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Market Research Report

Understanding Consumer Attitudes to Mobile Data Services: Europe 2006

Published by Portio Research Limited
Published October, 2006 Product code 46666
Content info 92 PAGES
Price
US $ 1895 PDF By E-mail (1 - 5 User License)
US $ 2795 PDF by E-mail (Site License)
US $ 3750 PDF by E-mail (Unlimited Use License)


Understanding Consumer Attitudes to Mobile Data Services: Europe 2006 published by Portio Research Limited in October, 2006. This report consists of 92 PAGES and the price starts from US $ 1895.

Introduction

Abstract

A comprehensive survey across 10 European countries to assess attitudes to mobile data services available now and scheduled for deployment in the future, including mobile TV, video calling, mobile advertising and much more.

Key features of this new market report:

  • Explore consumer attitudes towards a range of new mobile services including video calling, mobile music, MMS, mobile TV,mobile advertising, mobile email and more
  • Understand penetration and adoption levels of current non-voice mobile services
  • Learn what European mobile subscribers think about mobile TV and how much they are prepared to pay
  • Detailed survey results from the UK, France, Germany, Spain, Italy, Sweden, Denmark, the Netherlands, Poland and Russia
  • Analyse demographic and geographic variations and opportunities in 2006, 2007 and beyond
  • Discover current trends in non-voice markets and understand future potential

About this market study

This report looks at the European market for non-voice mobile services, tracking current penetration and adoption of various mobile services and looking at consumer attitudes towards future adoption. The report also highlights key individual European markets, and investigates use and attitudes among different demographic groups, helping you to identify and target the right target market for your mobile data services.

The study focuses on the following key aspects of non-voice mobile services:

  • current uptake
  • likelihood of uptake by current non-users in the near future
  • profile of those potential users
  • the price potential users are willing to pay to use some of these services
  • most preferred point of purchase for consumers

The State of Non-Voice Mobile Services in 2006.

Worldwide, after numerous setbacks and delays, 3G finally seems to be 'coming of age' and the resultant fast new networks offer ample scope for new services and lower operating costs. The number of 3G subscribers is gradually growing, though the new technology still has a long way to go before it achieves mass market penetration (probably another two or three years) in most European markets.

Despite the industry talk about advanced new data services and the full realization of the 'wireless Internet', only one non-voice service can be truly described as a mass market success so far and that service is SMS. However, in recent years, other mobile services have started generating increasingly significant levels of revenue and we see 2006 as the tipping point where other non-voice services, other than SMS, start to gain real significance in operator's service revenues. A handful of operators around the world have already started reporting revenues from mobile Internet access charges rivaling SMS revenues, and with new 3G services starting to penetrate the market, 2006 looks likely to be the year non-voice services really 'arrive'. Voice and SMS are still the only globally accepted 'killer' applications, generating multi-billion Dollar revenues for mobile operators around the globe. But other non-voice services, such as ringtones, games and access revenues are now making a substantial impact on operator revenues, as increasing numbers of mobile consumers begin to see the mobile handset as more than just a communications utility. As more people accept the mobile phone as a camera and a games console, a restaurant finder and a pocket TV, an e-mail interface and a personal organizer, so non-voice revenues will continue to grow, and we believe that the mobile community faces a very exciting future over the next 5 or 6 years.

The following 13 mobile applications and services were analyzed during this study:

  • SMS
  • MMS
  • Ringtones, logos and wallpapers
  • Portals
  • Mobile TV
  • Video Calling
  • Mobile E-mail
  • Mobile Instant Messaging (Mobile IM)
  • Mobile Music
  • Mobile Games
  • Adult Content on Mobile
  • Location based Services
  • Mobile Advertisements

Countries Surveyed

The following 10 European countries were surveyed for the purpose of this study

  • Denmark
  • France
  • Germany
  • Italy
  • Netherlands
  • Poland
  • Russia
  • Spain
  • Sweden
  • United Kingdom (UK)

Table of Contents

Executive Summary

Introduction

  • Purpose of the Study
  • Research Methodology

Current Adoption, and Future Likelihood of Adoption, of Selected Mobile Services

  • SMS
  • MMS
  • Downloading Ringtones, Logos and Wallpapers
  • Mobile Portals
  • Mobile TV
  • Mobile Video Calling
  • Mobile E-mail
  • Mobile Instant Messaging
  • Mobile Music
  • Mobile Games
  • Key Insights

The Role of Pricing in Consumer Attitude

  • Downloading Ringtones, Logos and Wallpapers
  • Mobile TV
  • Mobile Video Calling
  • Mobile E-mail
  • Mobile IM
  • Mobile Music

