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Mobile Users and Usage:
It’s Personal
Mobile users are inseparable from their devices. Whether they have a smartphone or a traditional feature phone, it goes with them at all times. And as these devices become more capable, they are evolving into extensions of users’ desktops and home communications and entertainment systems.
With mobile usage now pervasive, eMarketer believes that the subscriber population is approaching its saturation point. Penetration will near 100% by 2013, reflected in a modest 2.7% compound annual growth rate (CAGR) in the number of subscribers between 2008 and 2013.
This report will give you the information you need to keep up with this important trend.
Mobile users are inseparable from their devices. Whether they have a smartphone or a traditional feature phone, it goes with them at all times. And as these devices become more capable, they are evolving into extensions of users’ desktops and home communications and entertainment systems.
Executive Summary
 US Mobile Phone Subscribers and Penetration, 2008-2013 (millions and % of population)
Key Questions
The eMarketer View
Key eMarketer Numbers-Mobile Users and Usage
Mobile Subscribers
Subscriber Growth
Comparative Estimates: US Mobile Phone Subscribers, 2008-2013 (millions)
US Mobile Phone Users, by Payment Plan, November 2008 & March 2009 (% of respondents)
Leading US Prepaid Mobile Service Provider Websites, Ranked by Unique Visitors, March 2008 & March 2009 (thousands and % change)
US Mobile Phone Users* Who Switched to Prepaid Mobile Service in the Past Six Months due to the Economy**, March 2009 (% of respondents)
Unique Visitors to Leading US Prepaid Mobile Service Provider Websites, by Age, March 2009 (% of total)
Growth of Organic vs. Paid Clicks to US Prepaid Mobile Service Provider Websites, March 2009 (% change*)
Subscriber Demographics
US Consumers Who Have a Mobile Phone, by Age, February & March 2009 (% of respondents in each group)
Type of Phone Used to Receive Phone Calls According to US Consumers, by Age, February & March 2009 (% of respondents)
US Mobile Subscribers, by Age and Gender, May 2009
US Mobile Subscribers, by Income, May 2009
US Consumers Who Have Used the Internet on a Mobile Device, by Race/Ethnicity, 2007 & 2009 (% of respondents in each group)
Mobile-Only Households
US Children and Adults in Households with Only Mobile Phone or No Telephone Service, First half 2006-Second half 2008 (% of respondents in each group)
Demographic Profile of US Adults with Only Mobile Phone Service, First half 2006-Second half 2008 (% of respondents in each group)
Subscriber Preferences: Devices and Carriers
US Mobile Phone Users Who Have Different Mobile Phones for Work and Personal Use, June 2009 (% of respondents)
Personal vs. Business Use of Mobile Devices Among US Mobile Subscribers, 2008 (% of respondents)
US Mobile Subscribers, by Phone Type, 2008 (% of total)
US Mobile Phone Users, by Phone Type, October 2008 (% of respondents)
US Mobile Phone and Smartphone Users, by Age and Gender, December 2008-February 2009 (% of respondents)
US Smartphone Users, by Operating System, May 2009
US Mobile Phone and Smartphone Shipment Growth, 2008-2010 (% change)
Smartphone Users in North America, 2008 & 2013 (millions)
Leading Reasons that US Mobile Phone Users Chose Their Current Handset, February-June 2008 (% of respondents)
Select Features that US Mobile Phone Users Would Like to Have on Their Mobile Phone, June 2009 (% of respondents)
Corporate Profile of US Mobile Service Providers, Q1 2009
Price Sensitivity
Amount US Mobile Subscribers Are Willing to Pay for a New Mobile Phone, 2008 (% of respondents)
Amount Spent per Month on Mobile Phone Service According to US Mobile Subscribers, 2008 (% of respondents)
Monthly Phone, Internet and TV Expenditures of US Households, 2008
Expected Change in Mobile Phone Budgets* due to the Economy According to US Web-Enabled Mobile Phone Users, by Service Plan, March 2009 (% of respondents)
Attitudes and Usage
US Internet Users Who Believe a Mobile Phone Is a Necessity, by Generation, 2006 & 2009 (% of respondents)
Attitudes of US Mobile Phone Users Toward Their Mobile Phones, June 2009 (% of respondents)
Popular Activities
Frequency with Which US Mobile Phone Users Use Select Mobile Content, June 2009 (% of respondents)
Mobile Content Activities of US Mobile Phone Users, 2007 & 2008 (% of respondents)
