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|
|Receive local weather and/or traffic alerts through text messaging||20|
|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|
|Source: TNS Telecoms, 2005|
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