While a recent report from Juniper Research suggests that music will lead mobile content uptake over the next five years, a recent poll from digital memory company Catalus  highlights the lack of value consumers are currently placing on this content. Catalus questioned 502 consumers about their attitudes towards mobile music.
When asked what they would miss the most if they lost their mobile phone, just 0.8% of respondents said that it would be their music. The most valued content on a mobile was Numbers of friends and colleagues, cited by 62.75% of respondents as the data they would miss most if they list their mobile phone. When asked whether they keep a copy of, or back up their music files from their mobile, just 15% said they did.
Dave Flack, Director of Sales and Marketing at Catalus, believes that mobile carriers and content providers have some way yet to go to engage consumers. He says:
The answers to this poll suggest that music, downloaded and stored on mobile handsets, is currently given little value. With inconsistencies in user interfaces and difficulties with network speed and coverage, the ease of access promised to consumers hasnt yet come to fruition. 
Catalus notes that a report published in Information Week in response to the publication of Junipers research was scathing about music services on mobile phones, describing many of them as painful to use. 
Until things improve, Flack suggests that retailers should attempt to engage consumers in mobile music content by bundling memory cards with download software, or by offering free download credits with handset upgrades, in order to reach a wider audience.