What a difference a decade makes! When Brew launched in 2001, most people didn’t know what an application store was. Going into 2010, new application stores seem to be announced almost weekly and the numbers of mobile apps are reaching stratospheric heights. However, despite this fervor, the industry at large seems to be missing the point. Where is the consumer in all of this?
In Q3 2009, Qualcomm commissioned a study with TNS research into how people discover and consume content. Looking at responses from over 400 individuals across the UK and US (N=407), the industry at large appears to be missing a significant opportunity to grow mobile content consumption.
- 80% of users reported experiencing problems obtaining content on their phone. In both countries, the time spent searching and downloading content was the most frequently mentioned problem.
- 1 out of 4 times (27%) users cannot find the content or apps they are looking for and simply give up.
- 63% of those surveyed indicating that they would spend more time accessing and purchasing more content if it was personalized and easier to find.
- In fact, if content was easier to find and personalized this group would increase the time they spend each week accessing mobile content by over an hour (55% increase) and their monthly spend by USD $8 (148% increase).
The market is ripe for high value growth. The question is whether retailers and content owners can deliver personalized discovery experiences that allow them to capitalize on this opportunity. As you contemplate your New Year's resolutions, will improving your content discovery experience be on the list?
For full research findings, please visit: "What You Need to Know About Mobile Content Delivery"
January 29, 2010
Improving Content Discovery