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Consumers Want to Discover New Music via Mobile Streaming
Low Willingness to Pay for Mobile Music
Boston, MA - September 13, 2010 – With the increase in DRM (digital rights management) free music as well as the consumer's ability to illegally download music, reluctance to pay for mobile music services is no surprise.
The Strategy Analytics Wireless Media Lab (WML) report, “Consumers Want to Discover New Music via Mobile Streaming” analyzes three primary research studies conducted on mobile music, consumer usage and service preferences.
Despite the forecast for mobile music to grow to almost $20,000 million by 2015, mobile music services are seeing only limited success due to low consumer willingness to pay for mobile downloads. Consumers prefer to acquire most of their music on the computer, legally or not. It is then side-loaded to their mobile phone and other portable music devices.
“Ad-supported streaming services, such as Pandora and Slacker, provide compelling ways for users to access and discover new music,” according to Paul Brown, Director of User Experience at Strategy Analytics. “These services are also appealing as they are ‘free’ – supported by advertising.”
Kevin Nolan, Vice President at Strategy Analytics, added, “Participants see a la carte mobile downloads like iTunes and Amazon MP3 as a way to supplement their music collection while on the go - but will not pay a premium for such services.”
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