Articles

A new 13-market study - published this week by Taylor Nelson Sofres Telecoms, Europe - reveals that awareness of Universal Mobile Telecommunications Systems (UMTS or ‘3G') remains low amongst potential users of services, even though the technology to deliver wireless internet services across many European and North American markets is close to being implemented.

Around eight out of 10 mobile phone or internet users in key European markets are ‘unaware' of or feel ‘poorly informed' about wireless internet technology, rising to almost nine out of 10 (89 per cent) of users in the USA.

In addition, there would appear to be only limited interest in using wireless internet technology across all those markets surveyed. On a scale of 1-6 (with ‘6' representing high interest), the average interest score across all 13 markets surveyed was just over 3, with no significant differences between markets.

Amongst those who say they are interested in using wireless internet technology, the most popular services indicated are ‘receiving and sending e-mails' and ‘accessing city maps…(or)…the latest news.' The least popular services are ‘playing interactive games…(or)…games to win money.' Interestingly, existing internet users of e-mail boxes seem to be less interested in using this service via the UMTS.

At the same time, mobile phone users in the European markets surveyed indicated that they would be more interested in using wireless internet services to authorise a payment or for undertaking banking or other m-commerce activities than their US counterparts.

The findings reveal wide differences in mobile phone ownership. Almost two thirds (63 per cent) of adults in those markets in Western Europe covered by the study own a mobile phone, compared with just over a third (36 per cent) in the USA.

Other key findings include:

• Awareness of UMTS is highest amongst mobile phone or internet users in Germany (44 per cent feel ‘well' or ‘fairly informed') - and lowest in the USA (10 per cent)
  
• Across all markets surveyed, male mobile phone or internet users under-35 years old showed the greatest interest in using wireless internet services
  
• SMS usage or ‘texting' is significantly higher in some European markets than in the USA. Just six per cent of US mobile phone users send a text message at least once a week, compared with users in Germany (47 per cent), the UK (52 per cent) and the Czech Republic/Slovakia (over 60 per cent). Not surprisingly, texting is most popular amongst the under-25s in European markets where more than nine out of 10 say they send text messages via mobile phones, compared with just one in five in the USA

Christian Blondeau, Director, Taylor Nelson Sofres Telecoms, Europe says: "Clearly, potential users of 3G services in many European markets as well as the US are already users of mobile phones and the internet. However, these findings suggest that providers of wireless internet services have a considerable task to raise awareness of the range and benefits of those services amongst potential users before they are launched. WAP has had only limited success, and the challenge for the industry in all markets will be convincing customers that wireless internet access can offer something significantly new - and different - from what is already available."

Source: Taylor Nelson Sofres Telecoms

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The Taylor Nelson Sofres (UMTS) Monitor was undertaken via telephone and face-to-face interviews with a representative sample of 13,058 people, 15+ years old, who own a mobile phone and/or have access to the internet across 12 European countries and the USA in April and May 2001. As well as looking at awareness of UMTS, the study also assesses internet and mobile phone usage amongst respondents. Those countries covered by the report are: Belgium, Czech Republic, Denmark, France, Germany, Italy, Netherlands, Norway, Poland, Slovakia, Spain, UK, and USA.

TNS Telecoms (TNST) is a customised and syndicated telecoms research group which operates in over 50 countries and employs more than 200 telecoms research specialists. TNST employs a ‘Total Solutions Approach'. Its unique capabilities cover a complete array of analytical tools, increasing in complexity and sophistication, ranging from Fieldwork Services to Business Impact and Advisory Services. Capabilities also include Syndicated Market Reports and Customised Market Research.

Through its network of offices in more than 50 countries, Taylor Nelson Sofres provides marketing information services to leading national and multi-national companies operating in over 80 countries. It is ranked as the fourth largest marketing information group in the world. Further information on Taylor Nelson Sofres is available from the corporate website: http://www.tnsofres.com.