Mobile data services are picking up—at least in Australia, according to the results of a survey of 949 Australians. The survey found an increasing proportion of people using mobile data services (MDS) and considering them important. “The usability of the handset is also becoming more important to consumers (80 percent of respondents wanted a larger screen, for example). This sets the groundwork for the use of the phone beyond voice and SMS,” said Dr Marisa Maio Mackay, Director of Research, m.Net Corporation which conducted the research in Australia along with the University of Adelaide.

The survey found that 60 percent of respondents consider MDS a reason to change carriers, although I’m sure it’s not the primary reason. The survey found that people are just as likely to use mobile data services at home as away from home, which Mackay said highlights the importance of not replicating content from other formats on the handset: “People don’t want to see exactly what they see on their PC, TV or in magazines on their phone. They want something that is complementary, an offering they can’t get elsewhere.”

Some other figures:
-- Over 40 percent of Australian respondents had accessed web sites on their mobile phone.
-- 54 percent use mobile media messaging
-- 40 percent regularly use information services and 30 percent regularly use entertainment on their handsets.
-- Weather and news remain popular, but entertainment, musical gigs and audio and video downloads are all growing as services people have used, but not necessarily purchased, while the growth of ring tones has actually dropped.

While those are good figures, a sobering one is that almost half of respondents use MDS for less than 10 minutes a week, although 60 percent were willing to pay some fee for unlimited MDS access (exactly what level of fee is acceptable isn’t detailed). (release)

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