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Experian Simmons Study: Mobile Consumer Segmentation

Tue Mar 30, 2010 - 8:26 PM EDT - By Annie Latham

Market research firm Experian Simmons in its new Mobile Consumer Segmentation study, says 87% of Americans have mobile phones, up from 69% in 2006. They came up with a breakdown of those users -- into five different categories. Interestingly enough, its pretty evenly split.

> Mobirati, which make up 19% of mobile phone owners, are also the first generation to have grown up with mobile phones. They favor BlackBerry, iPhone and Nextel.

> Social Connectors, 22% of mobile phone owners, are people for whom the mobile phone is essentially a social lubricant, and for whom texting is just as important as a voice call.

> Pragmatic Adopters, 22% of cell users, are those just starting to move beyond using mobile phones solely for voice calls.

> Mobile Professionals, about 17% use smartphones and haven't got a problem with using more complex phones and their variegated features. Experian Simmons says they actually feel that extra features are more important than calling, and are more likely to switch to service providers offering the latest technology. They tend to use iPhone, Blackberry and Palm.

> Basic Planners, about one-fifth of users, are interested in basic mobile packages only, and only use cell phones in emergencies, are confused by plans and don't use other features.

For more details, check out the press release:"Experian Simmons reveals new insights on mobile consumers."


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