… Others give up

But 44% of UK mobile phone users who used a mobile data service for the first time during the 2006 World Cup will not do so again.

The numbers come from an NOP survey commissioned by Olista; of the 999 people polled, an encouraging 29% used a data service for the first time.

11% of customers said they were interested in mobile TV, some way behind text alerts (22%), video clips (16%) and picture messages (16%).