Mobile Youth Fanscape: Understanding US Mobile Customers &

Mobile:

Mobile Youth Fanscape: Understanding US Mobile Customers & Demographics

Wireless World Forum
Market Study March 2003

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The mobileYouth Fanscape Survey 2006 Reveals the Truth about US Cellular

Network Customers and their Profiles

Data from Wireless World Forum’s "mobileYouth Fanscape 2006" revealssignificant differences between the profiles of the US network operator customers.

Data for the 254 page report was based on a comprehensivesurvey of 4,602 US cellphone customers to reveal user preferences and spending patterns by operator, age, gender and location.

Sample operator profiles:

• Virgin Mobile USA

• Young, trendy and typically students (average age, 21.4 yrs), VirginMobile customers are early adopters looking to differentiatethemselves from the crowd – but within a limited budget.

• Despite a high interest in new handsets, a lack of money leads Virgin Mobile customers to have one of the longest upgrade cycles, reporting 9.8 months until their next upgrade.

• Virgin customers are casual listeners more likely to be interested inmobile radio or streaming audio than MP3s.

• Virgin customers are weary of mobile marketing; only 1.7% of Virgin customers have entered a competition with a text message and 8.6%want to receive special offers by SMS.

• Verizon Wireless

• Verizon Wireless customers have mainstream tastes and are more family orientated than the average US cellphone owner; 7.3% of customers share their cellphone with another family member.

• Verizon Wireless customers are choosy when it comes to promotions, only responding to the best offers.

• Verizon Wireless customers are interested in mobile video services with 9.1% of customers reporting an interest in watching videos on their cellphones.

Other operator included in this report: US Cellular, T-Mobile, Nextel, Sprint PCS, Cricket, Cingular, Cellular One, ATT Wireless, Alltel

Insights:

• 8.9% of T-mobile customers want to receive special offers by SMS

• 10% of Verizon customers said they would change network for a better phone

• On average 3.2% of US customers would pay more for a cellphone withbetter gaming facilities

• The family-orientated customers of Cellular One and Alltel customers are the least likely to move to another network.

• 25% of Cricket customers said they would change network for better gamesmobileYouth products are widely quoted in the media on topics relating to young people and their adoption of mobile phone services.

The mobileYouth report is a guide to successfully developing and marketing products to the younger generation.

For full details, please email jeremyk@cmsinfo.com

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