Carrier Demographics

Yesterday M:Metrics issued a press release that offers up some very interesting demographic data on the consumer makeup of the U.S. mobile carriers. As senior analyst and chief product architect Seamus McAteer states, "Our data shows that each carrier attracts its own demographic, which correlates with the consumption of mobile content."

For example, higher percentages of younger consumers, particularly between 18-34, subscribe to T-Mobile and Sprint. M:Metrics data shows that "mobile content consumption on both networks is above average, particularly in gaming, photo messaging and text messaging."

Another interesting tidbit is the comparison of the two largest MVNOs in the U.S., Tracfone and Virgin. M:Metrics found that "consumers of both services spend roughly the same amount on mobile services and have similar household incomes, Virgin subscribers are heavy users of mobile content, whereas Tracfone subscribers are not."

McAteer opined that "Tracfone's big-box retailer presence has made it an attractive option for older subscribers who keep their phone in the glove box for emergencies, Virgin's exclusive content deals with MTV and youthful branding have captivated 13-17-year-olds, who are also more interested in making a fashion statement with their phones."

In addition, "with 16.9 percent of its subscriber base being comprised of 13 to 17-year-olds, Virgin has more than twice as many of this age group than average and Tracfone has almost double the average number of subscribers 65 years old and above, accounting for 22.3 percent of its base."

Having data like this should come in handy as network operators, content developers and manufacturers try to better understand the various mobile audiences, so they can target their products and services more effectively...

via M:Metrics