Key Findings
Respondents
Segmentation & Opportunities
User Groups
Experience of Ringtones and Logos
Implications for Interest in Mobile Entertainment Services
Priority Fast Growth Areas
Introduction
Objectives of Survey
Survey Scope/Methodology
Distribution
Services
Survey Results
Respondent Profiling
Region/Country
Employment
Income
Age/Sex
Handset Brand Analysis
Brand Distribution
Distribution by Sex
Acquisition & Current Use of Mobiles
Ownership: Business v Personal
Ownership: Age Groups
Ownership: Brands
Ownership: Multiple phones
Demand for Ringtones & Logos
Current Take-Up
Users’ Comments
Current and Future Willingness to Pay - All Users
Most Important Services Overall, Both Current/Future Interest: All Users
Areas of Greatest Expansion Potential: All Users
Most Important Services: All Users
Other Services Respondents Already Pay For
Other Services Respondents Would Be Willing To Pay For
Willingness to Upgrade Phones to Receive New Services
Analysis by Age Group
Preferences for the18-25 Age Range
Most Important Services Overall, Current/Future Interest: 18-25 Female
Areas of Greatest Expansion Potential: 18-25 female
Most Important Services: 18-25 Female
Preferences for the 26-35 Age Range
Most Important Services Overall, Current/Future Interest: 26-35 Age Group
Areas of Greatest Expansion Potential: 26-35 Age Group
Most Important Services: 26-35 Age Group
Preferences for the 36-45 Age Range
Most Important Services Overall, Current/Future Interest: 36-45 Age Group
Areas of Greatest Expansion Potential: 36-45 Age Group
Most Important Services: 36-45 Age Group
Preferences for the 46-55 Age Range
Most Important Services Overall, Current/Future Interest: 46-55 Male
Areas of Greatest Expansion Potential: 46-55 Males
Most Important Services: 46-55 Males
Segmentation Analysis
Current User Segmentation
Age Group/Gender
Personal v Business
Brand
Current & Future Services Segmentation
Downloaded Ringtones & Logos
Priority Services by Age Group/Gender
Priority Fast Growth Areas
Use of and Interest in Other Services
Summary
