U.S. Wireless Teen and Adult Consumer Entertainment Survey, 3Q06: Age, Device Type, and ARPU Segmentation : Market Research Report

U.S. Wireless Teen and Adult Consumer Entertainment Survey, 3Q06: Age, Device Type, and ARPU Segmentation

Published by: IDC

Published: Nov. 22, 2006 - 100 Pages

Table of Contents
IDC Opinion
In This Study
Methodology
Situation Overview
Survey Findings
Spending and Usage Models
Table: U.S. Wireless Consumer Monthly Service Cost by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Device Use by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Data Services Use by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Quarterly Data Services Spend by Age, Device Type, and ARPU
Messaging
Table: U.S. Wireless Consumer Monthly SMS Volume by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Monthly MMS Volume by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Monthly Instant Message Volume by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer SMS Payment Model by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer MMS Payment Model by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Instant Message Payment Model by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Monthly SMS Cost by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Monthly MMS Cost by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Monthly Instant Message Cost by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer SMS Alert Adoption Rate by Age, Device Type, and ARPU
Content Downloads
Table: U.S. Wireless Consumer Quarterly Ringtone Purchases by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Quarterly Graphic/Wallpaper Purchases by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Quarterly Game Purchases by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Ringtone Service/Payment Type by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Graphic/Wallpaper Service/Payment Type by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Game Service/Payment Type by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Quarterly Ringtone Spend by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Quarterly Graphic/Wallpaper Spend by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Quarterly Game Spend by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Current Ringtone Type by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Ringtone Procurement Channel by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Ringtone Genre by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Game Genre by Age, Device Type, and ARPU
Other Applications and Services
Table: U.S. Wireless Consumer Email Portal Usage by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Web/WAP Usage by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Productivity or Entertainment Application Usage by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Information or Entertainment Service Usage by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Video/TV Content Preferences by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Video/TV Viewing Habits by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Full-Track Music Genre Preference by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Full-Track Music Listening Behavior by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Ringback Tone Adoption Rate by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Monthly Ringback Tone Spend by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Data Offering Complaints by Age, Device Type, and ARPU
Table: U.S. Wireless Consumer Advertising Sensitivity by Age, Device Type, and ARPU
Future Outlook
Essential Guidance
Learn More
Related Research
Synopsis

Abstract

This IDC study contains analysis of a survey of 2,506 U.S. teenagers and adult consumer wireless subscribers and customers fielded in August 2006. It explores relative adoption, spending, and usage levels among common types of messaging (SMS, MMS, IM, consumer email), content (ringtones, graphics/wallpapers, games, and simple applications) and other emerging services types such TV/video, Web/WAP usage, full-track music and streaming radio, ringback tones, and more. The data herein is further segmented by age group, device type, and ARPU range. Detailed analysis is associated with each of the 39 tables, and recommendations based on the results are included.

"Teens, young adults, and those with advanced devices show markedly higher adoption patterns for most wireless content and service types. While the penetration rates for emerging services such as music and TV/video lags far behind that of SMS or even ringtones, it's clear that a number of these new service and application types are likely to find an audience in select market segments." Lewis Ward, research manager, Mobile Consumer Services: Entertainment

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