Consumers Will Pay More For Mobile Content

A global market study conducted for Nokia shows respondents willing to pay for such services 28% more than they pay for their current mobile services today.

The study, undertaken by the international research firm NOP World in nine countries in North America, Europe and Asia, sought to answer 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 body of the study is based on interviews with people who are mobile phone users and have access to the Internet.    The main findings of the study indicate consumers have a preference for entertainment content and information that is considered useful whilst “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.    The survey also found that while consumers would spend significantly more for new mobile content services, service providers will need to do more to explain the options available and differentiate services to serve all age groups.    In particular, younger consumers are willing to pay an extra