Toys, Totems and Telegraph Poles
Researching Real Consumer Drivers in the Telecoms Market
Neil McPheeNuance Research Ltd., United Kingdom
MOBILE OWNERSHIP
Mobiles are probably one of, if not the most, prevalent consumer-owned device after the television in most of the world. More than that, they are a major fashion accessory.It seems mobile phones have become an indispensable part of our everyday lives. In Britain, around 70% of the population own a mobile, and in Finland 98% of 18 to 24 year-olds have one. Last year the number of users around the world surged past the billion level – outstripping...