Users diversifying beyond young, tech-savvy consumers; interest in email and social networking applications drive new user segments
The demand for smartphones is creating a demographic shift among users, who will exceed 1 billion worldwide by 2014, stimulating demand for more entry-level models that offer mainstream solutions such as mobile email and social networking applications, according to Parks Associates’ Smartphone: King of Convergence.
This new report includes consumer data from Parks Associates’ primary study Mobile Convergence: Platforms, Applications, and Services. This consumer survey finds only 30% of current smartphone users are the stereotypical young and tech-savvy aficionados.
The other user segments exhibit more mainstream demographic attributes and more divergent usage patterns. One such segment, dubbed “pragmatists,” consists of budget-conscious, middle-aged users who prefer mobile email service over Internet access. Another group is keen on the smartphone’s communication features, ranging from mobile Internet to social network access.
“The diffusion of smartphones is accelerating,” said Harry Wang, Director, Health and Mobile Product Research, Parks Associates, “As the base grows, users are becoming more heterogeneous in needs and usage.” Carriers and handset makers will benefit from selling high-end models to smartphone aficionados, but Wang notes that the mid-tier and entry-level smartphone markets are now ripe with greater opportunities. Providers and manufacturers that offer well-designed models tailored to the needs of specific consumer segments, as opposed to the one-size-fits-all approach, will be successful.
Smartphone: King of Convergence tracks smartphone sales and market shares and analyzes carrier strategies, new mobile applications and services, and mobile technology trends. Mobile Convergence: Platforms, Applications, and Services is a survey of U.S. mobile consumers about ownership and attitudes regarding mobile devices and services. For more information, visit http://www.parksassociates.com/mobile or contact 972-490-1113 or sales@parksassociates.com.
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