Publish Date: Jul 05

This survey of 2,112 U.S. Internet users – including 278 teens between 13 and 17 and 1,834 heads of Internet households – examines consumer adoption and interest in a variety of mobile and portable entertainment devices and relevant services. Based on consumer interest in different functionalities, this study was able to identify five distinctive consumer segments to gain a deeper understanding of this market.

“Mobile aficionados represent a prime market for various mobile applications and value-added services, and the market potential, with more than 40 million Internet users in this cluster, is very promising.” said Yuanzhe (Michael) Cai, senior analyst. “Consumers in this cluster are more likely to be male, young, of Asian ethnic origins, and high in household income.”

Download PDF of Table of Contents | More Information on the Mobile Entertainment Platforms & Services

Executive Summary

1.0 Executive Summary
   1.1 What Do Consumers Want?
   1.2 Factor and Cluster Analysis
   1.3 Stand-alone vs. Convergence Platforms
   1.4 Cellular Phone as a Convergence Entertainment Platform
   1.5 Focusing on Video-on-the-Go
   1.6 Market Segmentation of PMP Early Adopters

Slide Deck

Survey Methodology
Factor and Cluster Analysis
Adoption of Mobile/Portable and Fixed CE Devices
Most Frequently Used Mobile/Portable Devices and Important Functions/Features
Mobile Broadband Wireless
Music and Portable Devices
Video on the Go
Focusing on Portable Multimedia Players
Portable Gaming Players
Cell Phone and Services
Photography
Portable/Mobile Accessories
General Device Ownership and Service Subscriptions

Executive Summary

Household Ownership of Mobile and Portable Devices
Portable Devices Most Frequently Used
Important Functions to Be Included into Most Frequently-Used Mobile Devices #1
Important Functions to Be Included into Most Frequently-used Mobile Devices #2
Important Functions to Be Included into Most Frequently-Used Mobile Devices #3
Important Functions Consumers Want to Have on Most Frequently-Used Mobile Devices
Intention of Purchasing a Mobile Phone with Advanced Functions in the Next 12 Months
Relative Importance Score for Different Functions to Be Included in Most Frequently Used Mobile Devices
How Important Are the Following Features for a Portable Device with Your Desired Functions
Price Sensitivity for a Mobile Device with Desired Functions and Features
Factor Analysis of Consumer Interest in Various Functions for Mobile/Portable Devices
Consumer Clusters based on Desired Mobile Functions
Summary of Cluster Attributes
Percentage of Consumer Clusters among High Intenders for Various Mobile Entertainment Services
Percentage of Consumer Clusters among High Intenders for Various Mobile/Portable Devices
Purchase Preference for Mobile Entertainment Devices (Standalone vs. Convergence) by Consumer Clusters
Purchase Intention for Advanced Phones by Consumer Clusters
Perception of the Ability to Enjoy Video, TV, and Music on Mobile Phone and Portable Media Devices
Likelihood of Using Advanced Camera Phones as Primary Camera by Consumer Clusters
Top Three Product Attributes among Intenders for Different Portable Devices
Frequency of Replacing Cell Phones by Preference of a Standalone vs. Convergence Mobile Device
Perception of the Ability to View Pre-recorded Video/Video Clips/Live TV on Mobile/Portable Devices
Video/TV Content Interested in Receiving on Mobile Phone or Portable Multimedia Player by Gender
Purchase Intention for Portable Devices
Perception of the Ability to View Pre-recorded Video/Live TV on Portable Digital Multimedia Players by Frequency of Using a Laptop PC to Watch DVD/TV Programs away from Home
Perception of the Ability to View Pre-recorded Video/Video Clips/Live TV on a Portable Digital Multimedia Player by Interest in Video/TV on a Mobile Phone
Consumer Segmentation of PMP Early Adopters

