FRAMINGHAM, Mass.-Safety tops the list of why customers use cellular phones, according to the Personal Wireless Communications Survey conducted by IDC/LINK, a division of International Data Corp. More than half of the respondents in a national survey of cellular users said security and safety are the primary reasons they use a cellular phone.
In addition, the survey found that most cellular subscribers spend less than $50 each month on cellular, and about 85 percent of calls are placed from automobiles.
“This survey clearly shows that the cellular and paging markets in the United States are consumer-oriented,” said Iain Gillott, director of IDC/LINK’s wireless and broadband networking research. “However, an important part of the market remains dependent on business users, who still generate a majority of a carrier’s business.”
Business users are more likely to adopt new features and services, make more use of their cellular phones and pagers, and bill more of their monthly charges back to their employers, according to the report.
IDC asked respondents about several pricing schemes. More than half of the respondents stated they would use their cellular phones the same amount regardless of whether or not there was a flat per-minute rate. Other pricing schemes, such as an inclusive, flat monthly service charge and one where the first minute of every incoming call is free, were examined.
The three-volume report, which includes more than 1,100 tables, was compiled from a telephone survey of 1,000 households that are current cellular subscribers. The survey, which updates similar research for 1994 and 1995, was conducted this May and June. The company said the primary goals of the survey were to assess the level of use of cellular phones and paging devices, determine the main distribution channels for cellular phones and pagers, determine the factors causing churn, measure the interest in using alternative wireless communications systems and gauge the use of or interest in various cellular phone functions and features.
The report also includes data cross tabulating against regional Bell operating company regions; pager ownership/use; how long the household has used cellular; primary use of cellular phone; type of cellular telephone used; self-employment; marital status; education level of primary wage earner of household; household annual income; age of respondents; and number of children under 18 living in household.
