11% of Europeans interested in mobile TV
User demand for mobile TV in Europe is modest, Yankee Group reports. Only 11% of respondents said they are very interested in the service. Once confronted with the reality of how much the TV service is likely to cost (i.e., EUR 15 or US $19 per month), 85% of respondents said they are less interested in the service. Full-track music downloads continue to dominate the headlines, while in reality user interest remains low. Only 5% of respondents are prepared to pay more than a 20% premium for full-track downloads. However, the typical premium today is 100%. Alternative music-related services are more interesting to the user and more likely to generate revenue in the short term. The industry must do more to convince users that browsing and downloading is safe and affordable. Almost 40% of respondents said fears over price dissuade them from downloading more ringtones.