23 November 2007
Britons' changing musical habits have been researched by UK mobile phone firm Vodafone.
The study was commissioned to mark this month's introduction of its Music Store service - an online shop which allows mobile phone users to buy music and listen to it on their handsets.
Individual tracks from the store cost 80p each and albums cost £8 - matching prices from Apple's market-leading iTunes.
However, Vodafone's shop differs from iTunes in its MusicStation service, which, for a £2 weekly charge, allows Music Store users to 'stream' rather than download an unlimited amount of music.
Vodafone says that the system allows people to discover new artists cheaply through not being forced to purchase individual tracks.
The survey found that 13% of Britons now listen to music on their mobiles - a figure that rises to 33% among the 16-to-24-year-old demographic.
Tim Yates, Chief Marketing Officer of Vodafone UK said: "We know our customers are passionate about music and we give them a choice of how they can get it on a fantastic range of handsets.
"We have MusicStation that really allows our customers to experiment with and discover music."
Music Store is enabled for two handsets, Nokia's N81 and N95.
© 2008 Adfero Ltd
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