Ease of Use is Key to Uptake of Mobile Data Services, suggests Study

The Action Engine Worldwide Mobile Usability Study, a first annual worldwide study on the usability of mobile data services and application delivery, has concluded that ease of use determines take-up of mobile data services.

The results of the survey on mobile user experience with wireless data services and applications include:

* Usability is the main purchasing influencer. When asked which factor most influenced their purchasing decision, 59% of respondents cited 'Ease of use/Positive user reviews’ as their most important buying criteria, exceeding ‘Value for Price.’ For respondents based in Europe, this percentage rose to 95%, demonstrating the strong impact that usability has on product sales.

* Cost and complexity prevent usage. 34% of those surveyed indicated that they are not using mobile applications despite the availability of faster networks and new mobile data services. Of the people who had not used these services, 46% of respondents listed cost as their number one barrier to using data services and 28% listed complexity of use as the second reason they are avoiding new services. Assuming those barriers were reduced, 70% of respondents indicated that they would use mobile applications like news, weather, and sports scores at least 2-5 times a week.

* Email is not the killer mobile application. Respondents ranked interest in News, Weather, Travel, Driving Directions, and Mapping applications above communications applications, like email and Instant Messenger.

* Users want personalization options. 85% of those surveyed indicated that having mobile applications remember their favorites and preferences was important or very important.

* Speed is critical. Fewer trips to the network and ‘fast response times’ were listed as the most important features for respondents who use mobile applications. 76% of respondents indicated that two or less trips to the network would be all that was tolerable when using a mobile application. Respondents also indicated that they would not expect to spend more than 5 minutes online while using a mobile application.

* Off-portal download is the most popular delivery mechanism. Respondents indicated that the most popular place to purchase a mobile application is from a third-party mobile downloads website rather than the mobile or PC websites of their own service provider/mobile operator. 10% of respondents said that they only use the mobile applications that come preinstalled on their phone. 49% of people said that monthly subscriptions would be their ideal payment method for mobile applications.

The study included participants located in various countries throughout North America, Europe, the Middle East, and the Asia-Pacific region. Survey questions were developed from the usability criteria defined in "The 7 Rules of Mobile Data User Experience", a paper written by wireless industry specialist Elliott Drucker.

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