Consumers Dumb to Mobile Phone Usability Could Hamper Mobile Commerce

Tuesday 16 November 2004 13:20 CET | News

New handsets supporting advanced mobile services may not yield the additional revenues that mobile operators have set their hopes on.

85 per cent of consumers admit to being too dumb to access or use mobile services due to increasing device complexity, finding mobile phones more complex to use than 2 years ago. Nearly three quarters feel that handsets have become too difficult to navigate around. These are the key findings of research undertaken by Wacom Components, which looked at consumer views on mobile phone usability, in particular when accessing mobile services. 200 mobile phone users were surveyed over a two week period during October 2004 in the run-up to Christmas. The research revealed that although 78 per cent of consumers now own handsets through which they can access data centric mobile services such as games, ring tones and information services only a third of consumers are using them. 76 per cent of respondents were not using them as they were too complex to access and operate, with only 10 per cent citing cost factors for lack of use and only 6 per cent lack of interest in the type of mobile services that are currently on offer. If handset manufacturers were to simplify mobile phone usability, 55 per cent of consumers felt that they would be encouraged to use more mobile services and nearly a third would increase their usage with further reductions in pricing and special offers. Although the design and form factor are still important considerations for consumers when selecting handsets, the research also revealed that ease of use is increasing in importance with nearly a quarter of consumers seeing this as the most significant consideration when purchasing a new device. Device functionality and the number of applications a handset supports were singled out by nearly half of the respondents as the biggest influencer.

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Categories: Payments & Commerce | Mobile Payments
Countries: World
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