• by Jack Loechner , Staff Writer @mp_research, February 7, 2007

A new study from comScore Networks, of wireless consumer segments, analyzing behavioral differences and attitudes among the key wireless consumer segments described as:

• The Cellular Generation - 18 to 24 year old young adults grew up with cell phone awareness, experiencing cell phones as a part of their everyday lives
• Transitioners - 25 to 34 year old cell phone users whose usage began to infiltrate everyday life during their teen years and early adulthood
• Adult Adopters - 35 years and older group that was not exposed to cell phone until adulthood, and tend to have the most functional view of cell phones, with many requiring just the basics and showing limited interest in emerging technologies

Serge Matta, senior vice president of comScore Telecommunications Solutions, says "During the past decade, cell phones have dramatically changed the communication habits of American consumers... As cell phones continue to evolve in terms of design, functionality, and features, it is vital that cell phone providers and manufacturers understand the differing needs and desires of these distinct consumer segments."

While consumers in both the Cellular Generation and Transitioners are likely to view their cell phones as multi-dimensional devices, adult adopters tend to have a more functional view.

Approximately one-quarter of both the Cellular Generation (26 percent) and Transitioners (25 percent) said that "trendiness" was of high importance when selecting a cell phone, as compared to just 10 percent of Adult Adopters. Additionally, 41 percent of Cellular Generation consumers strongly agree with the statement "I like my cell phone to be personalized" with options such as color schemes and ring tones, while only 19 percent of Adult Adopters feel the same. And, the Cellular Generation clearly places the greatest value on additional features.

More than three-quarters of both the Cellular Generation and Transitioners have the option to access the Internet on their cell phones, but Transitioners are more likely to subscribe to Internet services than the Cellular Generation. Adult adopters have been the slowest to adopt this behavior,

The report is based on a survey of U.S. consumers who use a wireless phone, and analyzes consumers' satisfaction with wireless carriers, carrier switching behavior and usage of wireless features that go beyond voice communication, including wireless Internet. comScore conducted a survey... of more than two million online consumers who have given comScore permission to track their complete behavior on the Internet.

For a review of the release, visit this link, or to request a copy of the full report, please visit ComScore here.