For Mobile Services Professionals

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	May 26, 2005 Mobile Data Has Yet To Hit Its Mark Carriers Score With Entertainment-Motivated Youth, But Few Others by Charles S. Golvin with Chris Charron, Sally M. Cohen, Tenley McHarg

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Executive Summary

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.

TABLE OF CONTENTS

• Mobile Data Makes Gains, Especially With Youth
• Data Users Appeal To Carriers For Many Reasons
• How Carriers Can Expand Mobile Data's Reach
• Related Research Documents

This is an excerpt

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