The Hindu Business Line : Users want more music on their mobiles: TNS study

CLICKING pictures or shooting a clip from your mobile phones is old hat now. A survey has found that a large number of Indians are keen to hear music on their mobiles now.

In fact, 26 per cent of Indian mobile users, in a recent study by market research firm TNS, were found to desire music on their mobiles. However, it ranked below South Korea, where at 60 per cent were keen on mobile music, highest worldwide. The figure in the US was 19 per cent.

The study that was conducted across 15 countries found that 35 per cent of all mobile phone users chose mobile music as one of the top ranking applications they would like to start using, or increase usage of in the future. This, according to TNS, puts mobile music in the top place as the mobile application with the greatest potential. Respondents also showed interest in either `starting to use' or `use more of' the following applications in the future: camera for photography (34 per cent); SMS (28 per cent); live radio (25 per cent) and video camera (24 per cent).

When it comes to actual usage of mobile phones to listen to music, nine per cent of Indian mobile owners said that they use the mobile for music entertainment. This compares to just four per cent in the US. However, yet again, South Korea led at 26 per cent. Across the 15 countries covered by the TNS study, 13 per cent of all mobile users said that they use MP3 or digital music players on their phones daily or weekly.

The study shows that amongst those mobile users already using their phone for music entertainment, 16 per cent used it on a daily basis. This compares with 15 per cent who listened to music on a hi-fi or stereo system at home, and 10 per cent who prefer a personal digital music player. Interestingly, many mobile music listeners did this even at home in addition to when they were `on the go.'

Almost a quarter (23 per cent) said they listen to music on their mobile `in bed,' `at home at weekends' (21 per cent) and `at home before and after work' (16 per cent). This is compared to nearly half (47 per cent) who listen to music on their mobiles in public transport, and 32 per cent `while waiting for an appointment or meeting.'

In spite of such clear demand, however, increased use of phones as mobile music devices is being stymied, the study said. Among those factors highlighted by the study as deterring mobile users from downloading more songs onto their phones are, `insufficient memory', and `poor quality' of the listening experience.

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