Picture Messaging Set To Take Off In Next Six Months
The market for new mobile phone services, such as picture messaging, could almost double by the end of the year, according to the latest study from Mediaedge:cia.
The research shows that 7% of mobile phone users already have picture messaging capability, with a further 5% predicted to adopt the service within the next six months. Growth is expected to be largely driven by consumers under the age of 24, with older age groups slower on the uptake.
Video messaging also showed signs of increasing in popularity, with 5% of respondents considering an upgrade to the service before the end of the year. However, while 8% of those surveyed cited picture messaging as the feature they would most like to add to their phone, less than 1% mentioned video messaging.
Commenting on the findings, David Fletcher, head of research at Mediaedge:cia, said: “These are encouraging signs for the hardware, retail and network operators alike, suggesting a strong performance for upgrades up to and probably peaking at Christmas time.”
He added: “The fact that more people expect to adopt new services than express spontaneous interest indicates that consumers now expect that emergent technologies will become interesting to them as their friends and colleagues start to take-up and talk-up the benefits.”
However, the study also revealed the relatively niche appeal of new mobile phone applications, with 57% of respondents claiming there was nothing their phone could offer them of interest other than the current voice and text applications.
A recent study from Continental Research found that the growth in the number of mobile phone users is reaching saturation point, with improved features such as colour screens, polyphonic ringtones and built-in radios prompting new subscribers to join at the rate of 100,000 a month (see Multi-Media Messaging Shows Potential For Advertisers).
Mediaedge:cia: 020 7803 2000 www.mediaedgecia.com
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