China Mobile Communications New Services User Research Report 2006

Key Findings
Most survey respondents who are interested in new mobile business are young people. Most of them are male and the male have the highest proportion of university education. The employees and students make up a large proportion.

Most survey respondents are broadband Internet users. Over half of them use mobile Internet.

In the character of potential users of new mobile business, the features of individualization, chase of fashion, fond of making friends, and easy acceptance of new things are clear, with the features of individualization and easy acceptance of new things the most obvious.

Website, TV and newspaper are major information channels of users, while 1860 message is the primary way for users to get Key Findings
Most survey respondents who are interested in new mobile business are young people. Most of them are male and the male have the highest proportion of university education. The employees and students make up a large proportion.

Most survey respondents are broadband Internet users. Over half of them use mobile Internet.

In the character of potential users of new mobile business, the features of individualization, chase of fashion, fond of making friends, and easy acceptance of new things are clear, with the features of individualization and easy acceptance of new things the most obvious.

Website, TV and newspaper are major information channels of users, while 1860 message is the primary way for users to get information of telecommunication service.

A big proportion of users are interested in business of mobile IMS, mobile streaming media, mobile payment, mobile dictionary and mobile search, while a small proportion of users are interested in business of mobile community, mobile animation, mobile advertisement.

Among mobile IMS users and users planning to use mobile IMS recently, most of them wish the charge of mobile IMS service between 5 and 10 Yuan or below 5 Yuan.

According to this survey, although only a small proportion of users are interested in mobile community and mobile animation, but a large proportion of them accept the charge for mobile community and mobile animation.

For users who are interested in mobile streaming media on-demand, the most acceptable price to watch one movie on mobile is 3 Yuan and 5 Yuan, accounting for 62.5% and 21.6% respectively. For users who are interested in mobile search, news and music (including ringing tone) have the biggest proportion of content needs, accounting for 56.4% and 21.8% respectively.

For users who are interested in mobile blog, the major reasons to use blog are “publishing personal view” and “communication”, both accounting for 38.5%.

For users who are interested in mobile network game, the preference of online solitaire card games, online role playing games enjoy the largest proportion, accounting for 35.3% and 50% respectively.

For users who are interested in mobile search, users planning to use mobile search in 3 months to half a year or half a year to a year have the largest proportion, both accounting for 30.9%.

For users who are interested in mobile dictionary, over half of them are unwilling to pay.

For users who are interested in mobile advertisement, over half of them are willing to pay.

For users who are interested in mobile telemedical system, users planning to use this service enjoy the largest proportion of 44.8%.

For users who are interested in mobile shopping, over half of them often do online shopping.