Multiple Handsets Mean Greater Potential Market for Cellular
Each year In-Stat conducts a Consumer Mobility Survey (CMS). The 2007 survey revealed a noteworthy increase in the number of respondents carrying multiple handsets. In 2006, 17.5% of respondents reported carrying more than one mobile device. In 2007, that number jumped to 25.1%. The 43.4% increase is statistically significant, and may be attributed to the separation of work from personal phone calls. Another explanation for the use of multiple handsets is the consumer desire to use several carriers at different times in order to take advantage of unique calling plans. While not previously prevalent in the United States, this practice is common in other areas of the world.
Career aged mobile device users aged 30-39 are most likely to use more than one cellular phone—29.4% reported they use multiple handsets. Following in a close second was the age segment 40-49 year olds, 27.9% of whom reported using more than one wireless phone.
Whatever the causes, the use of multiple handsets has not yet been reflected in penetration rates reported by the wireless industry. Multi-line use suggests penetration is actually less than industry figures suggest. For example, in the US, CTIA estimates 81% penetration. In-Stat surveys suggest this number is actually smaller. The implication of lower penetration rates is a greater potential market for the wireless industry to pursue.
In-Stat expects to see an increase in the use of multiple handsets in the future. To learn more about the use of multiple handsets among career aged respondents as well as current handset trends, please see “Career Age (30-64) Users of Mobile Devices (IN0703756MCM), available online at: http://www.instat.com/abstract.asp?id=231&SKU=IN0703756MCM
Consumer electronic (CE) products continue to top holiday wish lists, which is good news for CE manufacturers and suppliers alike. For the second year in a row, In-Stat surveyed its proprietary Technology Adoption Panel about the different CE products they are considering for purchase this holiday season. High Definition Televisions (HDTVs) bumped digital cameras out of the top spot for the most desired CE product for the 2007 holiday season. Following HDTVs in the top-ranked CE categories for 2007 are personal computers (PCs), digital cameras, portable media players (PMPs), and mobile phones.
All in all, In-Stat received 2,227 US-based responses to this latest survey. The percentage breakouts of the top ranked categories are as follows:
20% of respondents plan to purchase an HDTV
17% of respondents plan to purchase a PC
15% of respondents plan to purchase a digital camera
9.3% of respondents plan to purchase a portable media player
9.0% of respondents plan to purchase a mobile phone
Interestingly, only 20% of all respondents have no plans to purchase a CE product this year. Another tidbit gleaned from this survey is the fact that consumers plan to purchase the “high ticket” items, such as HDTVs and digital camcorders, for their own personal use. However, the more portable (and affordable) products, like digital cameras and portable media players, will be purchased as gifts for lucky friends and family members.
Regardless of who’s receiving what, the data from In-Stat’s latest survey clearly suggests that, in the US, consumer electronics are a top priority for purchase at the holiday season!
For more detailed information regarding In-Stat’s latest primary research, refer to report SKU# IN0703442ID. This report was recently published in In-Stat’s Portable and Emerging Consumer Products (PECP) service. Also, please refer to In-Stat’s Multimedia and Consumer Group for additional in-depth coverage on the wide range of consumer electronic devices published in this report.
