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BizReport : Mobile Marketing : April 18, 2008
JupiterResearch: Wireless users not interested in premium music
Marketers interested in capturing wireless subscribers attention by offering music may want to try another tactic. According to a recent report from Jupiter Research nearly 75% of subscribers aren't interested in premium music offerings.
The study found that because accessing music downloads requires facing a few extra clicks, subscribers aren't turning to music services as often. The study found that nearly 30% of subscribers are interested in obtaining ringtones but that only about 15% were interested in downloading complete music tracks.
The cost of full-track downloads is the biggest hurdle because more mobile wireless offering cost much more than the standard $0.99 that iTunes charges. Until mobile downloads become more cost effective, users won't log on.
For marketers this is a mixed message. More and more consumers are logging on to the mobile web but offering the right mobile content is key to keeping those users on or returning to specific websites. It seems that at the current pricepoint and with the current download model, music isn't the way to get mobile consumers to come to your website.
Mobile video has a slightly higher adoption rate and could be a better choice for alternative content offerings. Mobile blogs and news content unique to mobile sites are another good choice.
Tags: mobile content, mobile music
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