The Guardian reports a new study into music downloads by Q Research found around 85 percent of users in the U.K. own MP3 players such as iPods, yet nearly half of them pay nothing for music downloads. The study surveyed 1,500 people between the ages of 11 and 25. Of paying users, one-third spend less than GBP5 ($9.70) on downloads per month.

The study also found reduced costs for data charges on pay-as-you-go mobile tariffs were a factor that boosted the number of downloads for users on that payment scheme. In total, 26 percent of pay-as-you-go customers had downloaded music to their mobile, compared to 16 percent of users on a contract. Pay-as-you-go users also used other data services more frequently. Other factors driving the uptake of mobile music downloads are the emergence of social networking and song recommendation services. Against this backdrop, the researchers argue the music industry has to do more to understand user attitudes and service expectations. They conclude the recent launch of MusicStation by Omniphone would be well-received by youth because it is more flexible and offers unlimited mobile music downloads for GBP1.99 ($3.90)  per week.