TITLE: Portable Lifestyle Trends_October 2007_vFINAL_PDF
DATE OF CONDUCTING STUDY: October’ 2007
FINDINGS OF THE STUDY:
•Cellular phone pricing creeping up: Pricing for cellular phones increased by 26 percent year-over-year (YOY) in September 2007 compared to the same period last year. The average price for cellular phones is currently $406 (pricing is based on unlocked and locked cellular phones and does not include the service contract or any rebates from cellular carriers). •74 percent of shoppers say they purchase a new cellular phone once every two years. •36 percent of shoppers say that they would purchase a new cellular phone only if they were given a free upgrade. •15 percent of online shoppers would purchase a new cellular phone strictly for its design. •On PriceGrabber.com, Nokia continues to be the dominant leader of cellular phone manufacturers, holding 29 percent of the market (based on referred dollars). Apple holds 27 percent of the market, and Motorola holds 12 percent of the market. RCELL PHONES WITH MP3 PLAYERS
•58 percent of online shoppers say that a cellular phone with an integrated MP3 player feature is valuable to them. Overall, 54 percent of cellular phones sold on PriceGrabber.com have the integrated MP3 player feature. Within the top 20 ranked cellular phones, 85 percent have the integrated MP3 player feature, which is a 31 percent increase YOY in September 2007 compared to the same period in 2005. •According to the eMarketer Report, “Mobile Music: A New Marketing Challenge”, “The mobile music market is maturing.” Mobile music is music that is downloaded by cellular phones and played by cellular phones. A 63 percent increase in mobile music revenues YOY in 2006, compared to 2007, supports the trend that the top cellular phones purchased include an integrated MP3 player feature. •45 percent of the top cellular phones have at least 60MB of memory capacity, to support the music downloaded onto the integrated...