Wireless Messaging and Content Purchasing Synergies

This IDC study contains follow-on advanced analysis of a survey of 1,112 young adult and adult consumer wireless subscribers and customers fielded in August 2005. The goal of this analysis was to understand relative adoption levels of common forms of messaging (SMS, MMS, and IM) and content (ringtones, graphics/wallpapers, and games). As an example, this study shows what percentage of those surveyed who bought at least one ringtone also sent at least one SMS during 3Q05. Gender and age differences are also considered in this context. This analysis helps illuminate how services and content might be bundled and marketed in order to speed adoption penetration and drive data ARPU.

"Consumers that use data services show an amazing affinity for experimenting with different types of messaging services and content formats. On the upside, this means that data 'gateway' services such as SMS lead to adoption of a range of other services and content types. On the downside, a tightly knit group of intense data users suggests that data services are still not resonating with the mass market in many respects, and that carriers and other ecosystem constituents have their work cut out for them in terms of driving broad messaging and content purchasing adoption behavior." — Lewis Ward, research manager, Wireless and Mobile Communications