According to recent research from M:Metrics, the number of ringtones downloaded has grown by 20% in the past year. However, the number of mobile games downloaded has remained relatively flat.
Perhaps the most surprising conclusion in the report, however, is that the number of females consuming ringtones and games grew by 27 percent and 21 percent, respectively, across the past year. Corresponding numbers for males were growth of 15.4 percent in males downloading ringtones and a decline of 11.3 percent in the number of males downloading games. Females now account for a clear majority, or 55 percent, of ringtone purchasers. While males still have a higher propensity to download games, the ratio of male to female game downloaders has dropped from 61 percent male in 2005 to 54 percent male in 2006.
Additionally, growth in the market is coming from older demographic groups. The 35-to-44-year-old segment has had the highest growth for games and ringtones, while consumption among teens has lagged, with the number of teen ringtone purchasers remaining relatively flat, while teens engaged in downloading games fell by 30 percent.
This presents interesting new challenges for marketers looking to promote ringtones and games - do they want to recapture their core market of teenage males, or do they look to expand the core to include women and 30-somethings?
http://rcrnews.com/news.cms?newsId=27482
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