Consumers Want More Local Content from Wireless Service Providers
As consumers are presented with a host of next generation wireless services, interest in those services remains tepid - unless they're going to help consumers dodge raindrops and traffic jams. The latest quarterly survey from TNS Telecoms indicates that 20% of households are interested in a service that provides local weather and traffic alerts via text messaging. In contrast, only 6% of households indicated they would be interested in sports programming and 7% indicated interest in watching clips of television shows.
"Localized wireless services such as weather, traffic, driving directions and restaurant reservations all seem to present an untapped market for wireless service providers," stated Charles White, Vice President of TNS Telecoms. "Although 20 percent of consumers report interest in services like local weather and traffic updates, only 2% report having used such a service. The research also shows that customers interested in these features are already among the highest value wireless customers."
In addition to these results, the latest quarterly results also showed a significant increase of almost 5% in total telecommunications spending to US$167.61 per month. Spending growth recognized in each service category took total telecom spending to its highest recorded levels.
Interest in Wireless Features
Households Wireless Feature/Service Interested
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Receive local weather and/or traffic alerts through text messaging 20%
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Download ringtones 18%
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Ringback service (a song clip plays for callers instead of a basic ring) 16%
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Use a wireless phone to make dinner or hotel reservations 16%
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Access the latest news, weather, sports, etc/ from newspapers or other publications 13%
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Make small purchases such as using vending machines or public transportation, by entering a code on a wireless phone 13%
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View regular television shows over a wireless phone 10%
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View short clips or highlights of TV shows, newly released movie previews or sporting events on a wireless phone 7%
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View sports programs, such as ESPN, over a wireless phone 6%
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Posted to the site on 14th July 2005