Psychographics and Demographics of Wireless Data Subscribers

SUMMARY

Wireless data in the US has made it to prime time. 54% of In-Stat/MDR 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