Mobile Music Users Open To Ads For Free Songs

    March 24, 2009

More than free-fourths of U.S. consumers have a positive experience downloading and listening to songs on their mobile phone, and almost a third are willing to accept advertising on their mobile phones in exchange for free music downloads, according to a survey from KPMG and the Mobile Entertainment Forum (MEF).

The survey found 21 percent of U.S. respondents, and 30 percent globally, have purchased songs at least once on their mobile phones in the past year. The majority of the U.S. (84%) and global (66%) purchasers said they were satisfied with the downloading and listening experience.

Carl Geppert
Carl Geppert

Twenty-nine percent of mobile users in the U.S. are willing to view ads in return for free songs, and globally, 49 percent will accept ads on their mobiles in order to receive free songs.

"With the significant rise in mobile music customer satisfaction rates, we may be seeing a new window of opportunity that advertisers have been seeking for so long," said Carl Geppert, partner and U.S. Industry Sector Leader in KPMG’s Communications & Media Practice.

"We are seeing sizeable segments of the mobile marketplace that are willing to pay to download songs or accept advertising in return for free songs, and carriers as well as advertisers may need to examine their business models to accommodate those new growth opportunities."

Consumers also say they are more satisfied with their experience downloading and viewing video clips on their mobile phones. About 11 percent have watched video clips on their mobile in the past year, while 38 percent of users globally have done the same. In both the U.S. and globally more than half of those who watched mobile video clips had a positive experience.