The World Cup was the ideal shop window for mobile operators to sell their data services to first time users – and many took advantage of football on the phone. But a new survey suggests a large number will not be going back again.
According to a survey carried out by NOP, around 29 per cent of data users said they were trying the services out for the very first time, with text alerts, video clips and picture messages the most popular services to go for. However, almost half of these first-time users (44 per cent) said they will not use them again. And the main reason? Around half said cost, but one in five did also cite ease of use as an issue.
None of this bodes well for mobile TV, particularly as just 11 per cent of mobile users surveyed said they had an interest in TV on their phone.