The study found the U.S. lags all other regions in mobile device ownership, advanced feature adoption, intent to buy and dependency. There is also less interest in the U.S. in personalizing devices with ring tones, wallpaper, and accessories.
Seventy-three percent of users in Latin America, 69% of users in Eastern Europe and 63% in Asia considered themselves to be very technology savvy with mobile devices, compared with 50% of U.S. respondents and 58% of users in Western Europe.
The CMO Council surveyed more than 14,000 mobile users in 37 countries. An executive summary is available at www.insightcafe.com. A full report and accompanying data will be available in early March.—Carol Krol