The Rise of Branded Ringtones
By Cindy Lundin Mesaros
Moderati's VP of marketing looks at how some major brands are reaching younger
consumers with cell phone ringtones.
The market for all kinds of downloadable goodies for mobile phones is heating
up. And as consumers branch out beyond popular music for ringtones, savvy
advertisers are recognizing an opportunity.
Consumers with a fondness for their favorite brands, from sports to apparel to
automotive, are downloading branded content to their phones to personalize them,
and marketers are beginning to take notice. According to the latest research
findings from Ipsos Insight's quarterly study on digital music behaviors, nearly
one-quarter (23 percent) of American mobile phone owners have downloaded
ringtones to their mobile phones. This poses a significant increase over the
past 12 months, when only five percent of mobile phone users were reported to
have downloaded ringtones.
A few interesting facts about ringtones:
According to Telephia research, over 70 percent are downloaded by women.
Ringtones skew to younger demographics, but the 25-34 demographic is also strong
enough to take notice.
Age Group Breakdown of Top Mobile Ringtones (U.S.)
Title Artist Age
18-24 25-34 35-54 55+
Hollaback Girl Gwen Stefani 40% 51% 8% 1%
Don't Cha The Pussycat Dolls 29% 59% 12% 0%
Let Me Hold You Bow Wow & Omarion 61% 33% 6% 0%
Just A Lil' Bit 50 Cent 55% 26% 10%