A recent study on local mobility trends conducted by IT market research firm World Wide Worx has given insight into which features South Africans use most on their cellular devices and which are predicted to grow most significantly in the next year.
Research shows that the average South African user has 7.2 features available to them on the devices but use only 2.9 of these.
Below is an explanation of the findings.
|Feature||Percentage with the feature on device||Percentage using the feature|
|Instant Messaging (Mxit, Google Talk, MSN Messenger etc)||66%||28%|
|Social Media Applications (Facebook, Youtube)||42%||11%|
|Network Internet Portals||27%||5%|
World Wide Worx MD Arthur Goldstuck revealed that although this study is representative of a broad range of users “16 to 18 year olds are in every respect more likely to use their phone features”, adding that “age is the basis for the cellphone digital divide”.
Goldstuck also added that although features such as email and GPS are currently underused this will change significantly in the next 12 months. Email usage is forecasted to double to 20% while GPS and Internet browsing capabilities would grow significantly to 9% and 30% respectively.
These findings support the belief that South African users are beginning to favour online applications and features in their devices. As a result the smartphone market, with specific reference to BlackBerry and HTC, is set to grow considerably within the local sphere in the next 24 months.
For this reason Goldstuck believes that using basic features, such as camera functionality, when marketing a device will no longer be successful. Instead, handset manufacturers need to look towards advertising and explaining growth features such as email and navigation in order to boost sales numbers.
Most popular cellphone features – discussion