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September 09, 2008

MultiMedia and Experian Analyze Wireless Usage of Teens


MultiMedia Intelligence, a market research and consultancy firm and Experian Consumer Research, a consumer research organization, have reportedly announced that they will jointly examine the teen population between 12 and 17 years old, which uses wireless phone services. The companies will provide a detailed analysis of this consumer segment after the study.



 
Teenagers are a vital sector for wireless phone companies, as they are some of the most avid and trend-inspired users of technology in today's world. Until the time they reach 13, more than half of teens have a cell phone, with the penetration skewing higher for females.
 
Moreover, teens also help the telecom companies boost their business by teaching older demographics how to use their handsets. Studies indicate that teens often teach their parents how to use value-added services, adding to ARPU (Average Revenue per User) of older demographics.
 
But recently, the saturation in adoption of wireless services by teens has slowed down the teen population's growth in the wireless market, hence it is increasingly important for wireless companies to examine and understand the teen segment, and design new strategies to attract them in order to combat the slowdown. A more comprehensive view of the teen population regarding technology preferences and behaviors will be revealed through this joint study by MultiMedia Intelligence and Experian Consumer Research.
 
According to a study conducted by Multimedia Intelligence (http://www.multimediaintelligence.com/index.php?option=com_content&task=view&id=102&Itemid=30), the U.S. 12-17 teen cellular subscribers surpassed 16 million in 2007, which is up 12 percent from 2006. By 2012, the number of teen subscribers will reach 17 million, a delta of only 1 million subscribers from 2007, the study estimated.
 
Experian Consumer Research is a service, market and consumer research organization, enabling clients to optimize communications with their customers and prospects across multiple channels by providing a comprehensive description of the American consumer. To know more about the organization, please visit www.experianconsumerresearch.com.
 
MultiMedia Intelligence focuses on the markets and technologies and offers digital content and services regarding the analysis of various market sectors across multiple platforms. The company says it looks beyond TVs, mobile handsets, and computers to put the markets into the broader context of the industry ecosystems.

Arvind Arora is a contributing editor for TMCnet. To read more of Arvind's articles, please visit his columnist page.

Edited by Eve Sullivan





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