New Motorola Survey Demonstrates the Real-World Impact of 3G
Third-generation (3G) mobile phones are inspiring their own rules, behaviours and communities, says a new report by Motorola
BASINGSTOKE, UK – 10 April 2006 – Are you the leading wo/man who enjoys the spotlight and embraces the new videophone age? Or the no-show who shuns it for fear of being caught out in places that are hard to explain? How is etiquette muscling in on the next-generation of mobile phones and why are grandparents buying not one but two devices to be part of the action?
From the discovery of new trends and whole phone communities to the evolution of e-novels and the instant postcard, Motorola’s global survey of 3G users explores the human side of next-generation mobiles. The Generation HERE report published today reveals that the take-up of the latest super-handsets and services is not only growing, but is also fundamentally changing the way in which users live and communicate.
Dozens of writers and journalists travelled the world to interview and observe 3G users in different cultures for Generation HERE. This methodology, Motorola says, led to a report that had a qualitative rather than quantitative approach to give a fuller picture of the 3G world.
“This was a report about nuances,“ explains its editor Peter Lyle. ”Behaviour and adaptation, creative and unexpected usage. Ultimately it isn’t difficult to get statistics about penetration, but those statistics, although they still have relevance, do not tell the whole story of how a new technology impacts upon people’s lives.”
Generation HERE uncovered a surprising 3G age range among users. While it is typical to see teenagers using their mobiles to access community services like Japan’s Mixi and Sweden’s LunarStorm, the report’s research team also spoke to Japanese grandparents who keep two 3G phones – one for themselves, and the other for recording and sharing pictures and videos of their grandchildren.
“Generation HERE is an exercise in gathering stories and recognising patterns,” says Douglas Hunter, consumer insights manager, Motorola Mobile Devices Europe. “We conceived it as a snapshot of how people are responding to 3G here and now, and of how they see its future. And there’s surprisingly little material out there that approaches the technology – any technology, in fact – in that way. So in a way we’ve learnt as much from it as anyone else.”
An exclusive podcast featuring in depth discussion of Motorola’s Generation HERE with researcher Stephen Armstrong is available for download at The Podcast Network (TPN) at gadget.thepodcastnetwork.com/the-gadget-show-49-generation-here/
TPN is the world’s leading provider of managed podcasts. Launched in February 2005, it has grown to a service that has delivered over one million shows to listeners in over 150 countries.
Motorola’s complete Generation HERE report is available at www.whatisrazrspeed.com
Notes to Editors:
What is it?
* A report commissioned by Motorola Mobile Devices which explores the impact of 3G (Third Generation) mobile phones technology on society around the globe.
Why is it interesting?
* Generation HERE is thought to be the first known publication of its kind to define global perspectives and conduct motivated by 3G – a whole new world, which is changing the way people interact.
* It uncovers a global community of individuals connected in a unique way by technologies and highlights the diverse cultural attitudes within this community.
Who conducted the research?
* Qualitative research was undertaken by independent research companies through a series of in-depth focus groups.
* A team of experienced journalists visited 14 markets identifying insights as to the way 3G is being used in today’s world. The team of journalists included:
1. Rob Levine: former senior editor at Wired and freelances for Spin, Radar and GQ
2. Richard Benson: former editor of The Face, currently writing for The Observer, The New York Times and GQ
3. Stephen Armstrong: freelance journalist who currently contributes to The Sunday Times, Time Out and Wallpaper
Where did the researchers go?
* 14 markets; Italy, Russia, US, Brazil, Mexico, UK, China, India, Australia, Dubai, Israel, South Korea, Sweden and France.
What did they do?
* Conducted focus groups with 16-25 year old, interviewed local academics, urban opinion formers and specialist media and observed attitudes and behaviour.
Motorola is known around the world for innovation and leadership in wireless and broadband communications. Inspired by our vision of Seamless Mobility, the people of Motorola are committed to helping you get and stay connected simply and seamlessly to the people, information, and entertainment that you want and need. We do this by designing and delivering “must have” products, “must do” experiences and powerful networks -- along with a full complement of support services. A Fortune 100 company with global presence and impact, Motorola had sales of US $36.8 billion in 2005. For more information about our company, our people and our innovations, please visit www.motorola.com
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