Table of Contents
- Introduction and Abbreviations
- Introduction
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Mobile phone market reinvigorated by technological innovation
- Subscriber growth comes from within the household
- Cingular loses market share post-consolidation
- Motorola increases leadership with high-end strategy
- Mobile phone ownership is driven by income while usage is driven by age
- Other demographic factors have decreased impact
- New multimedia features are most used by teenagers and young adults
- Youth-driven market makes mobile technology a fashion trend
- Brand strategy must evolve toward more specific consumer targeting
- Slower growth ahead
- Market Drivers
- The omnipresent phone
- Consumers discarding landlines
- Increasing sales from data services
- Third-generation networks drive sales of content and high-speed Internet
- Safety
- Innovative phone features driving replacement sales
- Figure 1: Growth of mobile phone handsets sold vs. subscriber growth,
2001-06
- Figure 2: Total number of handsets sold and replacements as a percentage
of handsets sold, 2001-06
- Teens: new subscribers in the same household
- Figure 3: U.S. mobile phone subscribers and household penetration,
2001-05
- Mobile phones as fashion
- Figure 4: Additional attitudes toward mobile phones, by age, August 2006
- Demographics
- Figure 5: U.S. population, by age, 2000-10
- Figure 6: U.S. population, by race and Hispanic origin, 2000-10
- Market Size and Trends
- Market size
- Figure 7: Total U.S. sales of mobile phone handsets and service, at
current and constant prices, 2001-06
- Figure 8: Graph: Total U.S. sales of mobile phone handsets and service,
at current and constant 2006 prices*, 2001-06
- Subscriptions and household penetration
- Figure 9: U.S. mobile phone subscribers and household penetration,
2001-06
- Market Segmentation
- Introduction
- Figure 10: U.S. mobile phone sales, by service and handsets, 2004 and
2006
- Figure 11: Graph: U.S. mobile phone sales, by service and handsets,
2001-06
- Mobile phone services
- Figure 12: U.S. sales of mobile phone services, at current and constant
prices, 2001-06
- Figure 13: Mobile phone service revenues, by service type, 2003 and 2005
- Figure 14: Graph: Mobile phone service revenues by service type, 2005
- Mobile phone handsets
- Figure 15: U.S. supplier sales of mobile phone handsets, at current and
constant prices, 2001-06
- Figure 16: U.S. supplier unit sales of mobile phone handsets, 2001-06
- Supply Structure
- Introduction
- Wireless service providers
- Overview
- Figure 17: U.S. sales of mobile phone services in the U.S., 2003 and 2005
- Figure 18: Graph: U.S. sales of mobile phone service in the U.S., 2005
- Figure 19: Subscriber statistics for major wireless service providers,
2004 and 2005
- Cingular Wireless
- Verizon Wireless
- Sprint Nextel
- T-Mobile
- Alltel
- Handset manufacturers
- Introduction
- Figure 20: U.S. sales of mobile phone handsets in the U.S., 2003 and 2005
- Figure 21: Graph: U.S. sales of mobile phone handsets in the U.S., 2005
- Smart phone wars
- Motorola
- Samsung Electronics
- LG Electronics
- Nokia
- Advertising and Promotion
- Adspend
- Figure 22: Media expenditures by major wireless providers and handset
manufacturers, 2004 and 2005
- Television vs. non-traditional media
- Review of television advertisements
- Cingular
- Figure 23: Cingular Wireless television spot: All over network
- Figure 24: Cingular Wireless television spot B
- Verizon
- Figure 25: Verizon Wireless television spot
- Sprint Nextel
- Figure 26: Sprint Nextel Wireless television spot A
- Figure 27: Sprint Nextel Wireless television spot B
- T-Mobile
- Figure 28: T-Mobile "Get more minutes"
- Alltel
- Figure 29: Alltel television spot
- Prepaid service
- Virgin Mobile
- Figure 30: Virgin Mobile "Pay as you go"
- Boost Mobile
- Figure 31: Boost Mobile "Where you at?"
