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BizReport : Research : December 12, 2006
Cost Impeding U.S. Mobile Web Access
In the United States, a cell phone is still just a cell phone in most cases. A new study from IDC Research indicates nearly 40% of wireless subscribers feel online access is too expensive.
The IDC study, U.S. Wireless Teen and Adult Consumer Entertainment Survey, found that almost 75% of wireless customers did not use any data services, other than text messaging, in Q3 of 2006. The research also found that many users aren’t in any hurry to accept mobile ads to bring the cost of access down. Only 6% of customers were “very willing” to accept mobile ads in exchange for Internet access on their phones. 16% of respondents were somewhat willing to see ads.
"The survey also revealed a small group of U.S. consumers that believes data services are a bad idea, or worse, degrades the calling experience,” said Lewis Ward, research manager for IDC's Mobile Consumer Services: Entertainment program (in a prepared statement). “Education may help this issue, but it's clear from the survey results that many people just want to use their mobile phone to make calls."
Text messaging is still the most popular data service in the U.S. About 50% of users said they sent or received a message in Q3. Nearly 25% of the messages received were subscription alerts – news, sports or weather headlines.
Tags: mobile ads, mobile marketing, mobile search, mobile text messaging
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