| June
1 2002
A report based upon a 30-nation study of established and emerging
mobile markets, conducted by Taylor Nelson Sofres posits that the growth
of the burgeoning mobile Internet can be fueled by marketers who meet the
current information needs of target consumers and create demand for new
types of information via this medium.
The report, "Wireless and Internet
Technology Adoption by Consumers Around the World," reveals that
consumers under age 25, and upscale consumers will drive demand for 3G,
much as these two groups drove the overall mobile phone market. The
interest of the youth segment is particularly strong in Western Europe and
the United States.
|
High Interest in Applications of
3G
(Among Current Internet Users/Mobile Phone Owners ) |
| |
Western Europe
|
Eastern Europe
|
USA
|
| Total |
22% |
26% |
25% |
| Under
25 |
37% |
30% |
45% |
| 25
to 34 |
27% |
26% |
26% |
| 35
to 49 |
19% |
25% |
27% |
| 50
and over |
9% |
24% |
10% |
|
("High
Interest" based upon a six-point interest scale, where
ratings of 5 and 6 indicate high interest.)
|
Among consumers who are interested in a
mobile Internet, the uses of greatest interest are communication and
information, followed by financial applications of m-payments, m-banking
and m-trading. There also appear to be many niche applications, such as
chat rooms, forums, etc.
|
Interest in Applications of 3G
(Among Current Internet Users/Mobile Phone Owners Interested in
3G) |
| |
Western Europe
|
Eastern Europe
|
USA
|
| Emails |
4.5 |
4.7 |
4.3 |
| City
maps/directions |
4.3 |
4.2 |
4.2 |
| Latest
news |
4.0 |
4.4 |
4.0 |
| Authorize/enable
payment |
3.4 |
3.8 |
3.0 |
| Banking/trading
online |
3.5 |
3.4 |
3.2 |
| Downloading
music |
3.1 |
3.4 |
3.2 |
| Shopping/reservations |
3.0 |
3.1 |
2.9 |
| Animated
images |
2.4 |
2.7 |
2.6 |
| Chat
rooms, forums |
2.3 |
2.9 |
2.2 |
| Interactive
games |
2.0 |
2.2 |
2.4 |
| Games
for money |
1.8 |
1.8 |
1.8 |
|
(Means based upon a
six-point interest scale, where 6 indicates high interest and 1
indicates low interest.)
|
"Any company that wants to maximize
the impact of 3G must rigorously follow a market focussed,
consumer-centric approach," said Chandra Chaterji, Senior Vice
President of Taylor Nelson Sofres Global Information Technology Practice.
"The key question should be 'How can we leverage our brand to market
a bundle of products or services employing mobile networks?'"
The report concludes that in an
increasingly segmented market, the winners will be those who understand
consumer needs in terms of mobility and meet these needs by delivering
branded products and services. The report hypothesizes that marketers can
deliver these branded offerings by forming strategic alliances with
businesses that provide networks, content, hardware and/or software. For
those marketers whose core competencies are in consumer insights,
new-product development and branding, the potential is huge and virtually
untapped.
Further information can be found in the
report, Wireless and Internet Technology Adoption by Consumers Around
the World.
About the Report
"Wireless and Internet Technology
Adoption by Consumers Around the World" analyzes key issues
surrounding adoption of the Internet, wireless and mobile phone technology
by consumers worldwide. It is based on studies conducted globally by
Taylor Nelson Sofres.
The report provides data and insights about mobile phone penetration,
mobile phone usage and consumer market structure in 30 countries in North
America, Eastern and Western Europe, East and South Asia and the Asia
Pacific region. A copy of the report can be downloaded for free at www.intersearch.tnsofres.com
or www.tnsofres.com.
|