Mobile Phone users Shun new Services

AppTrigger, the telecom application connectivity specialist, today released new statistics revealing that more than half (57 per cent) of UK mobile phone owners use their phone for the same things that they did in 2003, despite 74 per cent believing that the services offered have improved. The survey, which examined the usage of applications and services by UK mobile phone owners, suggests that while improvements have been made to mobile phone services in the competitive UK market, operators are slow to push out new offerings.

According to the study, which queried 500 mobile phone users in the UK in January 2008 prior to the Mobile World Congress conference, the mobile marketing industry is suffering from a lack of new services adoption. Nearly half (48 per cent) of users said that they have never received a sports, retail or entertainment promotion from their mobile operator. Of the 52 per cent that have received promotions, 62 per cent said that it was as infrequent as ‘a few times a year’ or ‘almost never.’

The data also revealed that some mobile phone owners are using their phones for services beyond ‘just text and calls.’ Of those who use more advanced services, the following data emerged:

• Within the youth market (16 – 24 year olds) 62 per cent said that they download music or games;
• The ‘young careerist’ market (aged 25 – 34) said they are more likely to use their phones for PDA tools (diary, contacts and email) and checking websites (62 per cent and 69 per cent respectively);
• The mainstream age market (aged 35-44) make commercial transactions with their phones (39 per cent said they conduct transactions such as topping up their balance);
• The mature age group (45 to 55 year olds) were most likely to user their phones for checking websites;
• Only 22 per cent of mobile phone owners in all age groups said they have used Location-Based Services (LBS)

“The numbers reinforce the message that youths are being bred to use the phone like a mobile device, rather than a stand-in computer as many technologists are trying to push. Strategies for revenue opportunities from the phone need to take this trend into account,” said Patrick Fitzgerald, VP of Marketing for AppTrigger.

Associated Link: AppTrigger: UK Mobile Services study

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