The Cellular Generation - Ages 18-24; these young adults grew up with cell phone awareness,experiencing cell phones as a part of their everyday lives. Transitioners - Ages 25-34; 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 lifeduring their teen years and early adulthood. Adult Adopters- Age 35 or older; this group was not exposed to cell phone until adulthood.Adult Adopters tend to have the most functional view of cell phones, with many requiring just thebasics and showing limited interest in emerging technologies. Approximately one-quarter of both the Cellular Generation (26%) and Transitioners (25%)said that “trendiness” was of high importance when selecting a cell phone, as compared tojust 10% of Adult Adopters. 41% of Cellular Generation consumers and 19% of Adult Adopters strongly agree with thestatement “I like my cell phone to be personalized” with options such as color schemes andring tones.Transitioners are most likely to access internet on their cell phones. More than 3/4 of both the Cellular Generation and Transitioners have the option toaccess the internet on their cell phones. 29% of Transitioners are more likely to subscribe to Internet services than the 23% ofCellular Generation Consumers. The 13% of Adult Adopters represent the slowest demographic to subscribe toInternet on their cell phones. 42% of Adult Adopters either lack, or are unaware of, the option to do so.Transitioners are most likely to access internet on their cell phones. More than 3/4 of both the Cellular Generation and Transitioners have the option toaccess the internet on their cell phones. 29% of Transitioners are more likely to subscribe to Internet services than the 23% ofCellular Generation Consumers. The 13% of Adult Adopters represent the slowest demographic to subscribe toInternet on their cell phones. 42% of Adult Adopters either lack, or are unaware of, the option to do so.Last year 42% of Americans were active in SMS already. A British survey found that SMS ispreferred over voice calls.􀂃 Email is opened in 24 hours and replied to in 48 hours. SMS is read within 15 minutes onaverage and responded to within 60 minutes. 65% of e-mail is spam, less than 10% of SMS is spam. In South Korea almost 100% of credit card based point-of-purchase sites accept payment viamobile credit cards. Almost 10% of South Korean phone users watch digital broadcast TV on their phones. The Pop Idol formats have earned a windfall of over 700 million dollars out of text messagingvotes.In 2005 already half of all phones sold were cameraphones; cameraphones outsell digitalcameras by more than 4 to 1. There are less than 2 billion people who have a radio, but out of those 700 million areAmericans and Europeans. 73% of the population now uses the mobile phone as their portable clock. The mobile telecoms industry earned $725 billion last year. $135 billion of that was mobile datarevenues. Global music industry earns 16% of its revenues from mobile phones (mostly ring tones) andvideogaming earns 14% of its global revenues from mobile phones. The mobile telecoms industry grew by 16.8% last year- in dollar terms, from 2005 to 2006 itgrew by $105 billion. Before the decade is over, mobile telecoms will be bigger than the global automobile industry, orthe global armaments industry, or the worldwide airplane manufacturing business. Hispanic MobileU.S. Hispanics include a high proportion of early adopters of new technology: 90% of Hispanics have a cell phone, versus 79% of the overall population 54% send text messages, versus 31% among whites 29% surf the mobile web, versus 12% among whites 15% view videos on their phones, versus 5% among whites 75% of whites own cell phones, while 72% of Latinos own cell phones. 55% of Hispanics say it would be hard to give up their cells, compared to 51% of whites 31% of Latinos only have a cell phone (no landline), compared to 22% of whitesLatinos are more likely than whites to use their cell phones for all kinds of activities: Taking pictures: 56% of Latinos, 26% of whites Text messaging: 54% of Latinos, 31% of whites Playing games: 40% of Latinos, 20% of whites Surfing the internet: 29% of Latinos, 12% of whites Playing music files: 16% of Latinos, 5% of whites Sending/receiving email: 16% of Latinos, 7% of whites Recording video clips: 15% of Latinos, 5% of whites Latinos are also more likely than whites to feel a variety of things about their cell phones: Feel their cell phone helped them in emergency situations: 83% of cell-owning Latinos say that,compared to 73% of cell-owning whites Use their cell phones to fill up free time while they are traveling or waiting for someone: 57% ofcell-owning Latinos say that, compared to 38% of cell-owning whites Be shocked at the size of a monthly phone bill: 57% of cell-owning Latinos say that, compared to32% of cell-owning whites􀂃 Feel pressured to answer their cell phone even when it interrupts them: 36% of cell-owningLatinos say that, compared to 21% of cell-owning whites Feel that ownership of a cell phone allows too many people to get in touch with them: 37% of cell-owning Latinos say that, compared to 19% of cell-owning whites To say they are not entirely truthful in telling others where they are when they are reached on acell phone: 39% of cell-owning Latinos say that, compared to 18% of cell-owning whites. Mobile Stats – Text Messaging in the USTeenagers have made text messaging a routine way to communicate. About 63% of Americansfrom ages 18 to 27 text message. Those teens are bringing texting to their parents or are movinginto the workforce and texting with older colleagues. Now 31% of cell phone owners ages 28 to 39use text, and 18% of those 40 to 49 do. (Pew Internet & American Life Project, 2006)􀂃 210 million active mobile phone users in US, of which 90% can text message. (CTIA, 09/10/2006)􀂃 88% of e-mailers use text messaging. (Bluestreak, 11/2006)􀂃 Average age of text messager – 38􀂃 About one in seven mobile users (15%) only has a cell phone, with no landline of any kind. Among those who own a landline, 1/3 consider their cell phone their primary number,including 42% of 25-34 year olds and 63% of 18-24 year olds. Text messaging is the primary form of electronic communication for many people today. In 2005,1.3 billion people used text messaging making it the most used data application on the planet, farsurpassing email. (Communities Dominate Brands, 07/2006) 7.3 billion messages were sent in June 2005, up from 2.9 billion messages in June 2004. Mobile messaging will remain the dominant data service, accounting for 68% of data revenues by2010, driven by new mobile messaging services such as MMS, e-mail and instant messaging.(Jupiter Research) Text Mesaging GrowthAs of July 2006, 10 billion text messages are sent every month and the number has grown by 250% each year for the last two years. Verizon Wireless anticipates the number of text messages sent by their users on their networkto grow nearly 5x from 400 million per month (in July 2005) to over 2 billion per month. SMS is available on over 98% of all cell phones and there are 68.7 million text users. 79% of people in the U.S. own a mobile phone, adding up to 184 million phone users. 182million of those phones are text enabled. 31.2 million are text and web enabled. The median age of a text message user and internet home buyer is 38 years old, 49% beingmale and 51% female. The amount of users per age: Age 18-24: 19% Age 25-34: 24% Age 35-54: 22% Age 45-54: 19% Every 6 months since the launch of the CSCA in June 2003, SMS traffic volumes haveincreased at least 37% in the U.S.

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