Thursday, June 08, 2006

Mobile Content Buyers Report - at MoCoNEws

» Mobile Content Buyers Prefer To Shop Online

Related Topics: Research, Latin America -- Permalink - Comments (0) [by james]

Compete has a report out about where people buy mobile content. More than 45% of "a group of tier-1 wireless carrier content purchasers" said they would rather buy their mobile content online than on their handset, with the internet's larger selection and easier usage being given as some reasons. Despite this, over 50% made their recent content purchase directly on their phone. Since the survey seemed to target people who actually made a purchase there's no information about people who wanted to buy certain content online but found it was only available on their handset, and so didn't make the purchase...carriers can perhaps work on something here.
Contact also claims that "from October to January 2006, Compete observed off-portal sites (Jamster, etc.) received 2.5 times more online interest than the content portions of the carrier sites. Over 40% of the people who ended up purchasing off-portal cited content selection as the primary reason they did not buy through their carrier. Another 33% said the off-portal sites offered a better price. For those who did purchase from their carrier, the majority said they feel more secure purchasing from their carrier website".
People who bought at off-portal sites tended to buy more games, ringtones, graphics and ringback tones than those who bought at carriers. Pay-as-you-go is the prefered model.
Buying Mobile Content
There's also some information about Latinos in the US, who are 23% more likely to be interested in buying a music-oriented handset and 30% more likely to consider a Swivel or Slider type handset. (via Mobile Analyst Watch)

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