COMSCORE — Feb 7 — A new study from comScore Networks of wireless consumer segments analyzes behavioral differences and attitudes among the key wireless consumer segments described as:
The Cellular Generation – 18 to 24 year olds
Transitioners – 25 to 34 year olds
Adult Adopters – 35 years+
While consumers in both the Cellular Generation and Transitioners are likely to view their cell phones as multi-dimensional devices, adult adopters tend to have a more functional view. 26% of the Cellular Generation and 25% of Transitioners said that "trendiness" was of high importance when selecting a cell phone, as compared to 10% of Adult Adopters.
41% of the Cellular Generation strongly agree with the statement "I like my cell phone to be personalized" with options such as color schemes and ring tones, while only 19% of Adult Adopters feel the same.
The report is based on a survey of U.S. consumers who use a wireless phone. comScore conducted a survey of more than two million online consumers who have given comScore permission to track their complete behavior on the Internet.
Source: comScore Networks Wireless Report, January 2007
Cell Phone Attitudes by Consumer Segment (October 25, 2006 – November 1, 2006)
High Importance When Selecting a Wireless Carrier
Text-Messaging – Cell Gen 57%, Transitioners 43%, Adult Adopters 23%
Multimedia Messaging - 18% 18% 8%
Instant Messaging - 25% 22% 13%
High Importance When Selecting a Cell Phone
Text Messaging - 58% 46% 30%
Camera - 42% 37% 30%
Trendiness - 26% 25% 10%
MP3 Player - 20% 19% 8%
Cell Phone Internet Usage by Consumer Segment (October 25, 2006 – November 1, 2006)
Currently Subscribe – Cell Gen 23%, Transitioners 29%, Adult Adopters 13%
Unaware of/Don't have Option - 22% 25% 42%
The full article was originally published at Comscore, but is no longer available.
