Nokia Study Shows Brand, Network Quality Top Consumer Priority, Indians Prefer Sports Content

3G Portal: According to a study conducted by handset-maker Nokia, brand, handset quality, and network service quality are strong market drivers in New Growth Markets (like India, Russia and Indonesia) that sometimes outweigh the cost factors that industry watchers typically expect.
Dr. Walid Moneimne, Senior Vice President, Networks, Nokia said: “The research reveals that from early adoption, New Growth Markets take off very quickly to become more sophisticated about their expectations about handsets and services than some people might immediately think. Price and cost are issues but they are influencing consumers in subtler ways next to equally powerful factors like network reception strength, handset brand value, design, and quality. These are among the driving forces in new national markets that are contributing to such a rapid pace of growth that we see the world passing its three billionth mobile user by 2010.” Over 8000 urban mobile phone users and non-users were surveyed in Ukraine, Russia, India, Indonesia and Argentina.
The research also reveals how data content services are beginning to take off, with one in five of the mobile user respondents saying they have used a content service during the last month. There are some interesting national differences, however. For example, Russians appear to be bigger consumers of weather forecasts, whilst Indians are sports mad with 82 percent of content users accessing sports news; Indonesians prefer fun and games (63 percent) and Argentineans use their mobiles for reading news headlines (58 percent).

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