'Lack of adventurousness' in mobile phone use

Mobile phone users are proving less inclined to use their devices for 'added-value' activities than the market expected - and the phone network operators are failing to promote such services adequately.

These findings come from a survey conducted by a company called AppTrigger, which specialises in systems for developing and deploying mobile applications. In view of its vested interest, you might find its argument is perhaps unsurprising, but the statistics thrown up by its survey of 500 mobile users are nevertheless interesting.

For instance, 52 per cent of users said they had never received a promotion for mobile services, and only 22 per cent said they had ever used their mobile for a location-based service (often seen as the 'killer application' for mobiles).

The 'young careerist' market (aged 25 to 34) said they tended to use their phones for PDA tools (diary, contacts and email) and checking Web sites (62 per cent and 69 per cent respectively).

The 'mainstream' age market (aged 35 to 44) make commercial transactions with their phones (39 per cent said they conduct transactions such as topping up their balance), and the 'mature' age group (45 to 55) were most likely to user their phones for checking Web sites.