eBrain Market Research Finds Cell Phone Owners are Most Interested in Global Positioning as a Future Application of 3G Technology.

GREAT FALLS, Va. -- When 3G, or "third generation" technology becomes more widespread in the United States the feature that appears most likely to excite consumers will be the enhanced ability to use their mobile devices to get directions and navigate. This interest in global positioning technology was one of the findings in the 2005/2006 National Technology Readiness Survey (NTRS) released last week. The annual survey -- sponsored by technology research firm eBrain Market Research and the Robert H. Smith School of Business' Center for Excellence in Service at the University of Maryland -- also found that besides voice calls, the current most commonly used features on cell phones include text messaging, web surfing, email and picture messaging.

Survey respondents also reported an interest in Bluetooth technology that allows users to connect their cell phones to other devices without wires. Broadband internet access and MP3 uploading were high on the list of most desired features.

"Third generation technology promises to change our mobile devices into appliances that do more than just make phone calls," said Gina Woodall, vice president of eBrain. "Consumers have an interest in using their phones for navigation, entertainment and more robust communication that includes text and video."

The survey also shows that awareness of 3G technology in the United States is currently very low, despite the interest in the features it will make possible. Over four out of five (82 percent) cell phone owners are not familiar with or have never heard of this technology.

"This low awareness is probably due to the low penetration in the United States," said P.K. Kannan, executive director of the Center for Excellence in Service at the University of Maryland's Robert H. Smith School of Business. "Third generation technology is common in Asia and Europe where networks are newer, but U.S. providers are only starting to offer these kinds of services. It is likely that in the next year or two, the majority of major phone carriers in this country will have made the switch."

Findings from the 2005/2006 NTRS regarding 3G include:

--Less than 1 percent of cell phone users believe they own a device now that has this technology.

--Only 13 percent of mobile phone users feel they will "probably" or "definitely" get a device with 3G in the next 12 months, assuming availability at a reasonable price. The percentage climbs to 29 percent when extended over a five-year period.

--The major benefits of 3G as reported by respondents include increasing safety, communicating more effectively and saving time.

Other findings in this year's NTRS include information on e-commerce and e-government trends; telecommuting; and e-health trends to purchase prescription drugs and research ailments online. A summary of the 2005/2006 survey can be found online at http://www.ebrain.com/NTRS_2006%20eBrain%20report%207%2014%2006%20(2). pdf (Due to its length, this URL may need to be copied/pasted into your Internet browser's address field. Remove the extra space if one exists.)

About the 2005/2006 National Technology Readiness Survey

The National Technology Readiness Survey (NTRS) is an annual study produced by Rockbridge Associates Inc., and the Center for Excellence in Service at the Robert H. Smith School of Business, University of Maryland. The NTRS, founded by Center for Excellence in Service Senior Fellows Charles Colby and A. Parasuraman, tracks beliefs about technology and key behaviors related to e-service. The 2006 NTRS was based on a random sample of 1,015 U.S. adults (18 years or older) and was administered in December 2005 by telephone and online in February 2006 via Web surveys sampled from a Web panel.

About eBrain Market Research

eBrain Market Research is a full-service custom market research company specializing in serving the needs of the consumer electronics industry, as well as the non-profit community. eBrain, formed in 1998 from the Market Research Department of the Consumer Electronics Association, has quickly grown to become one of the most innovative suppliers of market research services in the country. eBrain is the official custom research provider for members of the Consumer Electronics Association and conducts primary research to help with product design, positioning, pricing, and customer satisfaction. www.ebrain.com.