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Table of Contents

Market Study
Published: August 2005
Pages: 39
Tables: 5
From: GBP 1497.50   Buy Now!
Research from: In-Stat
Sector: Mobile Strategies

Mobile consumers in the US still aren't enthusiastic about the idea of receiving advertising on their handsets, but a recent survey shows that location-based ads, opt-in advertising and advertiser-supported premium content will find some acceptance. In addition, brands and affinity topics, such as sports and music, are playing a key role in consumer spending, not only for services, but also for the prospects of MVNOs luring new customers to their brand-centric phones.

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Table of Contents

" -Executive Summary
o Advertising
o Marketing and Brands
o Mobile Virtual Network Operators
- Methodology
- Mobile Marketing and Advertising
o Mobile Marketing as a Customer Service
o Carrier Issues
o Conditioning Users to Non-voice Mobile Handset Actions
- The American Idol factor
o Carrier Cross-branding
- Cingular
- Verizon
- Nextel
- Sprint and T-Mobile
o MVNOs
- Mobile Marketing Survey Results
o Expenditures on Non-voice Mobile Services
- Non-voice Services Payment Plan
- Monthly Non-voice Expenditures
o Annual Handset Personalization Expenditures
- Size of Handset Personalization Expenditures
- Average Annual Personalization Expenditure by Product
- Mean Handset Personalization Expenditures by Age Group
- Use of Branded Products by Age Group
- Likelihood of Purchasing Branded Mobile Service
o Advertising
- Acceptable Advertising
- Location-based Messages
- Opt-in
o Use of Premium Services
- Do Not Use Premium Services
- Summary and Conclusions
- Appendix A: Survey Questions
- Appendix B: Study Demographics

List of Tables

- Table 1. Age Distribution of Respondents Now Paying for Non-voice Mobile Communication
- Table 2. Expenditures for Personalization Items
- Table 3. Branding Personalization Expenditures by Age Group
- Table 4. Mobile Advertising Acceptability by Age Group
- Table 5. Study Demographics

List of Figures

- Figure 1. Consumer Acceptance of Mobile Opt-in Advertising
- Figure 2. Branding Associated with Personalization Spending
- Figure 3. Likelihood to Add a Line or Change Carriers for Branded MVNO Offering
- Figure 4. Non-voice Communications
- Figure 5. Non-voice Communications by Age Group
- Figure 6. Payment Plan for Non-voice Communications
- Figure 7. Monthly Expenditure on Non-voice Communications
- Figure 8. Mean Monthly Non-voice Communication Expenditure by Age Group
- Figure 9. Handset Personalization Items Purchased
- Figure 10. Average Annual Personal Expenditure by Product
- Figure 11. Expenditures on Personalization Items by Age Group
- Figure 12. Branding Association for Personalization Purchases
- Figure 13. Likelihood to Add a Line or Change Carriers for a Branding Association
- Figure 14. Acceptance of Advertising on Personal Wireless Handset
Figure 15. Acceptability of Advertising on Mobile Phone by Age Group
- Figure 16. Types of Advertising That Would Be Acceptable
- Figure 17. Reaction to Unsolicited Location-based Messages
- Figure 18. Likelihood of Opting-in With Advertisers
- Figure 19. Premium Services Currently Being Used on Mobile Phones
- Figure 20. Reasons for Not Using Premium Services"

For full details, please email keithw@cmsinfo.com

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