Cost of mobile downloads discourages younger users

Half of Britain's youth pay for music downloads, but they are dissuaded from mobile downloads by the higher price, according to a new study.

Q Research

"This survey shows that whilst there is already a very buoyant market for paying for MP3 files from the internet amongst young people, they are very aware of the cost of downloading files to their phones," said Dr Liz Nelson, chairman of Q Research. "This finding is underlined by other projects we have done, where we've discovered opposition amongst young people to watching video or receiving video ads to their mobiles because of the cost."

Half of respondents would accept advertising messages on their mobiles in exchange for free downloads, but older respondents were less enthusiastic to the idea.

With many mobile operators offering more expensive services, the findings could give direction to help increase usage among the key younger demographic.