KPMG and the Mobile Entertainment Forum today released results from a mobile music survey performed in the US. They discovered that over 75% of US respondents were happy with their experience downloading and listening to songs on their mobile phone. Not only that, but almost a third were happy to receive mobile ads in return for free downloads.
The survey was KPMG’s third annual Global Consumers and Convergence survey, including more than 4,000 people in 19 countries. The aim of the surveys is to understand trends in the use of mobile technology.
Other results:
21% of US respondents (30% globally) have purchased songs at least once on their mobile phones in the past 12 months.
84% US and 66% global said they were satisfied with the downloading and listening experience (up from 26% in the US in 2007)
29% in the US said they were willing to see advertising in return for free songs. (49% globally)
Mobile video is also doing better, but not to the same extent as music downloads. 11% of respondents said they have watched video clips on their mobile in the past year (38% globally). In both the U.S. and globally, over 50% said they were pleased with the experience. That’s a lot better than 2007, when only 28% said they were satisfied with mobile video clips.
Consumer priorities:
KPMG also asked the consumers what their priorities were when deciding whether or not to download a song. In order of importance:
US: privacy of personal information, clear pricing information, the cost of the service and the download speed.
Globally: clear pricing information, the cost of the service, the ability to save music on the mobile phone and high-quality customer care.
From the release:
“With the significant rise in mobile music customer satisfaction rates, we may be seeing a new window of opportunity that advertisers have been seeking for so long,” said Carl Geppert, partner and U.S. Industry Sector Leader in KPMG’s Communications & Media Practice. “We are seeing sizeable segments of the mobile marketplace that are willing to pay to download songs or accept advertising in return for free songs, and carriers as well as advertisers may need to examine their business models to accommodate those new growth opportunities.”
“The results of the survey show a rapid and rising awareness by consumers of the types of mobile content available to them and the different ways they can access and acquire that content. The higher levels of consumer adoption and the greater usability of the services on offer have directly contributed to increasing the global mobile entertainment industry from $25 billion last year to a predicted $32 billion this year,” said Jim Beddows, Chair of MEF Americas. “The MEF Mobile Video Initiative will help the industry further capitalize on the clear consumer willingness to engage with the services — whether it is paid for content or ad supported.”
What we think?
There’s some key information missing from these results, such as what types of device were used to download the music, and which music services are the most popular. But that doesn’t detract from the main point, which is that mobile music is starting to get it’s act together. With many services going DRM free, it has opened the door for more creative sales models for mobile music. Ad-supported is only one of those – and is it any wonder people like to get free music? But with smartphones storing and downloading their own music files, I can easily see why more and more people are willing to pay for the convenience of being able to just download and play straight from their own pocket.
