November 17, 2006

How US Youth Use Mobile

They Value Mobile Highly, Spend Liberally, And Go Well Beyond Voice

by Charles S. Golvin

with Eric G. Brown, Emily Van Metre

Executive Summary (This is a document excerpt)

Family plans and prepaid options have succeeded in driving mobile phones to an increasing number of young US consumers — 79% of online 12- to 21-year-old US consumers tell us that they have their own phone today. Given a choice, these young consumers prefer to use their mobile phone and do so to the exclusion of traditional landline phones. They also do more with their phones than simply make and receive calls; they are between three and four times more likely to send text or picture messages, download content, or access the mobile Internet than older consumers. However, younger subscribers value core mobile service attributes like coverage and network reliability above new capabilities like high-speed networks and access to music.

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