In 1999, only 48% of US adults owned a cell phone and in 2000 the total had grown to 55%. Scarborough believes that these numbers will continue to grow as, according to their research, 9% of American adults plan to purchase a cell phone in the next year.
“Overall, it is clear that wireless phone penetration continues to increase but what is important to note is the variance by local market,” said Alisa Joseph, vice president of advertiser marketing services, Scarborough Research. “While some local markets have extremely high penetration for wireless users, other cities rank well below the national average for cell phone ownership. For the wireless industry, this points to a need to target these consumers where they live, work, socialise and commute. A targeted local campaign or wireless service package designed specifically around local market dynamics is essential to reach current and untapped customers.”
Scarborough found the wireless adult to be ‘tech-savvy’ with 72% having access to the internet and 66% using email. 31% shop online and 21% play games online. Mobile phone users are 25% more likely than the average adult to pay bills online and 22% more likely to purchase items or services while surfing the web.
52% of US mobile phone owners are women, 64% are between the ages of 25-54, 59% are married and 27% have two or more children, according to Scarborough.
