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BizReport : Mobile Marketing : April 01, 2008

comScore: Price is a big influencer for mobile adoption

It isn't the lack of content or even the small screens that are keeping more users from accessing the mobile Internet. According to a recent comScore report, cost is the primary factor is the slow growth of mobile adoption rates.

by Kristina Knight

comscore.gifOther factors include how quickly cellular carriers are adopting the internet themselves. Researchers found that the cost of monthly plans, the cost of adding mobile web capabilities and the cost of each login were prime factors in whether consumers use the mobile web regularly.

What is most interesting, though, is that more and more consumers are logging on to the mobile web for everything from email checks to directions.

“Overall study results indicate that cellular phones are quickly transitioning from being viewed by consumers as a simple communication device to a multi-functional media and entertainment consumption device,” said Serge Matta, senior vice president of comScore Telecommunications Solutions. “There is a significant opportunity for mobile carriers, advertisers and product developers to capitalize on the industry’s continued trend toward consumer dependence on cell phones.”

A similar study was conducted in 2006. That study found that the primary factors in choosing a mobile carrier were better coverage (27%), lower prices (14%) and friends/family programs (13%). During the current study, researchers found that the same three factors continue to lead but at different rates. Better coverage is still important (22%) but lower prices has risen dramatically (19%). Friends/family programs preferences have also showed substantial growth to 17%.

Tags: cell phones, mobile adoption rates, mobile advertising

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