Usable Products Company Findings: 'Key Drivers to Mobile Media Downloads'

Usable Products Company Findings: 'Key Drivers to Mobile Media Downloads'

'$1.25 is the 'magic' price.'

NEW YORK, March 10 /PRNewswire/ -- Usable Products Company, the leading source of usability design and research for wireless, releases today results from its SIX MONTH study, "Key Drivers to Mobile Media Downloads."

Study insights reveal keys to success in the media download market, including music, ringtones, event tickets, wallpapers, games, video, etc. -- and answers the ultimate question, "What makes them buy?"

"Consumers will reject music services that charge more than $1.25 per music download to multiple devices, such as mobile phones and MP3 players," said Scott Weiss, CEO, Usable Products Company (UPC). "Our findings are a wakeup call to Verizon and Sprint, who charge far too much for media downloads to multiple devices."

Verizon V CAST charges $1.99 for V CAST music and the Sprint Music Store charges $2.50 per download.

Analysis of 14 stakeholder interviews, 12 focus groups, and 1,088 survey responses reveals:

-- 42% of 14 to 17 year-olds report downloading ring tones at least once
per month. However, only 21% of consumers 25 and older report equally
frequent ring tone downloads.

-- 56% of survey respondents either have no interest in, or will not pay
extra for multiple device music downloads.

-- Only 2% of survey respondents would pay as much as 30% more to play
music on more than one device.

-- 75% of survey respondents were interested in or were very excited to
be able to purchase event tickets from their mobile phones.

Focus group responses:
-- "If I can get it online for $.99, I wouldn't buy it on my phone for
$3." (Chicago, 14-17)

-- "If I had to choose between buying an iPod or a phone that plays
music -- but I'd have to pay more for the music on the phone -- I'd
just buy the iPod." (Chicago, 25-45)

"Key Drivers to Media Downloads" studies American consumer motivation to buy media for mobile telephones, including: pricing, strategy, drivers, and barriers. Company-wide licenses are available for immediate purchase.

Usable Products Company is the premier source of usability design and research for the global mobile and wireless industry. Usable Products helps clients increase revenue and gain customer satisfaction and loyalty through improved ease of use. Usable Products was formed in April 1996 in New York and is a privately held company. For further information, visit http://www.usableproducts.com/ or call Byron Ellis at 407.267.6700.

Source: Usable Products Company

CONTACT: Byron Ellis for Usable Products Company, +1-407-267-6700

Web site: http://www.usableproducts.com/

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