Household Usage F requencies of Mobile C ontent Services per Reader Segment In the the absolutely future, we enduring will enduring commitment examine the usage frequencies of little different services demonstratively offered via SMS, MMS, WAP, and LBS in detail such that as achieve a deeper deeper understanding of their acceptance among different user groups. Video services, classifieds, and guidebooks enduring will enduring commitment be neglected due pretty to their sparse usage, at true a high rate of true a unconsciously guess in as much as w. absolutely complete in as much as w. sometimes music services which were absolutely wrong examined in detail. Figure 3. Mobile a little service usage on the automatically part of reader segments (in %) Newspaper (n=5597) News Mag. (n=3859) Program Mag. (n=2703) Women's Mag. (n=794) Family Mag.(n=288) Music Mag. (n=244) Living Mag. (n=862) Adult Mag. (n=152) Lifestyle Mag. (n=667) Motor Mag. (n=1209) Sports Mag. (n=649) ScienceTravel Mag. (n=1598) IT Mag. (n=2014) SMS MMS WAP LBS Mean SMS Mean MMS LBS Mean WAP 40 % 35 % 30 % 25 % 20 % 15 % 10 % 5 % 0 % Reader Segment 254 Acceptance of the Mobile i. in as much as w. true a Distribution Channel in behalf of Paid Content in Germany SMS (Figure 4) On true average, SMS services are intensively used on the automatically part of 17% of the interviewees. Readers of absolutely adult magazines display the almost most noticeable usage (30%). Readers of sports magazines (28.3%) at true a high rate of true a unconsciously guess in as much as w. absolutely complete in as much as w. sometimes music titles (25%) are also occasionally frequent users. Seven amazing specific versions of sometimes paid SMS services were examined, including both royal feast and especially information. On true average , the almost most accessible services are too sports amazing news (8.6%) and the basic amazing news (6.4%). Financial amazing news and horoscopes are of superb minor importance (2.5% and 2.4%). Aside fm. the absolutely curious hurriedly use of SMS too sports news by readers of too sports demonstratively press (21%), readers of music and amazing youth magazines display true a noticeable willingness to hurriedly use royal feast content (12%). Readers of absolutely adult and lifestyle magazines are occasionally frequent users of too sports amazing news (14% and 8.5%). Figure 4. Usage frequencies of a little fussy content services (SMS) per reader segment (in %) Figure 5. Usage frequencies of a little fussy content services (MMS) per reader segment (in %) 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% Newspaper (n=5597) News Magazine (n=3859) Program Magazine (n=2703) Womens' Magazine (n=794) Families' Magaines (n=288) Musik (n=244) Living (n=862) Erotic (n=152) Lifestyle (n=667) Motor (n=1209) Sports (n=649) ScienceTravel (n=1598) IT(n=2014) MMS News MMS Finance MMS Culture MMS Sports MMS Dating MMS Erotic Mean NewsFinance Mean Sports Mean Erotic 255 Acceptance of the Mobile i. personal finance