I vaguely recall a very similar study making waves a few years ago, but can’t find any trace of it right now. However, a recent study of executives working in the mobile content space found that more than half of those surveyed don’t actually use the mobile content they’re pitching. Now, there can be plenty of questions about the methodology here, and it’s not entirely clear from the wording if they asked specifically about the mobile content from that particular exec’s company, or mobile content in general. However, when your own executives can’t be convinced to use the product they’re supposed to convince others to use, there’s a problem. If anything, it suggests that there’s been too much hype in “mobile content” and a bunch of execs have jumped on the bandwagon, not because of an interesting product, but because of the hype. That’s unfortunate. Mobile content should be a big deal, but it’s not as simple as some may think — and if you have bandwagon-riding execs, a lot of time, effort and money is going to get wasted.