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Use Of Mobile Data Services Hampered By Poor User Experiences


Macromedia poll confirms multiple barriers for consumers and identifies the need to deliver improved subscriber experiences on mobile devices

San Francisco, CA - August 2, 2005 - Macromedia, Inc. (Nasdaq: MACR) today announced findings of a new consumer survey conducted by Harris Interactive on behalf of Macromedia. The poll confirms that more than 8 out of 10 (81%) U.S. adults currently own a cell phone, but a combination of factors relating to consumer experience, including download speeds, confusing menu interfaces, poor graphics quality, and lack of relevant information, serve as barriers to increased use of data services.

In addition to making and receiving calls, the most common cell phone activities among U.S. adult cell phone owners include: using the calendar and address book (42%), downloading or playing games (33%), and downloading ringtones (32%). Among the least common uses is accessing online information services (21%). Consumer experience factors that prevent consumers from doing more with their cell phones include: connecting to network-based services is too slow (22%), menu options are not consumer-friendly (19%), and the quality of graphics is too poor (13%). In addition, more than one quarter of U.S. adult cell phone owners polled (27%) claim that the information available from their cell phones is not useful for their day-to-day activities.

“Macromedia Flash enables mobile operators and handset manufacturers to rapidly create unique, personalized, and branded services and content for consumers,” said Gary Kovacs, vice president, product management and marketing, mobile and devices, Macromedia. “Mobile customers want the ability to easily discover and use next-generation, rich data services. A better mobile experience would lead to increased usage and adoption.”

Among those surveyed, 53% of U.S. adults would access traffic updates on their phones if the service were available, 42% would use a cell phone to participate in emergency responses such as Amber Alerts or SMS support of emergency responses, and 34% would access information about city events, restaurants, and entertainment. Further illustrating how the cell phone has become an integral part of consumers’ lives, 42% of adults said that they would not go on vacation without a cell phone, compared with only 24% who said that they would not go on vacation without a camera.

Macromedia Flash is enabling better consumer experiences by changing the way subscribers interact with their cell phones. The fast-growing mobile market segment offers an unprecedented opportunity for the Flash developer community — more than one million strong today — to make great digital experiences possible. The Flash authoring tool enables designers and developers to create rich content and interfaces across desktops and devices. For more information about the Macromedia mobile and devices vision and strategy, please visit

Harris Interactive fielded the study within the United States on behalf of Macromedia between June 28–30, 2005, among 2,365 U.S. adults (18+), of whom 1,946 own a cell phone. Data was weighted to be representative of the total U.S. adult population on the basis of region, age within gender, education, household income, race/ethnicity, and propensity to be online.

Though this online sample is not a probability sample, in theory, with a probability sample of this size, Harris Interactive estimates with 95% certainty that the results have a sampling error of plus or minus three percentage points.

Harris Interactive Inc. (, the 15th largest market research firm in the world, is a Rochester, NY-based global research company that blends premier strategic consulting with innovative and efficient methods of investigation, analysis and application. Known for The Harris Poll and for pioneering Internet-based research methods, Harris Interactive conducts proprietary and public research to help its clients achieve clear, material and enduring results. Harris Interactive combines its intellectual capital, databases and technology to advance market leadership through its U.S. offices and wholly owned subsidiaries, HI Europe in London (, Novatris in Paris (, and through an independent global network of affiliate market research companies. EOE M/F/D/V.

Experience matters. Macromedia is motivated by the belief that great experiences build great businesses. Our software empowers millions of business consumers, developers, and designers to create and deliver effective, compelling, and memorable experiences — on the Internet, on fixed media, on wireless, and on digital devices.


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