Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Slowing growth for a maturing market
- The data opportunity
- Economy may keep ARPUs down
- Consolidation continues
- MVNOs suffer
- Big budgets building brands may balloon
- Usage, attitudes vary significantly by age
- Market Size and Forecast
- Key points
- Mobile conquers the masses
- Monthly bills hold steady
- New opportunities in advertising
- Figure 1: Total U.S. sales and forecast of mobile phone services at
current prices, 2002-12
- Figure 2: Total U.S. sales and forecast of mobile phone services at
inflation adjusted prices, 2002-12
- Figure 3: Average monthly consumer mobile phone bill, 2002-07
- Competitive Context
- Consumers cut the cord
- Figure 4: Average minutes of monthly wireless usage, 2005-08
- Text, IM, and E-mail instead of voice service
- VOIP: Superior value?
- Home broadband--$30 billion up for grabs
- Figure 5: Desktop and laptop PC ownership, 2003-07
- Segment Performance
- Key points
- Many offerings and options
- Figure 6: U.S. sales and forecast of mobile phone service at current
prices, by segment, 2005-09
- Figure 7: U.S. sales of mobile phone service, by segment, 2005 and 2007
- Segment Performance--Voice Services
- Key points
- More for less
- Unlimited calling, limited revenue
- Figure 8: U.S. sales and forecast of voice services, 2005-09
- Figure 9: Total U.S. sales and forecast of voice services at inflation
adjusted prices, 2005-09
- Segment Performance--Data and Other Services
- Key points
- The sky' s the limit
- The mobile broadband opportunity
- Figure 10: U.S. sales and forecast of data and other services, 2005-09
- Figure 11: Total U.S. sales and forecast of data and other services at
inflation adjusted prices, 2005-09
- Retail Channels
- Key points
- Retail stores retain importance
- Standing out from the clutter
- Figure 12: Retail chain distribution for major mobile service providers,
2008
- The role of online retailing
- Third party resellers
- Market Drivers
- High cell phone saturation
- Figure 13: U.S. cell phone subscription penetration rate, 2002-07
- Changing mobile lifestyles
- The continued importance of hardware
- Figure 14: Impact of phones on mobile phone service purchasing
decisions, June 2008
- A souring economy
- Figure 15: Consumer sentiment index, 2001-08
- Cell phone safety
- Leading Companies
- Key points
- Overview
- Figure 16: Services revenues for leading mobile phone serices companies,
2005 and 2007
- Figure 17: Trended ownership of mobile phone service brands, 2001-08
- Figure 18: Subscribership for leading mobile phone services companies,
2007
- Increasing consolidation in a mature market
- Major challenges for MVNOs
- Brand Qualities
- Figure 19: Words associated with leading mobile phone service brands,
winter 2008
- AT&T
- Sprint
- T-Mobile
- Verizon
- Innovation and Innovators
- Google' s Android
- Loopt
- Jitterbug
- mShopper
- Advertising and Promotion
- Overview
- Figure 20: Advertising spending by leading mobile service brands, 2006
and 2007
- Television advertising
- Alltel
- Figure 21: Alltel television ad, 2008
- AT&T
- Figure 22: AT&T Wireless Family Plan television ad, 2008
- Figure 23: AT&T Wireless Laptop Connect television ad, 2008
- Boost
- Figure 24: Boost Mobile television ad, 2008
- Sprint
- Figure 25: Sprint Simply Everything television ad, 2008
- T-Mobile
- Figure 26: T-Mobile My Faves television ad, 2008
- Verizon
- Figure 27: Verizon InPulse television ad, 2008
- Virgin Mobile
- Figure 28: Virgin Mobile television ad, 2008
- Ownership
- Cell phone ownership trends
- Figure 29: Trended ownership of cell phones, 2002-08
- Teen ownership
- Figure 30: Teen cell phone ownership, February 07-March 08
- Family vs. individual plans
- Figure 31: Family and individual plan subscribership, February 07-March
08
- Average spending on cell phone service
- Figure 32: Average spending on last cell phone bill, by plan type,
February 07-March 08
- Cell phone purchase intent
- Figure 33: Ownership and purchase intent for cell phones, June 2008
- Pre-paid vs. post-paid service
- Figure 34: Use of pre-paid service, June 2008
- Usage Patterns
- Communications services used within the past month
- Figure 35: Communications services used, by gender, February 07-March 08
