Tuesday, August 25, 2009

Getting to Know the Mobile Population

Mobile users are inseparable from their devices. Whether they have a smartphone or a traditional feature phone, it goes with them at all times. And as these devices become more capable, they are evolving into extensions of users’ desktops and home communications and entertainment systems.

Penetration will near 100% by 2013, reflected in a modest 2.7% compound annual growth rate (CAGR) in the number of subscribers between 2008 and 2013.

“With mobile usage now pervasive, eMarketer believes that mobile will develop into a ubiquitous platform for messaging, social networking, entertainment and Web access,” said Noah Elkin, eMarketer senior analyst and author of the new report, “Mobile Users and Usage: It’s Personal.”

The mobile subscriber population is hardly uniform—in either its demographic composition or usage habits. For example, women enjoy a slight lead over men in the overall composition of the mobile subscriber population. According to comScore data, the split is 53% women, 47% men. However, men are better represented in the key 18 to 44 age range. Variations in usage by age, income, ethnicity and device type also exist, with each subsegment representing its share of opportunities as well as a unique set of potential challenges.

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