- Handset manufacturers
- Motorola
- Figure 32: Motorola television spot: E series phone
- Figure 33: Motorola television spot: ROKR phone
- Figure 34: Motorola television spot: Ojo phone
- Figure 35: Motorola television spot: Motorola Q
- Samsung
- Figure 36: Samsung television spot: Mobile phones
- Figure 37: Samsung television spot: Twist
- LG
- Figure 38: LG television spot: Mobile phones
- Nokia
- Figure 39: Nokia television spot: 8801 phone
- Figure 40: Nokia television spot: 6236i phone
- Figure 41: Nokia television spot: 3155 phone
- Retail Distribution
- Carrier retail stores
- Figure 42: Number of retail stores operated by major service providers,
2003 and 2005
- Online retail
- Figure 43: Top-selling mobile phone handsets online, Q1 2006
- Other retailers
- The Consumer
- Introduction
- Summary
- Individual mobile phone ownership
- Figure 44: Ownership of mobile phones, 2001-05
- Figure 45: Ownership of mobile phones, by age, January-September 2005
- Figure 46: Ownership of mobile phones, by household income,
January-September 2005
- Figure 47: Mobile phone penetration, by cohort, January-September 2005
- Attitudes toward mobile phones
- Figure 48: Attitudes toward mobile phones, by gender, June 2006
- Figure 49: Attitudes toward mobile phones, by age, June 2006
- Figure 50: Graph: Attitudes toward mobile phones, by age, June 2006
- Figure 51: Attitudes toward mobile phones, by household income, June 2006
- Figure 52: Attitudes toward mobile phones, by presence of children in
the household, June 2006
- Reasons for choosing a mobile phone
- Figure 53: Reasons for choosing a mobile phone, by age, June 2006
- Figure 54: Graph: Reasons for choosing a mobile phone, by age, June 2006
- Figure 55: Reasons for choosing a mobile phone, by household income,
June 2006
- Figure 56: Reasons for choosing a mobile phone, by presence of children
in the household, June 2006
- Ownership of mobile handset brands
- Figure 57: Ownership of mobile handset brands, by age, January-September
2005
- Figure 58: Ownership of mobile handset brands, by household income,
January-September 2005
- Reasons for choosing a service provider
- Figure 59: Reasons for choosing a service provider, by gender, June 2006
- Figure 60: Reasons for choosing a service provider, by age, June 2006
- Figure 61: Reasons for choosing a service provider, by household income,
June 2006
- Subscription to wireless service providers
- Figure 62: Subscription to wireless provider brands, by age,
January-September 2005
- Figure 63: Subscription to wireless provider brands, by household
income, January-September 2005
- Figure 64: Subscription to wireless provider brands, by geographic
region, January-September 2005
- Reasons for changing service provider
- Figure 65: Reasons to change mobile phone service provider, by gender,
June 2006
- Figure 66: Reasons to change mobile phone service provider, by age, June
2006
- Figure 67: Reasons to change mobile phone service provider, by household
income, June 2006
- Figure 68: Interest in technology, by household income,
January-September 2005
- Figure 69: Reasons to change mobile phone service provider, by presence
of children in the household, June 2006
- Additional attitudes toward mobile phones
- Figure 70: Additional attitudes toward mobile phones, by gender, June
2006
- Figure 71: Additional attitudes toward mobile phones, by age, June 2006
- Figure 72: Additional attitudes toward mobile phones, by presence of
children in the household, June 2006
- Usage of extra mobile phone features
- Figure 73: Usage of mobile phone features, by gender, June 2006
- Figure 74: Usage of mobile phone features, by age, June 2006
- Figure 75: Usage of mobile phone features, by household income, June 2006
- Figure 76: Usage of mobile phone features, by presence of children in
the household, June 2006
- Mobile phone satisfaction
- Figure 77: Mobile handset and service satisfaction, by gender, June 2006
- Figure 78: Graph: Mobile handset and service satisfaction, by gender,
June 2006
- Figure 79: Mobile handset and service satisfaction, by age, June 2006
- Figure 80: Mobile handset and service satisfaction, by household income,
June 2006
- Figure 81: Mobile handset and service satisfaction, by presence of
children in the household, June 2006
