Report: U.S. Consumers Liking Mobile Music, Open to Ads

Authored by Mark Hefflinger on March 24, 2009 - 9:17am.

New York - Some 21% of U.S. consumers, and 30% globally, have purchased songs on their mobile phones in the past year, according to a survey of more than 4,000 people in 19 countries conducted by KPMG and the Mobile Entertainment Forum.

A majority of both U.S. (84%) and global (66%) consumers were satisfied with the mobile downloading and listening experience, up from 26% of U.S. consumers in 2007.

Additionally, the survey found that 29% of U.S. consumers, and 49% of global consumers said they were willing to accept advertising in return for free songs.

"We are seeing sizeable segments of the mobile marketplace that are willing to pay to download songs or accept advertising in return for free songs, and carriers as well as advertisers may need to examine their business models to accommodate those new growth opportunities," said Carl Geppert, partner in KPMG's communications and media practice.

The survey also found that 11% of U.S. consumers have watched video clips on their mobile phones in the past year, compared with 38% of consumers globally; more than half of both groups said they were satisfied with the experience.

Related Links:
http://peek.snipurl.com/eh7me

http://www.us.kpmg.com

http://www.m-e-f.org