Abstract
This IDC study analyzes the combined responses of some 4,200 wireless
subscribers and customers regarding their usage patterns and spending habits on
mobile voice and data services, with particular emphasis on mobile
entertainment services and content types such as ringtones, games, mobile
TV/video, full track music, and ringback tones. Results are cut by age group
and device type. The four age ranges include teens (13-17 years old), young
adults (18-24 years old), 25- to 44-year-olds, and those 45 years old or more.
The four basic device types considered are converged mobile devices (CMDs), or
smartphones, color screen cellular phones with a built-in camera, color screen
handsets without a camera, and cell phones with a black-and-white or
monochromatic screen.
"While messaging types such as SMS, MMS, and mobile email continue to generate
the lion' s share of mobile service revenue, a number of emerging services like
ringback tones are showing significant promise," says Lewis Ward, research
manager of the Mobile Consumer Services: Entertainment service. "While mobile
Web/WAP subscription plan penetration is only about 15% overall, that figure is
much higher among 25- to 44-year-olds with a CMD. Meanwhile, at over $9.00 per
month, mobile TV/video service ARPU is remarkably strong, although those
surveyed were generally displeased with the high cost of this and other
advanced data services."
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