Cell Phone Usage Highest Among African-American and Hispanic Consumers, According to Telephia; Generation Y Use Their Mobile Devices More Than Any Other Age Group.SAN FRANCISCO San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden -- Telephia, the leading provider of performance measurement information to the mobile industry, reports that African-American and Hispanic Hispanic Multiculture A person of Mexican, Puerto Rican, Cuban, Central or South American, or other Spanish culture or origin, regardless of race Social medicine Any of 17 major Latino subcultures, concentrated in California, Texas, Chicago, Miam, NY, and elsewhere mobile consumers were heavy cell phone users in Q3. The latest data from Telephia's Customer Value Metrics metrics Managed care A popular term for standards by which the quality of a product, service, or outcome of a particular form of Pt management is evaluated. See TQM. report shows that the African-American demographic group used more than 1,200 voice minutes on average per month during the quarter (see Table 1). Hispanic cell phone users followed closely with 979 total voice minutes used on average per month in Q3. Historical trending illustrates maximum mobile usage growth for African-Americans and Hispanics as compared to other demographic groups, increasing 10 and 13 percent, respectively, between Q1 and Q3 2005. Consumers who fell under the mixed racial background category used 888 voice minutes, while Asian or Pacific Islander Asian or Pacific Islander Multiculture A person with origins in any of the peoples of the Far East, Southeast Asia, Indian subcontinent, Pacific Islands–eg China, India, Japan, Korea, the Philippine Islands and Samoa consumers used 845 minutes. Both White/Caucasian and Native American/Alaskan mobile phone consumers logged 632 and 623 total voice minutes used, respectively, the least among all groups. Quarter-by-quarter trending shows an upward trajectory Trajectory The curve described by a body moving through space, as of a meteor through the atmosphere, a planet around the Sun, a projectile fired from a gun, or a rocket in flight. for voice minute usage among all groups, increasing by at least five percent. "Overall growth in cell phone usage demonstrates a robust consumer demand for newer and better wireless products and services," said Tamara TAMARA There Are Many and Real Alternatives Gaffney Gaffney, city (1990 pop. 13,145), seat of Cherokee co., NW S.C., near the N.C. line, in a cotton, grain, and peach region; settled in the early 1800s, inc. 1873. , Product Director, Telephia. "And the wireless industry is not the only sole beneficiary beneficiary Person or entity (e.g., a charity or estate) that receives a benefit from something (e.g., a trust, life-insurance policy, or contract). A primary beneficiary receives proceeds from a trust or insurance policy before any other. of the demand. Technological advances and better service offerings have reduced cost per minute charges for consumers over time."
Table 1: Historical Trending for Total Voice Minutes by Ethnic
Group (U.S.)
Total Voice Minutes
Used (2005)
Percent Growth Q1-Q3
Ethnic Group Q1 Q2 Q3 2005 (%)
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Black/African American 1,105 1,190 1,220 10%
Hispanic Origin 868 924 979 13%
Mixed Racial Background 819 818 888 8%
Asian or Pacific Islander 794 779 845 6%
White/Caucasian 580 617 632 9%
Native American/Alaskan Native 595 600 623 5%
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Source: Telephia Customer Value Metrics, Q3 2005
Young Adults Heavy Consumers of Cell Phone Voice and Data Minutes Consumers age 18-24 use their cell phones the most, spending more than 1300 total voice minutes on average per month (see Table 2). According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. Telephia, mobile phone usage by the younger demographic is 71 percent more than the total average minutes used by all age groups. The number of calls they send and receive also outpaced other demographic age groups, claiming an average of 340 calls per month in Q3 2005. Cell phone users age 25-36 posted an average of 970 voice minutes used and 246 calls sent and received per month, while 37-55 year old consumers used an average of 726 minutes and made 197 calls. Older consumers used the least cell phone voice minutes and completed just 119 calls per month during the quarter. In terms of data usage, young adults sent and received a total of 126 SMS (1) (Storage Management System) Software used to routinely back up and archive files. See HSM. (2) (Systems Management Server) Systems management software from Microsoft that runs on Windows NT Server. data messages on average per month, more than double the amount for 25-36 year old cell phone users, who had the second highest average for SMS messages SMS message SMS n → (message m) SMS m sent and received with 56. "Technologically advanced and savvy, Generation Y grew up with having a cell phone as part of their daily lives," added Gaffney. "But the question that still needs to be answered is whether their usage pattern is situational, because they are not tied down to a fixed line phone during most waking hours; or behavioral behavioral pertaining to behavior. behavioral disorders see vice. behavioral seizure see psychomotor seizure. , as they have become accustomed to using cell phones and thus will continue being heavy users as they grow older. It is the interesting unknown that only time will tell," concluded Gaffney.
Table 2: Total Voice Minutes and Calls Sent/Received by Age
Demographic (U.S.)
Total Voice Minutes Number of Calls
Age Used Sent/Received
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18-24 1,304 340
25-36 970 246
37-55 726 197
56+ 441 119
Average Total for All Age Groups 761 201
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Source: Telephia Customer Value Metrics, Q3 2005
The Telephia Customer Value Metrics (CVM) product is the industry's largest wireless bill collection panel, gathering and analyzing detailed post-paid Adv. 1. post-paid - having the postage paid by the sender; "I will send it post-paid" post-free post-paid adj → porte pagado post-paid adj (Brit , consumer billing records monthly for more than 30,000 mobile phone users for the top five wireless service providers. CVM tracks and measures differences in wireless consumer usage and spending; handset The part of the telephone that contains the speaker and the microphone. On a desktop phone, the part you hold in your hand is the handset. On a cellphone, the entire phone is the handset. See multihandset cordless and headset. and plan preferences; and collects demographic and satisfaction information. About Telephia Founded in 1998, Telephia provides syndicated performance measurement information to the leaders of the mobile industry. Telephia serves more than 50 mobile industry clients, including carriers, device manufacturers, content and application providers, retailers, infrastructure vendors and investment analysts. Telephia is the industry standard measure of subscriber share, customer satisfaction, device share, network quality, revenue share, advertising effectiveness, content audience and many other key performance indicators Key Performance Indicators (KPI) are financial and non-financial metrics used to quantify objectives to reflect strategic performance of an organization. KPIs are used in Business Intelligence to assess the present state of the business and to prescribe a course of action. . For further information, please visit our website at www.telephia.com or call 415-395-0500. |
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