U.S. Mobile Teen and Adult Consumer Survey, 4Q07: Gender and Ethnicity Results : Market Research Report

U.S. Mobile Teen and Adult Consumer Survey, 4Q07: Gender and Ethnicity Results

Published by: IDC

Published: Jul. 18, 2008 - 59 Pages

Table of Contents

IDC Opinion

In This Study

Methodology

Situation Overview

Service Overview

Table: U.S. Mobile Consumer Data Plan Usage by Gender and Ethnicity (% of Respondents)

Table: U.S. Mobile Consumer Data ARPU by Gender and Ethnicity

Messaging

Table: U.S. Mobile Consumer SMS and MMS Sending Volume by Gender and Ethnicity

Table: U.S. Mobile Consumer IM and Email Sending Volume by Gender and Ethnicity

Table: U.S. Mobile Consumer SMS and MMS ARPU by Gender and Ethnicity

Table: U.S. Mobile Consumer IM and Email ARPU by Gender and Ethnicity

Simple Content

Table: U.S. Mobile Consumer Ringtone and Graphic Purchasing Behavior by Gender and Ethnicity

Table: U.S. Mobile Consumer Game and Simple Productivity Application Purchasing Behavior by Gender and Ethnicity

Table: U.S. Mobile Consumer Ringtone and Graphic Payment Method by Gender and Ethnicity (% of Respondents)

Table: U.S. Mobile Consumer Game and Simple Productivity Application Payment Method by Gender and Ethnicity (% of Respondents)

Table: U.S. Mobile Consumer Ringtone and Graphic ARPU by Gender and Ethnicity

Table: U.S. Mobile Consumer Game and Simple Productivity Application ARPU by Gender and Ethnicity

Table: U.S. Mobile Consumer Ringtone Acquisition Channel by Gender and Ethnicity (% of Respondents)

Table: U.S. Mobile Consumer Game Acquisition Channel by Gender and Ethnicity (% of Respondents)

Table: U.S. Mobile Consumer Game Type Purchasing by Gender and Ethnicity (% of Respondents)

Mobile Web/WAP Access

Table: U.S. Mobile Consumer Email Adoption by Gender and Ethnicity (% of Respondents)

Table: U.S. Mobile Consumer Email Service Payment Method by Gender and Ethnicity (% of Respondents)

Table: U.S. Mobile Consumer Mobile Web/WAP Adoption by Gender and Ethnicity (% of Respondents)

Table: U.S. Mobile Consumer Mobile Web/WAP Payment Method by Gender and Ethnicity (% of Respondents)

Table: U.S. Mobile Consumer Mobile Web/WAP Site Destination by Gender and Ethnicity (% of Respondents)

Advanced Data Service Usage

Table: U.S. Mobile Consumer Entertainment Service Usage by Gender and Ethnicity (% of Respondents)

Table: U.S. Mobile Consumer Video/TV Content and Format Preference by Gender and Ethnicity (% of Respondents)

Table: U.S. Mobile Consumer Video/TV Weekly Viewing Time and ARPU by Gender and Ethnicity

Table: U.S. Mobile Consumer Full Track Music Purchasing Frequency and ARPU by Gender and Ethnicity

Table: U.S. Mobile Consumer Full Track Music Sideloading Frequency by Gender and Ethnicity (% of Respondents)

Table: U.S. Mobile Consumer Ringback Tone Adoption by Gender and Ethnicity (% of Respondents)

Table: U.S. Mobile Consumer Ringback Tone Purchasing Frequency and ARPU by Gender and Ethnicity

Table: U.S. Mobile Consumer Data Service Complaints by Gender and Ethnicity (% of Respondents)

Table: U.S. Mobile Consumer Targeted Advertising Receptivity by Gender and Ethnicity (% of Respondents)

Table: U.S. Mobile Consumer Mobile Entertainment MNO Churn Factor by Gender and Ethnicity (% of Respondents)

Future Outlook

Essential Guidance

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Related Research

Synopsis

Abstract

This IDC study analyzes the combined responses of nearly 4,200 wireless subscribers and customers regarding their usage patterns and spending habits on mobile data services, with particular emphasis on mobile entertainment service/content types such as ringtones, games, mobile TV/video, full track music, and ringback tones. Results are cut by gender and ethnicity (African-Americans, Asian-Americans/Pacific Islanders, Caucasians, and Latinos/Hispanics). At a high level, Caucasians were found to be less likely to use or subscribe to most mobile entertainment services and content types relative to minority groups.

"It's interesting how divergent certain types of activities are between ethnic groups, such as full track sideloading, which was more popular among minority communities," says Lewis Ward, research manager of the Mobile Consumer Services: Entertainment service. "While the fact that males overindexed for mobile TV/video usage and preferred sports video clips may not be a shock, that ringback tone adoption skewed female and African-American and Latino by a significant margin may raise some eyebrows."

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