Appendix

Survey Respondents by Age
Survey Respondents by Gender
Are You the Decision-Maker in Selecting Electronic Products and Services for Your Home?
Household Ownership of Mobile Devices
Average Household Ownership of Mobile Devices
Percentage of Respondents Owning Mobile Phones with Advanced Functions
Consumer Interest in Purchasing Various Mobile Devices #1
Consumer Interest in Purchasing Various Mobile Devices #2
Intention of Purchasing a Mobile Phone with Advanced Functions in the Next 12 Months
Likelihood of Purchasing A Mobile Phone Capable of Playing Downloaded Music/MP3 Files from the Following Brands
Portable Devices Most Frequently Used
Functionalities of Most Frequently Used Portable Devices #1
Functionalities of Most Frequently Used Portable Devices #2
Important Functions to Be Included into Most Frequently-Used Mobile Devices #1
Important Functions to Be Included into Most Frequently-Used Mobile Devices #2
Important Functions to Be Included into Most Frequently-Used Mobile Devices #3
Important Functions Consumers Want to Have on Most Frequently-Used Mobile Devices #1
Important Functions Consumers Want to Have on Most Frequently-Used Mobile Device #2
How Important Are the Following Features for a Portable Device with Your Desired Functions? #1
How Important Are the Following Features for a Portable Device with Your Desired Functions? #2
Price Sensitivity for a Mobile Device with Desired Functions and Features
Importance of Photography-Related Activities
Purchase Preference for Mobile Entertainment Devices
Importance of Various Information Sources for Purchasing Portable/Mobile Devices
Personal Ownership of Mobile Devices
Subscription to Internet Service
Monthly Expenditure on Internet Service
Familiarity with a Hot Spot Service
Familiarity with a Mobile Broadband Internet Service
How Much Do You Think a Mobile Broadband Internet Service Should Cost?
Interest in Subscribing to a Mobile Broadband Service in Expected Price Range
Expected Cost for a Mobile Broadband Service with Free VoIP Service
On Which Platform Would You Most Interested in Using a Mobile Broadband Wireless Service?
Mobile Broadband Wireless Service Applications: Information and Communication
Mobile Broadband Wireless Service Applications: Entertainment and Others
When and Where Are Mobile Broadband Services Likely to Be Used? #1
When and Where Are Mobile Broadband Services Likely to Be Used? #2
What Kind of Technology Does Your Portable Digital Music/Multimedia Player Use?
Brand of Portable Digital Music Player
Number of Songs Stored on Portable Digital Music Player Used Most Often
Number of Songs Consumers Want to Store on Portable Digital Music Player
Percentage of Music on Portable Digital Music Player Copied from Personal CD Collection
Frequency of Transferring Music from PC to Portable Digital Music Player
Frequency of Listening to Music Stored on PC
Frequency of Connecting Digital Music Player to Home Stereo System and Listening to Music
When or Where Do You Use Digital Music Player Most Often?
Consumer Perception of Brands Relevant to Music Experience #1
Consumer Perception of Brands Relevant to Music Experience #2
Most Important Features/Factors or a Digital Music Player
Frequency of Using a Laptop PC to Watch DVD/TV Programs at Home
Frequency of Using a Laptop PC to Watch DVD/TV Programs away from Home
Perception of the Ability to View Pre-recorded Video/Video Clips/Live TV on Mobile/Portable Devices
Video/TV Content Interested in Receiving on Mobile Phone or Portable Multimedia Player #1
Video/TV Content Interested in Receiving on Mobile Phone or Portable Multimedia Player #2
Interest in Purchasing a Portable Digital Multimedia Player with an LCD Screen at Various Price Points
When or Where Are You Interested in Using a Portable Digital Multimedia Player?
Which of the Following Portable Gaming Devices Are You Most Likely to Buy
Important Influencers for Purchase Decision/Intention for a Particular Portable Game Player
Important Extra Features for a Portable Game Player
Features of Phone Camera That Need Improvement
Likelihood of Using High-Quality Camera Phone as Primary Camera
Frequency of Using Cell Phone to Communicate and Entertain
Frequency of Using Cell Phone for Photo Applications
Which Mobile Services Are You Currently Paying for?
