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IP-Based Services Are Driving Mobile Usage Among Under 35s

The under 35s are changing the landscape of mobile voice, messaging and data. IP messaging has taken off with the young generation. Data has taken importance over voice to under 35s in choosing plans. The trends have been brought forth by Analysys Mason through a new multi-country service.


Analysys Mason

As revealed by the Connected Consumer Survey 2013: Voice and Messaging, data is the most important factor to users aged 18-34 years. This importance reduces with age, and is not very appealing to users aged 55 years or higher.

Another fact that came out is the depletion of SMS messaging in importance. It is now lower than either voice or data. However, IP messaging has taken off with under 35s at the same time. Services like WhatsApp, Facebook Messenger and Skype are enjoying continual adoption growth. Stephen Sale, author of the report and principal analyst for Analysys Mason’s Voice and Messaging research programme, has identified “price sensitivity” as the reason.

Penetration rates of IP messaging are much higher among people aged between 18 and 34, the 18-24 group leading the smartphone IP messaging adoption.

However, the IP messaging isn’t strong among all regions. Among the countries surveyed, Spain showed the strongest adoption. More than 70% of the 18-24 group use IP messaging service in the country. In the U.S. it is slightly more than 30% among the same age group.

The results suggest that mobile operators should devise plans according to age groups. Younger age groups should be targeted with larger data and more messaging plans.

Analysts have, however, pointed that IP messaging services like WhatsApp or Facebook Messenger have not been successful in replacing the traditional SMS messaging. The introduction of the common IP messaging standard Joyn, being developed by the GSM Association, could change that, as well as changing the game for the today’s IP messengers.

The full survey report from Analysys Mason can be found here.

Thanks to: ZDNet

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