et
Chapter 1: The Global Mobile Market Mobile Technology in Travel - The Introduction
The Spanish market
Figure 1.36: Proportion of Data Package Subscribers by Demographic
al Mobile Mark
(Spanish consumers, 3 month average ending November 2008)
Glob
Data (limited) Data (unlimited)
3.5%
3.2%
3.0%
3.0%
2.8% 2.8%
2.7%
2.5%
2.5%
2.4%
2.3%
2.2%
2.1%
2.0%
2.0%
1.7% 1.7%
1.5%
1.5%
1.5%
1.2% 1.2%
1.1%
1.0%
0.5%
0%
Total 13-17 18-24 25-34 35-44 45-54 55+ Male Female
Source: M:Metrics
The Spanish market shows a very interesting trend in the limited data plan penetration.
The highest penetration is seen in the 13-17 age band (3.0%) and this decreases as the
age bands increase. This could show early adoption of limited data plans for specific
purposes shifting to full (more expensive) unlimited plans at a later stage. The unlimited
data plan trend is quite regular with the surprising exception that the 55+ age group has
the 3rd highest penetration for this data plan type.
Figure 1.37: Overall Penetration (3 month average ending November 2008)
Data (limited) Data (unlimited)
12% 11.5%
10%
8%
6%
4.2%
4%
3.8%
3.5%
3.2%
2.6%
2.2% 2.1%
2.4%
2%
1.7%
0%
US UK Germany Italy Spain
Source: M:Metrics
The implications that the above findings may have on potential Mobile markets and
Mobile in Travel will be studied at closely in:
Volume 2: Mobile Technology in Travel Report: The Detail (April 2009)
38 39
© EyeforTravel Research. All rights reserved. © EyeforTravel Research. All rights reserved.
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80