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.

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

3. Mobile: The 7 th Media

6. Eighty percent of the world’s population now lives within range of a cellular network – Sara Corbett, NYT Magazine 7 Apr 2008

8. Mobile Penetration of US Households (Source: CTIA, 2008)

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

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.

18. Mobile Phone Segments Michael Mace. The shape of the smartphone and mobile data markets. MobileOpportunity blog, January 2007 .

19. Mace: Mobile Phone Markets

22. SAMSUNG Mobile Segments Style, Multimedia, Infotainment, Business, Connected and Essential

24. Mobile Convergence

27. Focus on the relationships that social media tools facilitate, not the tools themselves. . "