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This three-phase study, completed Q1, 2006, covers user attitudes and behaviors with regard to mobile video, music, ringtones, wallpapers, and games. We conducted stakeholder interviews, focus groups, and an online survey throughout the US in order to analyze product strategy, pricing, advertising, and existing consumption behaviors.
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 Stakeholders with a broad variety of backgrounds generated open-ended questions, which we then asked during focus group sessions held around the US. Ideas generated during focus groups were evaluated during online surveys conducted in ten key US cities.
Usable Products’ analysis resulted in quantitative and qualitative recommendations which can be used by carriers, manufacturers, software providers, and media companies to help optimize the mobile download process, branding, marketing, and products offered to consumers.
This 77-page study includes analysis from fourteen stakeholder interviews, twelve focus groups conducted in four US cities, and 1,088 survey responses gathered from ten US cities.
- Project Background
- Methods and Operations
- Findings
- Age Group Differences
- Area Differences
- Media Download Activity
- General Phone Usage
- Marketing/Advertising for Media
- Attitudes towards Mobile Media
- Media Purchase Experience
- Pricing Considerations for Ring Tones, Wallpapers and Games
- Promotion Ideas (bundles, subscriptions and packaging)
- Media Selection
- Other Media Types: Music
- Other Media Types: Video, Downloads, Streaming and Pricing
- Other Media Types: Email, IM, General
- Appendix A: Stakeholder Interviews
- Appendix B: Focus Groups
- Appendix C: Online Survey
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- Learn which media types inspire users to buy.
- Know what consumers want, in their own words.
- Develop media marketing for consumer-indicated needs.
- Improve navigation to increase media purchases.
- Select displays and speakers to provide consumers with exactly what they want.
- Predict what hardware will be necessary for consumer tastes.
- Learn best practices for mobile media organization.
- Know what types of media consumers want.
- Enhance your marketing message with knowledge from consumer viewpoints.
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We met with carriers, manufacturers, media companies, and software platform providers to discuss their views on what drives people to purchase media--and what the barriers to purchase are.
We conducted three focus groups in each of four cities in the US. These focus groups included questions generated by the stakeholders during Phase 1 of this project. The questions were open-ended and directed toward driving the online survey portion of the project.
We compiled the results from the focus group findings into an online survey conducted in ten US cities to determine quantitatively which facets of the media download process drive purchases, be they features, artists, brand, or other issues that arose in focus groups.
Read the press release...
This product contains one (1) bound, color printed document and one (1) CD ROM containing the PDF document.
Purchase via Fax (PDF printout)
Purchase online with Credit Card, via PayPal
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Phase 1: Stakeholder Interviews
