According to the study, consumers show a reasonable interest in handheld content subscription services. However, lack of awareness may be to blame for the low number of consumers who currently subscribe to such services. Only 16 percent of online adults who own a portable entertainment device subscribe to a service that allows access to content, with 35 percent reporting that they were unaware of any companies that provided such services. This represents a significant opportunity for subscription-based content providers to educate the market and capture additional revenue.