Skip to main content

Seeking Wireless Device Application Nirvana

Various new and emerging wireless technology applications have caught the attention of American consumers, according to recent research conducted by Ipsos Insight.

However, many consumers will seriously consider these emerging wireless applications only if they are compelling enough to break through device and communications overload, as well as budgetary constraints. At the same time, consumers appear less concerned that a given wireless application will perform up to expectations.

Ipsos Insight recently surveyed over 1,000 online adults on their awareness, use, and interest regarding a range of specific 'wireless device-application' combinations, focusing primarily on notebook PCs and mobile phones. By design, these wireless device-application combinations emphasized newer and emerging features and options.

Respondents were asked whether they had used each of the applications in the last 30 days, and whether they would seriously consider using each in the future. Their 'future consideration' was spread fairly broadly across web connectivity, communications, and content applications, and across the PC and mobile device platforms.

Neither the PC nor the mobile phone dominated consideration of these emerging wireless applications. The most popular options were WiFi web surfing on a notebook PC and emailing or instant messaging on a mobile phone. Also, while future consideration was higher than past-30-day use for all of these fairly new or emerging applications, untapped interest was particularly high for GPS applications on mobile devices.

Says Ipsos Insight SVP Todd Board, "The range of wireless options being considered suggests sustained interest in multiple devices that connect to the web, and potentially to each other. The notion of many consumers flocking to just 'one converged device' is receding steadily, in part due to the ongoing device explosion. More and more, it appears that web connectivity and interoperability of specialized devices is what's attractive. That said, experimentation around 'sweet-spot' or all-in-one feature combinations -- like the iPhone that Apple finally confirmed -- will continue. And of course, we'll continue to find distinct segments of consumers who vary in terms of application and platform preferences and combinations."

Respondents were also asked what they see as barriers to considering specific wireless device-application combinations for which they reported low consideration. The barriers generally clustered around 'overload' and lack of perceived need or desire for the application, concerns about costs (both direct and indirect), and uncertainty about whether the benefits would be worth the learning or behavior change involved.

Says Board, "Tech marketers can choose to view this as good news, bad news, or possibly both. Regardless of the specific technology application, we tend to see these barriers time and time again. There is some sequencing involved -- only if I perceive enough of a tangible need or benefit do I bother to learn about the costs involved in acquiring that benefit. Likewise, only if I've explored the explicit costs will I bother to assess whether there are any hidden or hassle costs I need to factor into my thinking."

Mr. Board concludes, "What is heartening is the relative absence of what we call 'performance uncertainty' barriers or concerns. These are when individual consumers are interested enough in a technology application to take a serious look at it, but question whether it will really perform as advertised. While it will always be tricky to bridge complex technology and mainstream consumer expectations, there seems to be relatively little abject consumer skepticism about these applications."

"We seem to be gradually pushing back the frontier of the unbelievable -- the paradox is that as that occurs, 'application saturation' could become a more acute barrier, and one that happens earlier in the consideration process for many consumers." And, there you have it. Consumers won't be seeking one single application nirvana, and that's why market segmentation is so valuable to both wireless device makers and mobile service providers.

Popular posts from this blog

Digital Talent Demand Exceeds Supply in Asia-Pac

Even the savviest CEO's desire for a digital transformation advantage has to face the global market reality -- there simply isn't enough skilled and experienced talent available to meet demand. According to the latest market study by IDC, around 60-80 percent of Asia-Pacific (AP) organizations find it "difficult" or "extremely difficult" to fill many IT roles -- including cybersecurity, software development, and data insight professionals. Major consequences of the skills shortage are increased workload on remaining digital business and IT employees, increased security risks, and loss of "hard-to-replace" critical transformation knowledge. Digital Business Talent Market Development Although big tech companies' layoffs are making headlines, they are not representative of the overall global marketplace. Ongoing difficulty to fill key practitioner vacancies is still among the top issues faced by leaders across industries. "Skills are difficul

How Cloud Fuels Digital Business Transformation

Across the globe, many CEOs invested in initiatives to expand their digital offerings. User experience enhancements that are enabled by business technology were a priority in many industries. Worldwide end-user spending on public cloud services is forecast to grow 21.7 percent to a total of $597.3 billion in 2023 -- that's up from $491 billion in 2022, according to the latest market study by Gartner. Cloud computing is driving the next phase of digital transformation, as organizations pursue disruption through technologies like generative Artificial Intelligence (AI), Web3, and enterprise Metaverse. Public Cloud Computing Market Development "Hyperscale cloud providers are driving the cloud agenda," said Sid Nag, vice president at Gartner . Organizations view cloud computing as a highly strategic platform for digital transformation initiatives, which requires providers to offer new capabilities as the competition for digital business escalates. "For example, generativ

Mobile Device Market Still Awaiting Recovery

The mobile devices market has experienced three years of unpredictable demand. The global pandemic, geopolitical pressures, supply chain issues, and macroeconomic headwinds have hindered the sector's consistent growth potential. This extremely challenging environment has dramatically affected both demand and supply chains. It has led to subsequent inflationary pressures, leading to a worsening global cost of living crisis suppressing growth and confidence in the sector. In tandem, mobile device industry stakeholders have become more cautious triggering market uncertainties. Mobile Device Market Development Operating under such a backdrop, the development of mobile device ecosystems and vendor landscapes have been impacted severely. Many of these market pressures persisted throughout 2022 and now into 2023, borne chiefly by the smartphone market. According to the latest worldwide market study by ABI Research, worldwide smartphone shipments in 2022 declined 9.6 percent Year-over-Year