Monthly Expenditure on Mobile Phone Services
Brand of Current Mobile Phone Handset
Which Mobile Phone Service Do You Currently Use?
Frequency of Replacing/Upgrading Mobile Phones
Likelihood of Subscribing/Switching to a Mobile Phone Service Offered by the Following Providers
How Much Would You Value Direct Downloading/Streaming of Music on Mobile Phone and Portable Music Player?
Interest in Different Options for Acquiring Digital Music
Do You Mind Commercials, If It Helps Lower Subscription/Purchase Cost of Digital Entertainment Content?
Interest in Services Allowing Remote Access of Digital Media Content and Subscription TV
Expected Cost for a Service Allowing Remote Access of Media Content Stored on Devices on Home Network Away from Home
Expected Cost for a Service Allowing Remote Access of Your Subscription TV Services and Media Content Stored on Devices on Home Network Away from Home
Impact of the Need to Purchase a Device at $300 on the Interest in the Service Allowing Remote Access of TV/Digital Media Content Stored on Devices on Home Network
Household Ownership of Mobile Accessories and Software Programs
Intention of Purchasing Portable Gaming Player Accessories in the Next Twelve Months
Intention of Purchasing Portable Music Player Accessories in the Next Twelve Months
Intention of Purchasing Mobile Phone/PDA/Smart Phone Accessories in the Next Twelve Months
Methods of Purchasing Mobile Accessories
Important Influencers (Ranking of “1”) for Purchase Decision of Portable Gaming Player Accessories
Factors Influencing Purchase Decision of Portable Gaming Player Accessories
Important Influencer (Ranking of “1”) for Purchase Decision of Portable Music Player Accessories
Factors Influencing Purchase Decision of Portable Music Player Accessories
Important Influencer (Ranking of “1”) for Purchase Decision of Mobile/Smart Phone/PDA Accessories
Factors Influencing Purchase Decision of Mobile/Smart Phone/PDA Accessories
Do You Have a Webcam for Video Chatting and Other Video Communications?
Frequency of Using a Webcam for Video Chatting/Conferencing While Traveling
Reasons for Not Using a Webcam While Traveling
Interest in a Remote Home Monitoring Service with a Webcam at Various Price Points
How Many of the Following Electronic Devices Does Your Household Currently Use? #1
How Many of the Following Electronic Devices Does Your Household Currently Use #2?
How Many of the Following Types of TVs Does Your Household Currently Use?
Likelihood of Purchasing Various New Electronic Products
Which Type of the TV will You Intent to Purchase?
Online Entertainment Services Currently Paying for
Intention of Using Online Entertainment Service in the Next Twelve Months
TV Service Subscription
Subscription to Premium TV Services
Interest in Subscribing to Satellite Radio Services to Access Entertainment and News for $12.95 a Month
Frequency of Using Home PC/Internet for Music
Frequency of Using Home PC/Internet for Video and Gaming
Frequency of Using Home PC/Internet for Other Applications
Survey Respondents by Race
Survey Respondents by Household Income
Survey Respondents by Marital Status
Survey Respondents by Education Level
Percentage of Respondents Currently Attending College
Survey Respondents by Type of Residence
Percentage of Survey Respondents Owning or Renting Home
Survey Respondents by Value of Primary Residence
Survey Respondents by Number of People Older than 18
Survey Respondents by Number of People under 18
Survey Respondents by Number of Teenagers at Home
How Would You Rate the Influence of Teenagers in Your Household on the Purchase Decision of Portable Devices?
Percentage of Survey Respondents That Telecommute, Work at Home or Are Self-Employed
Percentage of Work Time Spent Traveling Locally
Frequency of Traveling Nationally or Internationally for Work-Related Reasons
Frequency of Traveling for Pleasure
How Much Do You Agree or Disagree with These Statements Related to Your Purchasing Behavior of Advanced Products and Services?
How Much Do You Agree or Disagree with Statement in the Selection of Electronic Products?
Survey Respondents by Region

© August 2005 Parks Associates
Dallas, Texas 75230

All rights reserved. No part of this book may be reproduced, 
in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

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