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Hitting a Moving Target: Consumer Life Stage Segmentation for Mobile TechnologiesPublished by: IDC Published: Apr. 1, 2004 - 66 Pages Table of ContentsTable of Contents IDC Opinion In This Study Methodology Executive Summary Situation Overview Introduction Cluster Analysis Model: Survey Findings Table: Household Digital Technology Adoption Figure: Respondents by Life Stage Life Stage Drivers Respondent Age Figure: Respondent Age by Life Stage Household Size Figure: Respondent Household Size by Life Stage Household Income Figure: Respondent Household Income by Life Stage Technology Adoption and Usage by Life Stage Figure: Information Technology Usage by Life Stage Computer Usage Figure: Number of Desktop Computers Owned and Regularly Used by Life Stage Figure: Number of Laptop Computers Owned and Regularly Used by Life Stage PC Brands Figure: Laptop Computer Brand Usage: Fast Trackers Figure: Laptop Computer Brand Usage: Techno Tribes Figure: Laptop Computer Brand Usage: Quintessentialists Figure: Laptop Computer Brand Usage: Mainstreamers Figure: Business-Oriented Laptop Computer Brand Usage by Life Stage Figure: Consumer-Oriented Laptop Computer Brand Usage by Life Stage PDA Brands Figure: Pocket PC?Based PDA Brand Usage by Life Stage Figure: Palm-Based PDA Brand Usage by Life Stage Converged Mobile Device Brands Figure: Pocket PC?Based Converged Mobile Device Brand Usage by Life Stage Figure: Palm-Based Converged Mobile Device Brand Usage by Life Stage Future Mobile Device Purchasing Preferences Figure: Purchase Preferences for Mobile Phones by Life Stage Figure: Purchase Preferences for Separate and Combined Phone/PDA Device Solutions by Life Stage Communications Usage Wireless Service Spending Figure: Mean Monthly Mobile Phone Spending by Life Stage Landline Phone Service Spending Figure: Mean Monthly Landline Phone Spending by Life Stage Figure: Mobile and Landline Share of Personal Calls by Life Stage Broadband Usage and Spending Figure: Household Broadband Penetration by Life Stage Figure: Mean Monthly Broadband Spending by Life Stage Home Entertainment Usage and Spending Table: Household Entertainment Device Usage by Life Stage (% of Respondents) Figure: Household Cable/Satellite Penetration by Life Stage Figure: Mean Monthly Cable/Satellite TV Spending by Life Stage Wireless Data Usage Figure: Wireless Internet Access by Life Stage Figure: Wireless Internet Laptop and Mobile Phone Usage by Life Stage Figure: Wireless Internet PDA and Other Device Usage by Life Stage Table: Wireless Data Application Usage by Life Stage (% of Respondents) Analysis Fast Trackers Table: Household Digital Technology Adoption: Fast Trackers Techno Tribes Table: Household Digital Technology Adoption: Techno Tribes Quintessentialists Table: Household Digital Technology Adoption: Quintessentialists Mainstreamers Table: Household Digital Technology Adoption: Mainstreamers Future Outlook Impact Essential Guidance Actions to Consider Cluster-Specific Recommendations Fast Trackers Techno Tribes Quintessentialists Mainstreamers Learn More Related Research Appendix: IDC's Mobile Advisory Council Mobilizing the Consumer Survey Questionnaire Technology Used in the Home Table: Household Digital Technology Adoption Response Options Mobile Device Usage ? All Devices PC Usage Mobile Phone Usage Future Device and Application Preference Carrier Preference About You Mobile Device Mini Poll Definitions Complete IDC Mobile Device Segmentation Mobile Phones Figure: Mobile Phone Examples Handheld Devices Pen-Based Handhelds Figure: Pen-Based Handheld Device Examples Keypad-Based Handhelds Figure: Keypad-Based Handheld Device Examples Converged Mobile Devices Figure: Converged Mobile Device Examples Synopsis AbstractThis document is about Hitting a Moving Target: Consumer Life Stage Segmentation for Mobile TechnologiesGet Full Details About This Report >> |
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