Saturday, 6 December 2008

The Ambiguity Of Surveying

Moneysupermarket has claimed that less than 25% of British consumers with an internet-enabled handset "actually make(s) use of mobile internet services".

What an incredibly ambigous survey!

How do you define whether someone is actually making use a service, it's 100% contextual and based upon the person finding it useful. For someone that might mean access to Facebook (which can be done easily on most handsets), for others usage of mapping software (good user experience dependent on handset & network) or simply getting football scores (easy for everyone, even just WAP).

- Yes, the ownership of smartphones and feature-rich phone is rising.
- Yes, the average consumer is yet to realise the full potential of their handset.
- Yes, there is a problem with the transparency of billing as customers have difficulty quantifing mobile internet services, particularly compared to calls/texts.

- BUT, this survey is misleading to say that people are struggling to use new services despite all the hype and investment. In fact, I would say the opposite is true and people are finding new ways to use their phones everyday. Innovative new phones, more marketing than ever before and increased interest in technology in the media are behind the increase (alas I have no stats to back me up here).

They say you can prove anything with stats but I do wonder where they got the data for this one.

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