Premium Drives Dating, Music Engagement, Revs
At the Mapping Mobile Conference at New York University’s Stern School of Business last week, panelists spoke about everything from consumer research to dating sites. One dominant takeaway is that people who are willing to pay for service to reduce advertising will generate a bigger pool of people willing to pay premium. The other grab: more and more subscribing, talking and listening is happening on mobile.
... Jui Ramaprasad, assistant professor of information systems at McGill University, talked about her research on user-generated consumer-to-consumer interactions both in music and dating channels. She said revenue opportunities for channels like Match.com and Pandora lie in upgrades to premium, in no small part because premium users influence free users to move to premium. "There's strong peer influence and social engagement."
Read full article: Marketing Daily, November 19, 2013