Study: Emotional attachment to mobile content

A survey commissioned by mobile content management solutions provider FusionOne and conducted by research firm Market Tools reveals a strong consumer connection to the address books, ringtones, photos, games and related content on their handsets, with over half of respondents claiming their social lives would suffer with the loss of their phones. According to the FusionOne study, 70 percent of subscribers rated contacts backup as very or extremely important, with 30 percent rating music and picture backup very or extremely important. However, 67 percent of respondents said they do not have their address book backed up, and 66 percent admitted to re-entering contacts manually when replacing a phone.

While 60 percent of subscribers said their handsets contain photos that are difficult or even impossible to replace in the event of loss, 73 percent said they retain sensitive text messages, and 31 percent admitted to sensitive photos they would not want others to see.

"Today we see two key personalization trends: the importance for sharing user-generated content and the fashion statement represented by ringtones and other premium content," said FusionOne CEO Richard Onyon. "Safeguarding and transferring the subscriber's mobile phone identity is now significant in maintaining their peace of mind and loyalty to wireless carriers."

For more on the FusionOne study:
- read this release