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Are Mobile Users Ready for Adverts?
A recent study claims over 65% of mobile users are downloading and listening to music on their mobile phones. They tend to represent a particularly attractive demographic to advertisers – young tech-savvy types with disposable income. So it’s no surprise that advertisers are wondering how best to tap into this potentially lucrative market.
With more and more mobile users downloading music to their phones, advertisers are keen to monetise the market. Attaching commercials to downloadable music seems to be a favourite option - charging a subscription fee is the alternative, something which mobile users are reluctant to accept.
According to a recent study conducted by Telephia and Arbitron, 65% of mobile users download music over-the-air. 58% use subscription based radio services via their mobile devices and 36% listen to free FM based radio. It’s clear that mobile users are pretty well tuned in when it comes to music.
How to monetise this market is the question vexing advertisers. Over 75% of study respondents say they would prefer commercials to subscription fees for music downloads and radio. A senior product manager at Telephia is quoted as saying “Most current mobile audio users prefer the ad-supported model over paying a subscription fee. And this group is a very attractive demographic for advertisers to target as it’s comprised mainly of affluent, tech-savvy early adopters.”
Indeed studies have shown that mobile audio users tend to spend more time (and money) on entertainment and media than traditional mobile users.
www.businessinberkshire.co.uk/mymobilenews
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