Metric:Consumers want ease of use

According to a study commissioned by mobile content firm Action Engine, 59 percent of respondents cited "ease of use" as the most influential factor in purchasing mobile services. Users cited ease of use ahead of all factors, including price. In Europe, 95 percent of respondents cited ease of use as the No. 1 factor influencing their purchasing decision. For those who had not used mobile data services or applications, 46 percent said cost was the No. 1 barrier, compared to 28 percent who cited "complexity of use". If the aforementioned barriers were reduced, 70 percent indicated they would use mobile applications like news, weather and sports scores at least two to five times a week.

For more on the Action Engine study:
- check out this press release