Cost of mobile downloads discourages younger users

gallery

Half of Britain's youth pay for music downloads, but they are dissuaded from mobile downloads by the higher price, according to a new study.

While 45 per cent of the 1,500 respondents, all between the ages of 11 to 25, don't pay to download music, 30 per cent pay up to £5 a month and the rest pay more, said the report, by market research firm Q Research.

But only three per cent have used mobiles to buy music, with the majority using their computer, because of the cost. Over three-quarters said they like to listen to music on their mobile phones, but are wary of the cost of downloading directly to their mobile.

"This survey shows that whilst there is already a very buoyant market for paying for MP3 files from the internet amongst young people, they are very aware of the cost of downloading files to their phones," said Dr Liz Nelson, chairman of Q Research. "This finding is underlined by other projects we have done, where we've discovered opposition amongst young people to watching video or receiving video ads to their mobiles because of the cost."

Half of respondents would accept advertising messages on their mobiles in exchange for free downloads, but older respondents were less enthusiastic to the idea.

With many mobile operators offering more expensive services, the findings could give direction to help increase usage among the key younger demographic.

"With so many companies creating additional services to be delivered by mobile phone, from music to advertising to social networking, it's crucial that they get really close to young people to understand their attitudes and opinions before launching services aimed at them," said Nelson.

Email to a friend

Print this page