et
Chapter 1: The Global Mobile Market Mobile Technology in Travel - The Introduction
For UK consumers the difference in penetration by demographic is much lower between
limited and unlimited data plans. Like the US, age groups from 18 – 24 to 35 – 44 show
the highest unlimited (and limited) data plan penetrations. Interestingly for users below
al Mobile Mark
18 and over 45 there is a lower proportion of unlimited plans than there are limited plans
(with the exception that for 55+ they are roughly equal). The overall UK unlimited plan
Glob
penetration of 4.3% is much lower than that observed for the US (14.5%)
The German market
Figure 1.34: Proportion of Data Package Subscribers by Demographic
(German consumers, 3 month average ending November 2008)
Data (limited) Data (unlimited)
3.5%
3.4%
3.3%
3.2%
3.1%
3.0%
2.9%
2.8% 2.8%
2.6%
2.6%
2.5%
2.4%
2.2% 2.2%
2.0%
1.9%
1.8%
1.6%
1.5%
1.3%
1.2%
1.0%
1.0%
0.5%
0%
Total 13-17 18-24 25-34 35-44 45-54 55+ Male Female
Source: M:Metrics
The data plan penetration pattern for German consumers differs from that of the US and
UK in that the limited data and unlimited data plans have differing trends. The limited
data plan follows the pattern seen in the US and UK markets with the highest penetrations
between the ages of 18 and 44 with a tendency towards the younger bands. However for
the unlimited plan penetrations, Germany is unique in our examined markets as the only
country where the highest penetrations are found in the older age bands of 35-44 and
45-54. In addition it is the only market where the oldest demographic (55+) has a higher
proportion of unlimited data plans than the youngest demographic (13-17).
36 37
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