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Mobile Telephone Market Segments

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Presentation to the eMarketing Team at CDC. Bottom Line: Moving from demographics of users to user behaviors as they relate to mobile phones as a segmentation scheme.

Presentation to the eMarketing Team at CDC. Bottom Line: Moving from demographics of users to user behaviors as they relate to mobile phones as a segmentation scheme.

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    • 1. The Mobile Telephone User Market Presentation to the CDC eMarketing Division 18 December 2008 R. Craig Lefebvre, PhD Research Professor, George Washington University School of Public Health and Health Services
    • 2. The CDC Opportunity
      • The pervasiveness of mobile telephones creates new ways to reach people before and during pandemics.
      • Three critical questions are:
        • Who should be priority audiences for these mobile communications activities?
        • What are the target behaviors to initiate, increase, decrease or avoid?
        • What type of messages, services and/or applications should CDC offer through this media?
    • 3. Mobile: The 7 th Media
    • 4. The 7 th Mass Media Channel
      • 1 - first personal mass media
      • 2 - permanently carried media
      • 3 - always-on mass media
      • 4 - built-in payment mechanism
      • 5 - at the point of creative inspiration
      • 6 - accurate audience
      • measurement
      • 7 - captures the social context of media consumption
      Tomi T Ahomen. Communities Dominate Brands blog, 2 May 2008.
    • 5. Mobile Phones in December 2008
      • Worldwide there are about 800 million cable/satellite TV subscribers.
      • 850 million registered automobiles.
      • 950 million people use PCs.
      • 1.2 billion fixed landline phones.
      • 1.3 billion access the internet.
      • There are about 1.4 billion TV sets in use.
      • 1.5 billion people carry at least one credit card.
      • The total worldwide mobile subscriber base is 3.95 billion (46% of world population has a mobile phone).
    • 6. Eighty percent of the world’s population now lives within range of a cellular network – Sara Corbett, NYT Magazine 7 Apr 2008
    • 7. Who Uses It in the US?
      • Estimated 270 million cell phone subscribers
      • 40% use SMS (75 billion txt msgs sent monthly)
      • 44% of people use their mobile as their main camera
      • 34.6 million use mobile Internet services
      • By 2009, every US mobile subscriber will have a SMS-enabled phone; 98% will be web-enabled
    • 8. Mobile Penetration of US Households (Source: CTIA, 2008)
    • 9.  
    • 10. Mobile Data and Communication Activities: Age Source: Pew Internet & American Life Project Survey, December 2007, n=1,704 for those with cell phones or PDAs. Margin of error is +/- 3 points. Survey conducted in English
    • 11. Mobile Phones and Tweens (ages 8-12; N=20 million)
      • 46% have them
      • Safety is the primary reason parents give
      • Average age when they get them is between 10 and 11
      • 55 percent of them send text messages
      Source: Nielsen's Mobile Kids Insights survey (September, 2008)
    • 12. “ They’d send me a text saying, ‘Have papa come pick me up,’ and I couldn’t open it,” she said of her granddaughters. “They finally told me I had to learn.”
    • 13. For English-speaking Hispanics, the cell phone is an oft-used and multifaceted device – more so than is the case for white or black Americans.
    • 14. Mobile Data and Communication Activities: Race & Ethnicity Source: Pew Internet & American Life Project Survey, December 2007, n=1,704 for those with cell phones or PDAs. Margin of error is +/- 3 points. Survey conducted in English.
    • 15. What features do you want in a new mobile phone?
      • text messaging (73%)
      • accessing the Internet (61%)
      • email capabilities (63%)
      • camera (67%)
      • music (34%)
      • video capability (33%)
      Source: ACCESS Systems, 2 July 2008.
    • 16.  
    • 17. The Rush to the Mobile Web
      • In the first 12 days following launch, sales of the iPhone 3G were nearly double levels achieved in AT&T's 2007 iPhone launch.
      • AT&T wireless revenue growth of nearly 15% to $11 billion in Q2 2008 was driven by solid subscriber gains and a greater number of customers choosing more advanced smartphones and integrated devices, spurring increased usage of data services.
    • 18. Mobile Phone Segments Michael Mace. The shape of the smartphone and mobile data markets. MobileOpportunity blog, January 2007 .
    • 19. Mace: Mobile Phone Markets
    • 20.  
    • 21.  
    • 22. SAMSUNG Mobile Segments Style, Multimedia, Infotainment, Business, Connected and Essential
    • 23. World’s Leading Mobile Content Categories
      • Music downloads - $12B
      • Gaming - $10B
      • TV and video - $10B
      • Social networking - $9B
    • 24. Mobile Convergence
    • 25. A Language of Consumer Centricity
      • Search
      • Proximity
      • Recommendation
      • Links
      • Discovery
      • Currency of information
      A Moore. The glittering allure of the mobile society. November 2008.
    • 26. The Mobile Society
      • Roles
      • Life Enablers
      • Life Simplifiers
      • Life Navigators
      • Tools for
      • Collaboration
      • Commerce
      • Discovery
      • Entertainment
      • Education
      • Information exchange
      • Networking
      • Social identity
      Primary source: A. Moore, The glittering allure of the mobile society. November 2008.
    • 27. Focus on the relationships that social media tools facilitate, not the tools themselves. . "
    • 28.  

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