A new study by research firms Arbitron and Telephia reports that more than 75% of users who listen to audio content on their mobile devices expressed a preference for free, ad-supported content over subscription or other paid services. The two companies conducted a 15-minute online survey of more than 2,000 mobile phone users in February this year, and brought us the following numbers:
- 6% of users report using one or more mobile audio features in the last 30 days.
- Downloading music over-the-air has the highest awareness among the general mobile population.
- Current mobile audio users spend more time than the general mobile population on nearly every media (except TV) and entertainment activity.
- 63% of current mobile audio users are male, with people aged 25 to 44 representing 71% of all current mobile audio users.
- Pop music is the leading music style for mobile audio users.
- Approximately two-thirds of “non-current” mobile audio users are “not interested at all” in any of the four major options for accessing mobile audio services.
The full release is available from here.