Consumers Want To Go Mobile But Not Sure How: Report

A report released today by the firms Chadwick Martin Bailey and iModerate Research Technologies outlines a conundrum for anyone who wants to leverage mobile technology: Increasingly more consumers want smart phones, but they don’t seem that excited on those features that the phones so smart. According to the report, 52 percent of U.S. consumers surveyed …   Read More

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A report released today by the firms Chadwick Martin Bailey and iModerate Research Technologies outlines a conundrum for anyone who wants to leverage mobile technology: Increasingly more consumers want smart phones, but they don’t seem that excited on those features that the phones so smart.

According to the report, 52 percent of U.S. consumers surveyed said they intend to make their next mobile purchase a smart phone, compared to the 29 percent who plan on buying a regular cell phone. Conversely, it’s what they plan–or don’t plan–to use with their phones that caught my eye. While 33 percent of those surveyed said their smart phone data plan usage would increase, 41 percent said they don’t anticipate using such service. And 32 percent will increase their time browsing the web on their mobiles, as opposed to 38 percent who won’t use mobile web browsing capabilities. A whopping 46 percent don’t plan to use mobile apps, compared to the 28 percent who will.

It’s a conundrum for those who want to sell these services, and for those who want to reach consumers through them. Again, the onus is going to fall on marketers and others who monetize mobile technology: These professionals will have to figure out how to educate consumers and get them to want (and to feel that they need) these technologies.

How can everyone do their part? Well, the research firms note that consumers need to be told clearly how much data will cost, so that don’t inadvertently overspend and give up on their smart phone altogether–hear that, carriers? Meanwhile  product sellers, service providers, and marketers need to focus their message not just to cutting-edge enthusiasts, but also to tech-shy consumers whose lives would indeed be made easier with mobile technologies. Even if they don’t know it yet.

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3 comments

  1. Giff Gfroerer

    What the analysis is not talking about is the 29% plus that do not plan on buying a smart phone. And then, of the 52% who say they will buy a smartphone, what percent will not buy once they hear what data costs? Try asking consumers how many plan to buy a new car in the next 2 years. Now, survey the same people in two years and see how many actually did… Jumping from a $40/month plan to a 100$ month plan for 2 years is a serious commitment for a mobile buyer.

    Next, 41% of those who buy a smartphone won't use a data plan. 38% won't use the mobile web. 46% won't use mobile applications. Now, stop and think about this. They can't be reached via IP services.

    We hear predictions for 50% mobile web and application penetration in the U.S. by year end 2011. Where do research firms get these figures? i2SMS currently sees roughly 34% of all mobile users utilizing a data plan. This is up from 26% in early 2009. Are we to believe we will go up another 50% in 15 months when we have only gone up 30% in the last 18 months? We believe the easy converts are in or close to being in.

    Finally, what does this point the marketer to do? How can you reach the consumer? If you are reaching less than 50% via data, and you want to reach the customer, SMS and MMS may be the best route. Continue direct marketing to the smartphone audience for sure, but allocate some marketing dollars to the easy bet which will hit 99% of the market in text messaging.

  2. GoldenLion

    I am a consumer, so here is my very particular point of view: Carriers should transfer the consumer's data cost (total or partially) to the other side: the companies marketing their products or services online to me, the smartphone user? I just made the numbers and start a dream with the perfect world: Smartphone Users In America X 12 MONTH = Total Cost advertisers will pay. So, carriers and businesses out there, listen to me, do your homework, prorate the cost and provide me, the SmartPhone user, with no worries, unlimited and full online access to every single market on the net. Oh, yes, sorry, I almost forget to mention this: Thank you to all those business that generously will pay my bill this month for shopping with them, online, from my smartphone!

  3. Cell Phone Shop Online » Consumers on a Collision Course with Wireless Carriers Over Data Plans – San Francisco Chronicle

    […] plan to purchase a smartphone (52%) than a regular cell phone (29%) over the next two years. …Consumers Want To Go Mobile But Not Sure How: ReportMobile Marketing Watchall 5 news […]

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