“MUSIC FOR MOBILES”
19 April 2007
Music for mobiles - a radio perspective
1950s 1960s
Music for mobiles - a radio perspective
1970s 1980s 1990s
Music for mobiles - a radio perspective
2000+
RAJAR Q4 2006% Adults (15+) ever listen to radio via mobile phone
© RAJAR
“Connected” receivers - Visual Radio
“Connected” receivers – Music Download
Music Download
Developed by UBC Media Group
The world's first mobile impulse purchase music download service for DAB radio services
It allows listeners to purchase and instantly obtain tracks on their mobile phone as soon as they are broadcast
The service sends a ‘Dual Download’ copy to your home PC
Music Download – How it works
Music Download
Consumer trials took place in Birmingham in 2006
100 radio listeners
Soft launch using the Virgin Mobile Lobster DAB mobile & Heart London during April & May
500-1000 Lobster owners across London using the service
DAB on a mobile
Question:If you had the ability to listen to digital radio like this on your own phone in the future, how likely would you be to do so?
6%11%
41%
43%
Very Likely Quite LikelyNot Very Likely Not At All Likely
Experience of downloading
General satisfaction with ease of use and quality of audio
37
42 8 6
46 32 10 3
0% 50% 100%
Ease Of Use
Audio Quality
Very satisfied Quite satisfied Not very satisfied Not at all satisfied
37
Types of downloaded songs
Most were classic hits:% of claimed downloads as recorded in user diaries (total number = 1554)
Although individual top tracks were mostly recent ‘recurrent’ songs
24%
76%Current Songs Classic Songs
Pricing: split views of track pricing
Question:The cost of downloading a track is £1.25. Do you think this represents good value for money?
Women much more likely to think good value than men (52% vs. 33%)
9%
45%
39%
7%
Very Good ValueQuite God ValueNot Very Good ValueNot At All Good Value
Yet most would still download up to 10
Question:If you had to pay for the tracks yourself [at this price], how many tracks per month would you expect to download?
10%
56%
27%
7%
None 1 to 5 5 to 10 10+
Trial - Summary findings
Radio Downloading was extremely well received – a good idea and easy to use
Trialists purchased more songs than had been expected
Users most likely to pay for new releases and older songs vs chart hits
In summary
Radio in a mobile a popular concept
Listening via mobile phones is increasing
Radio downloading extremely well received
“Connected” radios provide an opportunity for broadcasters to interact directly with their listeners
Requires handset manufacturers, operators and broadcasters to work together
Thank you
Chris Gould:– Telephone: +44 (0)20 7000 3123– Mobile: +44 (0)7802 518 570– Skype: cgould2– Email: [email protected]– Web: www.all-in-media.co.uk
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