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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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