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Annelise Berendt London, 17 July 2006 -- Yesterday, UK regulator Ofcom released findings from a survey into how consumers engage with digital communications. According to the report, digital communications services need to be easier for consumers to use. Ofcom has identified a number of opportunities for this, based on its own market segmentation. Comment: The key findings in this report (Special Report - Consumer Engagement with Digital Communications Services, which follows the Communications Market: Nations and Regions report published in April 2006), make interesting but unsurprising reading. Technology is now intrinsically linked to how consumers like to spend their leisure time. However, according to the report, many do not feel confident or competent with technology and are frequently happy to devolve responsibility for this to others in their household. It is also often the case that only a small minority of those who might value a digital function claim to actually be using it. Unusually for a regulator, Ofcom has gone further, segmenting digital communications users into five groups, based on attitudes towards technology and digital services rather than age, gender or income: enthusiasts - keen and adventurous digital users for whom technology plays an important role functionalists - confident with technology but engage digital services in a cautious and considered manner economists - who see clear value in digital services but are limited in terms of further uptake by cost abstainers - who often have access to digital services at home but use them little due to lack of confidence, knowledge or interest resistors - detached from digital services believing them to be of little relevance to their lives. These attitudes are not defined by take up of digital services - the survey found that consumers with high ownership of digital services were found across many of the segments. In terms of digital TV, most consumers see benefits only in terms of greater channel choice and improved picture quality. TV is very much still a "lean back" device, and IPTV operators in particular must bear this in mind when encouraging the use of interactive features and functionality. For Internet users, the main purposes of the Internet relate to communication, transactions and information, although the role of entertainment is beginning to emerge. But broadband is still equated with improved connectivity, rather than the new applications it supports. On the mobile side, the report finds affordability and complexity as possible barriers to further use, and that only half of consumers are aware of the term "3G" with the majority of these uncertain of the benefits. The report serves as a timely reminder that real-life use is what it's all about. If a digital service is not relevant, timely and easy to use, then it is of no service at all. And all the technology, innovation and marketing in the world won't change that. About Ovum: Ovum, the analyst and consulting company, is the largest European-headquartered advisor on telecoms, software and IT services. Resolutely independent, Ovum advises large corporates, IT and software vendors, IT services providers, telecoms operators, regulators, service providers and equipment suppliers. It analyses the commercial impact of technology and market changes, and has a real strength in advising on the developments where telecoms, software and IT services interact. Ovum takes a global perspective on leading-edge developments from offices in Europe, North America and Asia-Pacific. Its experts spot the short-term issues that will have an immediate impact on markets and organisations, and advise on the longer-term 'visionary' aspects that form the basis of strategic planning. More information on Ovum, its customers and its independence is available at http://www.ovum.com. Media Contacts: Tanisha Kuckreja, Marketing Executive Tel.: +61 3 9601 6723 Email: Submitted by Tanisha, ovum on Monday, 17 July 2006 at 3:13 PM Category: Others & Oddities |
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