Some 42% of European mobile phone users are interested in 3G services and a healthy proportion of these consumers are prepared to pay a premium for new handsets and services.
A survey carried out by Taylor Nelson Sofres found that half of those people with an interest in 3G would be willing to pay an additional 6 to 10 euros a month for some 3G services such as MMS, high-speed internet and emails. The report, which covered ten countries, says that at present the average monthly invoice for a European mobile phone user is €26 (€20 for pre-paid and €37 for contract).
There is also evidence that 3G enthusiasts would be happy to shell out more for an enhanced handset than they did for their current one. A majority of those questioned said they would be willing to pay up to €330 for a 3G handset but the figure varies from country to country and depends, to a certain extent, on whether the handsets are available at a subsidised rate.
This is clarified by Alan Imbert, Senior Research Director of TNS Telecoms who said: “The fact that operators in many countries have subsidised mobile phone handsets could prove a major stumbling block for the uptake of 3G in some European countries. If operators chose not to subsidise 3G handsets then users may be shocked to find that they will have to pay many times more for the new 3G models than they do for existing handsets.”
Of those users in Europe who showed an interest in 3G, 77% are interested in sending and receiving emails on their mobile phones. A similar number are enticed by the prospect of using videophone handsets. However, only 47% expressed an interest in downloading music files and just 40% would appreciate the opportunity to view video clips.
Geographical breakdowns reveal that mobile phone users in Eastern Europe are more attracted to 3G applications than those in Western Europe. In addition, men seem to be more predisposed to 3G than women with 48% of males showing an interest in the technology compared to just 36% of women.
When it comes to the provision of reliable 3G services, European mobile users appear to trust the larger national operators more than the smaller market players prompting Alan Imbert to comment: “Our report suggests that attitudes to 3G may be changing in Europe, but that mobile providers, especially the smallest ones, will need to put much time and effort into communicating both the benefits of 3G services and their ability to provide consumers with reliable services.”
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