The Value Of Customers With Demand For On-Demand Mobile Content

location based services


Compete interviewed 2,005 customers shopping for a mobile phone in the US about what was important to them. The PDF of the report is here, with a registration needed. It found that although there are six things more important to mobile phone buyers than content (mostly concerned with price and coverage) 31.3% of respondents described mobile content as important or very important to them. Compete was more interested in the people who said on-demand content was important to them, with 14% of respondents saying they were interested or very interested in getting this on their handset. “Compete’s study shows that the on-demand market segment spends more money on handsets, replaces them more often and remains more loyal to their wireless carriers compared to other shoppers. Further, the on-demand consumer is more interested in social networking and in bringing access to their social networks to the handset. These consumers also demonstrate a higher tolerance for mobile advertising in return for free content.” This particular customer segment was also more likely than the overall population to purchase entertainment (56% vs 13%). personalize their phone (63% vs 21%), browse the mobile web (69% vs 19%) and use location based services (75% vs 28%). The overall conclusion by Compete is that this relatively small portion of the overall community are nevertheless very good customers to get.
Research & Metrics,