Tuesday, June 13, 2006

Yankee Group: Family and Prepaid Plans Continue to Drive Mobile Market in North America

Courtesy of Tekrati Research News, Yankee Group has announced the results of a new survey that finds in the U.S., "54 percent of adult postpaid users are on a family plan, up from 49 percent in 2005. 81 percent of all teens (13 to 17 years of age) are on a family plan, up from 75 percent in 2004." Yankee Group still predicted that "prepaid plans will drive growth, particularly in the U.S. market."

The survey also found that "North American mobile consumers are not overly impressed by carriers' efforts to improve customer satisfaction. In Canada, mobile consumers are frustrated with overall customer experience due to high service prices, a lack of nationwide calling and long contract terms."

Linda Barrabee at Yankee Group said, "The Yankee Group Mobile User Surveys highlight the importance of delivering value, improving the overall mobile data experience and evaluating pricing/packaging and new business models, including mobile advertising. As users--including the younger demographics--become savvier regarding their device and service capabilities, a greater market opportunity exists for companies that can deliver on both the quality of experience and the breadth of targeted services and features for each consumer group."

Marina Amoroso at Yankee Group added, "The Canadian mobile market has experienced slower growth compared to the U.S. market, primarily influenced by the frustration consumers have with their service providers. Only when customers perceive an improvement in wireless service prices, contract lengths, nationwide coverage and overall customer service will adoption of mobile services really take off in Canada."