Only 1/4 of mobile entertainment users happy in the US & UK

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Three Quarters of Consumers Unhappy with their Mobile Entertainment Experience

Just 26% of UK and US mobile entertainment users are currently -satisfied with their services, according to research results announced today from the Mobile Entertainment Forum and LCC.

Detailed consumer research findings were released today as part of MEF's Quality of Experience initiative led by members LCC and Zandan. Understanding the problems which are impacting a positive experience of mobile entertainment is at the core of the research. The most crucial of these problems across the consumers surveyed is ensuring that mobile entertainment works as it is advertised to do. Reliability is still low and this is highly reflected in overall low adoption rates.

While cost is a still a key factor, value is even more significant, particularly to UK users. Subscribers in the UK are willing to pay a premium but in return they expect a high quality of service. Transparency of pricing is however, vital whether subscribers are in the US or UK.

For instance, if the data charges are additional to the content download, users want to know.

The highest current satisfaction rates are for Mobile TV in the American market (37%) and music downloads in the UK (32%). In general, subscription based services such as mobile chat, mobile TV and information services are popular with U.S. users. In the UK downloaded entertainment including wallpapers and ringtones are preferred.

The survey did however highlight the great strides made by the industry in educating consumers with over 80% being aware of the different types of mobile entertainment available. Consumers are also already considering buying these services for ringtones over 50% in the UK and USA rated themselves as very likely or likely to buy these products. The industry needs to determine how to convert this interest into initial purchasing activity and, eventually, loyalty. These are some of the next steps that the initiative will concentrate on.

"While the mobile entertainment market still represents vast potential, it is time to convert that opportunity into hard revenues. To do this the industry needs to take a close look at the experience we provide for users," commented Patrick Parodi, Global Chair, MEF. "There will inevitably be some growing pains as mobile entertainment moves from an emerging market to an established media and entertainment channel. However, the industry must collaborate to focus on providing a seamless user experience, boosting subscriber satisfaction and encouraging mass adoption."

Kenny Young, CMO, LCC, "From a wireless industry perspective, this research clearly identifies what consumers are telling us about their experiences with mobile entertainment. Increasing mobile entertainment adoption by consumers will require unprecedented collaboration among those in the value chain (wireless operators, content providers and equipment manufacturers). However, by creating consistent mobile experiences and drive better experiences for end-users, the industry will realize new revenue opportunities across all content types. It will also establish a solid foundation for taking the industry to a wider consumer audience. We are committed to working closely with MEF and the other initiative leaders to put together tangible key performance indicators to make it easier for the industry to foster consumer-centric working practise."

This is the first stage in MEF and LCC's global research study looking into user experiences of mobile entertainment. Led by LCC and Zandan, the MEF Quality of Experience (QoE) initiative is also supported by Alcatel-Lucent, Buongiorno, Celltick, Hungama Mobile, mBlox, Motorola, Motricity, Musiwave, Orange, Telephia and Vodafone.

Almost 3000 consumers were questioned on a full cross section mobile entertainment including ringtones, mobile TV, mobile video clips, mobile information services, mobile chat, wallpapers, logos, full track music downloads and mobile games. Additional countries being assessed will include France, Germany, Italy, Romania, Spain and Singapore.


Three Quarters of Consumers Unhappy with their Mobile Entertainment Experience