Psychographics and Demographics of Wireless Data Subscribers

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Report Abstract, Table of Contents, Tables, Figures

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Psychographics and Demographics of Wireless Data Subscribers

Service: Mobile Consumer Data & Multimedia Services
Report Number: IN0401656MCD
Publication Date: April 2004
Number of Pages: 41
Report Price: $2,995 U.S. Dollars
Analyst: Clint Wheelock

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Abstract
Wireless data in the US has made it to prime time. 54% of In-Stat/MDR’s Consumer Mobility Study respondents (1,009 total survey participants) currently use one or more wireless data services, led by SMS, but with strong showings by Internet access services, ringtones, and mobile games.

Mobile data subscribers offer significant value to wireless carriers, content/application developers, and handset makers. 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.

This report includes:

Wireless Data User Profiles. 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.

Psychographic Segment Profiles. Introduction and overview of four psychographic segments based on cluster and factor analysis of survey results. Includes demographic, professional, and wireless purchasing profiles.

Psychographic Segment Descriptions. 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.
- Young Texters (40% of data users)
- Content Mavens (17% of data users)
- Mature Mainstreamers (23% of data users)
- Suburban Prosumers (20% of data users)

Table of Contents

Executive Summary
Methodology
Introduction
Wireless Data User Profiles
- Wireless Data User Demographic Profile
- Wireless Data User Professional Profile
- Wireless Data User Purchasing Profile
Psychographic Segment Profiles
- Psychographic Segment Demographic Profile
- Psychographic Segment Professional Profile
- Psychographic Segment Purchasing Profile
Young Texters
- Young Texters: Wireless Data Services
- Young Texters: Consumer Electronics
- Young Texters: Wireless Carrier Choices
- Young Texters: Current Wireless Phone Features
- Young Texters: Willingness to Purchase Wireless Phone Features
Content Mavens
- Content Mavens: Wireless Data Services
- Content Mavens: Consumer Electronics
- Content Mavens: Wireless Carrier Choices
- Content Mavens: Current Wireless Phone Features
- Content Mavens: Willingness to Purchase Wireless Phone Features
Mature Mainstreamers
- Mature Mainstreamers: Wireless Data Services
- Mature Mainstreamers: Consumer Electronics
- Mature Mainstreamers: Wireless Carrier Choices
- Mature Mainstreamers: Current Wireless Phone Features
- Mature Mainstreamers: Willingness to Purchase Wireless Phone Features
Suburban Prosumers
- Suburban Prosumers: Wireless Data Services
- Suburban Prosumers: Consumer Electronics
- Suburban Prosumers: Wireless Carrier Choices
- Suburban Prosumers: Current Wireless Phone Features
- Suburban Prosumers: Willingness to Purchase Wireless Phone Features
Summary and Conclusions
Additional Reading

List of Tables

Table 1. Wireless Data Users Represent Premium Value to Carriers and Handset Makers
Table 2. National Wireless Carriers are Relatively Equal on Wireless Data Subscribers
Table 3. Wireless Data User Demographic Profile
Table 4. Wireless Data User Professional Profile
Table 5. Wireless Data User Purchasing Profile
Table 6. Psychographic Segment Demographic Profile
Table 7. Psychographic Segment Professional Profile
Table 8. Psychographic Segment Purchasing Profile

List of Figures

Figure 1. Wireless Data User Psychographic Segments
Figure 2. Wireless Data User Psychographic Segments
Figure 3. Young Texters: Wireless Data Services
Figure 4. Young Texters: Consumer Electronics
Figure 5. Young Texters: Wireless Carrier Choices
Figure 6. Young Texters: Current Wireless Phone Features
Figure 7. Young Texters: Willingness to Purchase Wireless Phone Features
Figure 8. Content Mavens: Wireless Data Services
Figure 9. Content Mavens: Consumer Electronics
Figure 10. Content Mavens: Wireless Carrier Choices
Figure 11. Content Mavens: Current Wireless Phone Features
Figure 12. Content Mavens: Willingness to Purchase Wireless Phone Features
Figure 13. Mature Mainstreamers: Wireless Data Services
Figure 14. Mature Mainstreamers: Consumer Electronics
Figure 15. Mature Mainstreamers: Wireless Carrier Choices
Figure 16. Mature Mainstreamers: Current Wireless Phone Features
Figure 17. Mature Mainstreamers: Willingness to Purchase Wireless Phone Features
Figure 18. Suburban Prosumers: Wireless Data Services
Figure 19. Suburban Prosumers: Consumer Electronics
Figure 20. Suburban Prosumers: Wireless Carrier Choices
Figure 21. Suburban Prosumers: Current Wireless Phone Features
Figure 22. Suburban Prosumers: Willingness to Purchase Wireless Phone Features

In-Stat/MDR (www.instat.com) is a leading provider of actionable market research, market assessments and market forecasts of semiconductor and advanced communications equipment and services. The firm's forecasts, analysis and insights are informed by both a deep technology understanding and a unique research methodology, which examines each segment of the value chain for each market. Technology vendors, service providers, technology professionals and market specialists, worldwide, rely on In-Stat/MDR's tenured, experienced staff and in-depth research to support critical technology, product and success decisions.