While 45 percent of total respondents purchased ringtones and wallpaper, making them the most popular mobile content purchases, 42 percent ranked "services with helpful functionality such as providing directions and checking the weather" as their rationale for acquiring mobile content. Subscribers over 45 in particular cited their interest in "helpful services," with 44 percent expressing an interest in GPS and LBS services, followed by mobile banking. By contrast, a third of consumers aged 18 to 24 cite entertainment as the content purchase driver for mobile content.
"Not only should service providers consider offering more age-segmented, premium digital content and services, but they should consider tailoring the storefront experience and purchase mechanisms to meet the demands of multiple generations," said Amdocs VP of corporate communications Charles Born in a prepared statement. "Technology that provides service providers with a new way to deliver a more personalized customer experience translates into higher average revenue per user, greater satisfaction and reduced churn."