If brands want loyalty, they may continue to be impressed with mobile content sites. Consumers of mobile content appear to be more loyal to the sites they visit than subscribers to the same content accessed through the Internet, according to a new paper written by Philip Sugai and Donghun Kim, both professors at the International University of Japan,
Although the mobile platform has been considered inferior to the PC since the launch of mobile data services, this study shows that not to be the case, Sugai said.
This research surveyed more than 400 PC and mobile phone subscribers in Japan, and tested their loyalty by finding out how much they would be willing to pay to remain loyal to their current mobile or PC content sites in light of a series of other competing offers. The loyalty of subscribers to both free content and services such as Yahoo! Japan and subscription-based content such as Disney were each studied, with results clearly showing the power of the mobile platform versus the PC for both.