For Consumer Product Strategy Professionals

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	September 28, 2007 Benchmark 2007: Mobile's The Most Mainstream Mobile: Communications Rules, Even For Data Use by Charles S. Golvin with Ellen Daley, Remy Fiorentino, Heidi Shey, April Lawson

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Executive Summary

Mobile phones are the most ubiquitous personal technology in North America: 72% of adults have their own phone, and more than half of all households now contain two or more phones. Technology marketers aiming to reach a large audience through the mobile channel with a minimal number of deals can rest easy — the top three carriers in both the US and Canada hold more than two-thirds of the subscribers. Consumers are rapidly moving beyond voice and now use a variety of data applications, yet the most widely used of these applications all reinforce the primary value that mobility brings: staying connected to others.

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