Report: Mobile music usage up to 17% total (seriously?)
Monday, March 10, 2008 at 11:08 AM
Tags: Mobile Audio, Research, The Competition, Wireless
It looks like Americans are moving beyond using their cellphones just to talk, with non-voice functions gaining more and more usage, according to recent research released by eMarketer.But what struck me as the most interesting was that "play music" came in at an incredible 17% total - that's nearly the same amount of mobile usage as using email, accessing the internet or recording a video.
Obviously the daily activity drops significantly from the total, but even then, mobile music has the same amount of daily usage as internet access.
Check out how this breaks down by age after the jump...
So here we see a breakdown by age - in addition, the "mobile music' activity is split up into "music download" and "MP3 player." To me, it's the Music Download that is the most important to follow, because that represents an over-the-air activity, and also an area of opportunity for satellite radio.
And interestingly enough, we see a healthy spike in activity in Gen-Xer's (ages 25-41), while X Boomers (ages 42-60) come in at second, and the younger audience (ages 13-24) tend to choose MP3s over a download.
So what can we learn from this?
First off, that Mobile Music usage is higher than many (myself included) believe. Second, that over-the-air downloads have not properly hit a nerve with the younger audiences.
I think much of the attitude of the second point can also be attributed to satellite radio (something that needs improvement). While the first point should be of concern, because over-the-air, nationwide mobile audio consists of the single largest threat to satellite radio - all the wireless companies need to do is improve the interface, and use those deep pockets to sign some content deals.
[via eMarketer]
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Comments
I think you see older groups using OTA more because the older age groups might not be familiar with ripping CD's, and converting music to mp3 as much as the younger generation. I have had to explain to everyone in my small office how to copy CDs to itunes or WMP for use on their ipod or cell phone. Younger users see that you don't have to buy music 3-4 times for each device, while older users might not be up on how to use the technology to the fullest.
Posted by: Mario (Brewed For Thought) | March 10, 2008 12:56 PM
With all these new technologies and different ways to get music, it's not that hard to see how a monopoly in Satellite radio will have minimal effect on consumers.
Posted by: mitchman79 | March 10, 2008 1:17 PM
I wonder what portion of the 17% who have played music listened to an online service accessed on their mobile (i.e., Slacker, XM via Blackberry, etc.) vs. use of the MP3 player functionality available on many devices.
Posted by: Anon | March 10, 2008 2:31 PM
I wonder what portion of the 17% who have played music have listened to an online service accessed on their mobile (i.e., Slacker, XM via Blackberry, etc.) and what portion have used the MP3 player functionality available on many devices.
Posted by: Anon | March 10, 2008 2:33 PM
You can follow that spike to Cupertino--in a word = iphone. Don't waste energy scratching your head over any other scenario.
Posted by: Anonymous Coward | March 10, 2008 4:24 PM