uk content usage statistics

UK spent £750m in 2005 which is 18 times more than money spent three years ago.

According to a recent report from mintel(and reported in the metro newspaper – London) , demand for all downloads , apart from wallpapers and screen savers that make up a tenth of the sale, will double by January. Gambling which makes up 9% of the sales is expected to grow a staggering 367 percent.

Ringtones costing about £3 make a third of the sales

Games costing about £5 make a quarter of the sales


a) Not sure about the stats on gambling

b) Not sure why the numbers will double by Jan – agree that 3G is very much here now in europe but that still does not explain the ‘doubling’

c) However, the current market stats are very useful

d) I expect that truetones will make the market for ringtones non existant except for the rights owners. Currently, many content companies are surviving on the back of ringtones(or adult content)

I wonder what channels are used for these downloads(especially the portal/off portal isssue) and which are the optimal channels?

ringtones – out of tune?


According to Richard windsor mobile analyst for Nomura research(and as reported in the FT on Aug 1), – rigntones are no longer ringing the tills ..

I am not surprised. Indeed with the rise of truetones, this was predictable because the income from content such as truetones is mainly going to the record labels leaving independent companies like infospace and monstermob out of the value chain.

As we have been saying in OpenGardens, there is a business alright here .. but its for the record owvers/brand owners/media players. Independent companies(even well funded ones such as infospace) do not have a viable business model unless they innovate.

Like mobile marketing before it, its possible that ringtones were a fad. Once the novelty wears off, usage drops.

I welcome this news because it displays a maturing industry. If companies like infospace are feeling the heat, so will the operators –forcing the industry as a whole to welcome new thinking

image source: crazy-frog.jpg