3. Mobile

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Mobile. Source: ComReg Trends Survey, 2006, research by Amárach Consulting

Zidane’s head butt? Close-ups of David Beckham? Whatever the chosen highlights, the World Cup was one of the drivers of 3G adoption in 2006, along with the serious marketing push from the mobile operators.

A total of 6% of mobile subscribers have 3G phones and up to 9% of other users say they may well get a 3G subscription in the next quarter.

Meanwhile, text activity continues apace. Mobile owners estimate that text accounts for an average of 43% of their usage levels of mobile phones. However, up to a third of the sample spend more than 70% of their mobile time sending and receiving text messages.

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