US teens do not see GPS as a critical feature on their handset



US teens do not see GPS as a critical feature on their handset
OTX (Online Testing eXchange), a consumer research and consulting firm, last week released results from its Teen Topix study. The Teen Topix survey taps into the complex lives of the 13-17 year old set and is done in conjunction with eCRUSH, a leading PG-13 social networking site. 750 teens across the United States were surveyed about their mobile phone preferences and behavior.

This study shows that 16% of teens have use GPS on their cell phones. Nevertheless, when asked about the feature they want the most on their handset only 14% mention GPS, far down the list after SMS (45%), taking pictures/videos (29%), Internet (24%), music download (24%), TV (21%), IM (19%), video download (19%), FM radio(19%) and MMS (15%).

This lack of interest is probably due to the absence of compelling GPS applications for this demographics. For the time being US wireless carriers have mainly focused on in-car navigation applications that generate more profits with a price around 10US$ a month. Buddy finder type of applications are just nascent and have been so far limited to a few operators (Boost, Helio and more recently Sprint) due to privacy concerns. Additionally the strong appetite of their parents for child locator applications (see here) does probably not help much to make GPS the most needed feature.

Monday, October 8th 2007

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