Mobile users keep handset use simple: Report finds nearly half just want to make calls

Despite all the multimedia bells and whistles available to customers on their wireless phones today, nearly half of cellphone users still prefer to use their mobile phone only to make calls.
A new report from the NPD Group said 45% of U.S. mobile-phone users prefer to use their mobile phone only to make calls and only 20% of users say they use their device as an all-in-one multimedia device for music, videos, Web surfing and other activities. The “Mobile Phone Usage Report” also found that customers of Verizon Wireless were the least likely to use their phone as an all-in-one multimedia device.
Awareness of services could be a contributing factor. The report found most U.S. consumers are aware of text messaging and ringtone options, but less than one-third knew about the ability to watch video or surf the Internet from their phone. About one-fourth weren’t sure about whether their phone had GPS capabilities, and about the same number didn’t know if their phone would play music.
“Increasingly consumers are purchasing phones with advanced capabilities that go far beyond voice calling, but only those who take advantage of these features offer the best revenue potential for carriers,” said Ross Rubin, director of industry analysis for NPD. “Carriers and other handset retailers have an opportunity to educate customers as to the capabilities of their handsets in the wake of slower overall handset sales.”