UK Mobile Content Survey: What Consumers Want

Table of Contents

• UNDERSTANDING THE MOBILE CONSUMER
  • Figure 1.1: Global ARPU
• The Mobile UK Consumer Survey
• The respondents
  • Figure 1.2: What is your age?
  • Figure 1.3: Where do you live?
  • Figure 1.4: What is your occupational status?

• UK MARKET OVERVIEW
  • Figure 2.1: UK mobile network operator subscriptions and market shares (1Q07)
  • Figure 2.2: UK operators' monthly data ARPU
• Mobile content
• Music
• Games
• Mobile TV & video
  • Figure 2.3: t-zones UK video categories
• Mobile advertising
• Beyond the money spinners
  • Off-portal and search and discovery
  • Location-based services

• MOBILE CONTENT AND SERVICE AWARENESS
  • Figure 3.1: Mobile service awareness
• Mobile services awareness by gender
  • Figure 3.2: Mobile services awareness by gender
• Mobile service awareness by age
  • Figure 3.3: Mobile service awareness by age

• MOBILE ENTERTAINMENT
• Mobile music
  • Figure 4.1: In the past three months, how many times have you done the following on your mobile phone?
• Mobile music consumption, by gender
  • Ringtone
    • Figure 4.2: Changed ringtone, by gender
  • Ring-back tone
    • Figure 4.3: Changed your ring-back (calling) tone, by gender
  • Mobile as a music player
    • Figure 4.4: Listened to music stored on your phone, by gender
  • Radio
    • Figure 4.5: Listened to the radio, by gender
  • User-generated ringtones
    • Figure 4.6: Created your own ringtone, by gender
  • Key findings
• Mobile music consumption, by age
  • Ringtone
    • Figure 4.7: Changed your ringtone, by age
  • Ring-back tone
    • Figure 4.8: Changed your ring-back (calling) tone, by age
  • Mobile as a music player
    • Figure 4.9: Listened to music stored on your phone, by age
  • Radio
    • Figure 4.10: Listened to the radio, by age
  • User-generated ringtones
    • Figure 4.11: Created your own ringtone, by age
• Visual
• Mobile TV
  • Figure 4.12: In the past three months, how many times have you watched TV on your mobile phone?
• Mobile TV, by gender
  • Figure 4.13: Watched TV, by gender
• Key findings
• Mobile TV, by age
  • Figure 4.14: Watched TV, by age
• Paying for mobile TV services
  • Figure 4.15: How much would you be willing to pay per month to watch TV on your mobile phone?
  • Figure 4.16: How much would you be willing to pay per month to watch mobile TV, by gender
  • Figure 4.17: How much would you be willing to pay per month to watch mobile TV, by age
• Mobile TV consumption
  • Figure 4.18: How many hours a month do you think you would watch TV on your mobile?
  • Figure 4.19: How many hours a month do you think you would watch TV on your mobile, by gender
  • Figure 4.20: How many hours a month do you think you would watch TV on your mobile, by age
• Mobile video
  • Figure 4.21: In the past three months, how many times have you watched a video clip on your mobile phone?
• Mobile video consumption, by gender
  • Figure 4.22: Watched a video clip, by gender
• Key findings
• Mobile video consumption, by age
  • Figure 4.23: Watched a video clip, by age
• Made a video clip
  • Figure 4.24: In the past three months, how many times have you made a video clip on your mobile phone and not forwarded the content?
  • Figure 4.25: Made a video clip but not forwarded it (sent to another person), by gender
  • Figure 4.26: Made a video clip but not forwarded it (sent to another person), by age
• Mobile games
  • Single player games
    • Figure 4.27: In the past three months, how many times have you played a single player game on your mobile phone?
  • Single player games usage, by gender
    • Figure 4.28: Played a single player game, by gender
  • Key findings
  • Single player games usage, by age
    • Figure 4.29: Played a single player game, by age
  • Multiplayer gaming
    • Figure 4.30: In the past three months, how many times have you played a multiplayer game on your mobile phone?
    • Figure 4.31: Played a multiplayer game, by gender
    • Figure 4.32: Played a multiplayer game, by age
  • Submitting a high score
    • Figure 4.33: In the past three months, how many times have you submitted a high score on your mobile phone?
    • Figure 4.34: Submitted a high score, by gender
    • Figure 4.35: Submitted a high score, by age
• Imaging
  • Figure 4.36: In the past three months, how many times have you done the following on your mobile phone?
• Imaging usage, by gender
  • Figure 4.37: Content (image) usage, by gender
• Key findings
• Imaging usage, by age
  • Figure 4.38: Content (image) usage, by age

