Report of China’s Musical Mobile User Survey 2006

Key Findings
Most musical mobile users are young consumers between 21 and 25, accounting for 41.04%.
Most of musical mobile users are employees, accounting for 34.95%. High school students come second, accounting for 24.76%.
when consumers purchase musical mobile, their most important concern is brand, then are quality, price and network.
Nokia enjoys the highest brand loyalty of 70%, followed by Motorola of 57%, Samsung of 46% and SonyEricsson of 43%.
Period of musical mobile users to change mobile is 17.8 months.
User’s largest dissatisfaction of musical mobile’s function is lack of support of multiple audio file formats.
What the consumers care about most of mobile’s music playing function is professional sound quality.
65% of the consumers choose mobile with memory above 64M which is the mainstream in the market.
84% of the consumers think with the development of its function and technology, musical mobile will replace MP3 player.