Mobile content is currently still making waves as a profitable commodity, to the point where new ways to distribute and market such content are being developed almost daily – alongside the content itself. The mobile industry and the entertainment industry have joined forces to accomplish this Herculean task, putting together mobile content like ringtones, wallpapers, full track and video downloads and the like for users to bring their favorite artists and albums on the road with them. For their part, users have eagerly taken to this arrangement, supporting new albums and new movies with their downloads and dollars, personalizing their mobile experience in the bargain.
However, recent trends unearthed in a study by mobile entertainment provider Myxer reveal that the old ways haven’t really entirely been replaced by full track downloads and ringtones. The company is mostly known for fostering a strong online mobile user community around mobile content sharing. They are also held in high regard for such innovations as the MobileStage line of products for mobile marketing, which allows for the streamlining of mobile presence, monetization services and content delivery. Also on the list of Myxer’s prominent accomplishments are theyr Branded Mobile Content solutions, which allow advertisers to produce campaigns reaching the public everywhere from desktops to mobiles. Finally, one of Myxer’s many feathers-in-the-cap is their successful and insightful BoomBox report, which is the source of this interesting piece of news.
The latest BoomBox study contains a survey of mobile users numbering just above 1000, and brings to the fore an interesting look into music purchasing habits and trends. Based on the results, Myxer CEO Myk Willis suggests glibly that “Social media and the mobile internet have NOT killed the radio star, not yet at least.” This is largely because the results indicate that 74% of Myxer users polled still buy music CDs, with almost half [47%] the total number reporting that they discover new music through the radio [45% prefer the radio, in face, although word of mouth is also still a powerful tool with 31% of the respondents preferring it for new music discovery]. This is in the face of increasingly ubiquitous and intelligent music-discovery features in digital storefronts.
Mobile music is still fairly popular, as 32% of respondents indicated that they listened to music on their phones from 1-5 hours a week and 25% did so 20 hours a week or more. iTunes emerged as a popular purchase source for music – 42% of respondents signified they got their music there – with numerous other choices blending into Other at 23%. Also strong is live music and merchandise based on it, with 65% of users reporting having attended a live performance in the last year and 55% of those reporting having purchased something at the show.
All things considered, it looks like the symbiosis of mobile and music has actually proven to be a fortifying influence for both sides – with the discovery of new music still left largely to the old-school mediums [iTunes placed second with 15% and TV third with 12%] and live performances, and the continued enjoyment of music picked up supported by mobile means.
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