Consumer Attitudes in Different Age Groups

Gender Based Differences in Consumer Attitudes

Differences in Consumer Attitudes Based on Tariff Plan

Consumer Attitudes towards Other Services

  • Adult Content
  • Location-based Services
  • Mobile Advertising

Likely Purchase Point of New Services

Likelihood of Switching Network Operator for New Services

Conclusions and Recommendations

List of Figures

  • Fig 1: SMS - Percentage of Respondents Using the Service
  • Fig 2: MMS - Percentage of Respondents Using the Service
  • Fig 3: Likelihood of Future Adoption of MMS
  • Fig 4: Ringtones, Logos & Wallpapers - Percentage of Respondents Using the Service
  • Fig 5: Ringtones, Logos & Wallpapers - Likelihood of Future Adoption
  • Fig 6: Mobile Portals - Percentage of Respondents Using the Service
  • Fig 7: Mobile Portals - Likelihood of Future Adoption
  • Fig 8: Mobile TV - Percentage of Respondents Using the Service
  • Fig 9: Mobile TV - Likelihood of Future Adoption
  • Fig 10: Mobile Video Calling - Percentage of Respondents Using the Service
  • Fig 11: Mobile Video Calling - Likelihood of Future Adoption
  • Fig 12: Mobile E-mail - Percentage of Respondents Using the Service
  • Fig 13: Mobile E-mail - Likelihood of Future Adoption
  • Fig 14: Mobile IM - Percentage of Respondents Using the Service
  • Fig 15: Mobile IM - Likelihood of Future Adoption
  • Fig 16: Mobile Music - Percentage of Respondents Using the Service
  • Fig 17: Mobile Music - Likelihood of Future Adoption
  • Fig 18: Mobile Games: Percentage of Respondents Paying for the Service
  • Fig 19: Online Games - Potential Users
  • Fig 20: Paid Downloadable Games - Likelihood of Future Adoption
  • Fig 21: Ringtones, Logos & Wallpapers - Average Monthly Spend of Current Users
  • Fig 22: Mobile TV - Average Price Potential Users are Willing to Pay
  • Fig 23: Mobile Video Calling - Average Price Potential Users are Willing to Pay
  • Fig 24: Mobile E-mail - Average Price Potential Users are Willing to Pay
  • Fig 25: Mobile IM - Percentage of Users Willing to Pay EUR 10 for an AYE Package
  • Fig 26: Mobile Music - Average Price that Potential Users are Willing to Pay
  • Fig 27: Likelihood Adoption - 10-19 Years
  • Fig 28: Likelihood Adoption - 20-29 Years
  • Fig 29: Likelihood Adoption - 30-39 Years
  • Fig 30: Likelihood Adoption - 40-49 Years
  • Fig 31: Likelihood Adoption - Above 50 Years
  • Fig 32: Likelihood Adoption - Male
  • Fig 33: Likelihood Adoption - Female
  • Fig 34: Likelihood Adoption - Post-Paid Subscribers
  • Fig 35: Likelihood Adoption - Pre-Paid Subscribers
  • Fig 36: Adult Content - Likelihood of Success
  • Fig 37: Adult content - View on Likelihood of Success (Age)
  • Fig 38: Adult Content - View on Likelihood of Success (Gender and Tariff plan)
  • Fig 39: Location-based Services - Likelihood of Future Adoption
  • Fig 40: Location-based Services - Profile of Potential Users based on Age
  • Fig 41: Location-based Services - Profile of Potential Users based on Gender & Tariff Plan
  • Fig 42: Mobile Advertisements - Tolerance Levels
  • Fig 43: Mobile Advertisements - Tolerance Levels based on Age
  • Fig 44: Mobile Advertisements - Tolerance Levels based on Gender and Tariff Plan
  • Fig 45: Likely Purchase Points of New Services
  • Fig 46: Preferred Point of Purchase for Mobile Services - Age
  • Fig 47: Preferred Point of Purchase for Mobile Services - Gender and Tariff Plan
  • Fig 48: Likelihood of Switching Network Operator for New Services
  • Fig 49: Likelihood of Switching to a Different Operator - Age
  • Fig 50: Likelihood of Switching to a Different Operator - Gender and Tariff Plan

List of Tables

  • T. 1: Forecast Worldwide Mobile Subscriber Growth, 2002-2011 (in Millions)
  • T. 2: Forecast European Mobile Subscriber Growth, 2002-2011 (in Millions)
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