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Study Shows Demand For Wireless Entertainment

13 Dec, 2001 By: Hive News

Wireless phone users want entertainment on the go, but music is in much greater demand than pictorial forms, according to a new study a cell phone maker commissioned.

The ``top five'' entertainment services attractive to respondents in the study HPI Research Group conducted for Nokia were:

* Listening to radio
* Requesting single songs
* Requesting albums
* Watching live TV
* Playing games, alone and interactively

Respondents did not view handsets as a direct replacement for other electronic devices, but rather as a multifunctional device to use for entertainment when they don't have access to a TV, video or game machine. Three-quarters of respondents indicated they would use the mobile features when traveling or outside the home.

Consumers ranked more than 30 prospective features and chose, on average, 14 features, clearly suggesting that the third generation mobile handset will be accepted as multifunctional. Easily the most popular feature with 81 percent was SMS texting, probably as this is already available to the consumer, and thus more tangible. Following this, texting, audio/visual and information services were particularly prominent.

In particular, 72 percent of respondents stated they would like to have at least one entertainment service available on their mobile terminals. Among the younger respondents, enthusiasm was even greater, with nine out of 10 `definitely' wanting at least one entertainment feature.

In terms of how the consumer would like to pay for the many features and services available to them, a very clear pattern emerged across all markets. Around 70 percent of consumers would prefer bundles to paying for features on an a la carte basis.

HPI's study for Nokia included interviews with more than 3,300 people in 11 key global markets across three continents during June. The markets were Brazil, Denmark, Germany, Italy, Japan, Korea, Singapore, Spain, Sweden, the United Kingdom and the United States. Respondents were 16- to-45-year-olds--the core target market mobile entertainment--all of whom have mobile phones for personal use.

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