Smartphones changing user expectations, says study


Smartphones changing user expectations, says study

Natalie Apostolou  |   November 04, 2009

The iPhone has changed consumer expectations about what they demand from handsets with a new survey revealing that consumers have significantly altered their UI experience demands.
A survey conducted by Canalys of more than 3,000 mobile phone users across France, Germany and the UK, revealed that 38% want finger-based touchscreens on their next handset. Just 16% opted for a stylus-based touchscreen.
When it came to brands, HTC and Apple stood out as having a much higher proportion of users wanting to stick with the same type of UI, while Sony Ericsson had the lowest proportion among the major handset vendors, at just 29%.
“The results suggest that consumer awareness of touchscreen UIs is very high, driven by the marketing of Apple, Samsung and others, and there is no doubt that the changes in device design we have seen over the past couple of years have produced some very exciting products,” said Canalys senior analyst Pete Cunningham.
The group with the least desire for touchscreen phones were those that currently use a stylus-based device.
“This is another example of how strongly current user experience sets future expectations,” Cunningham added.
Overall, future interest in finger-centric touchscreens varied little across demographic groups, tariff types and countries, reinforcing the view that they have mass-market appeal. Men showed a slightly higher preference than women – 40% versus 35%.
“We are at a critical time in the mobile industry. The user awareness and interest is clearly there, and the opportunity to drive a mass change in user interaction, and hence device capabilities and the opening up of new application and service revenue streams, is tantalizingly close.
“But only if users continue to embrace these new UIs once they have tried them. This is the new arena in which mobile vendors must differentiate themselves, and the user experience battle will spread to other product categories, such as netbooks.”

Natalie Apostolou

Tell Us What You Think

Add comment

The content of this field is kept private and will not be shown publicly.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Allowed HTML tags: <a> <em> <strong> <cite> <code> <ul> <ol> <li> <dl> <dt> <dd> <a> <p> <span> <div> <h1> <h2> <h3> <h4> <h5> <h6> <img> <img /> <map> <area> <hr> <br> <br /> <ul> <ol> <li> <dl> <dt> <dd> <table> <tr> <td> <em> <b> <u> <i> <strong> <font> <del> <ins> <sub> <sup> <quote> <blockquote> <pre> <address> <code> <cite> <embed> <object> <strike> <caption>
  • Lines and paragraphs break automatically.
  • Use <!--pagebreak--> to create page breaks.

More information about formatting options

Video from Telecom Channel

It's all about being connected, but what does that mean for telcos?
Being connected anywhere, anytime, anyhow is the cornerstone of Amdocs ' Connected World' concept. Kevin Corcoran explains how it works.    


Robert Clark
Telstra-NBN unlikely to be major wholesalers, says Ovum
Joseph Waring
Bad customer service is everywhere in the telco industry
David Kennedy/Ovum
A heads of agreement, not a final deal
Lisa Mitnick, Accenture
Operators are positioned to take the lead in embedded mobile systems by leveraging their strong brands and sales and marketing capabilities
John C. Tanner
It's not clear how consumers benefit from industry-preferred model of exclusive TV content contracts
Robert Clark
Try a checklist if your company has walls that need breaking down or information to be shared


Douglas MacMillan and Joseph Galante
After years of losing ground to Amazon in traditional online retailing
Robert Synnestvedt, Cisco
Backhaul networks deserve the same type of undivided attention we've traditionally given radios

MWC2010 List

HTC guns for top 3 smartphone makers
Powermat wants to charge your desktop
Femtos outlook improves as cellcos seek offload options
Cheaper smartphones key to broadband takeup

Frontpage Content by Category

Industry experts put their heads together and stick their necks out to call the big trends for 2010


Staff writer
Editor's shock at $2,000 data service bill
Staff writer
Lim Chuan Poh will vacate his position by year-end