3GScottishUser
9th November 2005, 11:51 AM
From Cellular News (09/11/2005):
A recent survey by Harris Interactive shows that although 3G mobile phones have reached a nine percent (9%) share of the mobile phone market in Great Britain, 41% of 3G users are only using their phone for talking and texting. Furthermore, some users are not even aware of their phone's 3G capabilities. This is highlighted by the 14% of UK adults who currently have their mobile phone service provided through '3' (a provider which offers only 3G phone service), who say that their mobile phone is not 3G.
A substantial number of 3G users (44%) felt it was not important at all that the model they chose to buy was a 3G phone and so it is perhaps not surprising that the full extent of services are not being used. However, those who use 3G are more than twice as likely to use their mobile phone for more than talking and texting (59% compared to 24% of non-3G users).
In terms of brand dominance within the 3G market, '3' still leads the way (37% of the market), followed somewhat behind by Vodafone and O2 (21% and 17% of the market, respectively), even though 3G is now widely available on the high street via the main service providers.
Derek Eccleston, technology research director at Harris Interactive, states, "There is a danger in 3G being given away without effectively marketing 3G services to consumers. Service providers are seeding the market with the product and then relying on above and below the line marketing to generate momentum for key 3G services." Eccleston goes on to say. "If 3G consumers do not begin to utilize the full range of 3G services, the return on general operator investment in 3G may not be realized?and this can have a negative impact on their profitability."
Full Survey results and article: http://www.cellular-news.com/story/14737.php
A recent survey by Harris Interactive shows that although 3G mobile phones have reached a nine percent (9%) share of the mobile phone market in Great Britain, 41% of 3G users are only using their phone for talking and texting. Furthermore, some users are not even aware of their phone's 3G capabilities. This is highlighted by the 14% of UK adults who currently have their mobile phone service provided through '3' (a provider which offers only 3G phone service), who say that their mobile phone is not 3G.
A substantial number of 3G users (44%) felt it was not important at all that the model they chose to buy was a 3G phone and so it is perhaps not surprising that the full extent of services are not being used. However, those who use 3G are more than twice as likely to use their mobile phone for more than talking and texting (59% compared to 24% of non-3G users).
In terms of brand dominance within the 3G market, '3' still leads the way (37% of the market), followed somewhat behind by Vodafone and O2 (21% and 17% of the market, respectively), even though 3G is now widely available on the high street via the main service providers.
Derek Eccleston, technology research director at Harris Interactive, states, "There is a danger in 3G being given away without effectively marketing 3G services to consumers. Service providers are seeding the market with the product and then relying on above and below the line marketing to generate momentum for key 3G services." Eccleston goes on to say. "If 3G consumers do not begin to utilize the full range of 3G services, the return on general operator investment in 3G may not be realized?and this can have a negative impact on their profitability."
Full Survey results and article: http://www.cellular-news.com/story/14737.php