09 February 2007

Segmenting Cellular Users by Age

Behavioral differences and attitudes among the key wireless consumer segments have allowed cell phone users to be put into the following categories:

  • The Cellular Generation - 18-24 year olds grew up with cell phones and view cell phones as a part of their daily lives.

  • Transitioners - 25 to 34 year olds began using cell phones during their teen years and early adulthood.

  • Adult Adopters - 35 years olds and over adults tend to showing limited interest in emerging technologies and view the phone as a tool.

Serge Matta, senior vice president of comScore Telecommunications Solutions, says

During the past decade, cell phones have dramatically changed the communication habits of American consumers... As cell phones continue to evolve in terms of design, functionality, and features, it is vital that cell phone providers and manufacturers understand the differing needs and desires of these distinct consumer segments.
While 26 percent of the Cellular Generation and 25 percent of Transitioners admit that trends influence their selection of cell phones, only10 percent of Adult Adopters are interested in "trendiness."

In addtion, 41 percent of the Cellular Generation want a personalized experience, with options such as color schemes and ring tones, while only 19 percent of Adult Adopters feel the same.

Over 75 percent of both the Cellular Generation and Transitioners are able to access the Internet on their cell phones, but Transitioners are more likely to subscribe to Internet services. Adult adopters have been the slowest to adopt this new technology.

For more information, read the press release here.


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