Table of Contents
Introduction and Abbreviations
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- Relevant reports
- Definitions
- Consumer research
- Lifestage and Special Groups
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Fun for all the family
- High street life for downloads
- Loyalty is key
- Opportunities abound for old favourites
Executive Summary
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- Mobile phone users look for upgrades
- Life without a mobile would be tough for young people…
- …but focusing on the young may be bad for business
- A responsible market
- Downloads rocket past the £300 million mark
- Ringtones dominate, for now
- Two types of supplier dominate the market
- Adspend is growing fast
- More distribution channels on the way
- Target customers
- The challenge ahead
- The future is bright for downloads
Market Drivers
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- Giving them what they want…
- …and what they don’t know they want (yet)
- The mobile phone phenomenon
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- Figure 1: UK retail sales of mobile phone handsets, by volume and value, 2000-05
- A nation of techno junkies
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- Figure 2: Ownership of technology and media products, 2002-05
- Phone addicts
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- Figure 3: Those agreeing mobile phone is indispensable, by age and Mintel’s Special Groups, January 2005
- Text messages show the way forward
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- Figure 4: Features on mobile phone, 2001-04
- Not just the kids are alright
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- Figure 5: Trends and projections in UK population, by age group, 2000-09
- The benefits of growing older younger
- Materialism and status
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- Figure 6: PDI and consumer expenditure, at constant prices, 1999-2008
- Changes to charges
- Copyrights and wrongs
- Microsoft enters the fray
- Music for the masses
- Hip-hop tops the charts
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- Figure 7: Top ten selling ringtones, 2004
- It’s worth backing ringback
- 24-hour news fuels demand for data
- So, no one is targeting kids?
- New product developments
- Mobile email implications
- Phone shows
- A change of direction
Market Size and Trends
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- Something for nothing – not included
- Downloads market grows exponentially
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- Figure 8: UK retail sales of mobile downloads, by volume and value, 2002-05
- The easy access factor
- Greater demand and falling costs
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- Figure 9: Average cost of UK mobile downloads, 2002-05
- Where the money is
Market Segmentation
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- Ringtones boss the market
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- Figure 10: Volume and value of mobile downloads, by type, 2004 and 2005
- Ringtones
- Ringback-lash
- Games
- Music
- Wallpapers/icons/screensavers
- Gambling
- Other downloads
- All news
The Supply Structure
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- Market overview
- Vodafone edging ahead
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- Figure 11: Estimated number of mobile phone subscriptions*, by volume, 2003 and 2004
- Massive growth for emerging third-party key players
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- Figure 12: Third-party download market, by number of subscribers, 2003 and 2004*
- Company profiles
- Vodafone
- Orange
- O2
- T-Mobile
- Virgin Mobile
- 3
- Jamster
- MonsterMob
- iTouch
- Zed
Advertising and Promotion
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- How to buy a Number One single
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- Figure 13: Selected main monitored media advertising expenditure on the mobile phones downloads, by company, 2004 and 2005*
- A shrinking ad pool?
- Almost all ad campaigns are run through television and the press
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- Figure 14: Total adspend, by media channel, 2004
Distribution
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- Ad-driven approach
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- Figure 15: Origin of downloads and mobile download usage habits, May 2005
- Cyber shopping
- Network providers have fore-sites
- Big boys muscle into the high street
- Other innovations
The Consumer
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- Downloading – usage
- One in five mobile users have a ringtone
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- Figure 16: Mobile phone downloads, May 2005
- A youth-driven market
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- Figure 17: Mobile phone downloads, by gender, age, socio-economic group and working status, May 2005
- Engaging the disinterested
- News may prove the best bet
- Family wallpaper?
- Popular across socio-economic spectrum
- Types of downloads
- Married life and responsibilities impact on downloads
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- Figure 18: Mobile phone downloads, by marital status, lifestage, presence of children and Mintel’s Special Groups, May 2005
- Southerners…and those in the North West download
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- Figure 19: Mobile phone downloads, by region and ACORN category, May 2005
- Those in Hard Pressed areas are game
- Game on for tabloid readers and Internet users
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- Figure 20: Mobile phone downloads, by media usage, commercial TV viewing and supermarkets used, May 2005
- Square deal for square eyes
- Super opportunities abound for supermarkets?
- Origin of mobile phone downloads
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- Figure 21: Origin of downloads and mobile download usage habits, May 2005
- Safe and sound
- Attitudes towards mobile downloads
- What price a download?
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- Figure 22: Attitudes towards mobile phone downloads, May 2005
- Opposition – hidden charges
- Time to act!
- Thrifty or nifty?
- Child line?
- Time for scams to scram
- Married life leaves little room for downloading
- 44% of ABC1 families think downloading is a waste of money
- A region to focus on?
- The impact of newspapers
- Educational programming
- Somerfield customers are less sure about how to download
- Is ignorance holding the industry back?
- Musically inclined
The Consumer – Detailed Demographics
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- Figure 23: Attitudes towards mobile phone downloads – cost, by gender, age, socio-economic group and working status, May 2005
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- Figure 24: Attitudes towards mobile phone downloads – cost, by marital status, lifestage, presence of children and Mintel’s Special Groups, May 2005
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- Figure 25: Attitudes towards mobile phone downloads – cost, by region and ACORN category, May 2005
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- Figure 26: Attitudes towards mobile phone downloads – cost, by media usage, commercial TV viewing and supermarkets used, May 2005
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- Figure 27: Attitudes towards mobile phone downloads, by gender, age, socio-economic group and working status, May 2005
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- Figure 28: Attitudes towards mobile phone downloads, by marital status, lifestage, presence of children and Mintel’s Special Groups, May 2005
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- Figure 29: Attitudes towards mobile phone downloads, by region and ACORN category, May 2005
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- Figure 30: Attitudes towards mobile phone downloads, by media usage, commercial TV viewing and supermarkets used, May 2005
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The Consumer – Assessing Enthusiasm and Resistance
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- Establishing enthusiasm – repertoire analysis
- Three quarters of all respondents don’t download
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- Figure 31: Repertoire – types of downloads, May 2005
- Multi-downloaders lead the way?
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- Figure 32: Repertoire – types of downloads, by specific type, May 2005
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- Figure 33: Repertoire – types of downloads, by specific type, May 2005
- The post-ringtone generation
- Does gambling buck the trend?
- The importance of multiple users
- Reaching the audience
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- Figure 34: Repertoire – types of downloads, by Internet, printed and TV media usage, May 2005
- Assessing key target markets – CHAID
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- Figure 35: CHAID analysis for ringtones and other downloads, May 2005
- Chicken or egg?
- Barriers to purchase
- 39% of mobile phone users have no barriers to purchasing downloads
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- Figure 36: Barriers to purchase, May 2005
- Even the keenest downloaders worry about hidden costs
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- Figure 37: Number of barriers to purchase, by specific attitudinal statements, May 2005
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- Figure 38: Barriers to purchase, by specific attitudinal statements, May 2005
- One or two barriers to overcome are possible…
- …but forget about the rest!
The Future
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- More room for growth…
- …but is the number up for ringtones?
- Watch out for video streaming
- Carry on gaming
- Gambling on hitting the jackpot
- Adult entertainment set to grow
- Safe and secure
- Multimedia channels to enter the market?
- Youth-driven market prevails
Forecast
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- Figure 39: Forecast of UK retail sales for mobile downloads, by value and volume, 2005-10
- Introductory growth patterns, signified by NPD
- Improved quality, reliability and sophistication to broaden consumer base
- Downloads to increase attachment and dependency on mobiles
- Evaluation
- Factors incorporated in the forecast
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