et
Chapter 1: The Global Mobile Market Mobile Technology in Travel - The Introduction
Figure 1.31: Data Plan Types broken down by Age by Country (3 months average
ending November 2008)
al Mobile Mark
13-17 18-24 25-34 35-44 45-54 55+
Glob
100%
6.8%
12.8% 12.1% 11.3% 12.9%
10.1%
90%
21.7%
18.0%
15.6%
29.4%
26.4% 26.0% 26.0% 24.9%
17.0%
29.0%
80%
13.9%
10.5%
13.2%
15.2%
11.6%
20.3%
22.1%
70%
18.0%
13.7%
17.0%
15.9% 25.1% 18.1%
17.6%
60%
17.3% 18.0%
25.7% 16.1%
23.4%
23.6%
50%
23.8%
28.4%
25.7%
20.3% 23.1% 18.5%
22.6% 18.7% 26.4%
40%
20.7%
24.9% 27.1%
27.8% 28.1%
25.2%
30% 18.8%
18.4% 16.4% 17.9%
17.2% 20.5%
21.6%
20.8%
24.2%
20%
17.3%
22.3%
13.2% 16.5%
10%
12.1%
16.6% 21.6%
17.8%
13.0%
9.1%
9.1% 7.3%
10.5% 14.1%
15.3% 9.4%
10.2%
0%
6.2% 5.0% 5.9% 5.8%
8.3%
3.6%
6.1%
4.1%
7.7% 6.0%
4.4%
7.6% 7.7% 8.0%
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
In Italy, Spain and Germany the age breakdowns for users with data plans are consistent
with that for total mobile users with the exception that the limited data plans are weighted
more towards the median age groups. This is especially pronounced in Germany.
Comparatively the UK and US data plans are used by a lower proportion of over 55’s than
other countries. This is especially valid for unlimited data plans. The proportion of these
users under the age of 55 is 88.7% in the UK and 89.8 in the US.
1.7 Data plans
There is often assumed to be a relationship between the type of data plan a user is
subscribed to and the likelihood of making use of data services other than voice or SMS.
If a user has subscribed to an unlimited data package (meaning a flat rates is paid), they
may well be less concerned about the cost of accessing the Internet for example and
therefore more likely to use these additional data services as a result. We take a look at
the type of data packages subscribed to in the individual markets below and start to build
a picture of the trends.
34 35
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