NPD Group’s latest study, the “Mobile Usage Report,” highlights a few details of US mobile users and trends that seem somewhat surprising when considering the amount of content available for mobile devices. The report found that 45% of US mobile users still use their mobile phones for voice features only, using not a single multimedia function.
NPD found that 20% of mobile users prefer to use their phones as an all-in-one multimedia device for content including music, videos, web surfing and other non-voice functions. Verizon Wireless customers are the least likely to see the phone as this type of all-in-one device.
US consumers still have a limited knowledge and awareness of phone features and capabilities beyond text messaging and ringtones:
– 34% know about the ability to expand a phone’s memory.
– 28% know about phone video functions.
– 23% of users know about phone GPS abilities.
– 21% are familiar with phone music functions.
– Only 12% are aware of phone Wi-Fi Internet access.
While the numbers highlight the difference between the average consumer and advanced feature usage, they also show one reason why Apple might be doing so well. These numbers seem to indicate that the market should continue to focus on high-end smartphone users, because these users buy phones for their features and multimedia options, while other users remain unaware of such options.