New Study Reveals Low User Awareness Of 3G Wireless Internet

date: June 20, 2001 - source: Taylor Nelson Sofres

A new study published today by Taylor Nelson Sofres Telecoms reveals that awareness of UMTS 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%) 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.

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).

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."

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