New findings from Experian Simmons show that mobile phones have fast become are an essential part of everyday life in the US, with nine out of 10 U.S. adults today using at least one mobile device and 35% of mobile phone users now paying $100 a month or more for service.
Fully 87% of all American adults now have mobile phones up from 69% in 2006, an increase of 26%. Adults under 50 are the most likely to be mobile users with 93% owning a mobile phone today. But even a vast majority (78%) of adults over 60 are now mobile.
The most popular mobile function today—aside from talking—is taking pictures, which 70% of mobile phone owners do each month. Email is also common with 31% of mobile phone owners checking personal email on their phone and 21% checking work email. Nearly a third also go online from their phone allowing them to do things like check their Facebook status, download apps and watch videos.
Experian Simmons uncovered five distinct segments of mobile consumers.
- Mobiriati (19% of mobile phone owners): Mobiriati represent the first generation to have grown up with mobile phones. Mobile phones are a central part of their daily life, and they cannot imagine life without them.
- Social Connectors (22% of mobile phone owners): Communication is key for Social Connectors, and their mobile phone is the portal they use to keep up to date with friends and social events.
- Pragmatic Adopters (22% of mobile phone owners): This group of mobile consumers is in the early stages of realizing that there’s more that they can do with their phone besides say, “Hello.”
- Mobile Professionals (17% of mobile phone owners): These busy professionals use their mobile phone to keep up with work and family life. Smart phones, rich in features, are favorites of this group.
- Basic Planners (20% of mobile phone owners): Technology, including mobile phones, is not of much interest to Basic Planners. For them, the basic mobile package serves all their needs.
The report can be downloaded at http://smrb.com/web/guest/2010-mobile-consumer-report.
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