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October 11, 2007
Internet Brands Resonate Among
Prospective Mobile Internet Phone Purchasers, According to The Kelsey
Group
Mobile Market View
study indicates strong consumer desire for portal-branded handsets
from Microsoft, Google and Yahoo!.
Princeton, NJ (October 11, 2007) --
Findings from “Mobile Market View,” a mobile consumer
study conducted by The Kelsey Group with research partner ConStat,
suggest Internet brands resonate with mobile consumers. Prospective
mobile Internet phone purchasers indicated they would buy a handset
branded by Verizon (38 percent), AT&T (36 percent), Apple (25
percent), Microsoft/MSN (22 percent), Google (20 percent), Yahoo!
(18 percent) and AOL (10 percent).
“The gap between the carriers (Verizon and
AT&T) and the Internet and technology companies was much smaller
than expected, suggesting potentially wide acceptance of portal-branded
phones, should they come to market,” said Matt Booth, senior
vice president and program director, Interactive Local Media, The
Kelsey Group. “It makes sense that features that are typically
associated with Internet and technology companies are of high importance
to consumers for their mobile devices.”
Survey respondents also ranked the importance of
six mobile Internet capabilities. Better connectivity to other devices
(54 percent) and improved ability to store and look at photos (51
percent) received the highest importance ratings, followed by ability
to access the Internet more easily (45 percent), listen to music
or other audio content (34 percent), play games (25 percent) and
watch TV or Internet videos (20 percent).
“We developed the Mobile Market View study
to generate broad, rich foundational research that will offer the
marketplace a better understanding of how mobile usage is evolving,”
said Stephen Marshall, director of research and senior analyst,
The Kelsey Group. “We will repeat the study on a regular basis
in order to provide consistent data for tracking and interpretation
of consumer usage patterns, attitudes, interest in specific features,
and receptiveness to new business models across mobile devices and
platforms.”
The Kelsey Group recently announced initial findings
from Mobile Market View in which 45 percent of U.S. mobile phone
users surveyed say a mobile phone with better Internet capability
will be a key factor in their next mobile phone purchase decision.
According to the survey, only 26 percent of mobile phone service
subscribers currently opt for an Internet access plan.
About Mobile Market View
Mobile Market View is a tracking study of mobile user behavior conducted
by The Kelsey Group and research partner ConStat. This first wave
of the study was conducted in September 2007 via an online 30-question
survey of 500 U.S. mobile phone users aged 18 and older.
About The Kelsey Group
The Kelsey Group is the leading provider of research, data and strategic
analysis on directories, small-business advertising, online local
media and mobile advertising. Founded in 1986, the company has built
a reputation as the premier analyst firm covering the directory
publishing community and the emerging local search marketplace,
providing advisory services (The Kelsey Report® and Interactive
Local Media), publishing (Global Yellow Pages™), consulting
(more than 400 individual assignments) and conferences (69 events).
For more information contact:
Eileen Pacheco
For The Kelsey Group
eileen@tango-group.com
(781) 556-1026
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