Continued Uptake Of Mobile Data Services
Mobile data services are growing in popularity, with two new reports from the Yankee Group finding two thirds of mobile consumers are willing to spend more on data services, with a particular interest from younger users on music.
Commenting on the Yankee Group’s findings, Noah Elkin, eMarketer senior analyst said: “The US has traditionally lagged behind Europe and the advanced economies of the Asia-Pacific region, where adoption of non-voice mobile services is concerned, but that’s changing.”
A survey earlier in the year by mobile market measurement company, M:Metrics, confirms the Yankee Group’s findings, showing that almost 60% of US mobile subscribers use their handsets for non-voice functions (see Multi Use Of Mobile Handsets).
The research found that over 37% of respondents had sent or received a text message within the researched time period, with 68% of 18 to 24 year olds, 52% of 25 to 34 year olds and 37% of 35 to 44 year olds using text messaging.
The youth market is a strong force in the mobile phone market, with a study earlier this year by market research company, NOP World, showing that 44% of respondents between 10 and 18 own a mobile phone (see Nearly Half Of US Teens Own Mobile Phones).
The mKids Study analysed mobile phone ownership within the 10 to 18 year old age group and found that penetration among 12 to 14 year olds had increased to 40% in December 2004, up from 13% in February 2002.
The research also revealed that 73% of 18 year olds own mobile phones, a 15% rise on 2002. Elsewhere, 75% of 15 to 17 year olds were shown to carry mobile phones, an increase of 33% percentage points from 42% in 2002.
eMaketer’s Elkin pinpointed the importance of this group, saying: “The youth market, which seems to grow each year, cannot be ignored. Young people are key early adopters of wireless content and services, and, as such, play an important role in determining what does and does not work on a handheld device.”
Interest in mobile broadband services such as radio and music downloads is increasing among younger consumers, with enthusiasm for commercial free radio the strongest, followed by music downloading and mobile television (see Younger Generation Gain Interest In Broadband Mobile Services).
Research from The Management Network Group (TMNG) shows that, out of 1,000 US online consumers surveyed between the ages of 13 and 34, multiplayer gaming and video clips were the least popular mobile broadband service.
