Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations & terms
- Abbreviations
- Terms
Executive Summary
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- Mobile market consists of changing technology and expanded service
- Market growth in number of subscribers and service revenues
- Compared to handset sales, carrier revenues account for bulk of market
- Suppliers offer innovations and consolidation
- Mergers expected to impact advertising expenditures
- Adult and teen mobile phone users
- Mobile future
Market Drivers
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- More than a phone
- Mobile connectivity becoming more Internet-centric, media-centric
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- Figure 1: Incidence of instant messaging and mobile texting use by college students, 2004
- Serving up content, capabilities
- Targeting specific content interests, sports enthusiasts
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- Figure 2: Information and content types accessed by mobile phone subscribers in the U.S., January 2005
- Partnerships with carriers provide content
- Consumers create—and share—their own content
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- Figure 3: Importance of cell phone features among camera phone owners, July 2004
- Mobile gaming and gambling expected to grow
- Population growth
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- Figure 4: U.S. population, by age, 2000-10
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- Figure 5: U.S. population, by generation, 2005
- Kids, tweens and teens
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- Figure 6: Must-have technologies according to teens aged 12-17, by gender, 2004
- Reaching out to tweens
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- Figure 7: Households with children under age 18 present, 1994-2004
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- Figure 8: Incidence of mobile ads received by junior high/high school and college students, 2005
- Appealing to Hispanics
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- Figure 9: U.S. population, by race and Hispanic origin, 2000-10
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- Figure 10: U.S. purchasing power, by race/ethnicity, 1990-2007
- America the mobile—becoming more mobile
- On the go
- Family plans, in-network calling and interoperability
- Wireless Local Number Portability (WLNP)
Market Size & Trends
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- Figure 11: Total U.S. retail sales of mobile phone handsets and subscriptions, at current and constant prices, 1999-2004
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- Figure 12: Graph: Total U.S. retail sales of mobile phone handsets and service, at current and constant prices, 1999-2004
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- Figure 13: U.S. mobile phone subscribers, 1999-2004
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Market Segmentation
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- Introduction
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- Figure 14: Sales of mobile phones and service in the U.S., segmented by carrier and handset revenue, 2002 and 2004
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- Figure 15: Graph: Sales of mobile phones and service in the U.S., segmented by carrier and handset revenue, 1999-2004
- Wireless service providers
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- Figure 16: Total U.S. sales of mobile service, at current and constant prices, 1999-2004
- Handsets
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- Figure 17: Total forecast U.S. sales of mobile phone handsets, at current and constant prices, 1999-2004
Supply Structure
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- Companies and brands
- Wireless service providers
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- Figure 18: Operating revenue for wireless service providers in the U.S., 2002 and 2004
- Figure 19: Graph: Operating revenue for wireless service providers in the U.S., 2004
- Cingular Wireless
- Subscriber penetration by select demographics
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- Figure 20: Penetration of Cingular (pre-AT&T merger) subscribers, by select demographic groups, January-September 2004
- Figure 21: Penetration of AT&T Wireless (pre-Cingular merger) subscribers, by select demographic groups, January-September 2004
- Verizon Wireless
- Subscriber penetration by select demographics
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- Figure 22: Penetration of Verizon subscribers, by select demographic groups, January-September 2004
- Sprint
- Subscriber penetration by select demographics
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- Figure 23: Penetration of Sprint subscribers, by select demographic groups, January-September 2004
- Nextel Communications
- Subscriber penetration by select demographics
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- Figure 24: Penetration of Nextel subscribers, by select demographic groups, January-September 2004
- T-Mobile USA Inc.
- Subscriber penetration by select demographics
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- Figure 25: Penetration of T-Mobile subscribers, by select demographic groups, January-September 2004
- ALLTEL Corp.
