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Many British Consumers, as Well as 3G Providers, May Not Be Reaping Full Benefits of 3G Mobile Phone Services, According to Harris Interactive Survey

LONDON – November 8, 2005 – A recent survey by Harris Interactive® shows that although 3G (i.e., third generation) mobile phones have reached a nine percent (9%) share of the mobile phone market in Great Britain, 41 percent of 3G users are only using their phone for talking and texting. Furthermore, some users are not even aware of their phone’s 3G capabilities. This is highlighted by the 14 percent of GB adults who currently have their mobile phone service provided through ‘3’ (a provider which offers only 3G phone service), who say that their mobile phone is not 3G.

A substantial number of 3G users (44%) felt it was not important at all that the model they chose to buy was a 3G phone and so it is perhaps not surprising that the full extent of services are not being used. However, those who use 3G are more than twice as likely to use their mobile phone for more than talking and texting (59% compared to 24% of non-3G users).

In terms of brand dominance within the 3G market, ‘3’ still leads the way (37% of the market), followed somewhat behind by Vodafone and O2 (21% and 17% of the market, respectively), even though 3G is now widely available on the high street via the main service providers.

Derek Eccleston, technology research director at Harris Interactive, states, "There is a danger in 3G being given away without effectively marketing 3G services to consumers. Service providers are seeding the market with the product and then relying on above and below the line marketing to generate momentum for key 3G services." Eccleston goes on to say. "If 3G consumers do not begin to utilize the full range of 3G services, the return on general operator investment in 3G may not be realized—and this can have a negative impact on their profitability."

TABLE 1

CURRENTLY HAS 3G MOBILE PHONE

"Do you currently have a 3G (i.e., third generation) mobile phone?"

Base: All Adults

   

Service Provider Used

 

Total

(n=2,104)

3

(n=114)

O2

(n=456)

Orange

(n=481)

T-mobile

(n=242)

Vodafone

(n=422)

Virgin

(n=155)

 

%

%

%

%

%

%

%

Yes

7

86

6

4

4

8

6

No but own mobile

74

14

94

96

96

92

94

Do not own mobile

20

--

--

--

--

--

--

Note: Percentages may not add up to 100 percent due to rounding.

TABLE 2

NETWORK OPERATOR/CARRIER USED

"Which of the following network operators/carriers provides your mobile phone service? If you have both a 3G mobile phone and non-3G mobile phone, please refer to the network operator/carrier for your 3G phone."

Base: Mobile phone users

 

Total

(n=1,918)

3G mobile

(n=266)

Non-3G

(n=1,652)

 

%

%

%

Orange

26

12

27

O2

25

17

25

Vodafone

23

21

23

T-Mobile

13

6

14

Virgin

8

5

8

3

4

37

1

Other

3

*

3

Note: Percentages may not add up to 100 percent due to rounding.

TABLE 3

USE OF PHONE FOR MORE THAN TALKING OR TEXTING

"Do you use your mobile phone for anything more than talking and texting?"

Base: Mobile phone users

 

Total

(n=1,918)

3G mobile

(n=266)

Non-3G

(n=1,652)

 

%

%

%

Yes

27

59

24

No

73

41

76

TABLE 4

IMPORTANCE OF USING A 3G PHONE

"When you purchased your 3G mobile phone, how important was it to you that the model you chose was a 3G phone."

Base: 3G users (n=266)

 

%

Extremely important

10

Very important

8

Important

15

Somewhat important

24

Not important at all

44

Note: Percentages may not add up to 100 percent due to rounding.

Methodology

Harris Interactive® conducted the online survey between 4th and 8th August 2005 among 2,104 adults aged 16 and over in Great Britain. Base sizes for sub-samples are listed within the tables. Figures for region, age, sex, education and income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.

In theory, with probability samples of this size, one could say with 95 percent certainty that the overall results have a sampling error of plus or minus 2 percentage points of what they would be if the entire population of GB adults aged 16 and over had been polled with complete accuracy. Sampling error for the various sub-samples is higher and varies. Unfortunately, there are several other possible sources of error in polls or surveys that are probably more serious than theoretical calculations of sampling error. This includes refusals to be interviewed (nonresponse), question wording and question order, and weighting. It is impossible to quantify the errors that may result from these factors. This online sample is not a probability sample.

These statements conform to the principles of disclosure of the National Council on Public Polls.

About Harris Interactive®
Harris Interactive Inc. (www.harrisinteractive.com), based in Rochester, New York, is the 13th largest and the fastest-growing market research firm in the world, most widely known for The Harris Poll® and for its pioneering leadership in the online market research industry. Long recognized by its clients for delivering insights that enable confident business decisions, the Company blends the science of innovative research with the art of strategic consulting to deliver knowledge that leads to measurable and enduring value.

Harris Interactive serves clients worldwide through its United States, Europe (www.harrisinteractive.com/europe) and Asia offices, its wholly-owned subsidiary Novatris in Paris, France (www.novatris.com), and through an independent global network of affiliate market research companies. EOE M/F/D/V

To become a member of the Harris Poll OnlineSM and be invited to participate in future online surveys, go to www.harrispollonline.com

Press Contacts:

Caroline North
Harris Interactive
+44 (0) 208 263 5246
cnorth@harrisinteractive.com

Nancy Wong
Harris Interactive
+1 (585) 214-7316

Kelly Gullo
Harris Interactive
+1 (585) 214-7172

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