The study, which says 87% of Americans have mobile phones, up from 69% in 2006, delineates five different classes of mobile users:
The study says the first group -- Mobirati -- favors BlackBerry, iPhone and Nextel; Social Connectors use Sanyo, LG and Nextel; Pragmatic Adopters use Motorola, Nokia and Sanyo; Basics use Nokia, Kyocera and Nextel, and Mobile Pros use iPhone, Blackberry and Palm.
The fall 2009 National Consumer Study finds that Mobirati are interested in cell services that would let them use their phones to make store purchases. They are also willing to get ads via their phones if they get something in exchange. And they use info from their phones to decide what to do and where to go in their free time.
They also index well above average as consumers most likely to stick with their carriers, while a lower-than-average number of Social Connectors is likely to stick with their mobile phone carrier. A much higher-than-average number of Pragmatic Adopters indexes as being more likely to switch cell service.
John Fetto, senior marketing manager at Experian Simmons, says that isn't a surprise. "Pragmatic Adopters are likely to be baby boomers, people in their 50s and 60s who have used their cell phones for a long time and are thinking now's the time to learn to use phone to do other things. It makes sense that Pragmatics, who may have been with the same service provider, are taking a look at their phones and evaluating who their provider is."
The study also finds that AT&T Wireless indexes well above average in tendency of customers to switch to another service, while TracFone indexes well above average for customer loyalty. Virgin Mobile's customers also over-index in having less of a propensity to switch.