have purchased songs at least once on their phones in the past year. 84% of US and 66% of global purchasers said they were satisfied with the downloading and listening experience. That's more that 3 times the 26% who were satisfied with mobile downloads in in a similar US survey in 2007.
In what could be a boon for both advertisers and music, almost 29% of
US consumers and 49% globally are also willing to accept ads on their
mobile in exchange for free downloads.
Consumers also say they are more satisfied with their experience downloading and
viewing video clips on…
their mobile phones. About 11% of US and 38% globally said that they have watched video clips on their mobile phone in the
past year. In both the U.S. and globally, more than half of those who
watched mobile video were pleased with the experience. In the 2007 MEF
survey, only 28% the US respondents said they were satisfied with mobile video.
These results were among the findings of KPMG's third annual Global
Consumers and Convergence survey of more than 4,000 people in 19
countries worldwide to understand trends in the use of mobile
technology.
Among additional mobile music findings in KPMG's survey, the four items most often identified as influencing the purchase of songs are, in order of priority:
In the US
- privacy of personal information
- clear pricing information
- the cost of the service
- the download speed
Globally
- clear pricing information
- the cost of the service
- the ability to save music on the mobile phone
- high-quality customer care.
