Half Of Mobile Users Access Content Weekly

Just over half (51%) of mobile phone users access content using their mobile phone on a weekly basis, according to a new study by Magid Associates.


Mobile content consumers spend about the same amount of time with content (39 minutes) as the average user does texting (38 minutes) or talking on their mobile phone (44 minutes).


Mobile users are no longer using their phones just for communication, instead their using them to manage entertainment, news, and social information important to their lives.


Overall the most popular mobile content being accessed is news, weather and sports scores. The majority of mobile social networking is among 12-34 year olds, while news consumption is dominated (79%) by 18-54 year olds.


“Young people are driving a lot of the mobile content usage,” said Vicki Cohen, Executive Vice President.


“Anything entertainment oriented is a draw for the younger demo — games, music, movie times, entertainment news — it all exhibits a big opportunity for companies targeting younger demographic groups.”


The tween and teen markets are significant revenue opportunities. Twelve to seventeen year-olds are particularly interested in consuming mobile content; seventy-two percent do so weekly. Of these, fifty-two percent buy content regularly, while only 39 percent of all content users do the same.


Non-users of content say they are most put off by the cost of accessing mobile content; however content relevancy is just as important. Fifty-two percent of non-users (versus 22% of users) said they do not feel a need to access mobile content when they are away from more traditional content outlets.


“Lack of familiarity with mobile content and no clear perception of value are the primary barriers for non-users, who are more likely to be older Americans. The perception that it has to do with the handset isn’t entirely true,” says Jill Rosengard Hill, Senior Vice President.


“41 percent of those who don’t have a smart phone are accessing mobile news, music, and playing mobile games.”