As the penetration of advanced mobile phones continues to rise, mobile operators must be aware of a changing mindset among consumers, as well as the differences in mindsets among diversified demographics, according to a new study from A.T. Kearney.
Concerns for Americans regarding the mobile Internet, for example, have shifted from content, cost and access speeds to security, privacy and complexity of the technology, according to the research firm. Americans especially are concerned with the latter because those concerns have been validated through their use of the fixed Internet.
Europeans, meanwhile, are worried about costs and technology, and Japanese users, likely the most experienced with the mobile Internet, are most concerned with keypad usability, content and speed of access.
Furthermore, most wireless users are more interested in manufacturers improving the basics, including longer battery life and better sound quality, than adding new, advanced features. In fact, for all age groups, 64 percent are most interested in basic features, while 18 percent want a better screen and keypad, 7 percent want faster data speeds and 12 percent want photos and music.
Aside from improving basic features, the 18 and under age group is most interested in photos and music, while all other age groups are most concerned with a better screen and keypad. Interest in faster data and photos and music is less important among the older groups.
A.T. Kearney warns that skimping on the basics could slow the market penetration of next-generation mobile technology, including mobile data services.
