Almost half (45 percent) of American cell phone users prefer to use their mobile phones
to make calls - not for other multimedia features shows research by the NPD Group.
While most U.S. consumers are aware of text messaging and the
ability to change ringtones, the "Mobile Phone Usage Report" reported:
- 20
percent of mobile phone users prefer to use their phones as an
all-in-one multimedia device for music, videos, web surfing, and other
activities beyond making phone calls - 34 percent of mobile phone users know that their current
phone's memory can be expanded. - 28 percent know that they can watch
videos. - 12 percent know they can access the Internet via Wi-Fi.
- Nearly a quarter (23 percent) were not sure if their phone included
GPS. - 21 percent were not sure if their
handsets would play music.
NPD's "Mobile Phone Usage Report"
also revealed that among top wireless carriers, Verizon Wireless
customers are least likely to embrace their phone as an all-in-one
multimedia device
The adoption of advanced handset features shows a gap between the
usage of these features and the increasing sell through of devices
supporting these features. According to NPD's monthly Mobile Phone
Track service from January through November 2008, 71 percent of all
handsets purchased by consumers in the U.S. were capable of playing
video, 60 percent had expandable memory, and 55 percent had GPS
technology.
"Increasingly consumers are purchasing phones with advanced
capabilities that go far beyond voice calling, but only those who take
advantage of these features offer the best revenue potential for
carriers," said Ross Rubin, director of industry analysis for NPD.
"Carriers and other handset retailers have an opportunity to educate
customers as to the capabilities of their handsets in the wake of
slower overall handset sales."
Methodology: Information in the "Mobile Phone Usage Report" is
based on an NPD online survey of pre-identified U.S. mobile phone
owners aged 13 and older, which was fielded in August 2008. NPD Group's
Mobile Phone Track information service compiles and analyzes mobile
device sales data based on more than 150,000 completed online consumer
research surveys each month. Results are projected to represent the
entire population of U.S. consumers.