Data dominates mobile buying behavior of Europeans

Mobile data services are on the rise in Europe, according
to Yankee Group’s European Mobile User Study. The survey of users in France,
Germany, Italy, Spain and the U.K. finds text is now the preferred method of
communicating, topping out mobile voice communications.

As smartphones rise in popularity over the next two
years, SMS as well as instant messaging, video watching and social networking
will continue to grow significantly. Communications service providers (CSPs),
device manufacturers and OS vendors that shift their focus to data and the
mobile Web will differentiate themselves and be best positioned for success.

This shift to a data-centric mobile communications
marketplace will create new business models, as delivery of media extends
steadily onto the mobile platform,” said Declan Lonergan, Yankee Group research
VP and author of the study’s accompanying report Europeans Embrace Mobile

Europeans will be at the forefront of this change, and
their increasingly mobile behavior will continue to push suppliers to deliver
more captivating mobile experiences.

Other findings from the study include: Among the features
tested in the study, touch screens and Internet access capabilities are the
most important considerations when Europeans buy mobile devices.

When asked what is most important when considering network
service quality, consistent service performance” was ranked the highest (23
percent). Just 9 percent said fewer dropped calls/interruptions of service,”
suggesting that most consumers use data services as the main indicator of
network service quality.

Eighteen percent of users already access an online
community or social networking site via their mobile phone every day.

By Team
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