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]