et
Chapter 1: The Global Mobile Market Mobile Technology in Travel - The Introduction
The US market
Figure 1.32: Proportion of Data Package Subscribers by Demographic (US
al Mobile Mark
consumers, 3 month average ending November 2008)
Data (limited) Data (unlimited)
Glob
22%
20.4%
20%
19.9%
18.5%
18%
16.9%
16% 15.2%
14.5%
14%
12.2% 12.3%
12%
10%
8%
6.0% 5.9%
6% 5.1%
4.1%
4%
3.5% 3.5% 3.3%
2.5%
2.9%
2%
1.8%
0%
Total 13-17 18-24 25-34 35-44 45-54 55+ Male Female
Source: M:Metrics
The proportion of US consumers that have unlimited data plans is much higher than
those on the limited data plans in all demographic segments.
When looking at age, the pattern of consumers with limited data plans is similar to that
of those with unlimited plans in that the proportions spike in the central age groups.
However for limited data plans, the drop off with age increase is not as great as for the
unlimited plans where, with each increase in age band from 35-44 upwards, there is a
corresponding 6 point drop in penetration. Overall the US shows an unlimited data plan
penetration of 14.5%.
The UK market
Figure 1.33: Proportion of Data Package Subscribers by Demographic
(UK consumers, 3 month average ending November 2008)
Data (limited) Data (unlimited)
8% 7.7%
7.2%
7%
6.6%
6.3%
6%
5.8%
5.3%
5.1%
5%
4.8%
4.3%
4%
3.8%
3.3%
3.0%
3%
2.8%
2.7%
2.5% 2.5%
2%
1.6%
1.7%
1%
0%
Total 13-17 18-24 25-34 35-44 45-54 55+ Male Female
Source: M:Metrics
34 35
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