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Glu challenges mobile myths with new consumer survey

Glu Mobile revealed the results of a new survey into consumers' preferences for downloading and using mobile entertainment content. The survey found that the youth market is the fastest growing sector of the mobile entertainment industry, with 29% of 16-24 year olds using their phone as a gaming device.

Despite the perception in some of the traditional media that mobile phone gaming has yet to really catch on, Glu?s research showed that a significant number of UK consumers play games on their phone. When asked about their mobile gaming habits, the survey found:
- Almost 16% of phone owners regularly use their mobiles to play games;
- This rises to 29% amongst the more gaming and content-savvy 16-24 age group;
- Gaming is the fourth most popular activity people use their phones for, behind voice calls, texting and taking photographs;
- 5.8% of all UK adults have purchased a mobile game for their phone at some time.

Glu?s research has confirmed that younger users are the most comfortable downloading and using multimedia content. Especially for those consumers in the 16-24 age group, mobile phones are being used as a take-anywhere entertainment device; where users are just as likely to take a video or play a game as make a phone call. Glu found that:
- 19% of 16-24 year olds have purchased games for their handset ? that?s double the number of people who have downloaded a game amongst users aged 25-34;
- The 16-24 age group is the most content-savvy, making more use of a phone?s high end functions and multimedia capabilities than any other age group;
- 36% of 16-24 year olds plan to buy the same or more mobile entertainment in 2006, and 23% are hoping to upgrade their handsets this Christmas.

The survey also confirms that mobile entertainment generally is still a price-driven market, with cost influencing the majority of purchase decisions. 16-24 years olds, however, are much less influenced by cost: price is the most important consideration only in 50% of sales in this age group. It appears that marketing also works much harder within this demographic, specifically the way is it designed and presented, as 35% of 16-24 year olds said they would buy entertainment content because of the way it looks, versus 25% who would choose based on a featured brand. The survey also showed that:
- Price is the most important consideration for 62% of consumers when choosing entertainment content. Further to this, 79% of consumers have never paid more than ?4 for mobile entertainment content. 16% have paid a maximum of ?7; 1.5% up to ?10; and 4% more than ?10;
- Only 12% of consumers are encouraged to buy entertainment content because of an attached brand. This increases to 25% of 16-24 year olds;
- The look and feel of content was the second most important factor for consumers when choosing content. Almost 22% put this as a reason for choosing content, rising to 27% of 25-34 year olds and 35% of 16-24 year olds.

The research was conducted by Tickbox.net and is the result of responses from a representative sample of more than 1,000 UK mobile users aged 16 and over, drawn from a member panel of over 50,000 people.



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