Comscore has released the second part of their research about cell phone usage by age group. In the first part of their research they examined general cell phone usage patterns as well as types of cell phone internet access.
Their current conclusions:
Consumers in the 18-to-24 Age Segment: View Cell Phones as Multi-Functional Accessories; Crave Advanced Features and Personalization Options
Wireless Users in the 25-to-34 Age Segment: Most Likely to Access the Internet via Their Cell Phones
Their research does not detail specific internet usage by age group. In their previous research 44% of the users access the internet for email purposes while somewhat more than 24% used it for local search. It would be helpful to see top reasons for access by age group to see which age groups are more focused on local search vs other uses as well as the type and intensity of local search. It isn’t clear from the research summary but I would assume that the reason that the 25-34 age bracket is more likely to access the internet via cell is for job related e-mail.
Read on for more of their findings…
â€¢ The Cellular Generation â€“ Ages 18 to 24, these young adults grew up with cell phone awareness, experiencing cell phones as a part of their everyday lives.
â€¢ Transitioners â€“ Ages 25 to 34, these people fall in between two distinct groups: those who grew up with cell phone knowledge and those who did not. Cell phones began to infiltrate everyday life during their teen years and early adulthood.
â€¢ Adult Adopters â€“ Age 35 or older, this group was not exposed to cell phone until adulthood. Adult Adopters tend to have the most functional view of cell phones, with many requiring just the basics and showing limited interest in emerging technologies.
Transitioners Most Likely to Access the Internet on their Cell Phones
More than three-quarters of both the Cellular Generation and Transitioners have the option to access the Internet on their cell phones, but Transitioners (29 percent) are more likely to subscribe to Internet services than the Cellular Generation (23 percent). Adult adopters have been the slowest to adopt this behavior, with just 13 percent currently subscribing to the Internet on their cell phones while 42 percent either lack, or are unaware of the option of doing so.