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Home > Internet > Markets/Demographics > Users/Demographics
Hitting a Moving Target: Consumer Life Stage Segmentation for Mobile Technologies
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| Published Date:
April 2004
Published By:
IDC
Page Count:
66
Order Code:
R104-14944
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Table of Contents
IDC Opinion
In This Study
Methodology
Executive Summary
Situation Overview
Introduction
Cluster Analysis Model: Survey Findings
Table: Household Digital Technology Adoption
Figure: Respondents by Life Stage
Life Stage Drivers
Respondent Age
Figure: Respondent Age by Life Stage
Household Size
Figure: Respondent Household Size by Life Stage
Household Income
Figure: Respondent Household Income by Life Stage
Technology Adoption and Usage by Life Stage
Figure: Information Technology Usage by Life Stage
Computer Usage
Figure: Number of Desktop Computers Owned and Regularly Used by Life Stage
Figure: Number of Laptop Computers Owned and Regularly Used by Life Stage
PC Brands
Figure: Laptop Computer Brand Usage: Fast Trackers
Figure: Laptop Computer Brand Usage: Techno Tribes
Figure: Laptop Computer Brand Usage: Quintessentialists
Figure: Laptop Computer Brand Usage: Mainstreamers
Figure: Business-Oriented Laptop Computer Brand Usage by Life Stage
Figure: Consumer-Oriented Laptop Computer Brand Usage by Life Stage
PDA Brands
Figure: Pocket PC?Based PDA Brand Usage by Life Stage
Figure: Palm-Based PDA Brand Usage by Life Stage
Converged Mobile Device Brands
Figure: Pocket PC?Based Converged Mobile Device Brand Usage by Life Stage
Figure: Palm-Based Converged Mobile Device Brand Usage by Life Stage
Future Mobile Device Purchasing Preferences
Figure: Purchase Preferences for Mobile Phones by Life Stage
Figure: Purchase Preferences for Separate and Combined Phone/PDA Device Solutions by Life Stage
Communications Usage
Wireless Service Spending
Figure: Mean Monthly Mobile Phone Spending by Life Stage
Landline Phone Service Spending
Figure: Mean Monthly Landline Phone Spending by Life Stage
Figure: Mobile and Landline Share of Personal Calls by Life Stage
Broadband Usage and Spending
Figure: Household Broadband Penetration by Life Stage
Figure: Mean Monthly Broadband Spending by Life Stage
Home Entertainment Usage and Spending
Table: Household Entertainment Device Usage by Life Stage (% of Respondents)
Figure: Household Cable/Satellite Penetration by Life Stage
Figure: Mean Monthly Cable/Satellite TV Spending by Life Stage
Wireless Data Usage
Figure: Wireless Internet Access by Life Stage
Figure: Wireless Internet Laptop and Mobile Phone Usage by Life Stage
Figure: Wireless Internet PDA and Other Device Usage by Life Stage
Table: Wireless Data Application Usage by Life Stage (% of Respondents)
Analysis
Fast Trackers
Table: Household Digital Technology Adoption: Fast Trackers
Techno Tribes
Table: Household Digital Technology Adoption: Techno Tribes
Quintessentialists
Table: Household Digital Technology Adoption: Quintessentialists
Mainstreamers
Table: Household Digital Technology Adoption: Mainstreamers
Future Outlook
Impact
Essential Guidance
Actions to Consider
Cluster-Specific Recommendations
Fast Trackers
Techno Tribes
Quintessentialists
Mainstreamers
Learn More
Related Research
Appendix: IDC's Mobile Advisory Council Mobilizing the Consumer Survey Questionnaire
Technology Used in the Home
Table: Household Digital Technology Adoption Response Options
Mobile Device Usage ? All Devices
PC Usage
Mobile Phone Usage
Future Device and Application Preference
Carrier Preference
About You
Mobile Device Mini Poll
Definitions
Complete IDC Mobile Device Segmentation
Mobile Phones
Figure: Mobile Phone Examples
Handheld Devices
Pen-Based Handhelds
Figure: Pen-Based Handheld Device Examples
Keypad-Based Handhelds
Figure: Keypad-Based Handheld Device Examples
Converged Mobile Devices
Figure: Converged Mobile Device Examples
Synopsis
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