et
Chapter 1: The Global Mobile Market Mobile Technology in Travel - The Introduction
Of the various data plan types the most prominent were text message bundles. These
were used by a higher proportion in each country than any other defined data plan. The
US and the UK have an especially high volume of users buying into these plan types with
al Mobile Mark
penetrations of 26.4% and 29.8% respectively.
Glob
One of the major factors which can be identified as a catalyst for the growth of the mobile
web is the advent of unlimited data plans. As seen above the proportion of users on these
plans is relatively low with the exception of the UK and the US. The US in particular stands
out with 9.9% of mobile users having an unlimited data plan
Figure 1.30: Data Plan Types broken down by Sex by Country (3 months average
ending November 2008)
Male Female
100%
90%
5
.
8
%
80%
9
.
5
%
3
4
.
7
%
3
2
.
7
%
3
2
.
6
%
3
3
.
4
%
2
3
1
.
0
%
3
6
.
2
%
2
3
.
9
%
70%
4
4
.
5
%
5
0
.
4
%
4
9
.
3
%
4
6
.
8
%
5
1
.
6
%
5
2
.
3
%
4
60%
50%
40%
30%
7
4
.
2
%
6
5
.
3
%
6
7
.
3
%
6
7
.
4
%
6
6
.
6
%
6
9
.
0
%
7
0
.
5
%
6
3
.
8
%
20%
5
6
.
1
%
4
9
.
6
%
5
0
.
7
%
5
3
.
2
%
5
5
.
5
%
4
8
.
4
%
4
7
.
7
%
10%
0%
Total Limited Unlimited Total Limited Unlimited Total Limited Unlimited Total Limited Unlimited Total Limited Unlimited
Data Data Data Data Data Data Data Data Data Data
Italy Spain Germany UK US
Source: M:Metrics
A clear trend can be seen across the European countries where the majority of users with
any sort of data plan are male. The difference between the gender breakdown of total
users and those with a data plan is similar to that recognised between total users and
those users who have a smartphone. This would make sense as the majority of smartphone
packages are sold with some form of data plan. However we could not directly tabulate a
comparison between these factors.
As with the gender breakdown for Total mobile users vs. smartphone users, the US shows
the most ‘even’ breakdown between males and females for those users who have a data
plan.
32 33
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