UK Mobile Content Survey: What Consumers Want

• What is the size of the UK mobile content and services market?
• What is the biggest missed opportunity of the mobile operators to date?
• How much will consumers pay for mobile TV?
• Is the UK market ready for all-you-can-eat flat-rate data tariffs?
• What services do consumers want on their device?
• How receptive to advertising are mobile consumers?

• Do females change their ringtone more than males?
• Are the over 65s interested in mobile content?
• What is user-adapted content?
• How many consumers know that they could use their phone to locate their nearest Chinese takeaway?
• What is the average consumer spending on mobile content?

CHAPTER 1 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?

CHAPTER 2 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

CHAPTER 3 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

CHAPTER 4 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

CHAPTER 5 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

CHAPTER 6 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

CHAPTER 7 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 . 77

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 . 91

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’t be 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

CHAPTER 8 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

CHAPTER 9 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

CHAPTER 10 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