Where Next for Mobile Music?
By Paul Bennett
According to a study conducted in February 2007 by Arbitron/Telephia nearly 90% of mobile audio listeners think that advertising is “a fair price to pay” for free or subsidized content.
eMarketer has used the ‘Mobile Audio Media Study’ as part of a new report to investigate key questions like the potential size of the mobile music opportunity and the potential wild cards that marketers need to understand.
Senior Analyst, John du Pre Gauntt says,
“… a surprising level of receptivity to ad-supported content make(s) it difficult to declare the precise direction of (the) mobile music market.”
The report entitled ‘Mobile Music: Mixing It Up‘ also discusses mobile music sponsorship and how it could meet the music industry’s overall need for recording revenue alternatives.
In an effort to gain first-hand knowledge, the people from immedia 24 – a web to mobile marketing system, are seeking opinions of music artists and labels to understand how they feel about music on mobile devices. (Results of the survey will be published later in the summer).
On the other hand, Sony BMG have taken a jump into the UK market announcing the forthcoming availability of full download tracks from the mobile sites of some of their platinum-selling artists. However, due probably to data costs, the mobile music download will be priced at double the rate of an equivalent PC download!
So Pilgrims, what would be your mobile music preference?
a) a higher cost – just cut me to the download
b) a lower cost – I’ll accept an ad detour
c) no cost – I’ll accept ad insertion
About Paul Bennett
Paul Bennett is an Internet Marketer of seven years plus and Director of Operations at UK marketing firm, NetProspect. Paul will be bringing world-wide mobile marketing news and feature articles to the Marketing Pilgrim.