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Wireless Users in the 25-to-34 Age Segment Most Likely to Access the
Internet via Their Cell Phones
comScore Networks Releases Wireless Consumer Segmentation Analysis

    RESTON, Va., Jan. 22 /PRNewswire/ -- comScore Networks, a leader in
measuring the digital age, today released a study of wireless consumer
segments, the second in a two-part series that analyzes trends in the
wireless industry. Based on a survey of U.S. consumers who use a wireless
phone, this report analyzes differences in behavior and attitudes among the
following key wireless consumer segments:
     -- The Cellular Generation -- Ages 18 to 24, these young adults grew up
        with cell phone awareness, experiencing cell phones as a part of their
        everyday lives.
     -- Transitioners -- Ages 25 to 34, these people fall in between two
        distinct groups: those who grew up with cell phone knowledge and those
        who did not.  Cell phones began to infiltrate everyday life during
        their teen years and early adulthood.
     -- Adult Adopters -- Age 35 or older, this group was not exposed to cell
        phones until adulthood.  Adult Adopters tend to have the most
        functional view of cell phones, with many requiring just the basics
        and showing limited interest in emerging technologies.
    "During the past decade, cell phones have dramatically changed the
communication habits of American consumers," said Serge Matta, senior vice
president of comScore Telecommunications Solutions. "While the youngest
consumers grew up with the technology, those just a few years older did
not, resulting in some pronounced differences in attitudes and behaviors
towards cell phone usage across the various user segments. As cell phones
continue to evolve in terms of design, functionality, and features, it is
vital that cell phone providers and manufacturers understand the differing
needs and desires of these distinct consumer segments."
    Cellular Generation Views Their Cell Phones as Accessories
    Cell phones offer far more than simply a means of voice communication.
They can provide entertainment, convey social status, and express one's
individuality. While consumers in both the Cellular Generation and
Transitioners are likely to view their cell phones as multi-dimensional
devices, adult adopters tend to have a more functional view. Approximately
one-quarter of both the Cellular Generation (26 percent) and Transitioners
(25 percent) said that "trendiness" was of high importance when selecting a
cell phone, as compared to just 10 percent of Adult Adopters. Additionally,
41 percent of Cellular Generation consumers strongly agree with the
statement "I like my cell phone to be personalized" with options such as
color schemes and ring tones, while only 19 percent of Adult Adopters feel
the same.
    The Cellular Generation clearly places the greatest value on additional
features, with 57 percent ranking text messaging of "high importance" when
selecting a wireless carrier and 25 percent stating the same for instant
messaging, in both cases higher than their more senior counterparts.
Forty-two percent of the Cellular Generation said that a camera was of high
importance when selecting a wireless phone and 20 percent said the same of
an MP3 Player. In comparison, a lower 30 percent of Adult adopters felt
that having a camera was of high importance, and just 8 percent felt the
same about an MP3 Player.
     Cell Phone Attitudes by Consumer Segment
     October 25, 2006 - November 1, 2006
     n = 1,708
     Source:  comScore Networks Wireless Report
                                              Percent of Respondents
                                    Cellular                        Adult
                                   Generation     Transitioners    Adopters
     High Importance* When Selecting a Wireless Carrier
     Text-Messaging                     57%             43%           23%
     Multimedia Messaging               18%             18%            8%
     Instant Messaging                  25%             22%           13%
     High Importance* When Selecting a Cell Phone
     Text Messaging                     58%             46%           30%
     Camera                             42%             37%           30%
     Trendiness                         26%             25%           10%
     MP3 Player                         20%             19%            8%
     I like my phone to be personalized (i.e. color, ring tones, etc.)**
     Strongly Disagree                  13%             25%           45%
     Strongly Agree                     41%             32%           19%

     * High importance = selecting a 6 or 7 rating on a 7-point scale
     ** Strongly disagree = selecting a 1 or 2 rating; Strongly agree =
        selecting a 6 or 7 rating on a 7-point scale


    Transitioners Most Likely to Access the Internet on their Cell Phones
    More than three-quarters of both the Cellular Generation and
Transitioners have the option to access the Internet on their cell phones,
but Transitioners (29 percent) are more likely to subscribe to Internet
services than the Cellular Generation (23 percent). Adult adopters have
been the slowest to adopt this behavior, with just 13 percent currently
subscribing to the Internet on their cell phones while 42 percent either
lack, or are unaware of the option of doing so.
     Cell Phone Internet Usage by Consumer Segment
     October 25, 2006 - November 1, 2006
     n = 1,180
     Source:  comScore Networks Wireless Report
                                              Percent of Respondents
                                     Cellular                       Adult
                                    Generation    Transitioners   Adopters
     Currently Subscribe                23%             29%           13%
     Subscribed in the Past             22%             19%            9%
     Never Subscribed                   33%             27%           36%
     Unaware of/Don't have Option       22%             25%           42%
   
    About This Study
    comScore's Wireless Consumer Segmentation analysis provides a
comprehensive analysis of the behavior and attitudes of wireless phone
subscribers among different consumer segments. The report is based on a
survey of U.S. consumers who use a wireless phone, and analyzes consumers'
satisfaction with wireless carriers, carrier switching behavior and usage
of wireless features that go beyond voice communication, including wireless
Internet. For the purposes of this report, comScore conducted a survey
among members of comScore's panel of more than two million online consumers
who have given comScore permission to track their complete behavior on the
Internet.
     Methodology Details
     Population:      U.S. Internet users who use cellular phones for personal
     useTime Period:  October 25, 2006 - November 1, 2006
     Survey Mode:     E-mail survey sent to comScore panelists
     Number of Respondents: 1,708
     Contributing analysts:  Serge Matta, Brian Jurutka, Gillian Heltai, Ian
     Winstanley and Elizabeth Emmart


    About comScore Networks
    comScore Networks provides unparalleled insight into consumer behavior
and attitudes. This capability is based on a massive, global cross-section
of more than 2 million consumers who have given comScore explicit
permission to confidentially capture their browsing and transaction
behavior, including online and offline purchasing. comScore panelists also
participate in survey research that captures and integrates their attitudes
and intentions. Through its proprietary technology, comScore measures what
matters across a broad spectrum of behavior and attitudes. comScore
consultants apply this deep knowledge of customers and competitors to help
clients design powerful marketing strategies and tactics that deliver
superior ROI. comScore services are used by global leaders such as AOL,
Microsoft, Yahoo!, Verizon, AT&T, Best Buy, The Newspaper Association of
America, Tribune Interactive, ESPN, Fox Sports, Nestle, MBNA, Universal
McCann, the United States Postal Service, Merck and Expedia.

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