MUMBAI: The use of MP3 players on mobile handsets has increased has increased by 78 per cent and the use of radio by a massive 140 per cent in 2007, according to a report by TNS Global Technology.

The findings are based on a study of 16000 mobile phone users across 29 countries. The GTI Telecoms study found that mobile phone MP3/digital music players are the most preferred phone feature. 43 per cent of those with an MP3/digital music enabled phone make use of it and prefer its use over other music content.The most avid listeners of mobile music globally were found in China. Students and those aged between 16 and 21 spend approximately 14 hours each week, listening to music on their mobiles.

The study also found that in China, 23 per cent of respondents who have access to FM/AM radio on their phones use the feature slightly higher than the global average of 22 per cent.

Talking about it, China's TNS Technology director Shang Wang says, "The trend of increased usage of radio in China is significant in its implications for speed and reach of media communication across wide audiences. Radio is an underrated media tool that has suffered at the hands of TV music channels and the Internet. This new outlet through mobile phones may help to sustain its life well into this millennium."

However, the report advises caution to the music industry keen to cash in on the popularity of mobile music in China. 31 per cent of Chinese users now 'sideload' music (transferring from a PC or laptop) compared to just 22 per cent who download directly. Many consumers already have their music libraries in a digital format, and often put off downloading directly to their mobile as they perceive the prices to be too high.

"The challenge for mobile operators is how to generate revenue from this application and encourage use of other features. Enhanced real-time data services such as location-specific information may be a better bet when it comes to increasing consumer spend." Wang concluded.