The Yankee Group’s “2005 European Mobile User Survey” reveals that cost, is the number one consideration when one chooses a mobile service provider. However, advanced mobile data services are increasing in popularity, and in the end, will be the leading criteria driving European market leadership. The study showed that youths initiated data adoption with rates over 1/3 of 18 to 24 year olds spending 5 euros or more monthly on data services.
Additional compelling findings from the Yankee Group 2005 European Mobile User Survey include:
– Users choose not to “cut the cord”
– Picture messaging gains acceptance
– Advanced mobile data services like TV and music are the most appealing
– Necessity over new features drives handset replacement
The 2005 European Mobile User Survey had over 2,800 respondents aged 18 years and older. They were chosen randomly across France, Germany, Italy, Spain and the UK.
“Cost and coverage are the driving force for the European consumer now… but that is all going to change. For future success, operators must improve customer service and offer compelling data services now if they want to grow or even retain their subscriber base,” according to Yankee Group senior analyst, Wireless/Mobile Europe Matt Hatton.