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Psychographics and Demographics of Wireless Data Subscribers
In-Stat/MDR, April 2004, Pages: 41
Wireless data in the US has made it to prime time. 54% of In-Stat/MDRs 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)
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