DealerData: Rap Corners a Market
The NPD Group just released findings from a recent study on Mobile Phone usage and found that rap/hip-hop was the top ringtone genre among those downloading ringtones in the U.S. market in July 2006. The group reported that it accounted for 23 percent of ringtone downloads. The next most popular ringtone genres were: rock (17 percent), R&B (13 percent), pop (11 percent) and alternative (8 percent).
Not surprisingly younger consumers were more likely than others to download and use ringtones. Twenty-six percent of consumers who downloaded a ringtone in July 2006 were between the ages of 13 and 17, while 22 percent were between the ages of 18 and 24. In July 2006 women and girls downloaded more ringtones (53 percent) than men and boys did (47 percent).
When NPD asked about reasons for purchasing a ringtone, most buyers reported that it was primarily because they liked the particular song (89 percent) or artist (62 percent). Just 24 percent mentioned price as a reason for purchasing a specific ringtone, while seven percent mentioned that they did so on the recommendation of a friend or family member.