Mobile users will use pretty much any content on the go, but they aren’t keen on paying for it. That was the finding of a survey conducted by KPMG. 40% of the people surveyed said that they would not pay a premium for mobile content. For people who use the internet all the time and view the content as essentially free, it is a difficult transition to paying for the same content just because you are out and about. KPMG asked 3,500 users in Asia, Europe and North America as part of the survey.
This could be bad news for the mobile providers who are relying for mobile content to make up the revenue shortfalls from other areas of their businesses. They will have to tailor their offerings to respond to the demands of the consumer. For example, consumers said that they wanted all of their services from one provider and that they only wanted to pay one bill. There has to be a clear reason for the premium charge, and mobility alone is not proving to be a good enough reason.