Wireless Users Want Local Content

Local search remains a popular on the Internet. Now, wireless users want local content to go. A report from TNS Telecoms says wireless users prefer local alerts to next-generation services.

TNS Telecoms surveys 30,000 households every quarter to determine opinions and behavior within the telecom sector. TNS Telecoms also utilizes two subset lists, its Bill Harvesting database to gather billing information and mailings, and BusinessWave research to gather behavior information from small, medium and large U.S. businesses.

Local content tops the list of wireless services desired by 20 percent of households. Seven percent of household respondents want to watch TV show clips, while six percent are interested in sports programming.

Wireless users say they want services such as driving directions, restaurant reservations, and weather and traffic text alerts. Research indicates customers interested in these features are among the highest-value wireless customers. Currently, only two percent of respondents report having any kind of local service.

There is apparently some level of disconnect,” said Charles White, vice president, marketing and client service, at TNS Telecoms. White raised the question of whether customers can’t find local content, of aren’t willing to pay. “More than likely, there’s not enough [services] out there drawing customers.”


Wireless Feature Interest
Wireless Feature/Service Households
Interested
(%)
Receive local weather and/or traffic alerts through text messaging 20
Download ringtones 18
Ringback service (a song clip plays for callers instead of a basic ring) 16
Use a wireless phone to make dinner or hotel reservations 16
Access the latest news, weather, sports, etc., from newspapers or other publications 13
Make small purchases, such as using vending machines or public transportation, by entering a code on a wireless phone 13
View regular television shows over a wireless phone 10
View short clips or highlights of TV shows, newly released movie previews, or sporting events on a wireless phone 7
View sports programs, such as ESPN, over a wireless phone 6
Source: TNS Telecoms, 2005


Wireless Services Market Share
Company Share of
Households
(%)
Change
From Last
Quarter
(percentage
points)
Share of
Revenue
(%)
Change
From Last
Quarter
(percentage
points)
Verizon Wireless 26 -2 27 -1
Cingular 20 1 20 2
AT&T Wireless 12 -1 10 -2
Sprint PCS 11 1 13 2
T-Mobile 9 1 9 1
ALLTEL Wireless 5 -1 4 -1
Nextel 4 0 6 0
Cellular One 2 0 2 0
Other 13 0 9 -1
Source: TNS Telecoms, 2005

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