- Reasons a cell phone is not owned
- Figure 82: Reasons a mobile phone is not owned, by gender, June 2006
- Figure 83: Reasons a mobile phone is not owned, by age, June 2006
- Figure 84: Reasons a mobile phone is not owned, by household income,
June 2006
- Figure 85: Reasons a mobile phone is not owned, by presence of children
in the household, June 2006
- Reasons to keep a landline
- Figure 86: Cell phone users with landlines, by gender, age, marital
status, and income, June 2006
- Figure 87: Reasons a landline is kept by mobile phone owners, by gender,
June 2006
- Figure 88: Reasons a landline is kept by mobile phone owners, by age,
June 2006
- Figure 89: Reasons a landline is kept by mobile phone owners, by
household income, June 2006
- Teens
- Mobile phone penetration
- Figure 90: Mobile phone ownership--teens, by gender, January-September
2005
- Figure 91: Mobile phone ownership--teens, by age, January-September 2005
- Reasons for choosing a mobile phone
- Figure 92: Reasons for choosing a mobile phone--teens, by gender, June
2006
- Figure 93: Reasons a mobile phone is selected--teens, by age, June 2006
- Reasons for choosing a service provider
- Figure 94: Reasons for choosing a service provider--teens, by gender,
June 2006
- Figure 95: Reasons for choosing a service provider--teens, by age, June
2006
- Additional attitudes toward mobile phones
- Figure 96: Additional attitudes toward mobile phones--teens, by gender,
June 2006
- Figure 97: Additional attitudes toward mobile phones--teens, by age,
June 2006
- Usage of extra mobile phone features
- Figure 98: Usage of mobile phone features--teens, by gender and age,
June 2006
- Reasons a cell phone is not owned
- Figure 99: Reasons a mobile phone is not owned--teens, by gender, June
2006
- Figure 100: Reasons a mobile phone is not owned--teens, by age, June 2006
- Race/ethnicity
- Figure 101: Mobile phone ownership, by race/ethnicity, January-September
2005
- Figure 102: Mobile phone ownership by Hispanics, by language spoken at
home, January-September 2005
- Figure 103: Attitudes toward mobile phones, by race/ethnicity, June 2006
- Figure 104: Ownership of mobile handset brands, by race/ethnicity,
January-September 2005
- Figure 105: Reasons for choosing a mobile phone, by race/ethnicity, June
2006
- Figure 106: Subscription to wireless provider brands, by race/ethnicity,
January-September 2005
- Figure 107: Reasons to change mobile phone service provider, by
race/ethnicity, June 2006
- Figure 108: Additional attitudes toward mobile phones, by
race/ethnicity, June 2006
- Figure 109: Mobile handset and service satisfaction, by race/ethnicity,
June 2006
- Figure 110: Reasons a landline is kept by mobile phone owners, by
race/ethnicity, June 2006
- Future and Forecast
- Future trends
- 45-64 year olds to increase ARPU through ancillary services
- Figure 111: U.S. population projections, by age, 2005 and 2010
- Spanish-speaking Hispanics remain under-served
- Figure 112: U.S. population, by race and Hispanic origin, 2005 and 2010
- Increase branding over commoditization
- Brand extensions and MVNOs
- Growth of content-based services
- Geography-based services to increase child ownership of phones
- Mobile shopping
- Competition for under-served cell phone groups
- Increasing emphasis on network quality
- Wireless Internet to become larger part of providers' revenues
- Advertising revenue to increase rapidly
- Fixed-mobile convergence
- Competition from cable and satellite companies
- Voice-based entertainment
- Market forecast
- Mobile phone handsets and service
- Figure 113: Forecast of total U.S. sales of mobile phone handsets and
service, at current and constant prices, 2006-11
- Figure 114: Graph: Forecast of total U.S. sales of mobile phone handsets
and service, at current and constant prices, 2006-11
- Mobile phone service
- Figure 115: Forecast of U.S. sales of mobile phone service, at current
and constant prices, 2006-11
- Mobile phone handsets
- Figure 116: Forecast of U.S. sales of mobile phone handsets, at current
and constant prices, 2006-11
- Forecast factors
- Appendix: Trade Associations
- Appendix: Simmons Cohorts
- Figure 117: Married couples cohorts
- Figure 118: Single women cohorts
- Figure 119: Single men cohorts
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