Zu viele Handyfunktionen frustrieren Verbraucher – Studie powered by GMI untersucht Image moderner Kommunikationsmittel

Zusammen mit GMI untersuchte CMO Council die Meinungen und Einstellungen von Konsumenten zu Kommunikationsmitteln wie Handys und dem Internet

Bei einem großen Teil der Befragten war dabei eine wachsende Frustration zu erkennen, die unter anderem auf die steigende Anzahl an Funktionen der modernen Kommunikationsmittel zurückzuführen ist. Die Studie, die von CMO Council mit Hilfe von GMI (Global Market Insite, Inc.), Anbieter von Komplettlösungen für die globale Marktforschung, durchgeführt wurde, befragte insgesamt 15.000 Verbraucher in 37 Ländern. Experten sprechen hier von der “Function Fatigue”, die sich einstellt, wenn die Konsumenten das Gefühl haben, eine Vielzahl der Funktionen nicht zu verstehen und nicht sinnvoll nutzen zu können. Außerdem steigt bei vielen Verbrauchern die Sorge, dass beim Verlust des Mobiltelefons oder des Notebooks wichtige Daten unwiederbringlich verloren gehen.

Die komplette Pressemitteilung in Englisch finden Sie am Ende der E-Mail. Mehr Informationen erhalten Sie unter www.gmi-mr.com oder per E-Mail an infogmi-mr.com.

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Global Mobile Technology Users Overwhelmed by Device Features; Under whelmed by Buying and User Experience

Milestone CMO Council/GMI Study of nearly 15,000 Consumers in Nearly 37 Countries Shows Developing Nations Are New Power Users of Wireless Technology; Report Highest

Device Dependency and Greatest Receptivity to Latest Mobile Applications

BARCELONA, Spain (February 12, 2007) – “Function Fatigue” is afflicting mobile technology users worldwide and tops several consumer issues negatively impacting the embrace of new wireless devices and services, reports the CMO Council’s Forum to Advance the Mobile Experience (FAME).

The CMO Council’s Global Mobile Mindset Audit™, a milestone study of some 15,000 consumers in 37 countries, shows that “too many functions I did not use” is the number one device problem in all regions of the world. Compounding this complaint were disappointments in the early buying and ongoing ownership experience. Most notably, consumers gave low marks to retailers and carriers for lack of product demonstrations, sales associate knowledge, as well as slow service at point-of-sale.

Powered by GMI (Global Market Insite, Inc.), the CMO Council research initiative is part of an extensive authority leadership program by FAME, a strategic interest group of top marketers, associations and experts drawn from all sectors of the wireless ecosystem. Supported by Palm, Inc. and the GSM Association the study’s early findings were presented here today at the opening of the 3GSM World Congress in Barcelona.

Key findings show that:

- Internet destinations have eclipsed friends and family as the most important source for researching and selecting devices

- There is a new generation of mobile technology power users in developing nations

- Function fatigue and feature frustration among users will challenge device makers to improve usability and education

- Global mobile users, particularly in developing countries, are willing to pay for a wide range of mobile content and service offerings

- Pain begins at point-of-purchase as users see lack of demos, product knowledge and slow service as problematic at retail

- Cost of service along with poor battery life tops the Irritation Index globally

- Americans and Western Europeans are most bothered by loud cell phone conversations

- Paranoia of phone and data loss/theft is a key concern along with the annoyance of disconnects and drop-offs

“Clearly, wireless operators, device manufacturers and sales channels need to be much closely aligned and integrated in creating a simpler, more satisfying and predictable user experience,” notes Dave Murray, director of the CMO Council’s FAME group.

“We saw profound variations between countries, cultures, user demographics and genders,” observes Michael Allenson, executive vice president at GMI, which fielded the survey through their research panel of six million people in nearly 200 countries worldwide. “There are huge opportunities in both established and emerging markets to extend the value, utility and appeal of mobile devices and services.”

Most Surprising

Most surprisingly, the Global Mobile Mindset Audit reveals that consumers in developing countries are the new power users of wireless technology and report the highest levels of device dependency and greatest receptivity to the latest mobile applications and services.

While a global economic powerhouse, the U.S. lags all other regions in mobile device ownership, advanced feature adoption, intent to buy and dependency. There is also less interest in personalizing devices with ring tones, wallpaper, and accessories.

Given the opportunity to reengineer their own devices, mobile users would first upgrade memory and storage and reduce the form factor; then improve design and styling, and make the device simpler and easier to use; and lastly, improve voice quality.

Design innovator, Palm, Inc., which has received accolades for the user friendliness of its new Treo Series and Palm operating system, sees usability as a critical area of focus and investment. “Given the growing global dependency on mobile devices for all manner of business and lifestyle-essential interactions, our industry needs to take heed of these findings and apply our best resources to the needs and requirements of all customers worldwide,” notes Roy Bedlow, VP of Marketing, EMEA of Palm, Inc.

“Ironically, most purchases are made through carriers and specialty cell phone stores where you would expect better customer handling and expertise, states Murray. “There appears to be a real opportunity for device makers and carriers to differentiate themselves by improving the buying experience,” he adds.

About the Global Mobile Mindset Audit™

The CMO Council's Global Mobile Mindset Audit is the largest survey of mobile technology users in the world with nearly 15,000 participants across some 37 countries in the Americas, Europe, Asia Pacific and Africa. Powered by GMI (Global Market Insite, Inc.), the research initiative is part of an extensive authority leadership program by the CMO Council's Forum to Advance the Mobile Experience (FAME), a strategic interest group of top marketers, associations and experts drawn from all sectors of the wireless ecosystem. An executive summary of the study, which has been funded by Palm and other industry leaders, is available now for download from CMO Council, GMI and participating partner web sites. A full report and accompanying data sets will also be available to the mobile technology industry later this month.

Quelle: GBC / pressbot.net

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