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.

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Mobile Telephone Market Segments

  1. 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. 2. The CDC Opportunity <ul><li>The pervasiveness of mobile telephones creates new ways to reach people before and during pandemics. </li></ul><ul><li>Three critical questions are: </li></ul><ul><ul><li>Who should be priority audiences for these mobile communications activities? </li></ul></ul><ul><ul><li>What are the target behaviors to initiate, increase, decrease or avoid? </li></ul></ul><ul><ul><li>What type of messages, services and/or applications should CDC offer through this media? </li></ul></ul>
  3. 3. Mobile: The 7 th Media
  4. 4. The 7 th Mass Media Channel <ul><li>1 - first personal mass media </li></ul><ul><li>2 - permanently carried media </li></ul><ul><li>3 - always-on mass media </li></ul><ul><li>4 - built-in payment mechanism </li></ul><ul><li>5 - at the point of creative inspiration </li></ul><ul><li>6 - accurate audience </li></ul><ul><li>measurement </li></ul><ul><li>7 - captures the social context of media consumption </li></ul>Tomi T Ahomen. Communities Dominate Brands blog, 2 May 2008.
  5. 5. Mobile Phones in December 2008 <ul><li>Worldwide there are about 800 million cable/satellite TV subscribers. </li></ul><ul><li>850 million registered automobiles. </li></ul><ul><li>950 million people use PCs. </li></ul><ul><li>1.2 billion fixed landline phones. </li></ul><ul><li>1.3 billion access the internet. </li></ul><ul><li>There are about 1.4 billion TV sets in use. </li></ul><ul><li>1.5 billion people carry at least one credit card. </li></ul><ul><li>The total worldwide mobile subscriber base is 3.95 billion (46% of world population has a mobile phone). </li></ul>
  6. 6. Eighty percent of the world’s population now lives within range of a cellular network – Sara Corbett, NYT Magazine 7 Apr 2008
  7. 7. Who Uses It in the US? <ul><li>Estimated 270 million cell phone subscribers </li></ul><ul><li>40% use SMS (75 billion txt msgs sent monthly) </li></ul><ul><li>44% of people use their mobile as their main camera </li></ul><ul><li>34.6 million use mobile Internet services </li></ul><ul><li>By 2009, every US mobile subscriber will have a SMS-enabled phone; 98% will be web-enabled </li></ul>
  8. 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
  10. 11. Mobile Phones and Tweens (ages 8-12; N=20 million) <ul><li>46% have them </li></ul><ul><li>Safety is the primary reason parents give </li></ul><ul><li>Average age when they get them is between 10 and 11 </li></ul><ul><li>55 percent of them send text messages </li></ul>Source: Nielsen's Mobile Kids Insights survey (September, 2008)
  11. 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.”
  12. 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.
  13. 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.
  14. 15. What features do you want in a new mobile phone? <ul><li>text messaging (73%) </li></ul><ul><li>accessing the Internet (61%) </li></ul><ul><li>email capabilities (63%) </li></ul><ul><li>camera (67%) </li></ul><ul><li>music (34%) </li></ul><ul><li>video capability (33%) </li></ul>Source: ACCESS Systems, 2 July 2008.
  15. 17. The Rush to the Mobile Web <ul><li>In the first 12 days following launch, sales of the iPhone 3G were nearly double levels achieved in AT&T's 2007 iPhone launch. </li></ul><ul><li>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. </li></ul>
  16. 18. Mobile Phone Segments Michael Mace. The shape of the smartphone and mobile data markets. MobileOpportunity blog, January 2007 .
  17. 19. Mace: Mobile Phone Markets
  18. 22. SAMSUNG Mobile Segments Style, Multimedia, Infotainment, Business, Connected and Essential
  19. 23. World’s Leading Mobile Content Categories <ul><li>Music downloads - $12B </li></ul><ul><li>Gaming - $10B </li></ul><ul><li>TV and video - $10B </li></ul><ul><li>Social networking - $9B </li></ul>
  20. 24. Mobile Convergence
  21. 25. A Language of Consumer Centricity <ul><li>Search </li></ul><ul><li>Proximity </li></ul><ul><li>Recommendation </li></ul><ul><li>Links </li></ul><ul><li>Discovery </li></ul><ul><li>Currency of information </li></ul>A Moore. The glittering allure of the mobile society. November 2008.
  22. 26. The Mobile Society <ul><li>Roles </li></ul><ul><li>Life Enablers </li></ul><ul><li>Life Simplifiers </li></ul><ul><li>Life Navigators </li></ul><ul><li>Tools for </li></ul><ul><li>Collaboration </li></ul><ul><li>Commerce </li></ul><ul><li>Discovery </li></ul><ul><li>Entertainment </li></ul><ul><li>Education </li></ul><ul><li>Information exchange </li></ul><ul><li>Networking </li></ul><ul><li>Social identity </li></ul>Primary source: A. Moore, The glittering allure of the mobile society. November 2008.
  23. 27. Focus on the relationships that social media tools facilitate, not the tools themselves. . &quot;