- Figure 36: Communications services used, by age, February 07-March 08
- Figure 37: Communications services used, by household size, February
07-March 08
- Content and data services used within the past month
- Figure 38: Content and data services used, by age, February 07-March 08
- Figure 39: Content and data services used, by income, February 07-March
08
- Entertainment usage
- Figure 40: Current use of entertainment applications on cell phones,
June 2008
- Figure 41: Current use of entertainment applications on cell phones, by
age, June 2008
- Entertainment content purchased for cell phones
- Figure 42: Number of content items purchased for cell phones, by age,
June 2008
- Figure 43: Number of content items purchased for cell phones, by
household income, June 2008
- Practical applications
- Figure 44: Use of and interest in practical applications on cell phones,
June 2008
- Figure 45: Use of practical applications on cell phones, by age, June
2008
- Brand Usage
- Figure 46: Use of phone service brands, by age, 2008
- Figure 47: Use of phone service brands, by household income, June 2008
- Attitudes and Motivations
- Factors impacting provider choice
- Figure 48: Factors impacting mobile phone service provider choice, by
age, June 2008
- Figure 49: Factors impacting mobile phone service provider choice, by
household income, June 2008
- Attitudes and behavior on voice calling services
- Figure 50: Attitudes and behavior regarding voice calling services, by
age, January 2008
- Figure 51: Attitudes and behavior regarding voice calling services, by
household income, January 2008
- Attitudes and behavior on additional cell phone services
- Figure 52: Attitudes and behavior on additional cell phone services, by
age, June 2008
- Race/Ethnicity
- Cell phone ownership trends
- Figure 53: Trended ownership of cell phones, 2002-08
- Figure 54: Teen cell phone ownership, February 07-March 08
- Family vs. individual plans
- Figure 55: Family and individual plan subscribership, February 07-March
08
- Average spend on cell phone service
- Figure 56: Average spending on last cell phone bill, by plan type,
February 07-March 08
- Cell phone purchase intent
- Figure 57: Ownership and purchase intent for cell phones, June 2008
- Content and data services used within the past month
- Figure 58: Content and data services used, by race/ethnicity, February
07-March 08
- Entertainment usage
- Figure 59: Entertainment applications used on cell phones, by
race/ethnicity, June 2008
- Entertainment content purchased for cell phones
- Figure 60: Number of content items purchased for cell phones, by
race/ethnicity, June 2008
- Practical applications
- Figure 61: Use of practical applications on cell phones, by
race/ethnicity, June 2008
- Usage of standard features
- Figure 62: Communications services used, by race/ethnicity, February
07-March 08
- Brand usage
- Figure 63: Use of mobile phone service brands, by race/ethnicity, 2008
- Factors impacting provider choice
- Figure 64: Factors impacting mobile phone service provider choice, by
race/ethnicity, June 2008
- Attitudes and behavior on voice calling services
- Figure 65: Attitudes and behavior regarding voice calling services, by
race/ethnicity, January 2008
- Attitudes and behavior on additional cell phone services
- Figure 66: Attitudes and behavior on additional cell phone services, by
race/ethnicity, June 2008
- Behavior at End of Contract
- Action in previous contract end vs. expected action in current contract end
- Figure 67: Attitudes and behavior upon contract end, June 2008
- Figure 68: Attitudes and behavior upon contract end, by age, June 2008
- Figure 69: Attitudes and behavior upon contract end, by household
income, June 2008
- Appendix: Other Useful Consumer Tables
- Mobile phone service brand awareness
- Figure 81: Awareness of mobile phone service brands, by gender, 2008
- Figure 82: Awareness of mobile phone service brands, by age, 2008
- Service usage patterns by household income and age
- Figure 83: Communications services used, by household income, February
07-March 08
- Figure 84: content and data services used, by gender, February 07-March
08
- Appendix: System Standards
- Figure 85: Network standards used by major carriers
- Appendix: Trade Associations
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