据市场调研机构Strategy Analytics针对美国、欧洲用户的一项调查显示，在购买手机应用内容时，多数用户会选择通过运营商计费系统付款，这一比例超过了iTunes或PayPal预注册帐号、信用卡/借记卡这两种付费方式。

据游戏邦了解，这些调查对象包括1000名美国用户和1500名西欧用户，调查人员要求这些用户为各种付费渠道打分，评分范围是1-5（游戏邦注：4代表满意，5代表非常满意）。以下图表显示的都是4分、5分的调查结果。

有38%的美国受访者称自己习惯使用运营商计费系统，西欧用户的这一比例也达到了40%；另外在这两个地区中，喜欢通过iTunes或PayPal系统付款的用户，均超过选择信用卡/借记卡付款的人数。

运营商计费系统满意度调查结果

preferred billing methods

美国受访者对各种付费渠道的满意度如下（游戏邦注：以下显示的是受访者对各种付费方式的满意情况，并非单项选择）

运营商计费系统：38%

预注册帐号：31%

PayPal：31%

信用卡/借记卡（系统保存并默认输入信息）：22%

信用卡/借记卡（用户手动输入信息）：22%

西欧受访者对各种费渠道的满意度如下

运营商计费系统：40%

PayPal：26%

预注册帐号：18%

信用卡/借计卡（用户手动输入信息）：16%

信用卡/借计卡（系统保存并默入输入信息）：11%

按付款方式调查结果

preferred payment methods by payment plan

如果按付款方式（预付款、货到付款、家庭计划）来看，这些受访者的答案就有点不同了。美国预付款用户更习惯通过PayPal、预注册帐号、信用卡/借记卡这几种渠道付费，而货到付款、家庭计划用户仍然更青睐运营商计费系统。

在西欧用户中，有44%的货到付款用户、30%的预付款用户都表示更喜欢运营商计费系统，其次才是PayPal。

应用消费类型调查结果

该调查还发现免费内容最受用户欢迎。以下是用户对广告赞助内容、付费内容、租借内容的喜好程度：

在美国，将近一半的用户喜欢广告赞助的内容，有27%用户更情愿一次性付费下载内容；

在欧洲，有40%的用户欢迎广告赞助的内容，有五分之一的人喜欢一次性付费下载内容；

仅10%的美国用户、8%的欧洲用户对租借内容感兴趣。（本文为游戏邦/gamerboom.com编译，转载请注明来源：游戏邦）

Consumers Prefer Operator Billing to iTunes, PayPal Accounts

Consumers prefer operator billing for mobile content purchasing, according to analysts at Strategy Analytics. In a new report authored by Paul Brown, the firm asked consumers in the U.S. and Western Europe to rate their interest level for several different mobile payment options. Surprisingly, operator billing came out on top, even over the use of pre-registered accounts such as iTunes or PayPal and over the use of credit cards/debit cards.

For the survey, Strategy Analytics asked 1,000 consumers in the U.S. and 1,500 in Western Europe to rate how they would prefer to pay for apps, using a scale of 1 – 5. The percentages reported below are based on those who responded either 4 or 5 from the scale provided (4 = interested, 5 = very interested).

In the U.S., 38% of respondents said they would prefer operator billing and 40% said the same in Western Europe. And in both regions, paying for purchases via iTunes or PayPal are preferred over entering either credit card or debit card details.

Preferred Billing Methods

In the U.S., the breakdown is as follows (remember, participants were asked interest levels for each item, not to pick their favorite – these responses aren’t meant to total 100%):

•38% – Operator billing

•31% – Pre-registered accounts

•31% – PayPal

•22% – Credit or Debit Card entry, where information is saved

•22% – Credit or Debit Card entry, where you re-enter it each time

In Western Europe, the responses were:

•40% – Operator billing

•26% – PayPal

•18% - Pre-registered accounts

•16% - Credit or Debit Card entry, where you re-enter it each time

•11% – Credit or Debit Card entry, where information is saved

By Plan Type

When responses were broken down by plan type (pre-paid, post-paid or family plan), responses varied a bit. In the U.S., pre-paid users said they preferred PayPal, a pre-registered account or their credit card, while those on post-paid and family plans still preferred operator billing.

However, in Western Europe, both pre-paid and post-paid respondents showed interest in operator billing, with 44% or post-paid respondents and 30% of pre-paid respondents interested. The second most popular option was then PayPal.

Content Ownership

The report also looked at how consumers prefer to pay for mobile content – via ads, fees or rentals, for example. Not surprisingly, people said they prefer free content.

•In the U.S., nearly half want free, ad-supported content and 27% said they want to pay a one-time fee to own the content.

•In Europe, 40% prefer ad-supported content, while one and five prefer a one-time fee to own content.

•Only 10% in the U.S. and 8% in Europe said they were interested in renting content. （source:readwriteweb）