• CONTENT AND SERVICES
• Mobile content and services overview
  • Figure 5.1: In the past three months, how many times have you done the following on your mobile phone?
• Mobile service usage
• Mobile Internet
  • Figure 5.2: Browsed the Internet, by gender
  • Figure 5.3: Browsed the Internet, by age
• Mobile search
  • Figure 5.4: Performed a search for content, by gender
  • Figure 5.5: Performed a search for content, by age
• Mobile gambling
  • Figure 5.6: Placed a bet, by gender
  • Figure 5.7: Placed a bet, by age
• Mobile dating
  • Figure 5.8: Used a dating site or service, by gender
  • Figure 5.9: Used a dating site or service, by age
• Installed an application
  • Figure 5.10: Installed a downloaded application, by gender
  • Figure 5.11: Installed a downloaded application, by age
• Mobile coupons
  • Figure 5.12: Used a mobile coupon, by gender
  • Figure 5.13: Used a mobile coupon, by age
• Mobile banking
  • Figure 5.14: Accessed mobile banking services, by gender
  • Figure 5.15: Accessed mobile banking services, by age .
• Mobile payments and commerce
• Attitudes to financial-based services over the mobile
  • Figure 5.16: Would you be interested in being able to use your mobile phone to:
• Checking bank balance
  • Figure 5.17: Check your bank balance, by gender
  • Figure 5.18: Check your bank balance, by age
• Paying bills
  • Figure 5.19: Pay bills, by gender
  • Figure 5.20: Pay bills, by age
• Paying for goods in shops
  • Figure 5.21: Pay for goods in shops, by gender
  • Figure 5.22: Pay for goods in shops, by age
• Inform of potentially fraudulent transaction
  • Figure 5.23: Inform you when a potentially fraudulent transaction has occurred on your account, by gender
  • Figure 5.24: Inform you when a potentially fraudulent transaction has occurred on your account, by age
• Money transfer
  • Figure 5.25: Transfer money from one account to another, by gender
  • Figure 5.26: Transfer money from one account to another, by age

• MOBILE MESSAGING
• Messaging usage
  • Figure 6.1: In the past three months, how many times have you used your phone to send the following types of message?
• Messaging usage, by gender
  • Figure 6.2: SMS, by gender
  • Figure 6.3: MMS (picture), by gender
  • Figure 6.4: MMS (video), by gender
  • Figure 6.5: Mobile instant messaging, by gender
  • Figure 6.6: Mobile e-mail, by gender
• Key findings
• Messaging usage, by age
  • SMS
    • Figure 6.7: SMS, by age
  • MMS
    • Figure 6.8: MMS (picture message), by age
  • MMS video
    • Figure 6.9: MMS (video message), by age
  • Mobile IM
    • Figure 6.10: Mobile IM, by age
  • Mobile e-mail
    • Figure 6.11: Mobile e-mail, by age
• Messaging: the missed opportunities?
  • Figure 6.12: In the past three months, how many times have you taken a picture but not forwarded it (sent to another person) on your mobile phone?
  • Figure 6.13: Taken a picture but not forwarded it, by gender
  • Figure 6.14: Taken a picture but not forwarded it, by age
• Made a video clip but did not forward
  • Figure 6.15: In the past three months, how many times have you made a video clip but not forwarded it (sent to another person) on your mobile phone?
  • Figure 6.16: Made a video clip but not forwarded it, by gender
  • Figure 6.17: Made a video clip but not forwarded it, by age

