PORT WASHINGTON, NEW YORK, December 4, 2006 – According to The NPD Group, a leading consumer and retail information company, mobile e-mail has a long way to go before it rivals traditional PC-based e-mailing, but growing numbers of U.S. consumers have begun to test-drive e-mailing on-the-go. According to NPD’s Mobile Consumer Track, personal e-mail usage on mobile phones increased from 3 percent of mobile phone users in March 2006 to 6 percent by the end of the third quarter.
“Until recently consumers used their mobile devices primarily to make phone calls and send text messages,” said Neil Strother, research director for wireless devices at The NPD Group. “But with a growing number of wireless subscribers choosing smartphones, and with the introduction of better software options, we’re beginning to see more consumers jump on board with e-mail, too.”
Another factor has been unlimited data plans. There’s a correlation between unlimited data plans and an increase in the use of personal e-mail. Those with unlimited data plans are much more likely to use personal e-mail (35 percent in September) versus those with limited data plans (12 percent), or those who pay by usage (7 percent).
“Carriers with the greatest focus on data and unlimited data plans definitely have an edge when it comes to enticing consumers to use e-mail,” Strother said. “As more phones offering e-mail functionality come to market, a greater carrier focus on marketing e-mail services to these consumers may move consumers to unlimited plans.”
At this point men are slightly more likely than women to have used their phones to check personal e-mail (6 percent for men versus 5 percent for women). Thirty three percent of consumers with household incomes above $100K per year represent the largest share of mobile personal e-mailers. Among major carriers, Sprint led the pack with 12 percent of their subscribers using personal e-mail the prior month, followed by T-Mobile with 9 percent.
Other Mobile Consumer Track findings from Q3 2006 include the following:
Methodology: Mobile Consumer Track offers the industry’s most in-depth and comprehensive examination of consumer spending and usage of mobile services and content. It specifically tracks consumer adoption, consumption, and use of mobile services and downloaded content. Each month NPD compiles and analyzes mobile consumer information from more than 15,000 completed online consumer research surveys. Surveys are based on a nationally-balanced and demographically-representative sample of consumers, and results are projected to represent the entire population of U.S. consumers. For more information about NPD’s offerings in this business sector, visit http://wireless.npd.com.
About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,600 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, visit www.npd.com.