This IDC study analyzes the combined responses of some 4,200 wireless subscribers and customers regarding their usage patterns and spending habits on mobile voice and data services, with particular emphasis on mobile entertainment services and content types such as ringtones, games, mobile TV/video, full track music, and ringback tones. Results are cut by age group and device type. The four age ranges include teens (13?17 years old), young adults (18?24 years old), 25- to 44-year-olds, and those 45 years old or more. The four basic device types considered are converged mobile devices (CMDs), or smartphones, color screen cellular phones with a built-in camera, color screen handsets without a camera, and cell phones with a black-and-white or monochromatic screen.

"While messaging types such as SMS, MMS, and mobile email continue to generate the lion's share of mobile service revenue, a number of emerging services like ringback tones are showing significant promise," says Lewis Ward, research manager of the Mobile Consumer Services: Entertainment service. "While mobile Web/WAP subscription plan penetration is only about 15% overall, that figure is much higher among 25- to 44-year-olds with a CMD. Meanwhile, at over $9.00 per month, mobile TV/video service ARPU is remarkably strong, although those surveyed were generally displeased with the high cost of this and other advanced data services."

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