IPC Magazines has published the results of a survey it commissioned into mobile phone ownership and usage. The survey, carried out late last year by BMRB International, involved both current and potential mobile phone users. It is an area that has previously been the subject of little research.
A number of interesting statistics have been unearthed:
Nokia achieved highest brand prominence from mobile phone owners. Nokia and Orange are mentioned most by those looking to buy a mobile phone.
35% of existing and 32% of potential purchasers said that they had seen an Orange advert. Despite the high brand awareness levels that Nokia achieved, only 6% of respondents could remember seeing an advert for Nokia recently.
When it came to choosing a mobile, line charges and tariffs were cited as important considerations. 87% of potential purchasers said that they would seek advice before they bought a mobile phone.
82% of current mobile phone users have not switched handsets and 89% have remained with the same network provider.
The reasons given for going mobile revolved around safety, convenience and work needs.
A finding sure to interest planners is that although users were found to be heavy users of the press and light viewers of commercial television,
50% of advertising expenditure in this market went into television.
IPC: 0171 261 5261
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