• by Wayne Friedman , May 15, 2009

While accessing content via mobile phone continues to climb, a major hurdle for growth continues to be the perception of added cost.

A new study from media research company Frank N. Magid Associates notes that non-users of content are most significantly turned off by the cost of accessing mobile content. In addition, 52% of non-users -- and 22% of those who regularly get content on mobile devices -- say that content isn't necessary to access when they are away from more traditional content outlets, such as personal computers.

This finding has little to do with the type of handset users have, according to the study. While so-called smartphones make it easier to access content, Jill Rosengard Hill, senior vice president of Frank N. Magid Associates, said in a release that "41% of those who don't have a smart phone are accessing mobile news, music and playing mobile games."

Currently, 51% of mobile phone users access content on their mobile phone on a weekly basis. This comes to 39 minutes a week. By comparison, the average user does texting an average of 38 minutes. Talking on their mobile phone averages 44 minutes a week.

Content activity breaks down along demographic lines: 80% of mobile social networking is among 12- to-34-year-olds, while 79% of news consumption is dominated by 18- to-54-year-olds. Of the 12- to-17-year-olds who consume mobile content, 52% buy content regularly, versus 39% for all content users.

Mobile households earning more than $100,000 per year are more likely to access mobile content -- mostly business-related information. They are also heavy mobile phone users of news and shopping content.

The survey took place in January 2009 among 4,000 U.S. wireless customers between the ages of 12 and 64.