• CONTENT SPEND
  • Figure 7.1: In the past three months, how many times have you bought the following types of content?
• Key findings
• Purchasing mobile content, by gender
• Ringtones
  • Figure 7.2: Purchasing ringtones, by gender
• Games
  • Figure 7.3: Purchasing games, by gender
• Video clips
  • Figure 7.4: Purchasing video clips, by gender
• Ring-back tones
  • Figure 7.5: Purchasing ring-back tones, by gender
• Full-track songs
  • Figure 7.6: Purchasing full-track songs, by gender
• Adult content
  • Figure 7.7: Purchasing adult content, by gender
• Images
  • Figure 7.8: Purchasing screensaver, wallpaper and other images, by gender
• Purchasing mobile content, by age
• Ringtones
  • Figure 7.9: Purchasing ringtones, by age
• Games
  • Figure 7.10: Purchasing games, by age
• Video clips
  • Figure 7.11: Purchasing video clips, by age
• Ring-back tones
  • Figure 7.12: Purchasing ring-back tones, by age
• Full-track songs
  • Figure 7.13: Purchasing full-track songs, by age
• Adult content
  • Figure 7.14: Purchasing adult content, by age
• Images
  • Figure 7.15: Purchasing screensaver, wallpaper and other images, by age
• Mobile content consumption
  • Figure 7.16: On average, how much did mobile content purchasers think that they spend a month on mobile content?
  • Figure 7.17: How much did mobile content purchasers think they spent in the last three months on mobile content?
• Mobile content consumption over one month, by gender
  • Figure 7.18: Monthly mobile content spend, by gender
• Mobile content consumption over three months, by gender
  • Figure 7.19: Mobile content spend over three-month period, by gender
• Mobile content consumption over one month, by age
  • Figure 7.20: Monthly mobile content spend, by age
• Mobile content consumption over three months, by age
  • Figure 7.21: Mobile content spend over three months, by age
• Key metrics
  • Figure 7.22: Breakdown of mobile data spend per month
  • Figure 7.23: Monthly mobile content spend, by age
  • Figure 7.24: Demographic breakdown of monthly mobile content spend
• The UK mobile content market- based on monthly expenditure
  • Figure 7.25: The value of the UK mobile content market based on monthly expenditure behaviour, 2006
• The UK mobile content market- based on three months' expenditure
  • Figure 7.26: The value of the UK mobile content market based on three months' expenditure behaviour, 2006
• Mobile content spend, by service type
  • Ringtone revenues 2006
    • Figure 7.27: The UK ringtone market, 2006
  • Full-track download revenues 2006
    • Figure 7.28: The UK FTD market, 2006
  • Mobile games revenues 2006
    • Figure 7.29: The UK mobile games market, 2006
  • Mobile video revenues 2006
    • Figure 7.30: The UK mobile video market, 2006
  • Mobile images revenues 2006
    • Figure 7.31: The UK mobile images market, 2006
  • Mobile adult revenues 2006
    • Figure 7.32: The UK mobile adult market, 2006
• Total mobile entertainment market 2006, by content spend
  • Figure 7.33: UK mobile entertainment revenues, 2006
• Paying to watch mobile TV
  • Figure 7.34: How much would you be willing to pay per month to watch TV on your mobile phone?
• How much would you pay to watch mobile TV, by gender?
  • Figure 7.35: How much will you pay to watch mobile TV, by gender?
• How much would you pay to watch mobile TV, by age?
  • Figure 7.36: How much will you pay to watch mobile TV, by age?
• Mobile TV analysis
  • Figure 7.37: Hypothetical revenue of mobile TV
• Consumer attitudes to mobile content
• “ I don' t buy mobile content because it is too expensive for what you get”
  • Figure 7.38: I don' t buy mobile content like games and music because they are too expensive for what you get
• By gender
  • Figure 7.39: I don' t buy mobile content like games and music because they are too expensive for what you get, by gender
• By age
  • Figure 7.40: I don' t buy mobile content like games and music because they are too expensive for what you get, by age
• “ I spend more money on ringtones and music for my phone than any other ways of purchasing music”
  • Figure 7.41: I spend more money on ringtones and music for my phone than any other ways of buying music
• By gender
  • Figure 7.42: I spend more money on ringtones and music for my phone than any other ways of buying music, by gender
• By age
  • Figure 7.43: I spend more money on ringtones and music for my phone than any other ways of buying music, by age
• “ I have bought mobile content in the past but won' tbe doing it again."
  • Figure 7.44: I have bought mobile content in the past but won' t be doing it again By gender
  • Figure 7.45: I have bought mobile content in the past but won' t be doing it again, by gender
• By age
  • Figure 7.46: I have bought mobile content in the past but won' t be doing it again, by age
• The success of promotions during the 2006 World Cup
  • Figure 7.47: Impact of 2006 World Cup promotions
• By gender
  • Figure 7.48: Impact of 2006 World Cup promotions, by gender
• By age
  • Figure 7.49: Impact of 2006 World Cup promotions, by age

• MOBILE ADVERTISING
• Acceptance of mobile advertising
  • Figure 8.1: Do you agree or disagree with the following statement: “ I would be happy to receive adverts on my mobile if it meant I got cheaper or free mobile content. ”
• Acceptance of mobile advertising, by gender
  • Figure 8.2: “ I would be happy to receive adverts on my mobile if it meant I got cheaper or free mobile content”, by gender
• Acceptance of mobile advertising, by age
  • Figure 8.3: “ I would be happy to receive adverts on my mobile if it meant I got cheaper or free mobile content”, by age
• Key findings
• 54.5% of 17-24 year olds disagreed with the statement, 19.9% agreed with it, leaving 25.7% unsure.
• 60.1% of 25-34 year olds disagreed with the statement, 20.6% agreed and19.3% were left undecided
• 61.1% of 35-44 year olds disagreed, 19% agreed and 19.6% were undecided
• 61% of 45-54 year olds disagreed, 15.8% agreed and 23.2% undecided
• 71.1% of 55-64 year olds disagreed, 10.2% agreed and 18.6% undecided
• 74.1% of 65+ disagreed, 11.2% agreed and 14.8% undecided
• Conclusion

• CONSUMER MOBILE CONTENT REQUESTS
• Non-content responses
  • Figure 9.1: Consumer mobile service and content requests
• The content responses
• Location
• Commerce/payments
• Banking
• TV and video
• Infotainment

• THE STATE OF PLAY
  • Figure 10.1: Consumer willingness to purchase content, by month
  • Figure 10.2: Content market spend- high spenders
• Content spend
  • Figure 10.3: Regular content purchases
  • Figure 10.4: Frequent content purchasers
• The threat of user-adapted content
• The total mobile content market
• Expanding the mobile content market
  • Figure 10.5: Mobile service awareness conversion
• Pricing
• Flat-rate data pricing
• Mobile TV
  • Figure 10.6: Mobile TV subscribers versus cost
  • Figure 10.7: How much would you be willing to pay per month to watch TV on your mobile phone?
• The opportunity for services
• MMS: the missed opportunity?
  • Figure 10.8: The MMS opportunity
• Conclusion
  • Figure 10.9: The mobile user migration

APPENDIX A

APPENDIX B