Awareness of Mobile Music Options Strong Among Americans - ProSoundNetwork.com

Awareness of Mobile Music Options Strong Among Americans

New York, NY (December 5, 2006)--Recently launched mobile music services offered by many of the major wireless carriers have given American music consumers yet another acquisition option to consider. Recent research released by global market research organization Ipsos in the quarterly digital music tracking program TEMPO reveal that while the mobile music category is still in its infancy, Americans are experimenting with this method of music acquisition in increasing numbers.
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New York, NY (December 5, 2006)--Recently launched mobile music services offered by many of the major wireless carriers have given American music consumers yet another acquisition option to consider. Recent research released by global market research organization Ipsos in the quarterly digital music tracking program TEMPO reveal that while the mobile music category is still in its infancy, Americans are experimenting with this method of music acquisition in increasing numbers.

Four percent of American mobile phone owners aged 12 and older have downloaded full digital music songs over-the-air in the past 30 days, doubling proportions seen in 2005. Males are twice as likely as females to have ever downloaded full songs (6 percent versus 3 percent). Teens are the most likely to have ever done so (11 percent), with younger adults 18 to 34 being the next most likely (8 percent among 18 to 24 year olds and 7 percent among those 25 to 34).

Seventy-one percent of American mobile phone owners are aware of mobile/wireless phones that would allow them to download and play entire songs rather than just ringtones. Fourteen percent of American mobile phone owners report that they have a mobile phone with full-song download and playback capability.

When drilling down among mobile phone owners who have also downloaded digital music to their computers, the number of people with mobile music phones rises to one-third, and the number who have ever downloaded full songs more than doubles, to 10 percent.

On average, these over-the-Air (OTA) mobile music downloaders have approximately six tracks stored on their mobile phones, which is similar to the number of ringtones stored.

Among those with mobile phones, 27 percent have downloaded ringtones and 9 percent have done so in the past 30 days, returning to levels experienced in early 2005 after declines in recent quarters. Five percent have downloaded ringbacks--3 percent in the past 30 days. This is a slight increase over recent quarters.

Ipsos Insight
www.ipsosinsight.com