Overall, 63 percent of cell phone owners are not using cell phones to access such Internet services as search engines or to gather such information as the daily news, which are both popular activities on computers. However, the fact that 37 percent of cell phone owners are accessing some kind of information or services on their cell phone is a clear indicator of demand from cell phone users for more than voice services.
“We’re not advocating the browser go away – just that there should be an alternative for ‘glanceable’ content – the content people need frequently,” explained Vice President Julie Ask, lead analyst of the report. “Consumers are willing to pay for good experiences and products. The industry should focus on this reality. In turn, they can double or triple current adoption levels and drive up usage by focusing efforts on those cell phone users who would be motivated by a better user interface and more compelling experiences..”
Better experiences, combined with lower pricing, will likely drive adoption of Internet services on cell phones, although from a provider perspective there are varying degrees of expense and challenges associated with implementation. Still, consumer demand for better experiences is creating a valid need for a complement to the browser on mobile devices. Such alternatives will better serve mobile subscribers, especially for glanceable content needs
“Browser alternatives such as widgets or applets, which are mini applications that allow for content to be easily accessed from a home screen or with just a few clicks, can meet consumer demands for quick access to information,” said David Schatsky, President of JupiterResearch. “The goal should be to engage the user through ease of operation so that accessing information in this manner will eventually become second nature.”
