27 August 2007

UK research firm claims mobile users are turned-off by advanced features

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putting people first
by experientia

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Continental Research claims that mobile phone users aren’t showing interest in advanced features such as accessing the internet or downloading and watching TV on their handset.

Data from their new report – which is to be released next month – show that the percentage of mobile users using advanced features has decreased in eight out of 11 activities tracked within the past 12 months.

Report author James Myring explains:

“Clearly a majority of mobile users are not particularly interested in the latest in mobile design and technology, and are more attracted by simplicity and economy. Only a minority are prepared to pay more to be at the cutting edge. Looking first at the importance of style, only 25% of mobile users agreed I am prepared to pay more for a mobile phone that looks stylish. Similarly only 25% of mobile users agreed that I am prepared to pay more for a mobile phone that has the latest in mobile technology.

“The mobile market is two tier, with a majority of mainly older mobile users who have limited or no interest in the latest mobile developments and a lucrative minority (almost all of whom are young) who are prepared to pay more for the latest in mobile style and technology. Attracting and retaining this group of mobile users is imperative for the mobile networks.”

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