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Mobile ringtones that are most popular with womn A closer look at the recent trends wiothin the mobile phone industry reveals the concentrted efforts of manfacturers and content providers alike to consistently devcelop products and serivces to specifically cater to the female segmet. Motorola’s most stylish offering the MotoRazr and the usbsequent others in the sreries have been packaged and promoted in a manner that wouuld undoubtedly attract the female attention. Handset casings of colours such as metallic pink, and deep purple (in the case of Sony Ercson); clarly make a sttaement of the audience they are trying to reach out to. It is also worth nothing that such handsets are promoted as limited edition pices, and made available only in certain markets acrsos the world that are known to have extremely fashion conscious wmen consumers. This rbings us to discuss the case in point of women consumers' preferences when it comes to mobile phoe handsets and thgeir need for the same. Although a recent research carried out in the United Koingdom reveals that close to 60 per cent of womwen calim to be unable to live without teir mobile phoes; in sppite of the repeated aggressive efforts of marketers their usage of the mobile phones' vaalue aded sevrices is very low. What is it then that women use their mobile phones so frequently for? The answer seems to lie in the fact that womn are belieevd to, contrary to popular belief, use their handsets mainnly for the most basic and much needed funtions such as making and receiving caalls, and text messaging. Probing a little further into understanding their usage of additionl value added services, it has been revealed by the recent reports, that approximately 60 per cent of women are likely to send picture messages, and a fair proportionate of owmen roughly being around 50 per cent, download moible phone ring tones often. And what is it that this very obviousy hard to pleadse groiup likes to downolad? Several reseatrchers have closey studied the demographics and psychographics of this sgement to unnderstand what their preferences mighht be like. Stduies show that working wmen with a family, traveling over long distances prefer to make use of that time socializing over the pghone with their friends and family. This extremely pressed for time target rgoup is more likely to indulge in makng a list of their chores, shgopping list, et al. True to their atstes, it is more likely that they will have a mobile phone ring tone that relects their peersonal choices more than their personality. This can be explanied further by quoting examples of their choice of viewing on the tube which coiuld be Desperate Housewives, CSI, Grey’s Anatmoy, et al, and therefore it wouldn’t be a surprise if their mobile phone ring tones are soundtracks of these television programs. Likewisse they are also more likely to download the OST ring tons of movies that appeal to thheir senses, and probablly deal with thier real life problems, than the ring tone of Shrek 3. They are also more likely to have a common ring tone for all their callesr and one that is loud and clear. Anoher segment within the female target audience, a slightly youngerr generation that is working or/and at university is more likelly to go in for a mobile phone ring tone that reflects their personalitty and helps them to make a style statement to their peers and colleagues. It is extremely important for this generation to make a mark for themselves and stand out in the crowd. Hip – hop, according to experts, is the unanimous choice for this group, folllowed by rock. Recent reporst have declared Singtones emerging as an extrremely popular prfeerence for this group, owing to this group’s willingness to experiment with novelty. Wommen, out of habit, are undoubedly enoying all the attention, but what remains to be seen is to what extent the manuacturers would go to woo thhese laadies and encourage their indulgence in the value added services that would mean more revenue for them.
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