Disqus
A new piece of research suggests that consumers of mobile content are more loyal to the sites where they get the content from, than those accessing through the internet. This surely is good news for Operators and some Content Partners with off-desk presence…
Prof. Philip Sugai and Prof. Donghun Kim, both professors at the International University of Japan, have written a paper called “Consumer Loyalty and Willingness to Pay for Service Attributes Across Digital Channels: A Study of the Japanese Digital Content Market”. The research aparently looked at more than 400 users in Japan, and found out what made people loyal, on both free and paid-for content sites.
Well we know the Japanese market is a different one to that in Europe, but I also wonder if the answer was always going to be that Mobile content consumer would be more loyal – because of various obstacles that defeat them looking for farther afield (e.g. interoperability of mobile-friendly websites, payment mechanisms, poor search engines, etc).
The complete paper has just been published in the August edition of the journal “Telecommunications Policy,” and is available for download through the Elsevier Publishing website: http://www.elsevier.com. More details about this paper are also available through the Mobile Consumer Behavior website, http://www.MoCoBe.com
[Via: 3g.co.uk]
About The Author
Ben Robinson
Ben is a 10+ year veteran of the Mobile industry – starting his career when SMS was a still a relatively new concept for most people (!), he has now consulted on everything from bleeding-edge Mobile content, to the next-gen accessories you might view it on. As a result he has a broad and deep knowledge in numerous areas of Mobile – from network operators to device vendors, to infrastructure and middleware vendors (not to mention content delivery) – and has worked for companies in all of these areas! He is based in the UK, a hotbed of activity for mobile, and recently became a father for the second time – as oppose to in his younger years when he was happy spend time tweaking all manner of mobile devices to 'nth' degree, he now looks for services and hardware that provide the most efficient, compact, and reliable improvements to his already manic life! It’s his opinion that Mobile solutions should be there to help to make your life better – if a particular solution (be it service or device) isn’t doing this, he believes you need to ask the very important question of why you continue to use it... His focus at IntoMobile is mainly on Mobile content, services, and infrastructure, particularly as regards the UK market – and with the occasional look at devices. Additionally, using his extensive experience in the industry, he will provide commentary on the industry at large, with regular (and hopefully thought-provoking) articles.
