Thursday, March 02, 2006

Survey Shows Cellphone Users Eschew TV, Music

The Wall Street Journal covers a new survey conducted by Royal Bank of Canada's RBC Capital Markets that "indicates U.S. cellphone users don't care much about watching TV or listening to music on phones and abhor the idea of getting advertisements via cellphones."

The survey of 1,001 cellphone users in February, found that "price is the single most important factor for most U.S. cellphone users, more important than whether a phone can take pictures or play music or video."

Other findings include:

  • More than half of those surveyed believe that mobile marketing is a nuisance and should be prohibited
  • 43% said they would be willing to pay more for a cellphone that prohibits marketing or advertising messages.
  • The majority of U.S. consumers don't understand the benefits of feature-heavy mobile phones well enough to make a purchasing decision
  • More than half of them say they are delaying or abstaining from buying new cellphones for fear that they quickly will become obsolete.
  • More than three-quarters of the people surveyed said they aren't interested in watching TV programs or movies on a portable device, and 69% said they don't see themselves listening to music on their cellphones