Google Mobile Has Mountain to Climb to Top Verizon, Cingular/AT&T and T-Mobile Subscriber Satisfaction

As Google promises to aggressively move into the mobile business with open source applications and free or low cost subscription models Jack Myers Media Business Report has explored the satisfaction of 8000 Americans with their cell phone carriers the content and tools they39re most interested in and their mobile usage patterns While perceptions may be that overall satisfaction toward mobile carriers is low the Myers survey finds just the opposite In fact satisfaction tops 80 for the major carriers among all demographic groupsMore than seventy percent of Americans report they have used a cell phone in the past week The younger they are the more likely they are to have sophisticated features such as internet connectivity cameras video players and email access For example 55 of 18 to 24 year olds have cell phone with camera 23 have a video player in the mobile phone and 28 have internet connectivity By comparison only 25 of adults 55 to 64 have a cell phone equipped with a camera 3 with a video player and 7 with internet connections Even larger percentages of 15 to 17 year old teens have advanced capabilities Read TiVoWorthy TV Everyday at JackMyerscomAmong the respondents to the Myers Emotional Connectionsamp8482 Research who have cell phones 285 have ATampampT or Cingular 25 have Verizon 124 have Sprint 115 have TMobile and 52 have Nextel Slightly more than 3 of teens have Virgin Mobile Other carriers own the remainder of the market Verizon service is significantly lower among African American and Hispanic households while Sprint usage increases among these groups The Myers Emotional Connectionsamp8482 Research was conducted in June 2007 among 8000 nationally representative households Respondents were 15 to 64 in households with cable andor satellite TV with at least 60 channels and household TV viewing at least one hour dailyWhen asked to rate their satisfaction with their current cell phone provider on a seven point scale more than 80 of respondents rated Verizon TMobile and CingularATampampT in the top three box 567 Only Fuse Mobile which has a 3 market share dropped below 50 satisfaction 467 Verizon topped the charts for satisfied customers with 842 topthree box ratings followed by TMobile at 81 and CingularATampampT at 803 Separately Cingular was slightly ahead of ATampampT Virgin Mobile Amp39d Mobile Sprint and Qwest were all rated positively by more than 70 of subscribers while Bell South Nextel and Boost were rated favorably by at least 60 of their subs MYERS EMOTIONAL CONNECTIONSTM RESEARCHON MEDIA USAGE ampamp CONFIDENCE Rate your satisfaction with your current cell phone provider on a 1 to 7 scale Top 3Box Rating 567 on a 7 point scale 1 Being extremely dissatisfied 7 Being extremely satisfiedamp160 amp160 Adults1864 Teens1517 Adults1824 Adults1849 Adults2554 Adults5564 amp160 RK RK RK RK RK RK amp160Verizon 842 1 810 5 854 1 848 1 842 1 828 4 amp160TMobile 810 2 862 2 811 2 813 2 810 2 813 5 amp160Cingular 806 3 821 4 784 3 793 4 802 5 855 3 Cingular and ATampampT 803 4 833 3 778 4 789 5 798 6 859 2 amp160ATampampT 780 5 895 1 732 6 755 6 771 7 882 1 amp160Virgin Mobile 778 6 667 8 682 8 798 3 809 3 714 8 amp160Other 754 7 745 7 740 5 749 7 757 8 752 6 amp160Amp39d Mobile 750 8 na na na na 741 8 na na na na amp160Sprint 720 9 797 6 707 7 715 9 719 9 747 7 amp160Qwest 712 10 na na na na 667 11 667 11 na na amp160Nextel 646 11 na na 582 9 655 12 660 12 667 9 amp160Bell South 634 12 na na na na 622 13 808 4 na na amp160Boost Mobile 612 13 na na na na 617 14 688 10 na na amp160SBC 563 14 na na na na 682 10 na na na na amp160Fuse Mobile 467 15 na na na na 476 15 na na na na Weighted Average amp160 amp160 amp160 amp160 amp160 amp160 amp160 amp160 amp160 amp160 amp160 amp160 Working to Google39s advantage is cell phone users39 increasing focus on cost of service When asked to identify the services that would be very important to them in determining which cell phone provider they select in the future price is named by 84 including 90 of adults 55 to 64 and 74 of teens 15 to 17 The only other service identified as a priority by a majority of respondents is coverage area named by 80 of all respondents and 665 of teens Teens and 18 to 24 year olds identify access to ring tones as their third most important criteria 33 while adults 55 to 64 name driving directions third 21 Access to video is named as a priority service by only 7 of the total but 19 of teens Access to music is identified by nearly 30 of teens and 20 of the 18 to 24 group but only by 11 of adults 25 to 54 MYERS EMOTIONAL CONNECTIONSTM RESEARCH ON MEDIA USAGE ampamp CONFIDENCE Services that would be very important to you in determining which cell phone provider amp160you select in the future amp160 Adults1864 Teens1517 Adults1824 Adults1849 Adults2554 Adults5564 amp160 RK RK RK RK RK RK amp160Price 839 1 741 1 783 1 822 1 842 1 902 1 amp160Coverage 796 2 665 2 725 2 777 2 800 2 876 2 amp160Access to Ring Tones 207 3 368 3 308 3 226 3 196 3 121 4 amp160Driving Directions 183 4 144 9 173 6 180 4 181 4 212 3 amp160Access your contacts from any phone or computer 168 5 244 5 192 5 177 5 170 5 121 4 amp160High Speed DataInternet Access 144 6 193 6 172 7 152 6 145 6 97 8 amp160Coupons ampamp discounts from local businesses near you 118 7 124 11 144 8 123 8 114 7 109 6 amp160Access to Music 115 8 295 4 200 4 133 7 107 9 45 12 amp160Home Monitoring via cell phone 108 9 89 14 86 13 109 10 113 8 104 7 amp160Using your phone as a payment device 102 10 109 13 121 10 112 9 106 10 50 11 amp160Control Your Home TV DVR from your cell phone 97 11 142 10 102 12 107 11 103 11 55 10 amp160Notification that friends are in the same area 93 12 169 8 121 10 100 12 89 12 74 9 amp160Access to Video 70 13 193 6 125 9 79 13 64 13 27 13 amp160Access to Popular Network TV Shows 47 14 124 11 65 14 53 14 47 14 17 14 amp160None of the Above 17 15 33 15 13 15 18 15 19 15 17 14 Google39s advantage is clearly its brand equity among younger Americans and this group39s skyrocketing dependence on the cell phone for a variety of services Twentysix percent of 15 to 24 years olds used a cell phone with email access in the past week and 62 used text messaging By comparison only 18 of adults 25 to 54 used their cell for email and 41 for text messaging although this is still a significant percentage On average more than 40 of 15 to 24 year old Americans use their cell phone 500 or more minutes per month for personal use Only half that number among adults 25 to 54 use an equally high number of minutes monthly Young males are more likely than females to spend more time using the cell phone a reversal of traditional phone usage patternsFull details of the Myers study will be published later this month as part of the Myers Emotional Connectionsamp8482 quotHousehold of the Future Report available at wwwJackMyerscom Media Research Section For more information contact jmjackmyerscom List Your Job Openings at Jobs at JackMyerscom emPowered by 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Google Mobile Has Mountain to Climb to Top Verizon, Cingular/AT&T and T-Mobile Subscriber Satisfaction

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