Tuesday, December 20, 2005

Buongiorno Vitaminic research on Mobile Content

» What People Want From Mobile Content
Related Topics: UK/Europe, ResearchPermalink - Comments (0) [by james]

Buongiorno Vitaminic has released the results of a survey of over 5,000 people in Europe, the US and Africa about their attitude to mobile phones, as well as their usage and buying behaviours.
Two-thirds of respondents said that downloading ringtones, wallpapers, sound effects and multimedia games was their third favorite activity (tied with taking pictures) behind traditional uses such as voice calls and SMS. This makes personalization almost as important as entering contacts and telephone numbers…
The release says “one unique finding is that younger users often sleep with their phones and use them as an alarm clock”…apparently a lot of people are surprised that the alarm clock function gets used — I’ve previously come across people saying it should be removed to make room for other things because no-one uses it. Personally, I was using the alarm clock function from the time I first bought my mobile — it was easier than my other alarm clock.
The survey found that people are more satisfied with their mobile service overall…

This improved satisfaction is reflected in the increased frequency and quantity of services acquired, more than doubling in the last year. 30% of the sample declared that they download about one product every month, while 14% buy one product per week (up from 5% in 2004). In addition, the tendency to buy high-medium value services (from $7-20 U.S.) has increased since 2004.

Unsurprisingly the content is becoming more sophisticated, epitomised by ringtones with polyphonic ringtones accounting for 22% of preferences compared to 19% in 2004, and realtones jumping from 2% to 10%. “Animated wallpapers have increased in popularity from 6% to 8%, while the rating for multimedia games remained almost the same, since it is a segment that counts on a stable demand from heavy users, with gaming skewed toward a male audience.”
The US enjoys using WAP pages, while European users prefer surfing the web…

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