Cost conscious young shun mobile downloads

 

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Posted on 19 Feb 2007 at 15:52

According to a new report, even though fifty per cent of young people in the UK already pay for music downloads, only three per cent do it on their phones because of the cost.

While 45 per cent of the 1,500 respondents, all between the ages of 11 to 25, don't pay to download music, 30 per cent pay up to £5 a month and the rest pay more, said the report, by market research firm Q Research.

But only three per cent have used mobiles to buy music, with the majority using their computer, because of the cost. Over three-quarters said they like to listen to music on their mobile phones, but are wary of the cost of downloading directly to their mobile.

'This finding is underlined by other projects we have done, where we've discovered opposition among young people to watching video or receiving video ads to their mobiles because of the cost,' said Dr Liz Nelson, chairman of Q Research.

Half of respondents would accept advertising messages on their mobiles in exchange for free downloads, but older respondents were less enthusiastic to the idea.

With many mobile operators offering more expensive services, the findings could give direction to help increase usage among the key younger demographic.

'With so many companies creating additional services to be delivered by mobile phone, from music to advertising to social networking, it's crucial that they get really close to young people to understand their attitudes and opinions before launching services aimed at them,' said Nelson.

Author: Nicole Kobie