Youngsters Want Free Mobile Content

Young consumers are growing up believing that mobile content should be free, according to new research from NMA.

The study of 1,500 children aged 6-13 years old found that the tween generation are avid consumers of mobile data like mobile internet browsing and mobile video, although they are reluctant to pay for content.

Almost a third, 29%, said they shared music via Bluetooth rather than paying for it, whilst nearly half (45%) of those who didn’t said they wanted to.

Jon Davis, director of new media at Sony BMG, said: “It depends whether you view this in a half full or half empty glass perspective. The results demonstrate a strong appetite for music and, as content owners, we need to provide access to music so that fans can enjoy it.”

The research also found that 29% used of youngsters accessed the internet on their phone once a month, 10% once a week and 7% once a day. 24% of those who didn’t go on the internet said it was because it was too expensive.

Mobile Data Association chairman Mike Short, said: “The 29% figure tells me that more education is needed, from manufacturers, operators and content providers, to get this even higher, as the 6 to 13 year-old group is a natural segment for growth.”

NMA:: www.nma.co.uk/