SCOTTSDALE, Ariz., April 19, 2004 -
With 54% of In-Stat/MDR’s (www.instat.com) Consumer Mobility Study respondents currently using one or more wireless data services, the high-tech market research firm believes wireless data in the US has made it to prime time. In addition, other results from the firm’s survey demonstrate very few notable differences between basic demographic characteristics of wireless data users and those of non-data users, indicating that mobile data usage is now a mainstream phenomenon across multiple demographic groups.
Rather than demographics themselves, the key distinctions between users and non-users lie in the value that the subscribers offer to wireless carriers and handset makers. “Mobile data subscribers offer significant value to wireless carriers, content/application developers, and handset makers,” reports Clint Wheelock, Director of In-Stat/MDR’s wireless group. “In-Stat/MDR finds that wireless data customers use 42% more voice minutes than non-data users, in addition to spending an average of 19% more on their total wireless bill each month and 64% more on their current handset.”
In-Stat/MDR has also found that:
SMS appears to be the leader among mobile data services used by survey respondents, however, Internet access services, ringtones, and mobile games all had strong showings.
The national wireless carriers are on a relatively even plane with respect to wireless data adoption. According to survey results, Verizon Wireless, AT&T Wireless, Cingular Wireless, and Sprint PCS are evenly represented both among mobile data subscribers and non-data users. T-Mobile and Nextel show strength with a relatively higher take rate of data services among their customers.
Responses indicate a greater-than-average adoption of wireless data usage among ethnic minorities, particularly Asian Americans and Hispanic Americans.
Recent In-Stat research, Psychographics and Demographics of Wireless Data Subscribers (#IN0401656MCD), includes an overview of wireless data subscriber demographic, professional, and wireless purchasing profiles based on responses to a variety of questions from the Consumer Mobility Survey, an introduction and overview of four psychographic segments based on cluster and factor analysis of survey results (includes demographic, professional, and wireless purchasing profiles), and an in-depth review, description, and behavioral analysis for each of the four wireless data psychographic segments, with point-by-point comparisons to the overall data user subscriber base.
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