Mobile Content Used by US Mobile Device Owners, March-April 2009 (% of respondents)
Mobile Content Used by US Mobile Device Owners, by Race/Ethnicity, March-April 2009 (% of respondents in each group)
MMS Messages Sent in the US, 2007 & 2008 (billions)
Average Text Messages Sent/Received per Month per US Mobile Phone Subscriber, by Age, Q4 2008 & Q1 2009
US Mobile Phone Users Who Send/Receive Text Messages, by Age, February-March 2009 (% of respondents in each group)
US Mobile Phone Users* Who Use Text Messaging, by Frequency, 2005-2008 (% of respondents)
Demographic Profile of US Mobile Gamers, May 2009 (% reach in each group)
US Mobile Game Downloaders, by Type, November 2007 & November 2008 (thousands and % change)
Demographic Profile of US Mobile Music Listeners, May 2009 (% reach in each group)
Demographic Profile of US Mobile Social Media Users*, May 2009 (% reach in each group)
US TV, Online Video and Mobile Video Viewers, Q1 2008, Q4 2008 & Q1 2009 (thousands)
US TV, Online Video and Mobile Video Viewers, by Age & Gender, Q1 2009 (% of total)
Demographic Profile of US Mobile TV/Video Viewers, May 2009 (% reach in each group)
Time Spent Watching TV, Online Video and Mobile Video in the US, Q1 2008, Q4 2008 & Q1 2009 (hrs:mins)
Time Spent Watching TV, Online Video and Mobile Video in the US, by Age, Q1 2009 (hrs:mins)
Average Time Spent per Day with Select Media Among US Consumers, by Age, Spring & Fall 2008 (minutes)
Mobile Internet: Moving Closer to Mainstream
US Mobile Internet Users and Penetration, 2008-2013 (millions and % of mobile phone subscribers)
US Internet Users and Mobile Internet Users, 2008-2013 (millions)
US Unique Mobile Internet Subscribers and Penetration, Q1 2007-Q1 2009 (millions and % of total mobile subscribers)
US Unique Mobile Internet Users, April 2008-March 2009 (millions)
US Mobile Internet Users, by Service Provider, January-March 2009 (% share)
US Mobile Internet Users, by Content Type, March 2009 (millions and % change*)
US Mobile Internet Users, by Brand, March 2009 (millions)
Browsers versus Apps
Leading US Mobile Application Categories, Ranked by Reach*, May 2009
US Mobile Local Content* Users, by Access Method, March 2008 & March 2009** (millions and % change)
US Smartphone and 3G Users Who Use Mobile Banking, by Access Method, March 2009 (% of respondents)
Conclusion
Endnotes
103943
US Internet Users and Mobile Internet Users, 2008-2013 (millions)
104007
US Mobile Internet Users and Penetration, 2008-2013 (millions and % of mobile phone subscribers)
104051
US TV, Online Video and Mobile Video Viewers, Q1 2008, Q4 2008 & Q1 2009 (thousands)
104052 | 104053
Time Spent Watching TV, Online Video and Mobile Video in the US, Q1 2008, Q4 2008 & Q1 2009 (hrs:mins)
Time Spent Watching TV, Online Video and Mobile Video in the US, by Age, Q1 2009 (hrs:mins)
104232
US Mobile Phone Subscribers and Penetration, 2008-2013 (millions and % of population)
105630
Key eMarketer Numbers-Mobile Users and Usage
105631
Comparative Estimates: US Mobile Phone Subscribers, 2008-2013 (millions)
Related Information and Links
Related Links
Contact
Report Contributors
Mobile users are inseparable from their devices. Whether they have a smartphone or a traditional feature phone, it goes with them at all times. And as these devices become more capable, they are evolving into extensions of users’ desktops and home communications and entertainment systems.
Ball State University's Center for Media Design
comScore Inc.
comScore M:Metrics
comScore Media Metrix
ConStat
Council for Research Excellence
CTIA-The Wireless Association
eMarketer
Frost & Sullivan
IE Market Research Corp.
iGR Inc.
International Data Corporation (IDC)
J.D. Power and Associates
JPMorgan
Lightspeed Research
MetLife
Mobile Marketing Association (MMA)
National Center for Health Statistics
New Millennium Research Council (NMRC)
Nielsen Mobile
Opinion Research Corporation
Parks Associates
Pew Internet & American Life Project
Pew Research Center
PriceGrabber.com
Sequent Partners
Skype
Synovate
The Kelsey Group
The Mobile World
The Nielsen Company
TowerGroup
Transverse
US Department of Health and Human Services
USC Annenberg School Center for the Digital Future
Zogby International
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Price: $695.00
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Price: $695.00
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