Abstract
This IDC study analyzes the combined responses of nearly 4,200 wireless
subscribers and customers regarding their usage patterns and spending habits on
mobile data services, with particular emphasis on mobile entertainment
service/content types such as ringtones, games, mobile TV/video, full track
music, and ringback tones. Results are cut by gender and ethnicity
(African-Americans, Asian-Americans/Pacific Islanders, Caucasians, and
Latinos/Hispanics). At a high level, Caucasians were found to be less likely to
use or subscribe to most mobile entertainment services and content types
relative to minority groups.
"It' s interesting how divergent certain types of activities are between ethnic
groups, such as full track sideloading, which was more popular among minority
communities," says Lewis Ward, research manager of the Mobile Consumer
Services: Entertainment service. "While the fact that males overindexed for
mobile TV/video usage and preferred sports video clips may not be a shock, that
ringback tone adoption skewed female and African-American and Latino by a
significant margin may raise some eyebrows."
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