Mobile Content Buying Preferences

According to a study by Compete, mobile buyers prefer to buy content online.

From the study:

"More than 45% of a group of tier-1 wireless carrier content purchasers said they would rather purchase their mobile content online than on their handset. The Internet’s increased selection and the ease of sampling make it an attractive channel.

However, while consumers say they would prefer to buy online, over 50% made their recent content purchase directly on their phone.

From October to January 2006, Compete observed off-portal sites (Jamster, etc.) received 2.5 times more online interest than the content portions of the carrier sites. Over 40% of the people who ended up purchasing off-portal cited content selection as the primary reason they did not buy through their carrier. Another 33% said the off-portal sites offered a better price. For those who did purchase from their carrier, the majority said they feel more secure purchasing from their carrier website."