Mobile Content Discovery Primary Research

Xiam Technologies sought to identify consumer frustrations with current mobile content discovery methods and to illustrate the resulting missed opportunities for content providers and operators. The research was conducted by leading independent research firm TNS Global in August 2009.

The objectives of this study were:

• to understand the types of content currently accessed on mobile
• to understand the additional types of content desired
• to identify the methods of content discovery used by consumers today
• to understand preferences among methods of accessing content via mobile phone to measure ease of finding desired content via mobile web
• to understand barriers to accessing all types of content desired
• to identify/understand specific problems when searching for content via mobile phones
• to quantify additional time and money that would be spent accessing/purchasing mobile content assuming that such content was easier to find
  

Discovery Primary Research Main Results

• Users rely on search to discover content but it often doesn't come up with the goods.
• There are many indications that their usage is being limited by problems experienced.
• 80% report some difficulty or problem when trying to access content.
• Most frustrated by time required to access the content they want - slow page loads, the need to click through too many pages, and having to navigate through irrelevant content.
• Overall, the provider’s content store/portal is used less often than other methods to obtain content but is used more by downloader's and apps fans.
• Mobile web browsers prefer to use search engines, bookmarked sites or to enter URLs directly.
• There is a great opportunity to increase time and money spent on mobile web browsing and content by facilitating personalized content discovery.
• 63% say they would spend more time and/or money if content was personalized and easy to get to.
• Users tend to access the same categories of content repeatedly, rather than branching out to new categories/applications but are open to recommendations within categories.