- Subscriber penetration by select demographics
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- Figure 26: Penetration of ALLTEL subscribers, by select demographic groups, January-September 2004
- Handset manufacturers
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- Figure 27: Manufacturer retail sales of mobile phones in the U.S., 2002 and 2004
- Figure 28: Graph: Manufacturer retail sales of mobile phones in the U.S., 2004
- Manufacturer profiles
- Nokia
- User penetration by select demographics
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- Figure 29: Penetration of Nokia handset users, by select demographic groups, January-September 2004
- Motorola
- User penetration by select demographics
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- Figure 30: Penetration of Motorola handset users, by select demographic groups, January-September 2004
- Samsung
- User penetration by select demographics
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- Figure 31: Penetration of Samsung handset users, by select demographic groups, January-September 2004
- Innovators and niche suppliers
- Kyocera Wireless
- LG Electronics
- Firefly Mobile
- Research in Motion
- palmOne
Advertising & Promotion
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- Introduction
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- Figure 32: Media expenditures for the leading service providers in the U.S., 2004
- Online advertising
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- Figure 33: Online advertising expenditure projections in the U.S., 2000-10
- Cingular Wireless
- Verizon Wireless
- Sprint PCS
- T-Mobile
- Nextel
- ALLTEL
Retail Distribution
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- Introduction
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- Figure 34: Operating revenue for wireless service providers in the U.S., 2002 and 2004
- Direct from carrier
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- Figure 35: Top service provider retail outlets, by number of stores & kiosks, 2003 and 2005
- Carrier-branded handsets
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- Figure 36: Instance of carrier-branded mobile phones, January-September 2004
- Electronics stores
- Online retailers
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- Figure 37: Top three gaining mobile retail online properties, 2003 and 2004
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- Figure 38: Intent to purchase mobile phones online/offline, by channel, 2003
- Other channels
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- Figure 39: Percentage of U.S. annual sales (all items) for major mobile phone retail sectors, by month, 2004
The Consumer
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- Introduction
- Adult mobile phone ownership
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- Figure 40: Mobile phone ownership, January-September 2004
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- Figure 41: Mobile phone ownership, by age, January-September 2004
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- Figure 42: Mobile phone ownership, by race/ethnicity, January-September 2004
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- Figure 43: Mobile phone ownership, by household income, January-September 2004
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- Figure 44: Mobile phone ownership, by presence of children in the household, January-September 2004
- Purpose of mobile phone usage
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- Figure 45: Purpose of mobile phone usage, January-September 2004
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- Figure 46: Purpose of mobile phone usage, by gender, January-September 2004
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- Figure 47: Purpose of mobile phone usage, by age, January-September 2004
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- Figure 48: Purpose of mobile phone usage, by household income, January-September 2004
- Services included on mobile phone
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- Figure 49: Services included on mobile phone, January-September 2004
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- Figure 50: Services included on mobile phone, by age, January-September 2004
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- Figure 51: Services included on mobile phone, by household income, January-September 2004
- Monthly mobile phone bill
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- Figure 52: Monthly cellular/wireless phone bill charge, January-September 2004
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- Figure 53: Monthly cellular/wireless phone bill charge, by gender, January-September 2004
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- Figure 54: Monthly cellular/wireless phone bill charge, by age, January-September 2004
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- Figure 55: Monthly cellular/wireless phone bill charge, by race/ethnicity, January-September 2004
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- Figure 56: Monthly cellular/wireless phone bill charge, by household income, January-September 2004
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- Figure 57: Monthly cellular/wireless phone bill charge, by presence of children in the household, January-September 2004
- Mobile phone brands owned
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- Figure 58: Brand of mobile phone owned, January-September 2004
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- Figure 59: Brand of mobile phone owned, by age, January-September 2004
- Mobile phone service subscriptions
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- Figure 60: Mobile phone company subscribed to, January-September 2004
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- Figure 61: Mobile phone company subscribed to, by age, January-September 2004
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- Figure 62: Mobile phone company subscribed to, by household income, January-September 2004
- Teen mobile phone ownership
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- Figure 63: Teen mobile phone ownership, January-September 2004
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- Figure 64: Teen mobile phone ownership, by gender, January-September 2004
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- Figure 65: Teen mobile phone ownership, by age, January-September 2004
- Services included on mobile phone
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- Figure 66: Services included on teen mobile phone, January-September 2004
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- Figure 67: Services included on teen mobile phone, by gender, January-September 2004
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- Figure 68: Services included on teen mobile phone, by age, January-September 2004
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- Figure 69: Services included on Teen mobile phone, by race/ethnicity, January-September 2004
- Monthly mobile phone bill
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- Figure 70: Teen monthly phone bill charge, January-September 2004
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- Figure 71: Teen monthly phone bill charge, by gender, January-September 2004
- Mobile phone brands owned
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- Figure 72: Brand of mobile phone owned by teens, January-September 2004
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- Figure 73: Brand of mobile phone owned by teens, by age, January-September 2004
- Mobile phone service subscriptions
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- Figure 74: Mobile phone company subscribed to by teens, January-September 2004
- Summary
Future & Forecast
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- Future trends
- Technological advances drive demand for mobile content
- Competing with cable and the impact of bundling
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- Figure 75: U.S. broadband household projections, 2000-10
- Wireless and VoIP
- Addressing an aging America
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- Figure 76: U.S. population, by age, 2000-10
- Mobile marketing
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- Figure 77: Number of cellular spam messages, 2003-05
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- Figure 78: In-game advertising, 2004 and 2009
- Handsets turning PC, going QWERTY
- The implications of convergence
- Market forecast
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- Figure 79: Total forecast U.S. sales of mobile phones and service, at current and constant prices, 2004-2009
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- Figure 80: Graph: Total forecast U.S. sales of mobile phones and service, at current and constant prices, 2004-2009
- Figure 81: Projected U.S. mobile phone subscribers, 2004-2009
- Wireless service providers
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- Figure 82: Total forecast U.S. sales of mobile service, at current and constant prices, 2004-2009
- Handsets
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- Figure 83: Total forecast U.S. sales of mobile phone handsets, at current and constant prices, 2004-2009
- Forecast factors
Appendix: Mailing Pieces & Print Advertisements
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- Overview
- Direct Mail
- Direct Mail—Business-to-Business
- Print Advertising
- Wireless Calling Plan from Verizon Wireless
- Statement Mailing from Cingular Wireless
- Data Networking from Sprint
- Wireless Calling Plan from T-Mobile
- Wireless Phone from Nextel Communications
Appendix: Trade Associations
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