Business Customers' Mobile IM Adoption More About Familiarity Than Mobility, Says ABI Research
NEW YORK--(BUSINESS WIRE)--In a new White Paper, ABI Research examines the mobile messaging adoption and usage patterns of mobile business customers from four United States operators. One of the key findings is that mobile IM adoption is negatively correlated to mobility. According to principal analyst Dan Shey, "The greatest adopters of mobile IM are T-Mobile subscribers whose demographic profile shows a high percentage who only work in an office. As office work typically requires PC access, mobile IM adoption appears more related to familiarity with IM through the PC rather than mobility itself."
Other data from the survey analysis shows that Verizon customers are the greatest adopters of picture messaging services and use them the most frequently. AT&T customers are the highest adopters of mobile e-mail services. More Sprint customers use mobile e-mail on a daily basis than other carriers. All the usage and adoption data is combined with pricing analysis to provide a comparison of messaging ARPUs for each mobile operator. The results demonstrate the important demographic factors that drive mobile messaging ARPUs. Shey comments, "Smartphone penetration is a big factor driving mobile messaging ARPUs. But personal usage of mobile services is also an important factor. AT&T appears to have successfully combined these two drivers, showing the greatest overall mobile messaging ARPUs in this survey set."
Respondents' interest in device features that will improve the mobile messaging user experience demonstrates that all carriers have opportunities to increase messaging adoption and usage, ultimately increasing messaging ARPUs. These features include QWERTY keyboards, touchscreens, large displays and phones with personal information management functions such as calendars and address books.
US Operator Mobile Messaging Services (http://www.abiresearch.com/whitepaperDL.jsp?id=36) is a White Paper that provides a snapshot of mobile messaging services to business customers based on survey data, primary research and pricing analysis. It includes a demographic comparison of each operator's customers, adoption and usage data, and ARPU calculations, as well as data about their interest in improved device features. The web-based survey was conducted among 750 wireless business user respondents.
It is part of the firm's Business Mobility Research Service (http://www.abiresearch.com/products/service/ Business_Mobility_Research_Service), and is available for free download here (http://www.abiresearch.com/whitepaperDL.jsp?id=36).
ABI Research is a leading market research firm focused on the impact of emerging technologies on global consumer and business markets. Utilizing a unique blend of market intelligence, primary research, and expert assessment from its worldwide team of industry analysts, ABI Research assists hundreds of clients each year with their strategic growth initiatives. For information, visit www.abiresearch.com, or call +1.516.624.2500.
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