Latest TNS’ Global Telecoms Insights research reveals that:
- A third of UK mobile users (33%) see content and applications – such as games, music and maps – as an important decision factor when choosing their next mobile handset.
- 13% of UK mobile users consider content and applications to be the single most important handset purchase consideration, compared to only 9% who pick their phone based on the model of handset and 12% who make their choice based on the network operator.
- In the UK, almost a fifth (19%) of phone users are regularly downloading applications – more than those that load ringtones (17%) and caller tunes (13%).
- While users are still the most loyal towards handset brands such as Nokia, Samsung, Apple and BlackBerry – which account for 51% of total consumer brand-commitment – 24% of UK mobile users are now placing their loyalties with content and application brands instead, while 25% are primarily loyal to their operator.
- Among younger consumers (aged 16-30), content and application brands account for 37% of total commitment compared with just 12% who are primarily committed to their operator.
