Content and app brands altering the mobile landscape

According to the latest TNS Global Telecoms Insights research, 13% of UK mobile users consider content and applications to be the single most important handset purchase consideration, compared with just 9% who pick their phone based on the model of handset and 12% who make their choice based on the network operator.

TNS says this demonstrates the growing power of content and application providers – such as Facebook, Google and Twitter in the UK – where almost a fifth (19%) are regularly downloading applications – more than those that load ringtones (17%) and caller tunes (13%).

The research also reveals that while users are still the most loyal towards handset brands such as Nokia, Samsung, Apple and BlackBerry – which account for 51% of total consumer brand-commitment – 24% of UK mobile users are now placing their loyalties with content and application brands instead, while 25% are primarily loyal to their operator.

Among younger consumers (aged 16-30), content and application brands account for 37% of total commitment compared with just 12% who are primarily committed to their operator, said TNS.

Stephen Yap, group director at TNS Technology, said: “As uptake and usage of mobile services proliferates, we are seeing profound changes in the way that people make purchase decisions and in the brands that are the most meaningful to them.

“While established handset makers are standing their ground, network operators are clearly under pressure from the rise of the likes of Facebook, Google and Twitter. These content providers are increasingly capturing consumers’ loyalties and are leading the way in bringing users the benefits of the latest mobile technologies.”

In February, Deloitte said that approximately one in five UK consumers now owns a smartphone, with this type of handset ranking fourth among owners in terms of the product they value most.