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Recent Research: Bluetooth, Messaging, iPhone Owners and Location Services

by Paul Brown | 9月 03, 2009

Strategy Analytics Wireless Device Lab and Wireless Media Lab have just published the first set of reports from our 2009 wireless user survey. The reports look at Bluetooth usage within the car, text messaging habits and interest in threaded messaging, iPhone owner profile and behaviours and interest in location services. WDL and WML clients can access each report directly by clicking on the link below, and each report is available to purchase for non-clients. Here is a summary of each report: Bluetooth Headsets Still Reign, but Daily Usage in US Declines Strategy Analytics surveyed 625 automobile owners to examine feature usage and priorities with in-car communication. Among the choices in in-vehicle communications, Bluetooth headsets remain by far the most popular. However, owners of professionally installed car kits use their systems more often than owners of headsets or removable speakerphones. In the US, regular usage of Bluetooth headsets has dropped markedly since 2008, while usage in Western Europe has remained fairly steady. Bluetooth headset owners were most satisfied with the ease of use of their device, and least satisfied with style, while owners of professionally installed car kits were the most satisfied with their devices. WDL clients can read the full report here: Bluetooth Headsets Still Reign, but Daily Usage in US Declines Mobile Users Prefer Threaded Messaging Strategy Analytics has found that consumers in both the US and Western Europe show a preference for a threaded message layout over an unthreaded layout. Users who have already experienced a threaded messaging layout for SMS show a strong preference for keeping this format. In terms of number of messages sent, respondents in the US send twice as many SMS per week compared to Western Europe – driven by a higher penetration of unlimited messaging plans. WDL clients can read the full report here: Mobile Users Prefer Threaded Messaging Retaining and Attracting New Customers: Profiling the Apple iPhone User Strategy Analytics end user survey found that the typical iPhone owner is aged 25-44, has a household income of over $50,000 and is employed full time. iPhone owners exhibit high brand loyalty - over 80% of iPhone owners also own an iPod. iPhone owners use more features on a regular basis than non-iPhone owners, with two-thirds browsing the web and sending personal emails on a daily basis. When it comes to purchasing criteria for their next device, iPhone users demand new features from a trusted manufacturer – as well as improved battery life, the current source of greatest dissatisfaction. WDL clients can read the full report here: Retaining and Attracting New Customers: Profiling the Apple iPhone User Consumer Transport Habits Affect Mobile Location PrioritiesStrategy Analytics has found that almost half of respondents in the US and Western Europe are interested in having location aware services on their mobile phone. Interest in location services is highest amongst Smartphone owners. Routes and maps are the location awareness services users are most interested in using on a mobile phone. In Western Europe, where people place a much higher reliance on public transport, interest in transport time tables is considerably higher than the US. Younger respondents show a higher interest in news and weather as they look to the mobile device to replace traditional information services such as television and newspapers. WML clients can read the full report here: Consumer Transport Habits Affect Mobile Location Priorities

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