The collated results from this consumer survey show a strong positive and enthusiastic response towards mobile TV from European mobile consumers. It seems mobile TV should have a strong future in Europe, and a huge percentage of survey respondents are interested in trying out mobile TV and on average Europeans are prepared to pay quite a reasonable price for a monthly TV subscription package.

We asked our survey respondents a range of crucial questions covering what type of programmes they might want to watch on their mobile handset and what price they might be prepared to pay per show or for a monthly subscription package. The results form these questions make very interesting reading for any mobile network operator, either in Europe or elsewhere, or any other player working in the mobile TV space. We analyse these results across country, gender, age and tariff to help you understand the potential future of mobile TV in this market.

It would seem mobile TV is not the only service tipped for big success in the European market. Our survey results explored the demand for mobile music and music videos and the results are impressive. Demand for music among the youth sector is very high, as many might expect, but our survey additionally explores the prices subscribers might be prepared to pay and we reveal the potential this multi-billion Euro market holds.

This report will tell you how many European consumers are, in our opinion, interested in buying music downloads using their mobile phone and how much they have said they are prepared to pay. The combination of the market potential for mobile TV and the youth sector demand for mobile music reveals excellent potential for MTV and other providers of music video services.

Our survey looked into advanced mobile messaging formats, MMS, mobile email and mobile Instant Messaging (IM). This report will help you to understand the current and future trends prevalent in MMS, and the likely future demand doe mobile email and mobile IM. If our survey results are typical of the entire European market, and we hope they are, then mobile email should have a strong future in the European market.

Read our results from survey respondents for all these services and much more in this exciting new 300 page study.

Table of Contents

Executive Summary

Introduction
Purpose of the Study
Outline of Research Methodology

New Mobile Services – Present and Future
SMS
MMS
Downloading Ringtones, Logos and Wallpapers
Mobile Portals
Mobile TV
Mobile Video Calling
Mobile E-mail
Mobile Instant Messaging
Mobile Music
Adult Content
Mobile Games
Location Based Services
Mobile Advertising
Likely Purchase Point of New Services
Likelihood of Switching the Operator for New Services

New Mobile Services – Country Snapshots
Denmark
France
Germany
Italy
Netherlands
Poland
Russia
Spain
Sweden
UK

New Mobile Services – Target Segments
Teens Lead the Pack
Battle of the Sexes
Post-paid v/s Pre-paid

Conclusions and Recommendations
The European Mobile Market in 2006
Current Habits and Usage Patterns
Mobile TV
Video Calling
MMS
Mobile Music
Advanced Mobile Messaging - Email and Instant Messaging
Gaming and Entertainment Services
Country Markets
Age, Gender, Tariff, Income and Profession
Content Discovery and Purchasing Preferences
Loyalty and Advertising
Final Comments

Appendix
Research Methodology
Survey Results in Tabular Form

For a complete Table of Contents, with List of Figures and List of Tables, please click here.


Sample Size

In all 500 mobile subscribers distributed evenly across the 10 European countries were interviewed in detail by telephone for this study. The mobile subscribers were selected randomly to ensure that there was an equal probability of interviewing any subscriber. Our best efforts were made to ensure that there was an equal representation of mobile subscribers across different age groups, gender and tariff plan. These 500 are the detailed responses shown in the survey results which appear in tabular form in the appendix. Further, we e-mail interviewed an additional 250 respondents and data from these results has been incorporated in the qualitative analysis provided in this report.

Analysis

The quantitative results in the report (including the 200 or more tables of results in the appendix) are drawn wholly from the 500 mobile subscribers we interviewed by telephone, evenly distributed across 10 European countries. Additionally, we gathered a further 250 interviews conducted by e-mail, spread across Europe, and the results from these interviews have been studied and used qualitatively, but not quantitatively in the reported results.

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