May 26, 2005
Mobile Data Has Yet To Hit Its Mark
Carriers Score With Entertainment-Motivated Youth, But Few Others
This is the third document in the "State Of Mobile 2005" series.
with Chris Charron, Sally M. Cohen, Tenley McHarg
Executive Summary (This is a document excerpt)
More than 11% of mobile subscribers use the branded data service offered by their carrier, up from 9% in 2003. Age, gender, and technology attitude are strong predictors of data adoption, as is ethnicity — Blacks and Hispanics make up a disproportionately large percentage of data subscribers. Mobile data users spend more, value high-end phone features, express greater satisfaction with their carrier, and are more apt to choose online service. Carriers succeed primarily with entertainment-oriented consumers today. They must enhance communications and synchronization apps to reach family- and career-motivated segments.
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We drew from Forrester's Consumer Technographics® December 2004 North American Study. To provide longitudinal analysis, we also used Forrester's Consumer Technographics Q3 2003 North American Study. Related Research Documents
May 5, 2005, Trends
March 22, 2005, Trends
December 11, 2003, Brief |
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Original air date: Wednesday, April 22, 2009
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