LONDON — A study by mobile phone operator Nokia has found that phone users are willing to spend up to a third more per month, €7.4 ($8.80), to receive largely entertainment-based content.
The study, undertaken by the international research firm NOP World in nine countries in North America, Europe and Asia, was designed to discover what kind of mobile content people prefer, how they would like it delivered (download, streaming or browsing), and how much they would pay for it
The main findings of the study indicate consumers have a preference for entertainment content and information that is considered useful while “out and about.” Overall, enhanced content services seem to generate high interest and, when fully available, could even lead consumers to reduce their usage of newspapers, TV and the Internet.
Younger consumers are willing to pay an extra €10 ($12) monthly, an amount that decreases significantly with the age of the respondents. In contrast to age, sex is less important. Between men and women, the survey found, there are no large differences in the willingness to spend more for mobile services.
“This is one of the most comprehensive studies into what consumers really want from content on the move”, says Janne Laiho, head of end user research, Nokia. “Our research shows that mobile content is set to offer a serious challenge to other media even among older age groups”.