A survey by MindShare Asia Pacific Insights across the Asia Pacific region shows a strong demand for advertising-supported content and mobile music, according to ADIO Magazine. The survey (of 250 respondents in the 15-35 age group in each of Australia, China, India, Malaysia, Singapore and Taiwan) found that 28 percent of respondents preferred a mobile phone for playing songs over a portable MP3 player. The range of interest went from Malaysia (37 percent) and India (34 percent) to Singapore (33 percent), China (29 percent), Australia (25 percent) and Taiwan (16 percent).
The survey also found that 28 percent of respondents were interested in paying US$1 to download a 30-minute TV show with advertising, a figure which went up to 62 percent for ad-supported movies. However, only 20 percent were prepared to buy TV shows without advertising for US$2, with the corresponding figure for movies being 53 percent. That’s still a significant percentage, and while there’s a clear indication of people who wouldn’t pay the extra money for ad-free content, there’s no indication of what percentage want to pay more to eliminate ads.
From the survey 49 percent of all respondents said they had paid to download content, ranging from 67 percent in China and 62 percent in Taiwan to 40 percent in Singapore and 38 percent in Australia.