Middle aged men put mobile web firmly on the map - 18 April 2007
New study names “FUN-ctionals” as the user group to adopt mobile web first.
A new study by Yell.com mobile shows that applications such as maps, directions and directories (1) will lead the adoption of mobile web search, with 40 per cent of the UK population citing these as attractive features. Specifically, the key peak in interest comes from a user group dubbed the “FUN-ctionals”, - a group (2) likely to be self-employed, middle aged men searching the mobile web for functional, day-to-day items such as train times or finding their nearest DIY store. More than half (54 per cent) of 35-44 year olds say these services would attract them to the mobile web.
Teens trail behind
Contrary to common perception, initial interest from teenagers is overshadowed by this group as far fewer 18 – 24 year olds would be attracted to using such services on their phone.
Although youth has led mobile trends in the past, the Yell.com mobile study reveals that people 44 and over were just as likely as younger age groups, if not more so, to search for maps and directions on the go.
Information nation
The information-hungry user trend is reflected in the study across all age groups and the overriding appeal for mass mobile web adoption is functional information such as maps, email and even banking. Entertainment services such as dating, social networking and mobile TV were seen as more likely to put people off adopting the mobile web.
| Top 5 mobile web adoption drivers |
| 1. Maps/directions and local information |
| 2. Email and instant messenger |
| 3. Banking |
| 4. Transport information |
| 5. News and sports clips |
Other key findings of the report revealed:
- Weekend surfing will be most popular, with a fifth (21 per cent) of consumers expecting to use map and information services then
- The majority of consumers (72 per cent) would choose to use mobile web for practical, information services rather than for entertainment reasons
- A sixth (16 per cent) of those questioned in the study see banking as an attractive proposition for the mobile web
Martin Wilson, head of Yell.com mobile marketing, said: “For a long time, mobile internet just hasn’t been attractive to consumers, as bad experiences on WAP, high costs and slow applications have put them off. Our study shows that consumers are now starting to find a real need for mobile search in their everyday lives. The emergence of the “FUN-ctionals” shows local information and maps are at the heart of people’s needs and the driving force behind the beginning of mobile search taking off.”
(1) Data in this study is taken from a nationwide quantitative survey conducted by ICM interviewing a random sample of 1,052 consumers across the country
(2) A 90 minute qualitative focus group of mobile web users was also carried out by ICM in March 2007
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