Close To Half Of Mobile Users Ignore Multimedia Features
Close to half (45%) of U.S. mobile phone users prefer to use their mobile phones to make calls, and not for other multimedia features, according to a new report by the NPD Group.
Only 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.
NPD’s "Mobile Phone Usage Report" found that among the top wireless providers, Verizon Wireless customers are least likely to embrace their phone as an all-in-one multimedia device.
While most U.S. consumers are familiar with text messaging and the ability to change ringtones, 34 percent of mobile users do not know if their current phone’s memory could be expanded, 28 percent did not know if they could watch videos, and 12 percent did not know if they could access the Internet via Wi-Fi. Close to a quarter (23%) were not sure if their phone included GPS, while 21 percent did not know if their mobiles would play music.
The adoption of advanced mobile features shows a gap between the usage of these features and the increasing sell through of devices supporting these features. NPD’s monthly Mobile Phone Track service found 71 percent of all mobiles 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 operator," said Ross Rubin, director of industry analysis for NPD.
"Operators 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."